The Greek philosopher Heraclitus was right: change is the only constant. Transformations are happening rapidly—also in the retail landscape. From new technologies and societal developments to shifting consumer preferences. To better understand what’s happening, Gondola and BUFFL are joining forces. A logical match: Gondola as a trusted voice in the Belgian retail and FMCG sector, and BUFFL as a specialist in action-oriented consumer research. A conversation with Silvie Vanhout (Managing Partner at Gondola Academy) and Babette Gommeren (CEO at BUFFL) about five major trends.
"Consumer behavior is constantly changing and difficult to predict," Silvie begins. "By working together with BUFFL, we stay on top of the latest developments and gather relevant, practical insights. With their data and our industry expertise, we create a complete picture."
"These insights are crucial," Babette adds. "Did you know that 75% of new products fail within their first year? On our mobile platform, consumers can share their opinions on brand-new concepts. This helps businesses make well-informed decisions and launch only those products that consumers truly want."
The knowledge from BUFFL surveys adds an extra dimension to Gondola articles and helps market players better understand consumer behavior. This, in turn, strengthens the market. Here are five trends shaping the retail landscape.
The days of simple grocery shopping are long gone. "The range of choices is massive," says Babette. "Where you used to grab a sandwich for lunch, you now have countless options. Healthy or fast food, from a local business or a large chain, dine-in or home delivery—the possibilities are endless. The bigger and more diverse the offering, the greater the challenges. The key question is: should you expand your own offering to compete, or focus on a specific niche? BBDO is actively working on this with Panos, exploring different store concepts, expanding the assortment, and launching targeted recruitment and loyalty campaigns."
And then there’s the increasing diversity in society itself. Silvie: "That also impacts the product range. You now see more halal products and other items with an ethnic focus."
The response to increased competition lies in clear positioning and a well-defined product range. "We’re seeing an interesting trend in the market," says Silvie. "The middle segment is struggling. Consumers either opt for private-label brands—even when they’re more expensive than B-brands—or go all-in on premium. The gray zone in between is shrinking."
"Burger King is handling this smartly," Babette adds. "They stay true to their proven burger concept while simultaneously innovating with plant-based options."
This trend extends beyond food. "It applies to almost every product category," Babette explains. "Consumers choose authentic brands when they feel connected to them, but also opt for private-label products when looking to save money. These choices are deeply personal and no longer depend solely on income or education. It’s much more about values and preferences."
"Did you know that 75% of new products fail within their first year?" – Babette Gommeren, CEO at BUFFL
To win over the consumer’s heart and wallet, brands must stand for something, have an authentic identity, and create a sense of connection.
To be original, you must dare to question yourself and embrace innovation. Babette: "Standing still means falling behind, especially in retail. Research shows that innovative brands grow three times faster. Spadel recently revitalized the water category with flavored waters—a bold move, but with limited risks as it was already validated in the market. Another example: the rise of functional foods, like protein-rich products. These cleverly respond to two key trends: convenience and health."
Innovation isn’t just about product development. It can also be about services, store concepts, or communication. And that’s where BUFFL comes in. "We help companies determine which innovations truly add value for their customers. Because not every new idea is an improvement," Babette explains.
Where there’s innovation, there’s digitalization. It affects almost every stage of the shopping process. Silvie: "The entire shopping experience has changed. It starts at home, with a grocery list in an app. In-store, you have self-scanning and digital discounts. And you can choose between takeaway, pickup, or home delivery. Technology is everywhere."
Personalization plays a major role in this. "Through apps, retailers can offer customers personalized promotions," Silvie continues. "But you have to be careful. Consumers appreciate relevant suggestions, but it shouldn’t feel intrusive. The challenge is to be helpful without being creepy. One interesting development is the connected shopping cart. Retailers abroad are already experimenting with it. You scan your loyalty card, and as you shop, a screen suggests recipes or complementary products based on what’s in your cart."
Colruyt Group is investing in this with the Xtra app. BUFFL has spent the past few years identifying pain points in the customer journey and defining features to address them. The Xtra app is now a shopping assistant that places the customer relationship at the core.
Being successful in retail also means adapting to societal changes. We already mentioned ethnic products, but sustainability is another key factor. Babette: "Consumers are willing to pay more for sustainable products. But be careful—they can easily see through superficial ‘green’ marketing. They want brands that are truly sustainable."
Another societal trend is the convenience economy. Just look at the success of meal kits. "Even though they are often more expensive than buying individual ingredients, people are happy to pay for them," Babette explains. "They save time and effort. Plus, with pre-portioned ingredients, food waste is reduced."
The focus on sustainability has also led to a more holistic measurement of success. Silvie: "In the past, success was simply about money going out versus money coming in. Now, companies are looking beyond just profits. SDG (Sustainable Development Goals) objectives are also taken into account. Businesses still need to be profitable, but with a focus on the planet and the environment—without resorting to greenwashing."
BUFFL helps clients like Colruyt Group, Burger King, and Spadel validate their decisions through its own community, technology, and research templates. With iterative validation, BUFFL ensures less waste and a first-time-right approach.
Read the full Dutch article here:
https://www.gondola.be/nl/news/wat-beweegt-er-retail-5-trends-onder-de-loep
Read the full French article here:
https://www.gondola.be/fr/news/quest-ce-qui-bouge-dans-le-retail-5-tendances-sous-la-loupe
