Netherlands: Consumer Profile

October 2024

The Dutch population remains diverse owing to the continued influx of immigrants, while businesses are continuously catering to the varying needs and taste of its multicultural customers. Ageing population and rise of singleton households are reshaping spending patterns. Concerns around the environment and sustainable foods remain, while stubborn inflation is driving up prices of everyday goods, making consumers more conscious of their purchasing decisions.

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Overview:

Consumer Profiles  reports  provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.

The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.

The Consumer Profiles in Netherlands report includes:

A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies

The Consumer Profiles in Netherlands report answers:

  • How consumers in Netherlands are changing? 
  • What are key changes in Netherlands population, society and generational structure and how it is affecting businesses?
  • What is the household structure in Netherlands and how it is changing consumer landscape?
  • What are key income groups in Netherlands? What is the outlook for the future?
  • Where consumers are  spending the money in Netherlands? 
  • How is the consumer mindset in Netherlands changing?
  • In Netherlands, what are consumer attitudes towards “green” and sustainable products?
  • Where and how do consumers shop in Netherlands?
Download Table of Contents
Scope
Key findings
Key drivers affecting consumers in the Netherlands in 2023
How developments today shape the consumers of tomorrow
Today 2023: Baby Boomers maintain a strong market influence
Today: Foreign citizens in the Netherlands expand in size and influence
Rising obesity levels increasing concern for public health
Tomorrow 2040: Gen Z influence to rise as they become the largest generational cohort
Tomorrow: Brands advocating social and environmental causes align with Gen Z values
Tomorrow: Amsterdam a hub of multiculturalism
Opportunities for growth
Case study: Lalaland is at the forefront of a transformative fashion industry
Today 2023: Single person households drive individualistic needs
Today: Singleton households are on the increase as the ageing population grows
Dutch consumers enjoy large levels of home ownership
Tomorrow 2040: Singleton households and childless couples to become the norm
Tomorrow: Traditional gender roles remain for household heads
Tomorrow: Smart home technology will allow for greater convenience in the home
Opportunities for growth
Case study: Crisp, the supermarket app for super fresh food
Today 2023: Middle-class households maintain a significant presence
Today: Stubborn inflation as it remains elevated compared to previous years
An increase in expenditure on grocery spending reflects rising living cost
Tomorrow 2040: The largest concentration of wealthy households is found in Amsterdam
Tomorrow: Older generations benefit from accumulated assets
Amsterdam stands out as the hub of consumer expenditure
Opportunities for growth
Case study: “ Meijn Albert Heijn Premium” subscription hits one million customers
Key findings of the consumer survey
Gen X consumers demand both quality and value-for-money offerings
Dutch consumers showing increased willingness to purchase store brand goods
Baby Boomers taking the lead with engagement in green activities
Younger generations are the most positive about their future financial situation
Gen X places the largest emphasis on work-life balance
Opportunities for growth
Case study: Swapfiets taking it up a gear with European city expansion
Key findings
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