Megatrends in The Netherlands

Megatrends in the Netherlands
July 2023
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at time of publication: July 2023
MEGATRENDS IN THE NETHERLANDS 33
Scope
This report is part of a series of four highly-visual reports covering the 40 markets surveyed in the This Megatrends report highlights long-term
annual Voice of the Consumer: Lifestyles Survey. trends resulting from shifts in consumer
values and behaviour. It provides a summary
of each of Euromonitor International’s 10
Lifestyles Country Report Series
Draws together insights from across the Lifestyles Survey and focus megatrends and insights as to how each
Consumer Lifestyles provides takeaways on key trends. trend has manifested in the Netherlands.
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
responsible for omissions or errors.
Note: In the Lifestyles Survey, respondents provide their age within 5-year increments (15-19, 20-24, 25- Figures in tables and analyses are calculated
29, etc). Given these parameters, generations cited in this report series are defined as follows: Generation from unrounded data and may not sum. Analyses
found in the briefings may not totally reflect the
Z: aged 15 to 29; Millennials: aged 30 to 44; Generation X: aged 45 to 59; Baby Boomers: aged 60+
companies’ opinions, reader discretion is advised.
Contents
Convenience
Digital living
Diversity and inclusion
Experience more
Personalisation
Premiumisation
Pursuit of value
Shopper reinvented
Sustainable living
Wellness
The drivers shaping consumer behaviour

There are five socioeconomic drivers generating and shaping consumer megatrends. These
long-term shifts explain the ongoing changes we see in consumer behaviour.
▪ Shifting Economic Power: Emerging market economies have seen strong growth at a time
when growth in advanced economies has faced headwinds.
▪ Population Change: Trends such as urbanisation, migration and ageing are combining to
reshape consumer lifestyles and purchasing decisions.
▪ Environmental Shifts and Pressures: Competition for resources and increasing awareness of
environmental challenges are having a transformative effect on consumer behaviour –
sometimes at a rapid pace.
▪ Technological Advances: Play a pivotal role in consumer decision-making and the ability of
business to meet the needs of today's consumer. They have created upheavals in consumer
expectations, lowered the barriers of entry and inspired new business models.
▪ Changing Values: Hyperconnectivity is giving individuals access to more information than
ever before, educating them on evolving social, cultural and political landscapes.
Megatrends framework
Megatrends reports provide
insight into Euromonitor’s 10
megatrends identified as
being the most important
cross-industry consumer
trends that businesses should
be focused on during the next
10-15 years. Megatrend
analysis helps companies
understand these important
long-term shifts in consumer
behaviour, enabling them to
assess future impact and
proactively build relevant
forward-thinking strategies.
This report provides an
overview of how these
influential megatrends are
impacting Australia.
Businesses harness megatrends to renovate, innovate and disrupt
Innovative and disruptive companies that understand the drivers shaping the world and the resulting megatrends use this to execute
change, from renovation where a company improves on previous ideas to increase market share, through to innovation where a company
grows an entire category, and ultimately disruption, creating new markets where there were none before. Case studies in this report
highlight trend manifestations; examples of products and services that respond to megatrends.
Convenience
Time is increasingly a crucial commodity for today’s consumers who now demand convenience across all aspects of their lives in a world
that is increasingly complex and noisy. Convenience is the desire for effortless efficiency across every encounter and interaction as and
when the individual wants and where the individual is, leading to easier and more enjoyable experiences. Convenience is woven in
without the consumer asking for it.
Convenience
With consumers facing more intense demands at work and at home, convenience is becoming increasingly important in every
1 aspect of life. Our survey shows that as many as 47% of Gen Z say they feel under constant pressure to get things done and that
40% of all Dutch consumers are willing to spend money to save time. Notably, 39% of Millennials continued to work from home
at least weekly in 2023, although this was lower than the global average of 47% among this age group.
The need for convenience was heightened during the COVID-19 pandemic, when consumers were prevented from, or reluctant
2 to, travel far afield. This meant they shopped and socialised nearer to home, while e-commerce burgeoned: 35% of Millennials
now say they shop online at least weekly. The ability to order at any time and from anywhere is a key motivation for shopping
online for 31% of consumers, including 40% of Baby Boomers.
The trend towards ordering food for home delivery is far more pronounced among the younger generations, with 18% of
3 Millennials, but just 4% of Baby Boomers, saying they consider this option to be more convenient. By the same token, 16% of
Millennials, compared with just 2% of Baby Boomers, say they do not have time to cook, while 33% of Gen Z, versus 13% of
Baby Boomers, say they reheat or prepare a ready meal at least weekly.
49% 40% 29%

looking for ways to simplify life willing to spend money to save time seek a job that allows for a strong work/life
balance
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
10
SPAR teams with Just Eat to offer customers speedy delivery

Characteristic
▪ SPAR and Thuisbezorgd (part of Just Eat) began a
pilot in 2022 for the rapid delivery of groceries from
its stores throughout the Netherlands. The
experiment is in line with SPAR’s strategy to become 63%
the so-called “King of Convenience”. of consumers
shop for
groceries at least
Context weekly
▪ Partnering with SPAR has allowed Thuisbezorgd to
expand its offer to groceries, while SPAR – a well- EUR97.5
established convenience store chain in operation per household
since 1932 – has been able to reach more customers spent in
by gaining a presence in the “flash delivery” sector. convenience
stores in 2022
Consequence
▪ Traditional retailers will continue to evolve to meet 58%
market share of
the needs of the modern world and create a more convenience
seamless shopping experience for customers. This stores held by
will include digitising their operations, partnering SPAR in 2022
with delivery apps and setting up automated stores.
Image source: Spar; Thuisbezorgd
11
Millennials using more tech to make life easier

Convenience shopping preferences vs global Convenience shopping preferences by generation
n = 1,003; % of respondents n = 1,003; % of respondents
Seek curated experiences that are

tailored to tastes
Use technology to improve day-to-day life
Looking for ways to simplify life
Willing to spend money to save time
Seek products with easy-to-understand

labels
Seek personalised and tailored shopping

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

Netherlands Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded 0% 20% 40% 60% 80% 100%
January-February 2023
Generation Z Millennials Generation X Baby Boomers
Note: Combination of question response types: Agree and Strongly Agree and Selected
12
Consumers want to stay close to home

Convenience priorities at home Convenience priorities at work Convenience priorities at travel
n = 1,003; % of respondents n = 777; % of respondents n = 1,003; % of respondents
Work close to home All-inclusive hotels and

Proximity to
public transport resorts
Job that allows for a

strong work-life balance
Multi-functional Book holiday package
space (work-live including flight and
space) Set own work hours accommodation
Work from home

Smart home Close to home
functionality
Work part-time
On-site fitness Convenient travel

facility Have flexible start and options
finish times
0% 5% 10% 15% 20% 25% 30% 0% 30% 60% 0% 5% 10% 15% 20%
Source: Euromonitor International Voice of the Consumer: Source: Euromonitor International Voice of the Consumer: Source: Euromonitor International Voice of the Consumer:
Lifestyles Survey, fielded January-February 2023 Lifestyles Survey, fielded January-February 2023 Lifestyles Survey, fielded January-February 2023
13
Shoppers want to see before they buy

Priorities for in-store shopping vs global Priorities for in-store shopping by generation
See or try before buying
Immediate purchase
Convenience location/access
Advice from in-store sales people
No delivery-related hassles
Better warranty/easier to return if
defective
To see new products and trends that they
would otherwise miss
Desired model/version was not available
online
Products are not available online in own
country
No payment method that enables to shop
online
0% 10% 20% 30% 40% 50%
Netherlands Global 0% 10% 20% 30% 40% 50% 60% 70%
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded
14
Easy delivery drives demand for online shopping

Priorities for online shopping vs global Priorities for online shopping vs global
n = 903; % of respondents n = 903; % of respondents
Ease and availability of delivery
Can order at any time, from anywhere
Can try a variety of new products
Immediate purchase
Can buy products/brands not available in
the local market
Product information, comparison, and
reviews at fingertips
Can access site on different devices
Can customise products according to my
preferences
E-chat option with site expert about the
product
Can set up subscription/auto-
replenishment
0% 10% 20% 30% 40%
0% 10% 20% 30% 40% 50%
Netherlands Global
January-February 2023 Generation Z Millennials Generation X Baby Boomers
15
Younger generations are too busy to cook

Priorities for meals vs global Priorities for meals by generation
Use meal kit delivery services
Ordering food for delivery is more

convenient
Would rather spend my time doing things

other than cooking
Do not have time to cook
Going out to eat at a restaurant is more

convenient
Do not have time to shop for groceries
Do not have easy access to a grocery

store
0% 10% 20% 30%

Netherlands Global 0% 5% 10% 15% 20% 25% 30%
Digital living
Consumers spend an increasing amount of their time in the digital space. Ongoing technological advancements continue to accelerate
the digitalisation of all our daily routines from shopping, entertainment and socialising through to work and learning. The evolution of
the metaverse promises to democratise access to an enhanced, immersive 3D layered web experience, enabling the seamless
convergence of our physical and digital lives.
17
Digital living
The Netherlands enjoys a solid communications infrastructure and one of the highest internet penetration rates globally. This is
1 reflected in consumption figures: 65% of Dutch respondents in our survey (compared with a global average of 58%) say they
would be lost without internet access, while 68% (versus 57% globally) socialise with friends online at least monthly. As many as
76% claim to use a messaging app at least weekly.
Despite their tech-savviness, the use of smart appliances is relatively rare among Dutch consumers: only 17% (compared with
2 22% globally) say they own a smart appliance and 8% (versus 15% globally) have an in-home virtual assistant. Indeed, only 23%
of the Dutch (compared with 46% of their global counterparts) say they value virtual experiences, although the percentage is
much higher among Gen Z (38%).
A reluctance by the older generation to embrace new technology is partly due to a lack of trust in the internet: just 12% of Baby
3 Boomers (as opposed to 27% of Gen Z) say they freely share their personal information online, while as many as 71% of Baby
Boomers (compared with 53% of Gen Z) actively manage their data settings. Young consumers are far more likely than older
ones to say they remotely monitor or control home appliances (34% of Gen Z, compared with just 8% of Baby Boomers).
58% 65% 33%

use tech to improve everyday life are lost without the internet will shift everyday activities to online in the
next five years
18
Tikkie introduces new feature allowing groups to split bills

Characteristic
▪ Online payment platform Tikkie launched a new function,
Groepie, in August 2022 that allows groups of users to
split bills. The app is now able to calculate how much
each person has spent over the course of an outing, event 73%
or holiday. The app is also suitable for those with of consumers
roommates looking to share monthly expenses. use online
banking services
Context at least weekly
▪ Online banking apps have grown rapidly in the
Netherlands. Founded in 2016, ABN Amro-owned Tikkie
had amassed some eight million users by 2022. Its smart
72%
socialise with
new functionality for settling group expenses follows in friends in person
the footsteps of other payment-sharing platforms, such as at least monthly
Wie Betaalt Wat and Splitwise.
Consequence
▪ Tikkie’s new feature is likely to be very successful, thanks 1.0
billion personal
to the growing use of payment apps and the strong Dutch electronic
tradition of sharing expenses. People have begun to go transactions
out and travel more in groups in the aftermath of COVID- made in 2022
19 and are looking for features that make their lives
Image source: ABN Amro easier.
Gen Z make the greatest use of apps

Use of consumer tech vs global Use of consumer tech by generation
Play video games**
Order food for home delivery**

Remotely monitor or control home
appliances**
Take an online/virtual fitness class**
Own a smart appliance(s)*
Engage with metaverse platforms**

Use augmented or VR to enhance
shopping experience**
Visit an online dating or matchmaking
site/app**
Own a fitness wearable/health tracker*
Own an in-home virtual assistant device*
0% 10% 20% 30% 40% 50%

Netherlands Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded 0% 10% 20% 30% 40% 50% 60% 70%
Notes: *Selected; **At least monthly
20
Most consumers actively manage their data settings

Data privacy concerns
n = 1,003; % of respondents
I actively manage data sharing and privacy settings 19% 43% 6% 30%
Targeted ads based on my online activity are an invasion of privacy 17% 28% 12% 5% 37%
Prefer to be anonymous online 14% 28% 16% 7% 36%
I feel comfortable sharing my personal data with government institutions 6% 29% 16% 11% 38%
I feel comfortable sharing my personal data with private companies 16% 24% 16% 39%
I share my data in order to receive personalised offers 20% 21% 18% 38%
I freely share personal information online 16% 25% 22% 34%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongly agree Agree Disagree Strongly disagree Neither agree or disagree
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded January-February 2023
Note: % of respondents (Agree/Strongly Agree)
21
Millennials most likely to value online anonymity

Data privacy concerns by generation
n = 1,003; % of respondents (agree or strongly agree)
I actively manage data sharing and
privacy settings
Prefer to be anonymous online
Targeted ads based on my online

activity are an invasion of privacy
I feel comfortable sharing my
personal data with government
institutions
I share my data in order to receive
personalised offers
I feel comfortable sharing my
personal data with private
companies
I freely share personal information
online
0% 10% 20% 30% 40% 50% 60% 70% 80%

22
Consumer reviews hold the most sway for the Dutch

Top five trusted information sources
Independent consumer reviews
Friends and family recommendations
Product label and other information shown on packaging or brand website
Government or non-government expert organisations
Brand/company website
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Netherlands Global
23
Consumers expect more activities to go online

Everyday online and in-person activities over the next five years vs global
More of my everyday activities will shift to online platforms
More of my everyday activities will shift to in-person
0% 5% 10% 15% 20% 25% 30% 35% 40%

Netherlands Global
Increasing attention to consumer values results in the empowerment of everyone. Inclusion for all means unlimited accessibility and
fairness. Race, ethnicity, gender, age, physical abilities, culture and religion, and financial position are not barriers of entry, but rather
check points for creating universal design. Consumers increasingly value “none-size-fits-all” products and services, while businesses
move from mere compliance to natural development of diverse workforces.
25

Migration has made the Netherlands more culturally diverse. In addition to the substantial population of Dutch citizens with
1 ethnic heritage, the number of foreign citizens living in the country soared by 29% over 2017-2022 to reach 1.2 million. Despite
this, only 52% of our survey respondents think it is important to experience other cultures – far lower than the global average of
67%. 57% (versus 64% globally) think that international products are more readily available than they were five years ago.
Although consumers are paying increasing attention to company practice, only 23% of respondents (compared with 31%
2 globally) say they buy from brands that support social and political issues aligned with their values. The percentage is notably far
higher among Millennials than Baby Boomers (37% versus 7%, respectively). In addition, a quarter of Gen Z go as far as
boycotting brands/companies that do not share their social/political beliefs.
Religion does not play a significant role in Dutch society, with just 28% of consumers agreeing that spiritual beliefs are an
3 important part of their life (versus a much higher global average of 52%). Interestingly, the tendency to value spiritual beliefs is
much stronger among Millennials (41%) than among Gen Z and Baby Boomers (both 21%). The Netherlands is a famously liberal
country, and in line with their global counterparts as many as 67% of consumers feel that their identity is accepted by society.
16% 10% 67%

feel good buying eco-conscious/ethically- want to work for a company that takes believe their identity is accepted by society
conscious products ethical and social responsibilities seriously (eg gender, age, race/ethnicity/religion,
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 income)
26
Lalaland.ai creates “body-inclusive” avatars for fashion brands

Characteristic
▪ Digital fashion studio Lalaland.ai provides an AI tool
that creates digital avatars for brands and retailers to
showcase their products on different body types and
people. The start-up announced a new partnership with 19%
Levi Strauss & Co in May 2023, having raised EUR2.1 of Gen Z use AR
million for expansion in June 2022. or VR to
enhance their
Context shopping
▪ Founded in 2019, Lalaland.ai allows partners to create experience
hyper-realistic models of every body type, size and skin
tone, thus eliminating the need for costly photoshoots.
23%
of consumers
With these body-inclusive avatars, the company aims to feel comfortable
create a more inclusive, personal and sustainable expressing their
identity
shopping experience for brands and customers.
Consequence
▪ Diversity, equality and inclusion will be top priorities for 27%
of Gen Z plan to
fashion brands as consumers demand an end to increase
discrimination based on ethnicity, gender identity and spending on
body representation. AI will increasingly be used to clothing and
footwear
supplement real models as companies seek ways to
Image source: Lalaland.ai reduce the costs of photography.
27
Millennials are the most supportive of causes

Activities for social good vs global Activities for social good by generation
Donate to non-profits and charities

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

on media
Attend community meetings
Participate in rallies and protests
0% 10% 20% 30% 40%

Netherlands Global 0% 5% 10% 15% 20% 25% 30% 35%
28
Baby Boomers are most keen to help those in need

Consumers' social good values vs global Consumers' social good values by generation
Give back to those in need
Feel they can make a difference to the

world through choices
Actively involved in political and social

issues
0% 20% 40% 60% 80%

Netherlands Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded 0% 10% 20% 30% 40% 50% 60% 70%
Note: Agree/Strongly Agree Generation Z Millennials Generation X Baby Boomers
29
Most people are comfortable with expressing their identity

Acceptance of identity vs global Acceptance of identity by generation
For example: gender, age, race/ethnicity/religion, income n = 978; % of respondents
n = 978; % of respondents
Comfortable expressing identity with

friends and family 62% 66% 72% 67%
Own identity is accepted by society

55% 66% 65% 75%
Important to experience cultures other

than own
57% 53% 49% 50%
Important to feel comfortable expressing

identity at work
27% 24% 21% 22%
0% 10% 20% 30% 40% 50% 60% 70% 80%

Netherlands Global
30
Gen Z are most likely to boycott brands or companies

Social good responses to brands vs global Social good responses to brands by generation
Only buy from companies and brands

they trust completely
Buy from brands that support social and

political issues aligned with own values
Make purchasing decisions based on

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

share social/political beliefs
Buy products and services from purpose-

driven brands/companies
0% 10% 20% 30% 40% 50% 60%

Netherlands Global 0% 10% 20% 30% 40% 50%
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey,
fielded January-February 2023
Note: Combination of question response types: Agree and Strongly Agree and Selected Generation Z Millennials Generation X Baby Boomers
Experience more
Consumers are prioritising experiences over things. They engage directly with a product/service and in return they receive an enhanced
and unique interaction with the brand. Consumers are seeking out authentic experiences that suit their individual tastes, preferences
and lifestyles. Appealing to the senses and using technology as an enabler, brands strive to provide a value-added experience.
32
Experience more
The Dutch enjoy socialising with friends and family and are very keen on trying new experiences. In line with their global
1 counterparts, 76% of our survey respondents say they value real world experiences, while a much higher-than-average 72%
state that they socialise with friends in person at least monthly. A whopping 78% (compared with 60% globally) say they seek
curated experiences that are tailored to their tastes.
Over half (52%) of consumers say it is important to spend money on experiences, while the Dutch are far more likely than their
2 global counterparts to say they prefer spending money on experiences rather than things (58% versus 47%, respectively).
However, with the higher cost of living starting to weigh on consumers’ budgets, only 18% planned to increase their spending
on travel/holidays, and 14% on novelty experiences, in the next year, compared with global averages of 28% and 22%,
respectively.
Notwithstanding the general shift towards online activities, only 23% of Dutch respondents (ie half the global average of 46%)
3 say they value online virtual experiences. The percentage is much higher among Gen Z (38%). The age divide is even more
pronounced when it comes to engagement with metaverse platforms, with 27% of Gen Z (compared with a mere 2% of Baby
Boomers) claiming to do this on at least a weekly basis.
76% 23% 78%

value real world experiences value online virtual experiences seek curated experiences tailored to their
tastes
33
C&A stimulates the senses with immersive store concept

Characteristic
▪ In May 2023, fashion retailer C&A opened a new
immersive store concept in Leidschendam designed
to optimise the shopping experience. The store,
which is around 2,350 sq m in size and covers three 15%
floors, aims to stimulate the senses in terms of light, of Gen Z are
imagery, video, props and fragrances. motivated by
innovative in-
Context store
▪ C&A states that its new concept is a “learning lab” experiences
that will help the company to gain insights into what
works best for consumers as a shopping experience
36%
of Baby Boomers
and what works best for staff from a work like to browse in
perspective. If successful, the concept will be rolled stores
out in other European locations.
Consequence
▪ Store brands will continue to focus on interesting, 40%
of consumers go
experiences and visually arresting digital displays as shopping for
a way to increase customer footfall in light of the leisure at least
shift to e-commerce. The future will also see the monthly
growing use of in-store automation, including self-
Image source: C&A checkouts, QR tools and digitised fitting rooms.
34
Friends now meet more often online than in person

Leisure habits frequency
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%
Take a day trip 14% 33% 29% 20%
Take a virtual class/attend a lecture online 7% 12% 18% 59%
Go to a sporting event 10% 16% 23% 47%
Take a class/attend a lecture 7% 13% 22% 54%
Go to the cinema 11% 31% 31% 25%
Go to a museum/art gallery 10% 26% 33% 28%
Go to a concert or the theatre 10% 27% 34% 27%
Attend virtual events/concerts 6% 13% 22% 56%
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
35
The Dutch have a fondness for city breaks

Top 10 most important travel destination features
Relaxation
City breaks
Nature and outdoor activities
All-inclusive hotels and resorts
Able to book holiday package (inc flight/hotel)
Family-oriented/child-friendly
Arts and heritage
Safe destination
Immersion in local culture
Close to home
0% 5% 10% 15% 20% 25% 30%

Netherlands Global
36
Baby Boomers most enjoy tailored experiences

Experiential lifestyle priorities by importance Value of online and real world experiences by generation
n = 770; % of respondents (agree or strongly agree) n = 770; % of respondents (agree or strongly agree)
Seek curated experiences tailored to

taste
Value real world experiences
Shop in stores that create engaging

experiences
Like browsing even without spending
Enjoy life and don't worry about the

future
Value online virtual experiences
Spend on experiences*
Plan to increase social outings (cinema,

concerts or theatre)*
0% 30% 60% 90%

Netherlands Global
0% 20% 40% 60% 80% 100%
Note: *Increase
37
Baby Boomers plan to spend more time online

Future everyday activity shift by generation Frequency of experiential tech activity
n = 1,003; % of respondents n = [number1,003]; % of respondents
40% 30%
35%
25%
30%
20%
25%
20% 15%
15%
10%
10%
5%
5%
0% 0%
Generation Z Millennials Generation X Baby Boomers Engage with metaverse Use augmented or VR to Take part in online video
platforms enhance my shopping gaming
More of my everyday activities will shift to be in-person experience
More of my everyday activities will shift to online platforms
Source: Euromonitor Voice of the Consumer: Lifestyles Survey,
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 fielded January-February 2023
Note: % of respondents (Agree/Strongly Agree) Note: % of respondents (Agree/Strongly Agree)
Personalisation
The growth of individualism and self-orientated lifestyles is influencing rising consumer expectations for highly customisable and
personalised products and services. These demands are increasingly met by improvements to technology and data collection that
provide consumers’ insights on their individual interests, lifestyles, health, nutrition and body, with enterprising companies offering
solutions to address concerns that arise from this information.
39
Personalisation
As social and work demands increase, consumers have become more aware of the need to put aside time for themselves and to
1 seek products and experiences that are geared towards their personal needs and preferences. Our survey shows that 47% of
Gen Z feel under constant pressure to get things done. Dutch consumers are more likely than their global counterparts to cite
“time with partner” and “time for myself” as key life priorities (58% and 57%, respectively).
The Dutch are not especially individualistic: just 34% (compared with 47% globally) claim that they like being distinct from
2 others; while only 24% (versus 43% globally) enjoy engaging with brands to influence product innovation. Nevertheless, as many
as 78% (as compared with 60% globally) seek curated experiences that are tailored to their tastes, while more than half (52%)
want products and services that are uniquely tailored to them.
A social media presence is important to the Dutch: a whopping 63% (versus just 39% globally) think it is important to cultivate
3 their personal brand online and manage others’ perceptions of them. However, at the same time, consumers are wary of giving
out too much personal data: just 24% (compared with 38% globally) state that they are willing to share their data in order to
receive personalised and targeted offers/deals.
34% 24% 63%

like to be distinct from others Share my data in order to receive Important to cultivate my personal brand
personalised and targeted offers/deals online and manage others’ perceptions of
Source: Euromonitor Voice of the Consumer: Lifestyles Survey, fielded January-February 2023 me
40
Verdify uses tech to personalise recipes matching lifestyle and diets

Characteristic
▪ Dutch food tech start-up Verdify received additional
funding to scale up its business in 2022. The company
uses an AI-based algorithm to match online recipes with
a user’s nutritional profile, then rewrites recipe 11%
instructions and provides links for adjusted ingredients of Gen Z are
at connected grocery retailers. allergic or
intolerant to
Context certain foods
▪ With healthy eating at the forefront, there is growing
demand for personalised nutrition solutions that take
into account consumers’ dietary requirements, health
52%
of consumers
concerns and taste preferences. Digital solutions can want uniquely
tailor recipes to individual needs, simplify food choices tailored
products and
and tap into demand for convenience. services
Consequence
▪ Verdify has plans to enlarge its offer in future, adding 82%
cook or bake at
data from wearable and biomarker tests. The company is least weekly
hoping to pivot its concept into the healthcare domain
and connect it with the food sector. This would allow
consumers to receive advice from dieticians/doctors
Image source: Verdify directly in their Verdify nutrition profile.
41
Dutch keen to cultivate an online persona

Digital personalisation priorities vs global Digital personalisation priorities by generation
Important to cultivate own online brand
Actively manage data sharing and privacy

settings according to preferences
Share data in order to receive

personalised and targeted offers/deals
Comfortable sharing personal data with

private companies
Freely share personal information online
Shop more often where they have store

credit card/loyalty card
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands Global
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey, fielded 0% 10% 20% 30% 40% 50% 60% 70% 80%
42
Tailor-made products and services are gaining traction

Desire for personalisation vs global Desire for personalisation by generation

tailored to tastes
Like to be distinct from others
Looking for personalised and tailored

shopping experiences
Able to customise products according to

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

Netherlands Global
Premiumisation
Slowing volume growth has led brands to seek new ways to drive value expansion. Concentration of wealth and income has created new
demand for high-end offerings. Consumers everywhere demand more choices and more tiers – from discount and mass to “masstige”,
luxury, and beyond – allowing them to spend more on what matters most. Global mass brands are giving way to niche brands and
personal “brand portfolios”, as consumers at all income levels seek products, services and experiences which reflect their personal
identity.
44
Premiumisation
The trend towards premiumisation continues as brands constantly look for ways to add value and stimulate consumer interest.
1 However, this has become trickier in the face of inflationary pressures and rising manufacturing costs. In our survey, 67% of
Dutch respondents expressed concern that the cost of everyday items is going up, and a mere 17% (compared with 34% of their
global peers) say they would rather buy fewer but higher quality things.
Although the Dutch are generally quality-conscious, when it comes to buying clothing and footwear, they are more likely to
2 prioritise “low price” (42%) and “perfect fit” (56%) than “high quality” (35%). When buying food and drink, “low price” (53%)
and “health and nutritional properties” (31%) take precedence over “superior taste” (22%) and “premium or gourmet” (5%).
Nonetheless, with time at a premium, convenience is important: 46% of Millennials claim they are willing to spend money to
save time.
Private label is an area that is likely to benefit from the cost-of-living crisis, providing retailers with an opportunity to add value
3 in this area. As many as 42% of Dutch consumers (compared with a global average of 25%) say they regularly seek private label
and low-cost products, while 31% (versus 22% globally) plan to increase their purchases of store brands in future. In contrast, as
few as 8% (compared with 14% globally) say they seek niche brands that are hard to find or unique.
37% 17% 52%

believe their investments will have long- buy fewer, but higher quality things want products and services that are
term value uniquely tailored to them
45
Cloetta injects indulgence into liquorice with bite-sized liquorice chocolate treat
Characteristic
▪ Cloetta’s Choco D’rop is a combination of liquorice
and chocolate launched under the Venco liquorice
brand in 2021. The brand was originally rolled out in
five flavours, while five new flavours were added in 21%
2022 (Cookie Cinnamon, Black Berry Salmiak, of Gen Z are
Coconut, Yogurt Passionfruit, and Salt & Chili). influenced by
fair trade food
Context
▪ The experience of two popular confectionery items
and a new texture combination, as well as a
resealable, on-the-go packaging format and
45%
of consumers
certification by the Rainforest Alliance, positions like to try new
Choco D’rop as a luxurious treat and allows the products and
services
brand to ensure an association with premium.
Consequence
▪ Choco D’rop is a bold choice of combination for a
EUR237
spent on
liquorice brand and will represent a smart way to confectionery by
generate discussions and create interest on social Dutch
platforms with Millennials and younger generations, households in
2022
potentially expanding the traditional market for
Image source: www.bol.com/nl liquorice.
46
Consumers enjoy bespoke experiences but don’t want to stand out

Statements that best reflect consumer motivations Statements that best reflect consumer motivations by generation

tailored to tastes
Looking for ways to simplify life
Spend money to save time
Like to be distinct from others
Would rather buy fewer, but higher

quality things
Buying eco- or ethically-conscious

products feels good
Seek niche brands that are hard-to-find

or unique
0% 20% 40% 60% 80% 100%

Netherlands Global
Note: Combination of question response types: Agree and Strongly Agree and Selected Generation Z Millennials Generation X Baby Boomers
47
Millennials are the most confident in their long-term investments

Premium personal traits and values vs global Personal traits and values by generation
n = 1,003; % of respondents (agree and strongly agree) n = 1,003; % of respondents (agree and strongly agree)

Want products and services uniquely
tailored to them
54% 52% 50% 53%
Extensively research the products and
services consumed
46% 58% 46% 33%

Believe investments will have long-term
value
45% 50% 31% 29%

Enjoy life and don't worry about the
future
49% 39% 21% 16%

Want to engage with brands to influence
product innovation
39% 33% 16% 13%
0% 10% 20% 30% 40% 50% 60%
Netherlands Global
48
Consumers prioritise nutrition and quality

Ranking of features that consumers are willing to pay more for
Food Home Care/Cleaning Products Apparel and Footwear

Health and nutritional
15% High quality 19% High quality 22%
properties
Environmentally conscious or Environmentally conscious or
12% 9% Comfortable 21%
eco-friendly eco-friendly
Superior taste 12% Recyclable packaging 8% Perfect fit 18%
Sustainably produced 11% Multi-functional 8% Design or style suited to me 10%
Locally sourced or
10% Strong or well-known brand 6% Durable 10%
manufactured
Fair trade 9% 100% organic 6% Fair trade 6%
Free range 9% Scented 6% Sustainably produced 6%
All natural 9% Sustainably produced 5% Strong or well-known brand 5%
Environmentally conscious or
Strong or well-known brand 7% Fair trade 5% 5%
eco-friendly
Supports local communities 7% Performance claim 5% All natural 4%
Pursuit of value
Consumers actively find ways to seek value, economise and save money. Drivers of this behaviour are not only fear of eroding living
standards and the need to stretch limited resources in the face of the cost-of-living crisis, but also the value shift towards conscious
consumption and rising concerns about environmental issues. Consumer habits to maximise value are long-lasting, as consumers
prepare for future shocks.
50
Pursuit of value
Although living standards in the Netherlands are relatively high, older consumers, in particular, have become more price-
1 sensitive in light of the recent cost-of-living crisis. According to our survey, as many as 74% of Baby Boomers (but a lower 58% of
Gen Z) are concerned that the cost of everyday items is going up. Only 24% of respondents (compared with 33% of their global
counterparts) say they prefer to spend money rather than save it.
These factors are reflected in consumers’ spending priorities and plans. Only a fifth say they plan to increase overall purchases
2 of products and services, while 32% (versus 44% globally) intend to save money and 28% plan to increase visits to discount
stores. 42% of Dutch people say they like to find bargains and 54% look for “value for money” when buying clothing. 43%
(including 55% of Baby Boomers) state that they prefer to repair, rather than replace, broken items.
Constraints on spending are likely to drive demand for store brands, second-hand products and discounters. The Dutch are
3 already more likely than the global average to say they regularly seek private label and low-cost goods (42% versus 25%,
respectively) and that they are willing to buy used items (33% versus 28%). Sharing is now commonplace among the younger
generations, with 52% of Gen Z (compared with 13% of Baby Boomers) saying they share/swap items at least annually.
42% 7% 26%
like to find bargains share/swap items or services cutting back on spend in 2023
at least monthly
51
Albert Heijn expands low-priced private label offering

Characteristic
▪ Albert Heijn in late 2022 announced the addition of
100 more items to its Prijsfavorieten (Price Favourites)
range of affordable private label groceries. In addition
to fresh products, the range has been expanded to 31%
include non-food products such as baby wipes, are concerned
shampoo and cleaning products. about the rising
costs of
Context everyday items
▪ The Prijsfavorieten range, recognisable by its blue
thumb logo, was launched in 2019 and has been
steadily expanded in response to rising demand for
67%
of consumers
private label products, as well as galloping food plan to increase
inflation in 2022. The range now covers some 1,800 private label
purchases
products.
Consequence
▪ Retailers will continue to expand their private label 39%
share of
offerings – especially those positioned at the value end supermarkets
of the market – as consumers rein in costs and attempt held by Albert
to make their money go further. Store brands also Heijn in 2022
enable supermarkets to compete more effectively with
Image source: Albert Heijn the growing number of hard discounters.
52
Dutch consumers are won over by private label and low-cost products
Lifestyle and shopping preferences Lifestyle and shopping preferences by generation
Like to find bargains
Regularly seek private label/low-cost

products
Shop online to find the best price
Willing to buy second-hand or previously-

owned items
Like to repair items instead of purchasing
new ones
Lead a minimalist lifestyle and do not buy
new items often
Would rather buy fewer, but higher
quality things
Use AR/VR to enhance shopping
experience
Willing to rent items instead of buying
0% 10% 20% 30% 40% 50%

Netherlands Global 0% 10% 20% 30% 40% 50% 60%
53
A high percentage of consumers are concerned about price rises

Money management vs global Money management by generation
I am concerned that the cost of everyday

items I buy is going up
I am financially secure
0% 10% 20% 30% 40% 50% 60% 70% 80%

Netherlands Global 0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: Euromonitor International Voice of the Consumer: Lifestyles Survey,
fielded January-February 2023
54
Dutch consumers have embraced the circular economy

Frequency of repurposing, sharing, donating and renting items
Sell used or second-hand items 11% 20% 15% 26% 24%
Buy used or second-hand items 11% 20% 15% 26% 25%
Share/swap items or services 11% 9% 20% 54%
Donate used items to a charity or non-profit 7% 20% 24% 20% 28%
Rent items, rather than buy 7% 7% 18% 61%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
At least weekly 1-3 times a month Once every few months 1-2 times a year Rarely Never
55
Increasing savings is not likely for many Dutch consumers

Frugal purchasing intentions vs global Frugal purchasing intentions by generation

Increase spending on groceries in the
next year
33% 40% 37% 41%
Increase saving money in next year

54% 34% 29% 16%
Increase visits to discount stores

27% 33% 29% 24%
Increase purchase of second-hand or

previously owned products
32% 26% 19% 14%
Decrease overall purchases of products

and services
20% 19% 27% 18%
0% 10% 20% 30% 40% 50%

Netherlands Global
Shopper reinvented
How we buy goods and services is undergoing radical shifts. Widespread access to the internet ushered in new competitors, partners
and channels. Now consumers are making purchases across different platforms, from merchants' apps to social networks to voice-driven
platforms. Merchants must be prepared to engage with consumers anytime and anywhere. The customer journey of the future weaves a
brand into the entire experience, providing value before, during and after the purchase, converting a transaction into a relationship.
57
Shopper reinvented
Despite a strong movement towards e-commerce during the pandemic, only 28% of our survey respondents in the Netherlands
1 say they shop online from home at least weekly (slightly below the global average of 32%). Notably, the tendency to engage in
e-commerce decreases with age, with 30% of Gen Z, but just 19% of Baby Boomers, shopping online at least weekly. People
with young children are also more likely than any other household type to regularly shop online (41%).
The Dutch appear to be less enthusiastic about shopping in general than their global counterparts, with 40% (versus 47%
2 globally) saying they shop for leisure at least weekly, and only 24% (compared with 33% globally) stating that they like to visit
shopping malls. Notably, Baby Boomers are far more likely than younger generations to say they try to shop in locally-owned
stores (35%).
Notwithstanding the high level of personal social media use, social commerce is still in its infancy in the Netherlands. However,
3 a pronounced generational divide is evident in this respect: 20% of Gen Z, as opposed to a mere 3% of Baby Boomers, say they
make purchases via a social media platform. Dutch consumers also have relatively little online engagement with companies: as
many as 56% (compared with 32% globally) say they do not interact with brands or retailers on social media platforms.
9% 16% 8%
bought something via a social media ranked no 1 digital engagement in last year use AR or VR weekly to enhance shopping
platform in the last six months experience
58
Aldi opens the Netherlands’ first checkout-free supermarket

Characteristic
▪ Aldi opened the country’s first AI-powered store concept
in Utrecht in July 2022. The 370 sq m store features a
combination of shelf sensors and roof-mounted cameras
to track product movements. Customers scan a QR code 41%
in the Aldi Shop & Go app at the start of the visit and of consumers
when paying. shop in-store for
“immediate
Context purchase”
▪ Automated stores are a growing trend worldwide and are
disrupting the traditional grocery store model. However,
thus far they have been slow to develop in the
63%
shop for
Netherlands, partly due to consumers’ privacy concerns groceries at least
and relatively low rates of payment card usage. weekly
Consequence
▪ Smart checkout technology will become increasingly 36%
growth in sales
common as part of the digitisation movement. It appeals through
to consumers’ need for a frictionless and seamless discounters over
shopping experience while allowing retailers to keep 2017-2022
overhead costs to a minimum. Aldi’s tech partner, Trigo, is
Image source: Aldi.nl currently working to increase the size of its store formats.
59
Dutch consumers want curated experiences

Shopper engagement priorities by country vs global Statements that best reflect consumer motivations by generation
Want curated experiences tailored to

their taste
Only buy from companies and brands

they trust completely
Like browsing even without spending
Trust brands endorsed by celebrities
Regularly buy small treats
Often make impulse purchases
0% 20% 40% 60% 80% 100%

Netherlands Global
Note: Response types: Agree and Strongly Agree Generation Z Millennials Generation X Baby Boomers
60
Purchasing products online is becoming the standard in the Netherlands

Methods used to purchase products over previous year
n = 757; % of respondents by method
Apparel/footwear
Small appliances
Second-hand
Takeaway/delivery food
Large consumer appliances
Toys/games
Tickets
Travel
Online downloads
0% 10% 20% 30% 40% 50% 60% 70% 80%

In store/in person Online
61
Dutch less engaged with companies and brands online than their global counterparts
Online engagement with companies over previous six months
“Follow” or “like” a company’s social media feed or post
Talk to a company’s customer service through social media
Provide feedback to a company via social media
Receive a discount/offer for referring someone via social media
Share a purchase with your social network
Buy something via social media
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
62
Gen Z far more engaged than other cohorts

Top five forms of online engagement with companies over previous six months
n = 1,003; % of respondents by generation
“Follow” or “like” a company’s
social media feed or post
Talk to a company’s customer

service through social media
Receive a discount/offer for

referring someone via social media
Provide feedback to a company via

social media
Share a purchase with your social

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

Sustainable living
Among consumers and businesses, increasing attention is paid to ethics and moral values. This translates into decisions framed by
concerns about the environment, sustainability, animal welfare, production and labour practices, as well as desires to positively impact
communities and people.
64
Sustainable living
The Dutch are highly aware of local and global environmental issues. According to our survey, 53% of respondents are worried
1 about climate change and 57% say they try to have a positive impact on the environment through their everyday actions.
Consumers’ top concerns include reducing food waste (61%), plastics use (53%) and water consumption (50%), although only
49% say they recycle items.
Environmental concerns do not necessarily translate into more responsible buying behaviour, however: a lower-than-average
2 39% of Dutch respondents say they use sustainable packaging, while only 16% (compared with 23% of their global counterparts)
agree that buying eco-conscious/ethically-conscious products makes them feel good. A mere 3% seek eco-tourism or
sustainable travel options when considering a travel destination.
Lower energy usage has become a much more pressing concern for consumers in light of soaring fuel costs. As many as 58% of
3 respondents (compared with 44% globally) claim to be reducing their energy consumption. Energy efficiency is now deemed a
priority home feature for over half (51%) of Dutch people (versus just 36% globally), likely spurring demand for energy-saving
appliances and devices.
47% 53% 49%

feel they can make a difference through are worried about climate change of eco-conscious consumers recycle items
their choices and actions
65
Meatable showcases its first cooked synthetic pork sausage

Characteristic
▪ Dutch food tech company Meatable unveiled a cooked
version of its ground-breaking lab-grown pork sausage
in July 2022, demonstrating the product’s strong
resemblance to a regular sausage. The company had 20%
previously showcased only a raw, uncooked version of of consumers
the product. look for
environmentally-
Context conscious foods
▪ Meatable is among a number of companies developing
cell-cultured meat products in a bid to help combat
climate change. Meatable stands out from competitors
45%
are reducing
in that it cultivates products using an umbilical cord cell their meat
from the animal, rather than serum harvested from consumption
cattle foetuses, thus causing no harm to the animal.
Consequence
▪ Following a parliamentary vote in March 2022, those 22%
of Baby Boomers
other than cultured meat company owners will soon be look for
allowed to taste synthetic meat products. Meatable sustainably
hopes to launch its lab-grown pork sausages produced or
raised food
commercially in 2025 and is also working on the
Image source: Meatable development of other types of synthetic meat.
66
Dutch don’t feel as positive about their actions as the global average
Top five ethical issues and actions
Try to have a positive impact on the environment through everyday actions
Worried about climate change
Give back to those in need
Make a difference to the world through choices and actions
Being active in the community is important
0% 10% 20% 30% 40% 50% 60% 70%
Netherlands Global
67
Consumers embrace the circular economy

Actions to lead a more sustainable life vs global Actions to lead a more sustainable by generation
Recycle items
Repair broken items, rather than

replacing
Buy second-hand/previously owned
products
Buy sustainably-produced items to
positively impact the environment
Try to purchase locally-sourced products
and services
Try to shop in locally-owned stores
Buy products and services from purpose-

driven brands
Donate to charities supporting the
environment
Rent items instead of owning/buying
them
0% 20% 40% 60%

Netherlands Global
0% 10% 20% 30% 40% 50% 60%
68
Dutch consumers have bigger focus on reducing meat consumption

Top actions to positively impact the environment or lead a more sustainable life
Reduce food waste
Use more energy-efficient products
Reduce plastics use
Use less water
Reduce meat consumption
Use sustainable packaging
Reduce carbon emissions by taking public

transportation
Off-set carbon emissions
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands Global
Note: Only showing results from respondents who try to have a positive impact on the environment
69
Consumers are keen to make their voices heard

Top five typical political and social activities
Vote in elections
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 purchasing decisions based on

brands/companies' social and political
beliefs
0% 10% 20% 30% 40% 50% 60%

Netherlands Global
Note: Only showing results from respondents who are politically or socially active
70
Refillable and reuseable packaging appeals more to Dutch consumers

Top five packaging types considered to be sustainable or better for the environment
Recyclable
Refillable/
reuseable
Biodegradable
Compostable
Paper
0% 10% 20% 30% 40% 50% 60%

Netherlands Global
Wellness
Consumers are embracing healthier lifestyles with greater focus on self-care and prevention. The active pursuit of optimal holistic
wellness extends beyond physical health to incorporate mental, spiritual and emotional wellbeing, alongside increasing considerations of
social purpose and planetary health. Advancements in technology and digital adoption facilitate superior diagnostics and monitoring and
play an integral role in the self-optimisation journey.
72
Wellness
Dutch consumers are enthusiastic about fitness: our survey shows that 73% of respondents (compared with 61% of their global
1 counterparts) claim to exercise at least weekly. This is partly due to the tradition of using bicycles for transport, with as many as
55%, versus 35% globally, saying they ride a bike at least weekly. This compares with just 17% who run or jog weekly. Notably,
only 24% of Dutch consumers (including 34% of Gen Z) use a health/fitness tracker at least weekly.
Consumers are very keen to reduce their meat consumption: 45% say they are doing this, compared with just 29% globally,
2 spurring demand for meat-free products. However, the Dutch are less likely than their global counterparts to say they actively
monitor what they eat in order to manage weight (28% versus 37%, respectively) or to specifically look for healthy ingredients
(36% versus 52%). More than half (51%) take health supplements at least weekly.
A focus on mental health that came to the fore during the pandemic now appears to have subsided somewhat. Only 13% of
3 respondents now say they participate in stress-reduction activities at least weekly (compared with 25% in our previous survey).
Nevertheless, meditation is still practised by 47% of respondents, while 34% of Gen Z take sleep aids. Therapy has become a
popular way for young consumers to deal with modern life stresses, with 39% of Gen Z (but just 12% of Baby Boomers) saying
they have counselling.
13% 45% 53%

want to work for companies that prioritise are reducing their consumption of meat use massage for stress reduction
health and safety
73
Danone launches first dairy plus plant-based proposition in the milk formula industry
Characteristic Danone in Milk Formula, Western Europe
▪ Danone launched the first Dairy & Plants Blend milk 2017-2022
Value RSP (USD million)
formula available in the market. It entered the
1,280 39.0
Netherlands in July 2022 under the Nutrilon brand
and was due to follow to other countries under the 1,260 38.5
global Aptamil brand. It contains 60% plant-based
and 40% dairy-based protein. 1,240
38.0
Context
% market share in milk formula

1,220
37.5
▪ Getting milk formula as close as possible to breast
milk with just plant-based ingredients remains a 1,200
37.0
challenge. Dairy and plant-based hybrids target 1,180
parents that want to give plant-based options to 36.5
their children, but which keep a nutritional profile 1,160
closer to breast milk. 36.0
1,140
Consequence
35.5
▪ It has been difficult to position hybrids in the adult 1,120
segment successfully, but it can be a good 1,100 35.0

opportunity in the milk formula space as dairy
ingredients contribute to keep it closer to breast 1,080 34.5
2017 2018 2019 2020 2021 2022
milk.
Image source: Nutrilon Passport edition: Dairy Products and Alternatives 23ed
74
Dutch lag behind their global counterparts in wellbeing activities

Top five mental wellbeing activities in the last six months
Massage
Meditation
Herbal remedies
Spa visit
Yoga
0% 10% 20% 30% 40% 50% 60% 70%

Netherlands Global
Note: Questions shown to respondents who participate in stress-reduction activities at least once every few months
75
Dutch are keen on physical exercise to reduce stress

Wellness solutions Wellness solutions by generation
Regularly* participate in physical exercise

Regularly* take health
supplements/vitamins
Look for healthy ingredients in food and
beverages
Use an app to track health and fitness
Increase spending on health and wellness
Own a smartwatch
Closely read nutrition food labels
Seek to reduce alcohol consumption
Visit health-related or medical sites*

Participate in stress-reduction and mental
wellness activities
0% 10% 20% 30% 40% 50% 60% 70% 80%
Netherlands Global 0% 10% 20% 30% 40% 50% 60% 70% 80%
Note: *At least weekly
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MEGATRENDS IN THE NETHERLANDS
For Further Insight please contact
Jennifer Elster Anna Raje

Lifestyles Insight Manager Innovation Consultant
Jennifer.Elster@euromonitor.com anna.raje@euromonitor.com
• linkedin.com/in/jennifer-elster-58338722 • linkedin.com/in/annaraje
• @ElsterJennifer
Alison Angus Ruta Sventickyte

Head of Practice - Innovation Survey Analyst
Alison.Angus@Euromonitor.com ruta.sventickyte@euromonitor.com
• linkedin.com/in/alison-angus • linkedin.com/in/ruta-sven
Aistė Kriaučiūnaitė Kristina Balčiauskaitė

Survey Consultant Senior Economies and Consumers Research Manager
Aiste.Kriauciunaite@euromonitor.com Kristina.Balčiauskaite@euromonitor.com
• linkedin.com/in/aiste-kriauciunaite • linkedin.com/in/balciauskaite
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Reviews shifting consumer traits and values that influence

Explores consumers beyond their demographic profile and

Connects survey insights with Euromonitor’s 10 megatrends, Disclaimer

Diversity and inclusion

The drivers shaping consumer behaviour

Businesses harness megatrends to renovate, innovate and disrupt

49% 40% 29%

SPAR teams with Just Eat to offer customers speedy delivery

Millennials using more tech to make life easier

Seek curated experiences that are

Use technology to improve day-to-day life

Looking for ways to simplify life

Willing to spend money to save time

Seek products with easy-to-understand

Seek personalised and tailored shopping

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

Consumers want to stay close to home

Work close to home All-inclusive hotels and

Job that allows for a

Work from home

On-site fitness Convenient travel

Shoppers want to see before they buy

See or try before buying

Advice from in-store sales people

Easy delivery drives demand for online shopping

Ease and availability of delivery

Can order at any time, from anywhere

Can try a variety of new products

Younger generations are too busy to cook

Use meal kit delivery services

Ordering food for delivery is more

Would rather spend my time doing things

Do not have time to cook

Going out to eat at a restaurant is more

Do not have time to shop for groceries

Do not have easy access to a grocery

0% 10% 20% 30%

58% 65% 33%

Tikkie introduces new feature allowing groups to split bills

Gen Z make the greatest use of apps

Play video games**

Order food for home delivery**

Own a smart appliance(s)*

Engage with metaverse platforms**

Own an in-home virtual assistant device*

0% 10% 20% 30% 40% 50%

Most consumers actively manage their data settings

Prefer to be anonymous online 14% 28% 16% 7% 36%

I freely share personal information online 16% 25% 22% 34%

Millennials most likely to value online anonymity

Prefer to be anonymous online

Targeted ads based on my online

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

Consumer reviews hold the most sway for the Dutch

Independent consumer reviews

Friends and family recommendations

Product label and other information shown on packaging or brand website

Government or non-government expert organisations

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Consumers expect more activities to go online