According to the 2026 YouGov Fresh Report in the Netherlands, retailers are evaluated across ten key dimensions, providing a comprehensive and well-rounded assessment of how their fresh category’s vegetable & fruit, bread, and meat are perceived by their clients.
For the second year in a row Lidl emerge as clear winner and takes first place nationally with a score of 7.48, ahead of Dirk (7.29) and Plus (7.23).
Regionally, Poiesz achieves a similar result of 7.47, outperforming Vomar (7.45) and Boon’s Markt (7.44).
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. While sustainability emerges as an area with clear growth potential.
However, out of all key drivers, quality is the most important one, while sustainability emerges as an area with clear growth potential, both for nation and regional players particularly for regional players.
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