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Downtrading remains a trend among affluent households

Tom Cornelis, YouGov Commercial Lead
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YouGov (CPS GfK) continuously monitors what people think, want, and buy. Our latest update on Fast-Moving Consumer Goods (FMCG) offers a nuanced view of Belgian shopper trends. While certain improvements are visible, economic challenges and cautious consumer behaviour continue to shape the market. Brands are regaining momentum, but the threat of private labels and shifting consumer preferences require strategic focus to adapt to the increasingly polarised market reality.

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