Decode the Dutch Shopper of Tomorrow

A deep dive into 2025 macroeconomic shifts, evolving FMCG behaviors, and widening generational gaps, economic shifts.

The Dutch market continues to transform at speed. Inflation may be cooling, yet shoppers remain financially cautious. Retailers and brands are under rising pressure as consumers balance saving with selective self rewarding — creating a complex, often contradictory shopper landscape.

Our latest insights unpack how macroeconomic realities shaped Dutch shopping behavior in 2025, and what this means for your growth strategy in 2026 and beyond.

What you’ll uncover

• How retailers can win when shoppers stay value driven despite economic stabilization‑driven despite economic stabilization
• How Dutch shoppers navigate the tension between “saving” and “treating themselves”
• Why generational differences matter more than ever — and how Gen Z & Boomers make decisions differently?
• How the retail landscape is shifting toward value, convenience, and diversity — and which players are leading the change
• What happens when promotion reliance peaks and becomes unsustainable for retailers and suppliers
• How brands can tap into rising health motivations even when price dominates the final decision

Ready to move from insight to action?

Get in touch to explore the full findings and discover how these trends can unlock opportunities for your category, your shoppers, and your future growth.