Lidl and Nettorama lead the Dutch YouGov Fresh Report 2025

A historic double win for Lidl and Nettorama

According to the 2025 YouGov Fresh Report in the Netherlands, retailers are evaluated across ten key dimensions, providing a comprehensive and well-rounded assessment of their performance.

Lidl and Nettorama emerge as clear winners. Lidl takes first place nationally with a score of 7.50, ahead of Dirk (7.32) and Albert Heijn (7.27).

Regionally, Nettorama achieves an even stronger result of 7.77, outperforming Poiesz (7.51) and Boon’s Markt (7.37). Both retailers also dominate the category rankings, a first in the history of the report showing unmatched consistency across the board.

Breaking down the results further, Lidl secures the national lead in all three fresh categories: bread (7.55), fruit & vegetables (7.64) and meat (7.32). Nettorama mirrors this success regionally, topping the rankings with 7.58 for bread, 7.85 for fruit & vegetables, and an impressive 7.88 for meat. These strong performances underline how both retailers manage to deliver quality and freshness across the full spectrum of daily essentials.

Key Dutch consumer insights

Beyond the rankings, the report highlights broader trends in shopper sentiment. Price remains an important driver but continues to receive relatively low scores compared to other factors. Freshness stands out as the strongest differentiator, while sustainability emerges as an area with clear growth potential, particularly for regional players.

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