Netherlands: Consumer Profile

June 2023

In 2022, the Netherlands saw stable birth rates, but deaths exceeded births for the first time since 1900. Immigration, particularly from Ukraine, contributed to population growth. The housing crisis worsened due to increased demand, leading to a shortage of affordable homes. High inflation raised living costs, and Dutch consumers prioritised savings while seeking cost-effective options. Personal branding and energy efficiency were important, and virtual socialising gained significance.

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Overview:

Consumer Profiles  reports  provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.

The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.

The Consumer Profiles in Netherlands report includes:

A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies

The Consumer Profiles in Netherlands report answers:

  • How consumers in Netherlands are changing? 
  • What are key changes in Netherlands population, society and generational structure and how it is affecting businesses?
  • What is the household structure in Netherlands and how it is changing consumer landscape?
  • What are key income groups in Netherlands? What is the outlook for the future?
  • Where consumers are  spending the money in Netherlands? 
  • How is the consumer mindset in Netherlands changing?
  • In Netherlands, what are consumer attitudes towards “green” and sustainable products?
  • Where and how do consumers shop in Netherlands?
Download Table of Contents
Scope
Key drivers affecting consumers in the Netherlands in 2022
How developments today shape the consumer of tomorrow
Key findings
Today 2022: Baby boomers remain the largest generation
Population growth mostly due to immigration
Generation Z leads online engagement in the Netherlands
Tomorrow 2040: Longer life expectancy and low birth rates boost older cohort
Generation Z to become the largest generation cohort in 2040
Population density to intensify
Areas of opportunity
Case study: RESILIO blue-green roofs combat urban flooding in Amsterdam
Today 2022: Single-person households continue to increase
Dutch consumers choose larger homes
Energy efficiency is a top priority for home features
Tomorrow 2040: Households without children to continue growing
Consumers over 60 will remain key household decision makers
Netherlands positioned as a digital leader in the EU
Areas of opportunity
Case Study: Anthom introduces Homey Pro
Today 2022: Growing income and stronger spending in higher income bands
Dutch government provides assistance to vulnerable households amid soaring prices
Nearly a quarter of Dutch consumers are worried about rising prices
Tomorrow 2040: Social classes D and E to remain prevalent by 2040
Population over 65 to witness the fastest income growth
Amsterdam to remain the Netherlands’ largest consumer market
Areas of opportunity
Case Study: Dutch payment app adds new feature for catering industry
Key findings consumer survey
Younger generations have a more positive outlook on their future
Dutch baby boomers are planning to purchase more private label or store brand goods
Dutch employees value flexibility and work-life balance
Dutch consumers embrace the circular economy
Dutch consumers are taking action for positive environmental impact
Case Study: Watermelon integrates ChatGPT technology into customer services
Areas of opportunity
Key findings
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