Did Belgians really drink more alcohol in a confined spring 2020 compared to spring 2019? And why ? Elements of response with the main players in Belgian retail.
Part of the population has the impression of drinking more alcohol than usual during confinement. But whether to relieve the stress caused by the epidemic and the anxiety of isolation – or to fill the imposed closure of the catering industry – did the Belgians really rush on the alcohol shelves of supermarkets?
In mid-April, we had already contacted the major retailers to obtain a trend. Their conclusions were rather mixed (See the details). To get to the bottom of it, with a little more perspective, we asked the same questions at the end of June.
It is sometimes difficult to have precise figures, signs are generally constrained to discretion. But we got the following information:
On the side of LIDL, it goes up almost everywhere when we compare ‘March, April, May 2019’ and the same months of confinement in 2020. Wines: + 15% (top: small bottles of 25 cl). Alcohol: + 18% (top: Gin, Vermouth blanc, Whisky), Bubbles: + 11% (top: Cava Brut). Only on beers did sales remain stable.
On the side ofALDI, we have less details, but “the alcoholic beverage category performed very well in the April-June period. If we compare this sales period to the April-May 2019 period, we see strong double-digit growth“, said the spokesperson.
For DELHAIZE, there is an overall increase on alcohol 10%. Rosé and beer posted the largest increases, while bubbles declined significantly. The spokesperson gives us his interpretations: “If consumption has increased, it is mainly because the catering industry was closed. We don’t think people drank more than normal“they would have just drunk at home and not at a restaurant or a bar.”By the way, in mid-June, when the catering industry was able to reopen, the increase was only 5%“However, Delhaize anticipates”a strong increase of 15% for summer 2020 compared to 2019, since 40% of Belgians think that they will stay at home instead of going abroad. And they will catch up with family meetings, BBQs with friends, etc.“.
The group CARREFOUR give no numbers and just say “increase in alcohol sales if we compare March-June and 2020 to the same period in 2019, regardless of the type of drink (wines, beers, spirits)“The spokeswoman said that”the increase in sales of alcohol after the announcement of containment was very relative to the increase in sales of other product categories“(we immediately think of the magic trio ‘toilet paper, pasta, flour’).
There is only on the side of COLRUYT that we don’t notice any particular growth. This is due to the particular position of the group: there are many professionals (especially in the catering industry) who supply alcohol at home, while during gatherings of friends / family celebrations (large quantity), the individuals have the reflex of going to fill their trolley-tray at Colruyt. So yes, of course, the Belgians bought more alcohol than usual for their personal consumption, but many other purchases (groups or professionals) did not take place. “All in all, total alcohol sales are stable compared to 2019“, concludes the spokesperson.”In volume, except for wine (and especially cubis, double-digit growth), we are talking about a drop in sales or stable sales“.
Double-digit growth
Yes, confined to their homes, the Belgians bought more alcohol in the spring of 2020 than in the spring of 2019. No precise figures, but certainly double-digit growth, therefore minimum 10%, and maximum 18% according to information – not exhaustive – that we were able to collect.
Does this mean that the Belgians have drowned their confinement in alcohol? Not necessarily, even if it is certainly true for some of them, as evidenced by a study conducted by the Catholic University of Louvain (UCL). “We can see that a quarter of the Belgians who responded to our survey have significantly increased their consumption. But almost half have kept their consumption fairly stable and even 29% declare having reduced their consumption”, details Martin De Duve, alcoholologist and director of the “Univers Santé” association. This decrease is more marked in men and in young people.
One of the plausible explanations: the closing of bars and restaurants
Among the most plausible explanations mentioned by the actors of the large distribution, there is the closing of bars, restaurants and festive events. The alcohol that was not consumed there would have been at home. Given the good weather, indeed, we can estimate that the terraces would have been filled every weekend … The Belgian would have had “his dose”, but not in the same place.
Another actor mentions the closing of the borders: some Belgians are used to buying alcohol in France, Luxembourg or Germany, where it is less generally cheaper.
Finally, the change in work habits would also have had an impact on alcohol consumption. Almost 40% of those who had to telecommute report drinking more than usual during confinement.
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