Balancing Health & Indulgence: The new reality of Dutch Out-of-Home consumption

Shopper eating and drinking behavior are continuously evolving, with health playing an increasingly important role. It ranks among the top 3 concerns for Dutch shoppers. And its importance is reflected across nearly all categories.

While Out-of-Home has traditionally been driven by convenience and indulgence, healthy choices are rapidly becoming part of the equation. This creates a clear tension: the desire to indulge remains strong yet it is more often balanced with a need for options that feel healthy, balanced, and responsible. As a result, health is no longer a niche, but a key growth driver within the channel.

• But what exactly do shoppers look for when it comes to health outside the home?
• And how does this influence their behavior. Overall, across different Out-of-Home channels, and important categories?

With our new Trend report on Health (indulgence) in Out of Home we will give answers to these questions. The report gains insights in:

• Overall Out of Home market: gain a general overview of important OOH channels and (expected) shopper behavior
• Shopper behavior and (coping) choices related to health (indulgence) in OOH