Consumer Values and Behaviour in the Netherlands

June 2025

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Netherlands report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Netherlands report answers:

  • How is the consumer mindset in Netherlands changing? In Netherlands, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Netherlands purchase decisions?
  • Where and how do consumers shop in Netherlands?
  • What health-related activities do consumers in Netherlands participate in?
  • What megatrends should I focus on in Netherlands (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Consumer values and behaviour in the Netherlands
Dutch consumers feel confident in displaying their true identity with friends and family
Older generations say their identity is accepted by society
Consumers tend to prioritize investing their money in activities over material possessions
Baby Boomers seek out distinctively tailored products and services
Consumers in the Netherlands anticipate that their level of happiness will increase
Younger generations expect more activities will shift online
At home, consumers connect with friends or family virtually
Safe location: The most desired home feature
Consumers in the Netherlands prefer to prepare dishes for themselves
Dutch consumers have no interest in preparing their own food
Gen Z state that making dishes is not affordable
Consumers in the Netherlands look for healthy ingredients in food and beverages
Gen X expect to have a job that allows for a strong work-life balance
Dutch employees primarily desire to attain a lucrative wage
Consumers say they have a strict boundary between work and personal life
Consumers in the Netherlands connect with friends through digital means
Younger generations prefer socialising with friends in person
Consumers' top travel motivation - relaxation
Gen Z expect relaxation options when travelling
Consumers engage in walking or hiking
Younger generations enjoy running or jogging for exercise
Dutch consumers are interested in meditation to improve wellbeing
Consumers are feeling uneasy about the effects of climate change
Consumers actively working towards greener and more sustainable practices
Consumers motivated to use products that are designed to reduce energy consumption
Consumers use social and political media to share their views
Consumers love searching for discounts
Older generations try to purchase from stores that are owned by locals
Consumers in the Netherlands regularly seek private label and low-cost products
Baby Boomers regularly seek private label and low-cost products
Dutch consumers subscribe to online platforms for streaming media
Consumers in the Netherlands would like to increase spending on groceries
Gen Z set to increase spending on education the most
Consumers are satisfied with their current financial standing
Gen Z sometimes rely on credit cards or account overdrafts to cover everyday expenses
Gen Z expect to increase money saving the most
The Dutch are proactive in managing data sharing and privacy settings
Baby Boomers say it is essential to manage their online reputation
Consumers in the Netherlands utilise platforms for communicating digitally
Millennials regularly check or refresh profiles on a social media platform
Younger generations frequently make online purchases
Dutch consumers follow or like companies' social media feed or posts
Younger generations frequently interact with companies online via social media
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