Affordable choices on the rise: How Dutch consumers are reshaping FMCG retail

Dutch households are becoming more mindful of their spending. After a brief period of financial optimism, budget awareness has grown and now tops the list of societal concerns. Even as inflation gradually eases, its effects are still felt, prompting households to carefully consider how and where they spend their money.

Out-of-Home spending: stable visits, lower bills

This cautious mindset is reflected in out-of-home activities. While the frequency of outings remains stable, overall spending is declining, particularly among Baby Boomers. Gen Z, however, continues to prioritize experiences, demonstrating resilience despite rising costs. This contrast highlights generational differences in how spending priorities are adapting to the current economic climate.

Retail shifts: value and convenience take the lead

At the same time, Dutch shoppers are reshaping the retail landscape. Hard discounters, online platforms, and drugstores are gaining traction, while traditional supermarkets and specialty stores, especially fish and cheese shops, are losing ground. Shopping trips are becoming less frequent across most consumer groups.

Within the supermarket sector, loyalty patterns are evolving : Dirk and other hard discounters are attracting repeat shoppers, whereas PLUS and Jumbo are seeing declines. Yet Lidl and PLUS continue to draw new shoppers, reflecting a competitive reshuffling where convenience, price, and accessibility matter more than ever.

The online grocery channel is a key part of this shift. Both spending and visits are rising, with Albert Heijn leading the online market, highlighting how digital convenience is becoming central to consumer habits alongside traditional in-store shopping.

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Private Label on the Rise

Finally, value-seeking behavior is also boosting private-label products, which are steadily gaining market share. A-brands are losing ground, particularly as hard discount formats drive recent gains. This trend reflects a broader shift toward affordable, practical choices without sacrificing quality.

Want to know more about what's really driving shoppers in the Netherlands right now?
Discover what truly motivates today's Dutch shoppers in our latest report: Behavior Change Spring 2025 — The power of choice: Shopper perspectives in times of turmoil and uncover key insights to help you better connect with today's values-driven consumer.