FMCG Market Dynamics in the Netherlands

In the first quarter of 2026 the Dutch FMCG market continues to show modest growth, largely driven by food price inflation. As inflation gradually returns to more normalized levels, the decline in volume per shopping trip has stabilized, signalling a more balanced market environment.

Growth is increasingly fuelled by senior households (40+ without children). This consumer group is less impacted by current financial pressures such as housing costs and the rising cost of living, making them a relatively resilient driver of demand.

Value-oriented retail formats - including hard discounters, ethnic stores, and low-end retail - continue to gain share at the expense of traditional supermarkets. At the same time, convenience is becoming a stronger purchase driver. Online grocery channels are gaining relevance, particularly among families, leading to a steady increase in online market share.

Brand dynamics are clearly diverging. Many A-brands are struggling to defend their market positions and are relying heavily on promotions to offset volume declines. In contrast, true premium brands are delivering the strongest growth within FMCG.

These trends highlight a crucial insight: brands that clearly deliver meaningful and distinctive benefits outperform those that rely primarily on increased promotional pressure. Long-term success is increasingly driven by strong value propositions, whether through price, convenience, or genuine brand differentiation.

Stay tuned to find out more about the movements in the FMCG -market.