Halal Boom in Belgium: Supermarkets Transform Their Aisles

The days when oriental products were confined to small, dusty aisles seem to be over. The figures reported by La Dernière Heure are revealing: at Colruyt, the number of stores offering halal products has doubled in one year to reach 66 outlets, while sales volume has actually tripled. The same trend can be seen at Lidl, which has expanded its selection of fresh products to more than 60 stores this year, compared with around 30 in 2025.

On Bladi.net : Ramadan 2026 Belgium: Official Start Date Set This Tuesday

This boom can be explained by a profound change in the consumption habits of the 3rd and 4th generations from immigrant backgrounds. Unlike their elders, who favored neighborhood wholesalers for bulk purchases, younger consumers “switch around” and turn to the supermarket closest to home.

On Bladi.net : Belgian Supermarkets Boost Ramadan Offerings to Serve Growing Muslim Market

• Shopping hobby: People no longer shop out of necessity once a month, but day by day.

• Social media influence: Trends such as the famous “Dubai Chocolate” (pistachio and kadaïf), popularized on TikTok and Instagram, are fueling the curiosity of all customers, far beyond the Muslim community.

• Geographical expansion: Populations are no longer concentrated solely in urban centers; retailers are therefore responding to a “neighborhood reality” throughout Belgium, from Hainaut to Brussels.

For industry experts, the long-term objective is to follow the model of Italian products: move spices, Turkish cheeses and halal deli meats out of the “ethnic” section and integrate them directly into the regular aisles. At Carrefour, sales in this segment have already jumped by 9.2% in January 2026 compared with the previous year, proving that demand is now structural and extends well beyond the fasting period.