Belgian baby care consumers are more likely to purchase baby supplies in a physical store rather than online, but this trend is changing as more consumers are switching to online channels. E-commerce retailers are able to compete on price and convenience due to reduced capital investment in physical infrastructure and, in some cases, the elimination of links in the supply chain. And it offers a compelling proposition for busy parents: the convenience of shopping whenever, wherever they desire, often with free delivery to their front door.

What kinds of baby care products are consumers buying online? According to Nielsen’s Global Baby Care Survey, Belgian respondents are most likely to have bought baby clothes (31%) and toys (28%) online, followed by baby car seats (10%). Eight percent have purchased baby diapers, strollers, and bottles online, followed by baby beauty products (5%). Only three percent have purchased baby food online, below the European average of 8%.

When it comes to purchasing baby food, Belgian consumers are more cautious than the average European when choosing what they feed their baby. Forty-six percent of Belgians reported that safe ingredients and processing was the most important factor they considered when purchasing food for their babies, followed closely by overall nutritional value (41%). The average European respondent ranked safe ingredients as 3rd in importance (32%) and nutrition 6th (27%), clearly favoring good price/value (34%) as their most important factor for consideration.

When it comes to diapers, the price-sensitive Belgian consumer admits good price/value is at the top of their list when deciding which diapers to buy. However, only 19% of Belgian consumers stated that they always look for diapers with the lowest price, regardless of the brand. It appears Belgian consumers will pay a little extra to ensure their babies stay dry, as the majority (48%) of Belgian consumers noted that they buy whichever brand they want, regardless of price.