Reaching the Consumer in Belgium
Overview by Globlatrade.net:
- Growing Sectors
- The automotive market, the generics market (thanks to government promotion), the ICT market, the seafood market, the interior textile market (high-quality fabric).
- Consumer Behavior
- Belgium are very price sensitive and value for money.
There is a rich population as companies' headquarters and international organizations still have offices in the capital and expatriates have attractive financial packages.
Also as there is no tax on the wealth, the country has attracted many rich foreigners who leave in Brussels and its suburb.
- Consumer Profile and Purchasing Power
- Generally speaking, purchasing power is lower every year with yearly inflation rate of around 2%. On one hand Belgian population has tremendously lost buying power during the last 20 years (-20% in Brussels) and with a rate of 20% of un-employment in the Capital, that market is not high-end.
- Consumer Recourse to Credit
- Consumers Associations
Test-achats , Consumer protection
Media in Which to Advertise
- The television market is characterized by fragmentation, which increases with the launch of digital TV.
Total advertising revenue for private TV is declining since 2004.
Advertisers have lost confidence in the 30’TV spot and in the digital TV market because viewers can zap the ads away.
RTBF, RTBF 2
- Newspaper readership is declining and the television and radio market becomes more and more fragmented. The fight for readers and audiences stimulates unhealthy competition. However, one of the major future problems for print and broadcast media, is the declining revenue from advertising. The media market has become very fragmented and the main source of revenues for all the new media players is advertising.
- Advertisers seem to be more in favor of advertising below the line (not in media but all kinds of direct marketing).
- Main Advertising Agencies
Main Principles of Advertising Regulations
- No advertising bans for alcoholic beverages are being considered at EU level.
- The EU Tobacco Advertising Directive bans tobacco advertising in printed media, radio, Internet and sponsorship of cross-border events or other activities. Advertising on television has been banned in the EU since the early 1990's.
- Advertising medicines is regulated by the European Union Directive 2001/83/EC and the Public Health Code. It's prohibited for products only available on prescription.
- Use of Foreign Languages in Advertisement
- English can be used but with a translation.
- Organizations Regulating Advertising
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