Netherlands

Large cooking appliances registered retail volume growth in 2023, driven by built-in hobs, the largest product area. All other areas, including ovens, cooker hoods and freestanding cookers, declined in volume sales as they have a stronger alliance…

Juice is set to register a negative performance in off-trade volume terms for the third year in a row in 2023. As with carbonates, this is partly because the cost-of-living crisis has led Dutch consumers to rein in discretionary spending, but mainly…

Jewellery, as a product area, is anticipated to experience positive albeit subdued growth in 2023. Economic uncertainty coupled with escalating prices has led to a more cautious approach among Dutch consumers regarding expenditure on non-essential…

Anticipated sales in 2023 will reflect a more tempered growth in premium and super-premium jeans as consumers adopt a cautious spending approach. While economy-level jeans are projected to show positive growth, standard jeans remain the most…

This report provides valuable insights into product innovation in the Netherlands, analysing data from Euromonitor’s Innovation platform. The report covers the Food and Beverage categories, showing the level of new brand and sub-brand launch…

This report provides valuable insights into product innovation in the Netherlands, analysing data from Euromonitor’s Innovation platform. The report covers the beauty, health and home categories, showing the level of new brand and subbrand launch…

In-car entertainment is set to see further decline in volume sales in 2023. As recent cars come equipped with integrated in-car entertainment, it is becoming rare for consumers to buy these products separately for their cars. Furthermore, replacement…

Imaging devices is set to see a decline in volume sales in 2023 as reasons such as smartphone usage continue to limit the need for such products. Whilst there are several hobbyists and vloggers who appreciate imaging devices, for the majority of…

Ice cream in the Netherlands is suffering volume sales declines in 2024. Amid a shift from retail to foodservice, the increase in the latter is not enough to offset the losses in the former in terms of total volume sales. Persistent price rises are…

Hypermarkets was the most dynamic grocery retailers category in current value terms in 2023. Although people are spending less on the extra services that were installed in hypermarkets over review period (eg prepared meals, cobblers etc) they are…

At the beginning of the review period, gluten free staple foods was an underdeveloped category. Specialised channels such as health food stores and organic supermarkets were the main distribution channels and consumers who struggled with issues…

The transition to low sugar and no sugar products began a few years ago, although the pandemic accelerated the trend. The pandemic brought significant changes in the way consumers approached their health and wellness which led to a sudden and…

Vegan snacks registered a strong sales performance in 2022 as all vegan categories achieved above average growth, including vegan ice cream, which performed particularly well. Moreover, the range of vegan chocolate confectionery is constantly…

Organic claims are significant in both the tea and coffee categories in the hot drinks market in the Netherlands. However, in 2022, there was a sharp decline in retail value sales of the organic claim. While organic remains one of the smaller…

High protein products in the dairy category became increasingly popular as consumers prioritised their health and wellness in 2022. This trend was initially fuelled by the COVID-19 pandemic and heightened awareness of the connection between diet and…

In general, there has been long-term growth in vegetarian cooking ingredients and meals. In 2022, there was a temporary dip in retail sales of these products, although this was mainly an adjustment after a sharp increase in retail sales of vegetarian…

Following the boost to volume sales in the retail channel in 2020 when the pandemic first arrived in the Netherlands and the increased time being spent at home by Dutch consumers, hot drinks sales have since been in decline, including in 2023. As a…

While hot drinks in the Netherlands is poised to record solid growth in current value terms in 2023, this is mainly because unit prices have continued to rise sharply due to the spike in inflation fuelled by the global recovery from COVID-19, the…

Sales of hosiery are anticipated to surge, particularly in non-sheer varieties, as Dutch consumers increasingly invest in both luxurious and eco-conscious products. While there's a continued interest in premium items, shoppers are also seeking…

Cookware experienced steady if unspectacular growth in 2023 due to the increasing trend of home cooking and dining. Although this trend has slowed since the end of the pandemic it still continued to fuel demand for high-quality cookware products as…

Home video volume sales are expected to decline overall in 2023 as consumers remain cautious about making large purchases in an uncertain economic environment. Sales of televisions, which drive growth in this category, are set to see decline in…

Home products specialists are focusing more on sustainability. This is a reaction to consumers becoming increasingly demanding and wanting to reduce their carbon footprint. Consumers are becoming more aware of the wider impact of their purchasing…

Home laundry faced a decline in retail volume sales in 2023 as price-sensitive consumers were reluctant to spend on big ticket items. Additionally, sales of home laundry appliances rose during COVID-19; meaning that the need to replace items was low…

The Netherlands saw mixed weather during the spring and summer seasons of 2023, though the country did enjoy several weeks of sunny weather with high temperatures, supporting higher demand (with a slight slowdown in the decline in volume sales) for…

Wall covering saw significant growth in the Netherlands in 2023 in current value terms. Demand rose as many people continued to focus on making home improvements, with changing wall coverings seen to be an effective and affordable way to achieve…

Bed textiles saw only moderate growth in current value terms in the Netherlands in 2023 despite an increasing emphasis on home comfort and relaxation, which has been driven by lifestyle shifts. During the pandemic individuals spent more time at home…

With lockdowns, foodservice closures and home working/schooling being seen when the COVID-19 pandemic hit the Netherlands in 2020, this significantly boosted cooking and eating at home, resulting in a major spike in demand for dishwashing products…

Home care in the Netherlands rose in value terms but declined in volume terms in 2023. Inflationary pressures and reduced disposable incomes led Dutch consumers to strive to save money on their weekly shopping, with home care products offering…

Home audio and cinema is set to register a decline in volume sales in 2023 as consumers are proving reluctant to spend on big ticket consumer electronics. Furthermore, some categories, such as digital media dock players and hi-fi systems, are…

The macroeconomic situation in the Netherlands was marked by a slowdown in growth, with GDP contracting over the first three quarters of 2023 which was met with declining consumer confidence. High inflation also had a substantial impact on disposable…

Digestive remedies is expected to see the highest retail volume and current value growth in herbal/traditional products over 2023. This is the first full year without any Coronavirus (COVID-19)-related restrictions since the outbreak of the pandemic…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…

Retailers are increasingly focusing on an omnichannel strategy in order to allow the consumer to shop in the way that they see fit and which is most convenient to them and which can maximise the retailer’s reach and sales potential. This in turn is…

Headphones is set to record slight growth in volume sales in 2023, with the category no longer seeing the high level of volume growth experienced during the period of the COVID-19 crisis. With the pandemic over and consumers having already invested…

In 2023, hair care in the Netherlands recorded a strong increase in retail current value sales, inflated by high inflationary pressure on prices, as retail volume sales decreased slightly overall. However, the retail volume performance was mixed,…

Gum is among the snacks categories losing significant volume sales in the Netherlands in 2024, thanks largely to persistent unit price hikes continuing on from 2023. Consumers are opting to purchase gum less frequently, resulting in further volume…

Action continued to record growth in current value terms in 2023, albeit at a slower pace than in 2022. Action is a chain of discounter variety stores which has benefited from the challenging economic environment with consumers coming to its stores…

Fertiliser experienced slower growth in current value terms in 2023. Despite the Netherlands' strong tradition of horticulture and gardening, with a significant portion of the population actively engaged in these activities, the demand for fertiliser…

Though 2023 was a year of robust post-pandemic recovery for full-service restaurants in the Netherlands, many outlets reported financial difficulties. The overall category posted strong value sales growth, but restaurants also suffered from extreme…

Fragrances in the Netherlands registered high single-digit retail current value growth in 2023, following a double-digit increase in 2022, to continue its post-Coronavirus (COVID-19) recovery. Retail volume sales also continued to rebound, albeit at…

Footwear in 2023 continues to grapple with inflation, leading to rising unit prices and overall retail costs. The trend of inflated prices has affected sales growth, mirroring the impact observed in apparel. Intensified competition between physical…

Food preparation appliances recorded a decline in retail volume sales in 2023, driven by consumers' reluctance to spend on the appliances due to rising inflation. In addition, many had invested in appliances during COVID-19, having little motivation…

Retail current value sales of fine wines/champagne and spirits grew by 10% to total EUR450 million in 2023, boosted by consumers’ desire to enjoy themselves after the Coronavirus (COVID-19) pandemic. Enjoying a drink with a meal at home or when…

In 2023, the Netherlands is experiencing its first full year without COVID-19 restrictions, leading to significant shifts in the payments landscape. For offline payments, this has resulted in a notable increase in card payments and proximity mobile…

In 2024, sales of eyewear in the Netherlands are experiencing healthy growth, continuing the positive trend from the previous year. Despite facing challenges such as price increases and inflation, Dutch consumers consider eyewear an essential item…

Eye care is projected to post a moderate rise in retail volume sales over 2023, accompanied by a more substantial increase in retail current value sales. This pattern of volume-value growth mirrors the trend observed in several consumer health…

Tourist visitor levels in the Netherlands recovered in 2023, despite global macroeconomic pressures, such as high inflation and the rapid escalation of living costs. This represents an improvement on 2021 and 2022, when restrictions related to…

While energy drinks in the Netherlands has continued to witness steep price hikes in 2023, off-trade volume growth is set to surpass that recorded in 2022. This improvement is partly explained by increased appreciation for the stimulant effect of…

As seen in most cooking ingredients and meals, edible oils are experiencing a rapid surge in consumer prices. This surge is primarily driven by increased costs in distribution, energy, and commodities. Retailers and manufacturers already witnessed…

In 2023 in the Netherlands, overall retail volume sales for drinking milk products continue to decline. However, the rise in average unit prices has boosted overall value sales. Drinking milk products is now a mature category, which goes some way to…