NIQ Insight Summit Belgium 2025
What’s Next: Unlocking Growth with Full View Intelligence
8 October 2025
BluePoint Antwerp
NIQ Insight Summit Belgium 2025
In a rapidly changing market environment, brands are more challenged than ever to secure sustainable growth – despite economic uncertainties, changing consumer needs, and the rapid advancement of new technologies. Long-term success requires a deep understanding of consumer preferences and market trends, as well as the targeted use of innovative technologies and data-driven insights.
At the NIQ Insight Summit Belgium 2025 “What’s Next: Unlocking Growth with Full View Intelligence,” we will show you how to identify and successfully leverage new growth opportunities for your company. Gain exclusive insights from NIQ experts and leading brands to develop forward-looking strategies. Here’s a preview of the topics you can expect:
- Find Your Next Market Trend: Unlocking Growth in the FMCG and Tech & Durables industries
- Find Your Next Digital Retail Strategy: Navigating the future of retail with AI and omnichannel strategies.
- Find Your Next Growth Opportunity: Unlocking e-commerce potential through an understanding of subchannels and diverse consumer trends.
Agenda
9:45 – 10:30 Registration & Networking
10:30 – 10:45 Welcome & Opening
10:45 Find Your Next Market Trend: Unlocking Growth in the FMCG and Tech & Durables Industries
With Stephanie Baaklini, Commercial Director Belgium, NIQ, and Tom Penninckx, Analytical Team Leader & EU Client Business Partner, NIQ.
In today’s fast-changing economic and consumer environment, staying ahead of the curve is more vital than ever. This session dives into how evolving consumer behaviors, shifting market dynamics, and global economic forces are transforming the way brands engage with their audiences in 2025.
Join us for a forward-looking exploration of the latest insights, strategic innovations, and emerging trends that will shape successful brand strategies and consumer connections in the year ahead.
11:10 Find Your Next Digital Retail Strategy: Navigating AI and Omnichannel
With Yentl Van Glabbeek, Retail Customer Success Leader – Belgium, NIQ.
This session explores how retailers can leverage digitalization, artificial intelligence, and omnichannel strategies to remain competitive in a rapidly changing market. From dynamic pricing to AI-powered retail management, we highlight the key innovations shaping the future of commerce. Gain exclusive insights from industry experts how technology can be strategically used to boost efficiency, profitability, and customer loyalty.
11:35 NESCAFÉ Dolce Gusto NEO – From consumer insights to breakthrough innovation in coffee
With Nicolas Tack, Nescafe Dolce Gusto Business lead Benelux, Nestlé and Floriaan Van Cappellen, Key Account Manager, NIQ
In this presentation, we take you on a journey through the creation and evolution of NESCAFÉ Dolce Gusto. We explore the brand’s mission and vision, and how these contribute to delivering exceptional coffee experiences. Using brand-level data and insights from NIQ T&D and FMCG, we dive into how consumers perceive and appreciate NESCAFÉ Dolce Gusto and how NEO by NESCAFÉ Dolce Gusto came to the market. Additionally, we discuss current consumer trends in the coffee market, such as changing preferences in coffee consumption. We demonstrate how NESCAFÉ Dolce Gusto responds to these trends by monitoring and analyzing them, and developing its flavors and machines. Discover how NESCAFÉ Dolce Gusto continuously innovates to meet and exceed the expectations of coffee consumers.
12:00 – 13:15 Lunch break
13:15 How to better understand consumers and build action plans for profitable growth
With Marie Claeys, Category Development Lead, Friesland Campina Belgium & Julien Loire,
WE Sales Director, Revenue Growth Management, NIQ
In this session, we’ll explore how deep consumer understanding can unlock new growth opportunities in the dairy market. Using advanced analytics and tailored research strategies, we’ll show how to identify key consumer motivations, and optimize pricing and promotional strategies, ensuring that investments drive true incremental sales rather dan eroding value.
Join us to discover how a consumer-centric approach can help your business stay ahead in a rapidly changing market.
13:40 From Warm-Up to Win: A Data-Driven Approach to successful promotions
With Kenny Nilsen, Head of Marketing Operations, BSH Home Appliances Belgium & Jasper Vermeulen, Consultant Market Intelligence, NIQ
Discover how to transform promotional campaigns from good to exceptional using the power of data. This session explores the full journey, from pre-launch preparation to post-campaign analysis, highlighting how insights and analytics can drive smarter decisions, optimize performance, and deliver measurable impact. Whether you’re planning your next big push or refining your strategy, learn how a data-driven mindset can turn warm-up efforts into winning results.
14:05 The True ROI of Retail Media
With Paul Sturgeon, Commercial Director, WE, Media Effectiveness, Strategic Analytics & Insights, NIQ
Retail Media is playing an increasingly pivotal role in advertising strategies and the ability to understand the true return on investment (ROI) of Retail Media campaigns is critical. This requires a deep understanding of incrementality – determining the additional sales generated solely due to advertising efforts. This presentation will provide an overview of ‘retail media’ and how advertisers can isolate the true impact, disentangling it from other factors influencing sales.
14:30 – 14:55 Coffee break
14:55 Find Your Next Growth Opportunity: Decoding the Digital Consumer and the Rise of Social Commerce
With Niek van Leeuwen, Ecommerce Lead Benelux, NIQ & Grégoire Cadé, TikTok
The digital shelf is evolving and so is the consumer. In this session, we’ll unveil the latest insights into online consumer behavior, from the latest e-commerce trends in Belgium to the unique expectations of Gen Z. Discover how shoppers navigate across subchannels like D2C, marketplaces, social commerce and how TikTok has become a key player in the path to purchase.
Together with TikTok, we’ll explore how brands and retailers can tap into the power of social commerce, with a spotlight on TikTok’s potential in Belgium and recent TikTok Shop expansion across Europe. Learn how to meet your next generation of customers, where they are and convert engagement into growth.
15:20 – 15:30 Closing remarks
15:30 – 16:30 Networking
Speakers
Céline Malyster
Moderator
Céline Malyster is a seasoned entrepreneur and multilingual moderator with deep expertise in marketing, branding, and customer experience. With a background in television and corporate communications, she led branding and CX strategies at a leading contact center and founded Walhalla Branding to help organizations define their identity. Her workshops and keynotes blend strategic insight with humor, making her a sought-after speaker and trainer. Céline’s 15+ years of experience in media and business make her a dynamic voice in the world of customer-centric branding.
Ralph de Greef
Managing Director Benelux, NIQ
Ralph de Greef is a seasoned commercial leader with over 25 years of experience in information services and marketing intelligence. As Managing Director for Benelux, Ralph leads the operations of NIQ across Belgium and the Netherlands. His career spans a wide range of leadership roles, including oversight of solutions and practices in Europe and global business development responsibilities.
Stephanie Baaklini
Commercial Director Belgium, NIQ
Stephanie Baaklini is the Belgium Sales Leader at NIQ, overseeing a team dedicated to enhancing client satisfaction and driving business growth. With 10 years of experience in operations and sales across multiple regions, she brings valuable expertise to her role, ensuring that NIQ continues to deliver exceptional value to its clients in Belgium.
Tom Penninckx
Analytical Team Leader & EU Client Business Partner ABI, NIQ
Tom Penninckx is a senior analyst at NielsenIQ Belgium, a leading global market research firm specializing in consumer behavior and retail trends. He is known for his annual insights into the FMCG (Fast-Moving Consumer Goods) sector and regularly speaks at industry events such as Gondola Society’s Economic Expectations.
In a recent interview with Gondola, Penninckx described 2024 as the first “normal year” since 2019, following the disruptions of COVID-19 and high inflation. He noted that Belgian consumers have become more cautious, price-sensitive, and less brand-loyal, which presents both challenges and opportunities for A-brands.
He also contributes to the NielsenIQ-GfK Global Consumer Survey, analyzing trends like spending intentions, inflation concerns, and shifts in private label market share. His work helps retailers and manufacturers navigate a rapidly evolving consumer landscape.
Yentl Van Glabbeek
Retail Customer Success Leader Belgium, NIQ
Yentl Van Glabbeek is Retail Tech & Durable Customer Success Manager for Benelux. With a passion for delivering impactful insights and inspiring narratives, Yentl is dedicated to empower retailers. She motivates her teams to add real value to retail partnerships and is broadening her horizons by leading a West-European retail project, gaining insights into diverse markets.
Nicolas Tack
Nescafe Dolce Gusto Business lead Benelux, Nestlé
Nicolas Tack is the business lead for Nescafé Dolce Gusto in the Benelux and has been with Nestlé for over 20 years. He has a passion for high-quality coffee and tea. As the business manager of Nescafé Dolce Gusto, Nicolas ensures that people can enjoy a true coffee shop experience at home. His drive is to win as a team, achieve sustainable results, and celebrate milestones and successes. Nicolas has extensive experience in marketing and sales and has held various leadership roles within Nestlé. He is committed to creating a business environment where people feel safe, are encouraged to take initiative, are supported in developing new skills, and, above all, have fun.
Floriaan Van Cappellen
Key Account Manager, NIQ
Marie Claeys
Category Development Lead, Friesland Campina Belgium
Marie Claeys is an experienced FMCG professional with a background in account management, shopper marketing, and channel development. Currently Channel Development Manager at FrieslandCampina, she drives strategic growth across retail and out-of-home channels. Known for building strong customer partnerships and leading teams, she combines data-driven insights with practical execution to deliver results.
Julien Loire
WE Sales Director, Revenue Growth Management, NIQ
Kenny Nilsen
Head of Marketing Operations, BSH Home Appliances Belgium
Jasper Vermeulen
Consultant Market Intelligence, NIQ
Paul Sturgeon
Commercial Director, WE, Media Effectiveness, Strategic Analytics & Insights, NIQ
Paul Sturgeon has more than 20 years of experience, providing support for C-Suite and key marketing decision makers across a vast range of brands, verticals & markets. He’s an IPA Effectiveness Awards winner & technical judge, author & contributor to various publications for industry bodies. Previously, he has held senior roles at media agencies (OMG & GroupM), Kantar & Amazon Ads.
Niek van Leeuwen
Ecommerce Lead Benelux,
NIQ
Niek van Leeuwen leads e-commerce for NielsenIQ Benelux, helping brands and retailers navigate the evolving omni-channel landscape. He is responsible for innovative e-commerce data solutions Digital Purchases and Omnisales. With a strong background in digital marketing, e-commerce and client development for leading companies like L’Oréal and Amazon, Niek drives growth by building strong partnerships and delivering actionable data-driven insights to feed clients e-commerce strategies across FMCG and Tech & Durables.
Grégoire Cadé
Client Solutions Manager, TikTok
Grégoire Cadé is a Client Solutions Manager at TikTok, overseeing the Belgium market. In this role, he collaborates with brands to develop and elevate their marketing strategies on TikTok, helping them connect authentically with Belgian audiences and drive meaningful growth. Leveraging deep insights into platform dynamics, creative trends, and consumer behaviors, Grégoire empowers brands to build impactful campaigns and thrive in the fast-paced world of digital engagement.
Event details
Location: BluePoint Antwerp
Date: 8 October 2025
Time: 9:45 – 16:30
