Meal delivery: one in two Brussels residents orders at least once a month

© Gondola

Since corona accelerated the phenomenon, meal delivery has become an integral part of Belgian consumption habits. According to a study by Sirius Insights, in collaboration with Gondola Food Service, almost half of Brussels residents order at least once a month.

For the whole country, 60% of households appear to opt for home delivery at least once a year. However, this average conceals major regional differences. Brussels has the highest penetration rate (70%), ahead of Flanders (59%) and Wallonia (52%). The difference is mainly due to urban density and the availability of services.

Frequency: Brussels absolute leader

The gap is particularly clear when you look at the frequency of orders. 43% of households in Brussels order every month, compared to 26% in Flanders and 24% in Wallonia. Delivery remains primarily an urban phenomenon, with Brussels, Antwerp and Ghent as the strongest poles. The offer is the most developed there, both in terms of restaurants and delivery solutions. Outside the major centres, this type of service often relies on local restaurateurs, who also take care of the deliveries themselves.

Young city dwellers and families in the lead

Two groups dominate the market. At the top of the list are young families with a modest budget, for whom delivery mainly means saving time. Below them are the urban 25-35 year olds from the 'Starting and perspective' segment, with many technophiles who like to shop online.

Conversely, the over-50s remain largely absent from the digital channel. Their reluctance shows a clear generation gap in eating habits.

A tailor-made approach is essential

This snapshot shows a Belgium with variable speeds, where food delivery remains concentrated in urban centres, both due to demand and logistical supply. Such a context forces platforms, restaurants and brands to adapt and resolutely opt for a 'tailor-made' offer, which takes into account regional differences in behaviour, needs and infrastructure.

These findings are part of a broader analysis that can be found in the Gondola Food Service whitepaper. It will be available from the end of April, exclusively for our members. ➡️ Contact Amaury Marescaux to receive your copy.