Consumer Values and Behaviour in The Netherlands

Consumer Values and Behaviour in the
Netherlands
May 2023
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at time of publication: May 2023
CONSUMER VALUES AND BEHAVIOUR IN THE NETHERLANDS 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in This report visually explores everyday habits
the annual Voice of the Consumer: Lifestyles Survey. and behaviours which reflect consumers'
beliefs and values, linking behavioural trends
with purchase and consumption habits.
Lifestyles Country Report Series
Draws together insights from across the Lifestyles Survey and

Consumer Lifestyles provides takeaways on key trends.
Reviews shifting consumer traits and values that influence

Consumer Values and
purchasing and consumption behaviours. (Visual only
Behaviour report)
Explores consumers beyond their demographic profile and

Consumer Types provides a different perspective on shopping habits and
path to purchase.
Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Megatrends including case studies highlighting how companies are Much of the information in this briefing is of a
responding to changing attitudes and expectations. statistical nature and, while every attempt has
been made to ensure accuracy and reliability,
Euromonitor International cannot be held
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- responsible for omissions or errors.
29, etc). Given these parameters, generations cited in this report series are defined as follows: Figures in tables and analyses are calculated
from unrounded data and may not sum. Analyses
Generation Z: aged 15 to 29; Millennials: aged 30 to 44; Generation X: aged 45 to 59; Baby Boomers: found in the briefings may not totally reflect the
aged 60+ companies’ opinions, reader discretion is advised.
Contents
Highlights
Personal traits and values
Home life
Cooking and eating habits
Working life
Leisure
Health and wellness
Sustainable living
Shopping
Spending
Technology
Consumer values and behaviour in the Netherlands
Highlights of consumer values and behaviours from our 2023 survey
29% 36% 47% 13% 67%Iof

consumers are
Want a job that Look for healthy Feel they can make a Regularly participate
allows for a strong ingredients in the difference to the world in stress-reduction/ concerned
work-life balance food they eat through their choices mental wellbeing that the costs
and actions activities of everyday
items they buy
are going up
33% 43% 34% 24%

Feel that more of Only buy from Frequently buy Say they enjoy
their everyday brands that they used or second- spending their money
activities will shift trust completely hand items rather than saving it
to online platforms
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
Consumers have complex ideals, preferences and concerns

n = 1,003; % of respondents (agree or strongly agree)
I am concerned that the cost of everyday items I buy is going up
I feel comfortable expressing my identity with friends and family
My identity is accepted by society (eg, gender, age, race/ethnicity/religion, income)
I feel I can make a difference to the world through my choices and actions
Being active in the community is important to me
I take health and safety precautions when I leave my home
I am willing to spend money to save time
You can tell a lot about a person from the car they drive
It is important to me that other people think I am doing well
I prefer to take charge and lead others
Spiritual beliefs are an important part of my life
I feel under constant pressure to get things done
0% 10% 20% 30% 40% 50% 60% 70% 80%
Netherlands Global
Younger generations are less concerned with external appearances

Selected personal traits and values by generation
I am concerned that the cost of
everyday items I buy is going up
I feel comfortable expressing my

identity with friends and family
My identity is accepted by society

(eg, gender, age,
race/ethnicity/religion, income)
I feel I can make a difference to the

world through my choices and
actions
Being active in the community is

important to me
0% 10% 20% 30% 40% 50% 60% 70% 80%
Generation Z Millennials Generation X Baby Boomers

Consumers seek out new products and services that are tailored to their tastes
Personal priorities and attitudes: Brands, products and experiences
I prefer to spend my money on experiences, rather than things
I want products and services that are uniquely tailored to me
I extensively research the products and services I consume
I like to try new products and services
I only buy from companies and brands that I trust completely
I like to be actively engaged with brands
I prefer branded goods to non-branded alternatives
I want to engage with brands to influence product innovation
0% 10% 20% 30% 40% 50% 60% 70%
Netherlands Global
10
Younger generations want to be engaged with brands

Personal priorities and attitudes: Brands, products and experiences by generation
I prefer to spend my money on
experiences, rather than things
I want products and services that

are uniquely tailored to me
I extensively research the products

and services I consume
I like to try new products and

services
I only buy from companies and

brands that I trust completely
0% 10% 20% 30% 40% 50% 60% 70%

11
Consumers generally have a positive outlook on life

Outlook on life: Future impact in the next five years
n = 1,003; % of respondents
Netherlands Global Netherlands Global
I will be less happy than I am now 11% 13% I will be happier than I am now 35% 53%
I will be worse off financially 25% 21% I will be better off financially 30% 48%
I will have more free time for

I will have less free time for myself 17% 21% 39% 46%
myself
I will work more than I do now 19% 35% I will work less than I do now 38% 31%
My life will be worse 18% 17% My life will be better 28% 48%
More activities will shift to in-

15% 34% More activities will shift online 33% 25%
person
12
Younger generations feel they will have less time but be better off financially
Outlook on life: Future impact in the next five years by generation
Generation Z Millennials Generation X Baby Boomers Generation Z Millennials Generation X Baby Boomers
I will be less happy I will be happier than

13% 14% 10% 10% 53% 46% 30% 19%
than I am now I am now
I will be worse off I will be better off

19% 26% 25% 27% 52% 39% 23% 14%
financially financially
I will have less free I will have more free

41% 21% 9% 3% 33% 32% 34% 51%
time for myself time for myself
I will work more than I will work less than I

43% 25% 10% 3% 23% 28% 34% 59%
I do now do now
My life will be worse 19% 19% 16% 19% My life will be better 48% 37% 22% 13%
More activities will

More activities will
shift to in-person 24% 24% 9% 7% 33% 29% 30% 37%
shift online
Home life
14
Home-based activities continue to grow in popularity, especially among younger cohorts

Frequency of home activities Frequency of home activities by generation
n = 1,003; % of respondents (at least weekly) n = 1,003; % of respondents (at least weekly)
Connect with friends or family virtually
Hobbies (e.g. gardening, crafts or

knitting)
Entertain friends and family who do not

live with me
Exercise
Work from home (eg, activities and tasks

related to my job)
Play video games
Study
Take an online/virtual fitness class
0% 10% 20% 30% 40% 50% 60% 70% 80%

Netherlands Global
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February
2023
15
Access to outside space or green spaces nearby is an important home feature

Ideal home features
Safe location
Energy efficient
Outside space
Availability of outdoor/street
parking
Shared living space
Proximity to public transport
Rural location
Access to green spaces
Location with limited air pollution
Availability of garage/indoor
parking
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands
Cooking and eating habits
17
Consumers prefer home-cooked food, but foodservice demand is strong

Weekly meal choices Weekly meal choices by generation
n = 1,003; % of respondents (at least weekly) n = 1,003; % of respondents (at least weekly)
Cook or bake
Reheat or prepare a ready meal
Order food for takeaway or pick-up

ready-made food to eat at home
Order food for home delivery
Eat at a restaurant
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Netherlands Global
0% 20% 40% 60% 80% 100%
2023 Generation Z Millennials Generation X Baby Boomers
18
Lack of time is one of the biggest barriers to preparing and cooking food at home
Barriers to cooking at home
Someone else in my household typically cooks for me
I do not cook very well
I live alone and I do not want to cook for myself
I do not like to cook
Ordering food for delivery is more convenient
I would rather spend my time doing things other than cooking
I do not have time to cook
Going out to eat at a restaurant is more convenient
Food from restaurants tastes better
I prefer to eat out at restaurants
0% 5% 10% 15% 20% 25% 30%

Netherlands Global
19
Younger cohorts are less likely to spend time preparing food for themselves
Barriers to cooking at home by generation
Someone else in my household
typically cooks for me
I do not cook very well
I live alone and I do not want to
cook for myself
I do not like to cook
Ordering food for delivery is more
convenient
I would rather spend my time
doing things other than cooking
I do not have time to cook
Going out to eat at a restaurant is
more convenient
Food from restaurants tastes
better
I prefer to eat out at restaurants
0% 5% 10% 15% 20% 25% 30% 35%

20
Seeking food and drinks with health benefits is of high importance to all generations
Dietary restrictions Dietary restrictions by generation
n = 1,003; % of respondents n = 1,003; % of respondents
I look for healthy ingredients in food and
beverages
I closely read the nutrition labels of food

and beverages
I do not typically eat meat or fish, but

will consume it occasionally
I am seeking to reduce my alcohol

consumption
I am allergic or intolerant to certain

foods
I am a vegetarian
I am a vegan
0% 10% 20% 30% 40% 50% 60%

Netherlands Global 0% 10% 20% 30% 40% 50%
2023
Working life
22
Younger generations more focused on setting working hours that better suit their lifestyle
Work-life balance Work-life balance by generation
n = 978; % of respondents n = 978; % of respondents
To work close to home
To have a job that allows for a strong

work-life balance
To set my own work hours
To be able to work from home
To work for myself
0% 5% 10% 15% 20% 25% 30% 35% 40%
Netherlands Global 0% 10% 20% 30% 40% 50% 60%

2023
23
Earnings and job security remain high priorities

Work priorities Work priorities by generation
To have a job security
To earn a high salary
To feel comfortable expressing my

identity
To have responsibility and challenging
work
To work with people like me
To work for a company that prioritises

employee health and safety
To work for a company that takes ethical
and social responsibilities seriously
To receive good training
0% 5% 10% 15% 20% 25% 30% 35% 40%

Netherlands Global 0% 10% 20% 30% 40% 50%
2023
24
New focus on upskilling for better job opportunities or promotions

Work and personal life; training expectations Work and personal life; training expectations by generation
I have a strict boundary between my

work (or school) and personal life*
Expect to study or train in my current

career
Expect to study or train for a different

career
0% 5% 10% 15% 20% 25% 30% 35% 40%

Netherlands Global
0% 10% 20% 30% 40% 50%
2023
Note: *% who agree/strongly agree with this statement Generation Z Millennials Generation X Baby Boomers
Leisure
26
Consumers continue to value regular leisure shopping trips

Frequency of leisure activities
Socialise with friends online 44% 24% 11% 12% 8%
Socialise with friends in person 41% 31% 15% 8%
Go shopping for leisure 12% 28% 29% 21% 10%
Go to a sporting event 10% 16% 23% 47%
Take a virtual class/attend a lecture online 7% 12% 18% 59%
Take a class/attend a lecture in-person 7% 13% 22% 54%
Go to the cinema 11% 31% 31% 25%
Go to a museum or art gallery 10% 26% 33% 28%
Attend virtual events/concerts 6% 13% 22% 56%
Go to a concert or to the theatre 10% 27% 34% 27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months Rarely Never
27
All generations regularly socialise with friends on and offline

Monthly leisure activities by generation
n = 1,003; % of respondents (at least monthly)
Socialise with friends online
Socialise with friends in person
Go shopping for leisure
Go to a sporting event
Take a virtual class/attend a

lecture online
Take a class/attend a lecture in-
person
Go to the cinema
Go to a museum or art gallery
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

28
City breaks are very popular among Dutch travellers

Most important features when planning a trip or vacation
Relaxation
City breaks
Nature and outdoor activities
Value for money
All-inclusive hotels and resorts
Able to book holiday package inc flight and

accommodation
Family-oriented or child-friendly
Arts and heritage
0% 5% 10% 15% 20% 25% 30% 35%

Netherlands Global
29
A high percentage of all generations just want to be able to relax when on vacation
Most important features when planning a trip or vacation by generation
Relaxation
City breaks
Nature and outdoor activities
Value for money
All-inclusive hotels and resorts
Able to book holiday package inc

flight and accommodation
Family-oriented or child-friendly
Arts and heritage
0% 5% 10% 15% 20% 25% 30% 35%

Health and wellness
31
Consumers maintain regular exercise habits to improve their health

Frequency of exercise habits
n = 836; % of respondents
Walk or hike for exercise 18% 44% 17% 16% 6%
Cycle or ride a bike 15% 40% 16% 17% 12%
Participate in other intensive physical activities 7% 25% 9% 26% 34%
Weight lifting/strength training 19% 12% 60%
Participate in team sports (e.g. football) 12% 15% 67%
Run or jog 15% 8% 20% 55%
Take a group fitness class 14% 16% 64%
Participate in other individual sports 14% 7% 21% 58%
Practice yoga 12% 6% 13% 67%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
Note: Only showing results from respondents who said they exercise at least occasionally
32
Gap in some types of exercise habits narrowing among the generations

Weekly exercise habits by generation
Cycle or ride a bike
Walk or hike for exercise
Weight lifting/strength training
Participate in other intensive

physical activities
Participate in team sports (e.g.
football)
Run or jog
Participate in other individual

sports
Practice yoga
Take a group fitness class
0% 10% 20% 30% 40% 50% 60% 70% 80%

Note: Only showing results from respondents who said they exercise at least occasionally
33
A growing number of consumers focus on activities that will enhance their wellbeing
Stress-reduction or mental wellbeing activities in the past six months Stress-reduction or mental wellbeing activities in the past six
n = 317; % of respondents months by generation
Massage
Meditation
Herbal remedies
Spa visit
Yoga
Therapy or counselling
Sleep aids
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 0% 10% 20% 30% 40% 50% 60% 70%
Note: Only showing results from respondents who participate in stress-reduction activities at Generation Z Millennials Generation X Baby Boomers
least occasionally
Sustainable living
35
Heightened awareness leads to greater focus on personal environmental impact

Key sustainability concerns Trust in ethical labels
n = 1,003; % of respondents n = 894; % of respondents
8% 5%
10% Recyclable 53% 6% 41%
9%
28% Vegan 45% 11% 44%

30%
Environmentally
conscious or eco- 40% 14% 46%
friendly
36% 45%
Sustainably produced 38% 14% 48%
17% Supports a charity or a

12% 36% 14% 51%
charitable cause
I am worried about climate change I try to have a positive impact on the

0% 20% 40% 60% 80% 100%
environment through my everyday actions
Strongly agree Agree Neither agree or disagree Disagree Strongly disagree

Trustworthy Not trustworthy Neutral
2023
36
Consumers actively working towards greener and more sustainable practices

Typical behaviours to positively impact the environment or lead a Typical behaviours to positively impact the environment or lead a
more sustainable life more sustainable life by generation
Reduce food waste
Reduce plastics use
Use less water
Recycle Items
Reduce carbon emmissions
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: Only showing results from respondents who try to have a positive impact on the
environment
37
Consumers motivated to use energy-efficient products as energy costs impact spending

Green behaviours and activism Green behaviours and activism by generation
Use more energy-efficient products
Repair broken items, rather than replacing
Use sustainable packaging
Buy sustainably-produced items
Buy products and services from purpose-

driven brands/companies
Donate to charities supporting the

environment
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands Global
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: Only showing results from respondents who try to have a positive impact on the
environment
38
Consumers continue to lean towards brands that share their ethos

Activism in political and social issues Activism in political and social issues by generation
Donate to non-profits and charities

supporting causes aligned with my values
Share my opinion on social/political issues

on media
Buy from brands that support social and

political issues aligned with my values
Make my purchasing decisions based on

brands/companies' social and political
beliefs
Boycott brands/companies that don't share

my social/political beliefs
0% 5% 10% 15% 20% 25% 30% 35% 40%

Netherlands Global
Note: Only shown to respondents who said they are actively involved in political and social 0% 5% 10% 15% 20% 25% 30% 35% 40%
issues Generation Z Millennials Generation X Baby Boomers
Shopping
40
Price-conscious consumers like to find bargains but are still focused on quality
Attitudes to shopping
I like to find bargains
I like to browse in stores even if I don't need to buy anything
I like to visit shopping malls
I try to purchase locally-sourced products and services
I try to shop in locally-owned stores
I would rather buy fewer, but higher quality things
Buying eco/ethically-conscious products makes me feel good
I tend to buy or shop more often where I have a loyalty card/membership
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Netherlands Global
41
All generations like to hunt for bargains, but still enjoy shopping locally and visiting malls
Attitudes to shopping by generation
I like to find bargains
I like to browse in stores even if I

don't need to buy anything
I like to visit shopping malls
I try to purchase locally-sourced

products and services
I try to shop in locally-owned

stores
0% 10% 20% 30% 40% 50% 60%

42
Consumers turning to cheaper alternatives, but many still enjoy niche and branded products
Shopping preferences
I regularly seek private label and low-cost products
I am willing to buy second-hand or previously-owned items
I try to lead a minimalist lifestyle and do not buy new items unless necessary
I regularly seek strong or well-known brands
I seek products with easy to understand labels
I am looking for personalised and tailored shopping experiences
I seek niche brands that are hard-to-find or unique
I pick my travel destinations based on the quality of shopping there
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Netherlands Global
43
Consumers of all ages continue to embrace the circular economy

Shopping preferences by generation
I regularly seek private label and
low-cost products
I am willing to buy second-hand or

previously-owned items
I try to lead a minimalist lifestyle

and do not buy new items unless
necessary
I regularly seek strong or well-

known brands
I seek products with easy to

understand labels
0% 10% 20% 30% 40% 50% 60%

44
Streaming services remain popular as consumers want to keep up with their favourite shows
Current use of subscription services
Online streaming services (eg, Netflix, Hulu, Spotify, Amazon Prime, etc)
Regular shipments of household essentials or personal care products (eg, monthly

delivery of toilet paper, shampoo, soap, pet food, etc.)
Meal kits (ingredients for pre-set meals are delivered at a regular interval)
Curated products selected by brand or company (eg, beauty boxes, pet toys, etc)
Other subscription service
0% 10% 20% 30% 40% 50% 60%

Netherlands Global
Spending
46
Consumers intend to increase spending on products that improve their health and wellbeing
Spending intentions over the next 12 months
Spending on groceries 38% 16% 46%
Spending on health and wellness 24% 6% 70%
Spending on education 23% 12% 65%
Spending on travel/holidays 18% 18% 64%
Spending on new technology 15% 23% 62%
Spending on experiences 14% 26% 61%
Spending on clothing and

13% 21% 66%
footwear
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increase Decrease Stay the same

47
Younger cohorts less cautious about curbing their spending over the next 12 months
Intention to increase spending over the next 12 months by generation
n = 484; % of respondents (increase)
Spending on groceries
Spending on health and wellness
Spending on education
Spending on travel/holidays
Spending on new technology
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

48
High percentage of consumers are concerned about managing their budgets

Financial status and concerns
I am comfortable with my current financial situation
I have enough money readily available to cover an unexpected emergency
I am able to regularly save a portion of my income
I am concerned about my current financial situation
I rely on government financial support or subsidies
I sometimes rely on credit cards, account overdrafts, other consumer borrowing to cover
everyday expenses
I have more debt than savings (excluding home mortgage/repayments)
I rely on financial support from friends or family
0% 5% 10% 15% 20% 25% 30% 35% 40%

Netherlands Global
49
Younger cohorts less likely to be able to save and rely on financial support or borrowings
Financial status and concerns by generation
I am comfortable with my current financial situation
I have enough money readily available to cover an

unexpected emergency
I am able to regularly save a portion of my income
I am concerned about my current financial situation
I rely on government financial support or subsidies
I sometimes rely on credit cards, account overdrafts, other

consumer borrowing to cover everyday expenses
I have more debt than savings (excluding home
mortgage/repayments)
I rely on financial support from friends or family
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
50
All generations have low expectations of increasing their overall spending

Spending and saving intentions over the next 12 months Intentions to increase spending and savings over the next 12
n = 912; % of respondents months by generation
n = 912; % of respondents (increase)
Saving money 32% 14% 54%
Overall spending 23% 26% 51%
0% 20% 40% 60% 80% 100%
Increase Decrease Stay the same

0% 10% 20% 30% 40% 50% 60%
2023
Technology
52
Privacy and managing data sharing are key concerns for consumers
Attitudes to technology
70%
60%
50%
40%
30%
20%
10%
0%
It is important to I actively manage data Targeted ads based I prefer to be I prefer to I share my data in I freely share personal I prefer online virtual
cultivate my personal sharing and privacy on my previous online anonymous online communicate online order to receive information online experiences to real
brand online and settings according to searches and personalised and world experiences
manage others’ my preferences purchase history are targeted offers/deals
perceptions of me an invasion of my
privacy
Netherlands Global
53
Younger consumers more likely to share their data to receive offers

Attitudes to technology by generation
It is important to cultivate my personal brand online and

manage others’ perceptions of me
I actively manage data sharing and privacy settings
according to my preferences
Targeted ads based on my previous online searches and
purchase history are an invasion of my privacy
I prefer to be anonymous online
I prefer to communicate online
I share my data in order to receive personalised and

targeted offers/deals
I freely share personal information online
I prefer online virtual experiences to real world

experiences
0% 10% 20% 30% 40% 50% 60% 70% 80%

54
Frequency of online interactions grows as digital experiences improve

Frequency of online activities
Use a communication or messaging app 52% 24% 5% 8% 11%
Visit or update social networking site 36% 23% 9% 14% 19%
Access my bank account or use banking services 23% 50% 12% 10%
Stream video (eg, YouTube, Netflix) 21% 35% 9% 14% 21%
Take part in online video gaming 10% 15% 8% 20% 46%
Use an app to track my health or fitness 9% 15% 8% 21% 47%
Remotely monitor or control home appliances 7% 12% 7% 19% 55%
Compare prices (eg, on a price comparison site) 24% 24% 38% 11%
Engage with metaverse platforms 10% 15% 69%
Buy an item or service 24% 33% 7%
Visit an online dating or matchmaking website or app 7% 4% 9% 78%
Visit health-related / medical sites 12% 18% 45% 24%
Read consumer reviews for products or services 18% 25% 41% 15%
Write a review for a product or service 15% 20% 42% 22%
Use augmented or virtual reality to enhance my shopping experience 7% 6% 18% 68%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Almost every day 1-2 times a week 1-2 times a month Less than once a month Never
55
Online banking, messaging and use of streaming service crosses all generations
Frequency of selected online activities by generation
n = 1,003; % of respondents (at least weekly)
Use a communication or messaging app
Visit or update social networking site
Access my bank account or use banking

services
Stream video (eg, YouTube, Netflix)
Take part in online video gaming
Use an app to track my health or fitness
Remotely monitor or control home

appliances
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

56
All generations are accessing goods and services online more regularly
Frequency of selected online activities by generation
n = 1,003; % of respondents (at least weekly)
Compare prices (eg, on a price comparison
site)
Engage with metaverse platforms
Visit an online dating or matchmaking

website or app
Buy an item or service
Visit health-related / medical sites
Read consumer reviews for products or

services
Write a review for a product or service
0% 5% 10% 15% 20% 25% 30% 35% 40%

57
Consumers want to interact with brands and companies online

Interactions with companies online in the previous six months
“Follow” or “like” a company’s social media feed or post
Talk to a company’s customer service representative through a social media platform
Provide feedback on a product or service to a company via a social media post
Receive a thank you discount or offer for referring someone via social media to do
business with the company
Share a purchase you made with your social network
Buy something via a social media platform
Share or retweet a company’s social media feed or post
Share or retweet a product
0% 5% 10% 15% 20% 25% 30% 35% 40%

Netherlands Global
58
Younger consumers still more likely to buy something via a social media platform
Interactions with companies online in the previous six months by generation
“Follow” or “like” a company’s social media feed or post
Talk to a company’s customer service representative through

a social media platform
Provide feedback on a product or service to a company via a
social media post
Receive a thank you discount or offer for referring someone
via social media to do business with the company
Share a purchase you made with your social network
Buy something via a social media platform
Share or retweet a company’s social media feed or post
Share or retweet a product
0% 5% 10% 15% 20% 25% 30% 35% 40%
CONSUMER VALUES AND BEHAVIOUR IN THE NETHERLANDS
For Further Insight please contact
Jennifer Elster Jacques Olivier

Lifestyles Insight Manager Consumer Consultant
jennifer.elster@euromonitor.com jacques.olivier@euromonitor.com
linkedin.com/in/jennifer-elster-58338722 linkedin.com/in/jacques-olivier-64b328107/
@ElsterJennifer
Jana Rudė Anjali Jain

Consumer Insight Manager Consumers - Consultant
jana.rude@euromonitor.com anjali.jain@euromonitor.com
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Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
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Consumer Values and Behaviour in The Netherlands

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Consumer Values and Behaviour in The Netherlands

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Consumer Values and Behaviour in the

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The data included in this report is accurate according to

Draws together insights from across the Lifestyles Survey and

Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Consumer values and behaviour in the Netherlands

Highlights of consumer values and behaviours from our 2023 survey

29% 36% 47% 13% 67%Iof

33% 43% 34% 24%

Consumers have complex ideals, preferences and concerns

I am concerned that the cost of everyday items I buy is going up

I feel comfortable expressing my identity with friends and family

My identity is accepted by society (eg, gender, age, race/ethnicity/religion, income)

Being active in the community is important to me

I take health and safety precautions when I leave my home

I am willing to spend money to save time

It is important to me that other people think I am doing well

I prefer to take charge and lead others

Spiritual beliefs are an important part of my life

I feel under constant pressure to get things done

0% 10% 20% 30% 40% 50% 60% 70% 80%

Younger generations are less concerned with external appearances

I feel comfortable expressing my

My identity is accepted by society

I feel I can make a difference to the

Being active in the community is

0% 10% 20% 30% 40% 50% 60% 70% 80%

Generation Z Millennials Generation X Baby Boomers

I prefer to spend my money on experiences, rather than things

I want products and services that are uniquely tailored to me

I extensively research the products and services I consume

I like to try new products and services

I only buy from companies and brands that I trust completely

I like to be actively engaged with brands

I prefer branded goods to non-branded alternatives

I want to engage with brands to influence product innovation

0% 10% 20% 30% 40% 50% 60% 70%

Younger generations want to be engaged with brands

I want products and services that

I extensively research the products

I like to try new products and

I only buy from companies and

0% 10% 20% 30% 40% 50% 60% 70%

Generation Z Millennials Generation X Baby Boomers

Consumers generally have a positive outlook on life

Netherlands Global Netherlands Global

I will have more free time for

More activities will shift to in-

I will be less happy I will be happier than

I will be worse off I will be better off

I will have less free I will have more free

I will work more than I will work less than I

More activities will

Home-based activities continue to grow in popularity, especially among younger cohorts

Connect with friends or family virtually

Hobbies (e.g. gardening, crafts or

Entertain friends and family who do not

Work from home (eg, activities and tasks

Play video games

Take an online/virtual fitness class