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Megatrends in the Netherlands

August 2022

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in the Netherlands.

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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Netherlands report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Netherlands report answers:

  • How is the consumer mindset in Netherlands changing? In Netherlands, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Netherlands purchase decisions?
  • Where and how do consumers shop in Netherlands?
  • What health-related activities do consumers in Netherlands participate in?
  • What megatrends should I focus on in Netherlands (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Easee’s online eye exam improves accessibility of eye care
Dutch consumers lag behind their global counterparts in many areas of tech
More than half of consumers actively manage their personal data sharing settings
Baby boomers are least likely to share personal information online
The Dutch rely on independent reviews and friends and family opinion for information
Many consumers expect the shift towards online activities to continue post-pandemic
Experience more
Dutch trainers brand Filling Pieces opens fully experiential flagship store in Amsterdam
Most consumers prefer real world experiences
The Dutch value socialising with friends and family, both in person and online
Travellers prioritise relaxation, city breaks and outdoor activities
More older consumers expect to shift to online rather than to in-person activities
Middle class reset
Circular sharing platform Peerby raises capital to expand in medium-sized Dutch cities
Baby boomers most likely to be on the lookout for bargains and lower-cost products
Repurposing on the rise, driven by sustainability and saving trends
Younger generations expect to focus on more frugal purchasing in future
Premiumisation
Albert Heijn offers premium subscription service to provide customers with more benefits
Dutch more likely than their global counterparts to seek tailored experiences
Nearly half of Generation X extensively research the items they consume
Dutch consumers are willing to spend more on health, environment and quality
Shifting market frontiers
LocalTea attracts new investment to expand local tea production and distribution
The Dutch are less keen than their global counterparts to experience new cultures
Older cohorts are the most supportive of local businesses
Shopping reinvented
Expivi enriches the digital shopping experience using 3D and AR technology
Beauty and personal care bought in-store more often than other products
Social media engagement by Dutch shoppers is relatively low
Generation Z consumers are the most likely to interact with brands on social media
Sustainable living
Lidl opens a carbon and energy neutral supermarket in Almere
Making a difference through everyday actions not as positive as global average
Reducing food waste and plastics use are the top environmental priorities
The Dutch are less vocal on social or political issues on media compared to global average
Recyclable and reuseable packaging is seen as the most sustainable
Wellness
Somnox offers a smart sleep companion aimed to improve the quality of rest
Dutch keep fit but lag behind global counterparts in terms of healthy eating
Massage and meditation are most popular among the Dutch to beat stress
Uptake of health tech still relatively low
Health and safety precautions remain a priority for over half of respondents
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