Reaching the consumers

Marketing opportunities

Consumer behavior

Belgium are very price sensitive and value for money.

But, you still have 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.

Consumers associations

Consumer protection

Main advertising agencies

In one

Distributing a product

Evolution of the sector

There is stiff competition within the Belgian market. This is due to the fact that Belgium is amazingly open to foreign trade. Added to a sophisticated system of distribution, it turns Belgium into a test market, where many foreign companies launch new products.
The main geographic zones of the country are Brussels, Antwerp and Liege.

Despite a noteworthy slowdown of the local economy at the end of the year, retailing continued to demonstrate modest but still positive current value terms growth at a rate slightly higher than inflation. In store-based retailing, the number of outlets continues to decline due to a natural cannibalization of still dominant small independent shops located in towns by more profitable large stores – hence the ongoing increase in selling space. Large retail groups gain ground through expansion in the number of outlets, the assortment of products they carry, and also in their private label offerings.

Market shares

The distribution of foodstuff is characterized by a high level of concentration (a few chains with many selling points especially for Delhaize and less importantly for Colruyt), and by a strong development of the co-operation among the distributors.
The distribution of other consumer goods, on the contrary, is better carried out through specialized traditional retailers, so much that in recent years chains of branches, often auto-serviced, with diversified products have appeared on the market.
It is also characterized by the increasing part of the "non food" distribution in hypermarkets and, in a lesser way, of department stores (Inno).
The pride for Belgian distributors is the GB group which manages a union of distribution companies, grouped around four sectors: super and hypermarkets together with CARREFOUR, do-it-yourself, fast foods, specialized distribution.

Market access procedures

International Conventions

Member of World Trade Organisation
Member of OECD
Party to the Kyoto protocol
Party to the Washington convention on International trade in endangered species of wild fauna and flora
Party to the Basel convention on the Control of Transboudary Movements of Hazardous Wastes and their disposal
Party to the Montreal protocol on Substances that deplete the Ozone Layer
Wassenaar arrangement on export controls for conventional arms and dual-use goods and technologies
Party of the International coffee agreement 2001

Main International economic cooperation

Yes

Non tariff barriers

At the European level, agricultural products are protected within the Common Agricultural Policy and textile products from China, Belarus, North Korea, Montenegro, Kosovo and Uzbekistan are subject to particular formalities and import licenses or control procedures (export document, monitoring document).

Customs duties and taxes on imports

Operations carried out within the EEA are free of duty.
The Common Customs Tariff of the European Union applies to goods originating outside Europe. Generally the duty is relatively low, especially for industrial products (4.2% on average).

Tariffs for EU origin: http://ec.europa.eu/taxation_customs/dds/tarhome_en.htm

Customs classification

The Combined Nomenclature of the European Community (EC) integrates the HS nomenclature and supplements it with its own subheadings with an eight-digit code number and its own Legal Notes created for Community purposes.

Import procedures

Customs procedures include, apart from importing with payment of duties, the following tax exemption procedures: release for consumption, transit or temporary admission, customs warehousing, inward processing, processing under customs control.
More details on the website Invest Flanders

Importing samples

Samples are acceptable to Belgium and will be exempt from all Duty and VAT. A Certificate of Origin will not be required for import; only a standard Air Waybill or Bill of Lading and Commercial Invoice will be needed.

Imported samples of commercial value owned by individuals abroad also may be granted exemption from customs charges. Security is required in the amount of duty and tax chargeable, plus 10%. Samples may be allowed to stay in Belgium up to one year. Such samples are not permitted to be sold, put to normal use (except for demonstration purposes), or utilized in any manner for remuneration.

For further information

Administration des douanes et accises
Paperless custom and excises procedure official web site
Buyusainfo
NCI Multiburo

Organizing goods transport

Main useful means

The main ports are Antwerp, Gent, Ostend. Antwerp is by far the most important Belgian port and is ranked second in Europe.
In order to operate a competitive recovery, a ten-year plan of reorganization and investments, named Objective 2000" was approved in 1996. It involves a BEF 370.3 billion budget, of which 70 % was assigned for the infrastructure and 30 % for rolling stock.

Ports

Port of Antwerp
Port of Zeebruge
Port of Oostende

Airports

Brussels airport
Liège airport
Charleroi airport

Sea transport organizations

Federal public service mobility and transport

Air transport organizations

Federal public service mobility and transport

Road transport organizations

Ministry of Transport

Rail transport organizations

National railway company

Identifying a supplier

Type of production

The positive economic climate was particularly beneficial for the chemicals industry, wood and furniture, metalworking, electrical machinery and equipment, and the manufacture of transport equipment.

Business directories

Golden Pages
Belgacom White Pages
Go2.be
4B2B
Kompass

Manufacturers associations of the main industries

Automotive association in Belgium
Belgium aerospace industries association
Pharmacy Industry association in Belgium
Belgian Maintenance Association
Belgian Steel Federation
Food and Beverage industry association
Belgian fashion association

Trade Agencies and their representations abroad

Chamber of Commerce and Industry of Brussels
French Chamber of Commerce and Industry of Belgium

Enterprises federation

Federation of enterprises in Belgium
Brussels enterprises commerce and industry
Walloon union of Belgium enterprises