Press Room

The Belgian shopper: increasingly connected and engaged online

Brussels – FRI 29 JULY 2016 – It’s no secret that retailers need to invest in their presence online, but the importance of having a strong and optimized website was further underlined in research released by Nielsen today — which quantifies the frequency in which shoppers visit grocery retailer websites. According to Nielsen’s Shopper Trends survey, one quarter (25%) of Belgian shoppers had visited a retailer website in the last 30 days, when they were polled in 2015.

Always the price conscious shopper, 60% of Belgian shoppers visiting a retailer website are checking out special offers, while 23% are purchasing groceries online and 19% are checking out recipes. 37% of shoppers who shop for groceries online report that they’re doing more than they did a year ago.

The most important reason not to purchase groceries online? 51% of Belgian shoppers report that extra charges are the main reason not to buy online, while 37% prefer to examine their products before they buy, and 36% are concerned about product quality.

More granular insights on  Belgian Shopper Trends are now available for purchase on the Nielsen Store.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit


Stephanie Manning,