In 2024, sales of cigarettes in the Netherlands experienced a significant decline in both volume and value sales. This downward trend was predominantly driven by heightened regulatory pressures, particularly tax policies and excise duties. Excise duties were increased in both 2023, and 2024, having strong ramifications for cigarette sales. According to research by The National Institute for Public Health and the Environment (RIVM), approximately 10% of smokers ceased smoking following the tax in

In 2024, tobacco in the Netherlands recorded a retail value decline, impacted by increasingly stringent government policies, which remained an influential force impacting market performance. Multiple hikes in excise duties have driven up prices across all tobacco products, placing additional financial strain on consumers. In addition, the expansion of smoking bans in public places has further restricted opportunities for consumption, reinforcing downward momentum in volume sales. Finally, the re

Volume sales of cigars and cigarillos decreased in the Netherlands in 2024. The demographic profile of cigar and cigarillo users is heavily skewed toward older adults, with very limited uptake among younger generations of legal smoking age. As this core consumer base continues to age and diminish in size, it is expected to contribute directly to the long-term decline of the category. As such, in contrast to other nicotine products that have gained traction among younger adult consumers, cigars a

Value sales of e-vapour products increased in 2024, while volume sales of heated tobacco rose. Within e-vapour products, open systems have retained a stable consumer base and are less susceptible to regulatory changes. In contrast, closed systems, including both single-use and rechargeable devices, have experienced declining sales, driven by the introduction of new legislation banning flavoured e-vapour products as of 1 January 2024. Under the revised regulations, only tobacco-flavoured e-liquid

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences, and motivations, aligning them with broader trends.

Eyewear is posting sustained positive growth in the Netherlands in 2025. Value sales continue to be supported by innovations and functionality, as consumers are increasingly choosing technologically-advanced products with concepts that adapt to digital lifestyles and offer convenience — this can be seen in both contact lenses and spectacles lenses. For example, as seen with lenses designed for extensive screen exposure or night driving. Multifocal products are also gaining increased penetration

Spectacles is seeing fairly healthy growth in the Netherlands in 2025, with multifocal and myopia control spectacle lenses attracting strong attention, supported by manufacturer’s promotional activities. Indeed, mainstream manufacturers are providing retailer incentives to encourage multifocal product recommendations to consumers, and promotional strategies are targeting new consumer demographics who seek convenience and quality features.

Contact lenses and solutions is maintaining positive growth in 2025, in both value and volume terms, with a gradual switch from standard contact lenses to daily disposable lenses (DD), which offer a high degree of convenience and comfort to consumers. Manufacturers are also promoting a shift towards more advanced and functional products in contact lenses. For example, as is occurring in spectacle lenses, multifocal formulas are growing rapidly, albeit from a small base, with these variants being

Sunglasses sales in The Netherlands are showing positive growth in 2025, attributed to continued consumer interest and marketing activities. Retailers report that Dutch consumers typically replace sunglasses annually, resulting in relatively high turnover rates. This purchasing pattern appears to be influenced by the perception of sunglasses as fashion accessories rather than solely protective eyewear and, as such, manufacturers are responding with seasonal style releases and promotional campaig

The briefing examines how the business services industry is performing globally and in the largest countries in terms of business services output. The report also provides data for production, market size, imports, exports, industry costs, industry profitability and number of companies.

In 2024, gardening in the Netherlands continued to decline due to a combination of structural and economic factors. An ageing population and the increasing urbanisation of Dutch cities have reduced the number of households with access to private gardens, limiting engagement in traditional outdoor gardening activities. Also, younger consumers are showing less interest in time-intensive gardening, instead favouring low-maintenance indoor alternatives. Climate-related challenges, such as unpredicta

The Dutch home furnishings market experienced a notable decline in value sales in 2024, driven by several interrelated factors. Economic challenges, including reduced household consumption and a contraction in GDP, have led consumers to prioritise essential spending over discretionary purchases like home furnishings. In addition, rising prices for furniture and home decoration due to the increased cost of raw materials and energy, have further dampened consumer demand.

Value sales of home and garden in the Netherlands declined in 2024 amid ongoing inflation and heightened consumer caution driven by the cost-of-living crisis. Elevated prices prompted many shoppers to postpone non-essential purchases, especially in high-ticket categories such as furniture and gardening tools. However, sustainable furnishings demonstrated resilience, reflecting a broader shift towards eco-conscious consumption.

The home improvement market in the Netherlands declined in 2024, driven by a mix of economic pressures, shifting consumer behaviour, and a cooling housing market. Higher interest rates and tighter mortgage lending conditions led to a drop in home sales and discouraged new renovation projects. Many homeowners postponed large-scale upgrades due to increased borrowing costs and uncertainty around property values. At the same time, elevated prices for materials and labour, fuelled by inflation, furt

Value decline in the homewares market in the Netherlands in 2024 was largely driven by ongoing economic uncertainty and persistent inflationary pressures, which affected consumer spending and confidence. Consumers became more cautious with their spending, prioritising essential items over discretionary purchases, and there was a noticeable shift in consumer priorities, with many opting for sustainable and long-term investments over short-term home décor updates. The trend towards sustainability

Due to encroaching maturity and the gradual easing of inflationary pressures, overall volume and current value growth rates for dog food in the Netherlands in 2025 look set to fall below those recorded in 2024. Nonetheless, the category is still poised to perform solidly in both respects thanks to rising levels of dog ownership and the pet humanisation trend. The latter factor remains a key driver of premiumisation, with the increasing perception of dogs as family members bolstering demand for m

With pricing pressures gradually receding as inflation stabilises, growth in cat food current value sales in the Netherlands in 2025 is expected to be down slightly on 2024. The category is still set to register another strong performance in this respect, however, as cat ownership is on the rise and people often have a greater tendency to choose higher quality and more expensive food and treats for these pets than they do in the case of dogs. This is partly because cats are fussier eaters, thoug

Growth in pet products current value sales in the Netherlands in 2025 looks set to be slower than in 2024, mainly because price competition has recently intensified in tandem with the easing of inflationary pressures. However, overall demand remains robust thanks to the sustained expansion of the country’s pet population and the ongoing evolution of the pet humanisation trend. Rising levels of pet ownership are creating a greater need for basic necessities like collars, leashes, feeding bowls, l

Growth in total pet care current value sales in the Netherlands in 2025 is expected to be slower than in 2024, mainly because pricing pressures are gradually receding as inflation stabilises. The market is still poised to register another robust performance in this respect, however, and the vast majority of categories look set to post solid growth in volume terms for the entire year. Overall demand continues to be buoyed by rising levels of pet ownership and pet humanisation, whereby people cons

Growth in other pet food current value sales in the Netherlands in 2025 looks set to be modest and substantially lower than in 2024, while volume sales are projected to decline slightly. The downturn mainly reflects the fact that rates of expansion in the country’s pet bird, fish, small mammal and reptile populations have remained sluggish or slowed in recent years. This is partly because busier lifestyles and cost-of-living pressures have discouraged many households from keeping such animals, b

Value sales of sun care declined marginally in 2024, primarily due to extreme unit price increases in recent years and unfavourable spring and early summer weather. For many consumers, sun protection reached a price point that triggered reconsideration – either by reducing usage or trading down from premium to more affordable alternatives. The category's reliance on seasonal demand meant that the cooler weather had a particularly dampening effect on sales.

The bath and shower category saw a healthy rise in retail value sales in 2024, driven largely by higher average unit prices. Most subcategories recorded further price increases as manufacturers passed on rising production costs and retailers adjusted pricing strategies. At the same time, the skinification trend continued to gain traction, encouraging consumers to invest in products with added skin benefits. This was particularly evident in categories such as shower oils and foams, which offer hy

Retail value sales of oral care increased in 2024. While volume growth remained modest, overall retail value sales benefitted from rising average unit prices across all categories. The growing consumer focus on oral hygiene and willingness to invest in sophisticated products – such as electric toothbrushes, specialist toothpastes, and interdental solutions – supported this upward trend. Dutch consumers increasingly understand the link between oral care and broader health and wellness goals.

Retail value sales of depilatories increased in 2024. Growth was primarily driven by a further rise in average unit prices across the category. However, volume sales remained under pressure in several segments—particularly women’s razors and blades and pre-shave products—which saw continued declines. A notable factor supporting performance was the recovery of outbound travel post-pandemic, although poor spring and early summer weather somewhat dampened seasonal demand for hair removal products.