Consumer Lifestyles in the Netherlands

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in the Netherlands.

The Consumer Lifestyles in the Netherlands report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Get a detailed picture of the Consumer Overview market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

Scope
Consumer landscape in the Netherlands 2022
Life priorities
Prioritising time for themselves and their partners/spouses is important to Dutch consumers

Time with friends and doing favourite activities are priorities, especially for Generation Z

Consumers remain very keen on curated and tailored experiences
Older generations value curated and tailored experiences more than younger consumers do
Dutch consumers prefer to buy from brands they fully trust
Millennials like to try new products the most
Home life
Over two thirds of respondents regularly connect with friends and family online
Older Dutch generations are much less inclined to exercise compared to global counterparts
Having an energy-efficient home in a safe location is important
Eating habits
Dutch consumers are less inclined than their global counterparts to order food in or eat out
When shopping for food, Dutch consumers look for low prices
Millennials and Generation X show the biggest interest in flexitarian diets
Dinner is the most important meal among Dutch consumers
Generation Z show the strongest inclination to snack in the Netherlands
Working life
High salaries are less important than job security, work-life balance and work flexibility
Gen X feel strongly about work-life balance, while Gen Z value ability to work for themselves
Generation X are most concerned with having job security
Flexible hours and working from home of high importance, yet lower than global averages
Baby boomers have low expectations towards flexible start and finish times
Leisure habits
Dutch consumers enjoy socialising with friends both online and in person
Shopping is a highly popular leisure activity
Nearly 30% of Generation Z attend sporting events at least monthly
Domestic leisure travel is most popular among the younger population
Relaxation and city breaks are the most sought-after features for Dutch travellers
Baby boomers prefer city breaks, while Generation Z look for relaxing trips
Health and Wellness
Over two thirds of respondents participate in physical exercise at least weekly
Walking/hiking and cycling are the most popular forms of exercise
Bike riding is most frequent among Generation Z, while older cohorts prefer walking/hiking
Massage and meditation are the most popular activities to alleviate stress levels
Millennials are most likely to engage in stress reduction activities
Sustainable living
Over half of respondents are worried about climate change
Older cohorts are more focused on having a positive impact on the environment
Reducing food waste and plastics use is a priority, with baby boomers leading the way
Using energy-efficient products is popular among the Dutch, especially older cohorts
Consumers likely to share their views on media, but are less concerned about brand value
Dutch youth most vocal on social media
Shopping habits
Visiting shopping malls is less popular among Dutch consumers than globally
Young consumers prefer buying less to afford higher-quality things
The Dutch are less keen than global peers to rely on information sources when shopping
Younger cohorts more influenced by friends and family recommendations
Convenience is the biggest incentive for having a subscription service
Generation Z are most inclined to get a subscription over a friend or family recommendation
Seeing or trying products and immediate purchase are key motivations to shop in-store
Older generations prefer seeing and trying before buying
Best price and free shipping surpass other motivations for online shopping
Generation X and baby boomers tend to look for bargains more often when shopping online
Spending habits
Generation Z are most ambitious about their future spending on travel and holidays
Younger cohorts intend to boost their savings over the next 12 months
Technology
Dutch consumers tend to cultivate their personal image online, yet privacy is important
Baby boomers least likely to communicate online and share their data to receive offers
Ownership of virtual assistants and smart appliances lag behind global averages
Older generation report lowest ownership of wearable devices
Dutch consumers tend to be less dependent on the internet compared to global averages
Millennials are not as keen to use social media as global counterparts