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2025 Development
Retail in the Netherlands shows resilient growth, with value sales reaching EUR138 billion in 2025. This expansion is primarily driven by higher wages and a slight boost in consumer confidence, despite continued cost pressures. Competition is intensifying as global e-commerce giants like Amazon invest heavily in improving their services. Meanwhile, discounters are expanding their market share by targeting price-conscious shoppers. The market favours operators who can utilise scale, technology, and a value-focused approach, but poses challenges for those dependent on traditional mid-market formats, which are losing relevance as consumer preferences shift toward convenience, affordability, and digital engagement. To succeed, brands should prioritise operational efficiency, digital innovation, and unique value propositions—especially through partnerships, private label development, and omnichannel strategies—while also addressing increasing demand for sustainability, transparency, and health-conscious products.
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Overview:
Understand the latest market trends and future growth opportunities for the Retail industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Convenience Stores
- Discounters
- Hypermarkets
- Supermarkets
- Traditional Grocery Retailers
- Apparel and Footwear Specialist Retailers
- Electronics and Appliance Specialist Retailers
- Health and Beauty Specialist Retailers
- Home and Garden Specialist Retailers
- Department Stores
- Variety Stores
- Warehouse Clubs
- Direct Selling
- Homeshopping
- Vending
If you're in the Retail industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail in Netherlands report includes:
- Analysis of key retail trends
- Detailed segmentation of offline and online retail sales
- Historic channel sizes (retail value sales, outlet counts, and selling space)
- Company and brand market shares (retail value sales and outlet counts)
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail in Netherlands?
- Which are the leading retailers in Retail in Netherlands?
- How are products distributed in Retail in Netherlands?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How significant are discounters and private label in Netherlands?
- To what extent are sales shifting towards digital channels?
- What is the long-term outlook for bricks-and-mortar?
- How is macroeconomic and political uncertainty affecting the retail industry?
- What types of retailers are seeing the fastest growth in digital sales?
- What is the future of retail?
Retail in the Netherlands
2025 Development
Key Data Insights
Chart 1 Key Industry Trends for Retail
Amazon Accelerates Investment to Reshape Consumer Expectations and Local Competition
Chart 2 Amazon announces a EUR1.4 billion investment in its Dutch operations
Bol.Com and Supermarkets Anchor Value, While Discounters and E-Commerce Outpace Growth
Chart 3 Discount Retailer Zeeman Partners with Tiny Library to Offer Sustainable Baby Products
Action Leverages Influencer Marketing to Boost Value and Social Reach
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Discounters and Retail E-Commerce Are Surpassing the Mid-Market Sector as Technological Advancements Transform the Competitive Landscape
Amazon and European Legislation Drive Polarisation and Margin Pressure
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Chart 8 Analyst Insight for Retail
Albert Heijn Expands Reach as Discounters Drive Change
Toychamp’S Acquisition and New Concepts Reshape Competition
Chart 9 Sport Nutrition Brand Upfront Opens Its Own Supermarket
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
Informal Retail
Opening Hours for Physical Retail
Chart 12 Standard Opening Hours by Channel Type 2025
Seasonality
Sinterklaas (St Nicholas)
Christmas
Winter sales
Summer sales
Chart 13 Economic Context for Retail
Chart 14 Real GDP Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Retail
Chart 17 Population 2020-2030
Chart 18 Population by Generation 2025
Convenience Retailers in the Netherlands
Key Data Insights
Convenience Retailers Summary
Chart 19 Key Industry Trends for Convenience Retailers
Tango and Bakker Bart Reshape Convenience with Foodservice Partnerships
Consolidation, Ai, and Consumer Caution Shape the Dutch Convenience Landscape in 2025
Chart 20 AH To Go focuses on the practical applications of new AI tools
Ah to Go Leverages Ai to Drive Multilingual Accessibility and Efficiency
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Forecourt Retailers Attract Electric Vehicle Drivers with Enhanced Facilities
Gen Z and Millennials Drive Demand for Tailored, Affordable Meal Solutions
Chart 23 Forecast Value Sales 2020-2030
Chart 24 Forecast Value Sales by Category 2025-2030
Van Tol Continues to Attract Franchisees, While Spar Defends Its Wide Consumer Base
Chart 25 Analyst Insight for Convenience Retailers
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Chart 28 Economic Context for Convenience Retailers
Chart 29 Real GDP Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Convenience Retailers
Chart 32 Population 2020-2030
Chart 33 Population by Generation 2025
Supermarkets in the Netherlands
Key Data Insights
Supermarkets Summary
Chart 34 Key Industry Trends for Supermarkets
Albert Heijn and Jumbo Expand Networks to Drive Value Gains
Aldi Remodels Stores and Regains Shopper Trust with Price Leadership
Chart 35 Discounters Remain a Threat to Supermarkets
Albert Heijn’S Beauty Relaunch Links Food and Personal Care for Growth
Chart 36 Albert Heijn Has Been Investing Heavily in Its Beauty and Personal Care Range
Chart 37 Value Sales 2020-2030
Albert Heijn Accelerates Ai Adoption to Drive Cost Efficiency
Jumbo and Competitors Prioritise Price as Inflation Reshapes Consumer Behaviour
Ai-Enabled Operations Minimise Food Waste and Enhance In-Store Support
Chart 38 Forecast Value Sales 2020-2030
Chart 39 Analyst Insight for Supermarkets
Albert Heijn Expands through Acquisitions to Strengthen Leadership
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Chart 42 Economic Context for Supermarkets
Chart 43 Real GDP Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Supermarkets
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Hypermarkets in the Netherlands
Key Data Insights
Hypermarkets Summary
Chart 48 Key Industry Trends for Hypermarkets
Jumbo and Albert Heijn Boost Value with New Meal Solutions
Jumbo and Albert Heijn Reshape Food Shopping with Grocerant Strategy
Chart 49 Jumbo and Albert Heijn Attempt to Capture Market Share From the Foodservice Category
Chart 50 Value Sales 2020-2030
Albert Heijn and Jumbo Shift Focus From Expansion to Optimisation
Jumbo and Albert Heijn Expand Non-Food Ranges to Capture New Spend
Chart 51 Forecast Value Sales 2020-2030
Chart 52 Analyst Insight for Hypermarkets
Albert Heijn Xl and Jumbo Consolidate Control through Pricing and a Fresh Food Focus
Jumbo’S Recovery and Albert Heijn Xl’S Pricing Drive New Opportunities for Innovation
Chart 53 Company Shares 2025
Chart 54 Brand Shares 2025
Chart 55 Economic Context for Hypermarkets
Chart 56 Real GDP Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Consumer Context for Hypermarkets
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Discounters in the Netherlands
Key Data Insights
Discounters Summary
Chart 61 Key Industry Trends for Discounters
Aldi and Lidl Attract Value-Driven Shoppers and Fuel Retail Growth
Lidl Invests in Sustainable Private Label Innovation to Boost Appeal
Chart 62 Lidl Relaunches Its Meat Substitutes Range
Aldi’S Price Leadership Strengthens Shopper Trust and Brand Loyalty
Chart 63 Aldi Is Best Known for Its Low Prices
Chart 64 Value Sales 2020-2030
Aldi and Lidl Expand Non-Food Ranges to Drive Growth
Aldi’S Renovation and Lidl’S Expansion into Non-Food Items Are Transforming How Shoppers Behave
Chart 65 Forecast Value Sales 2020-2030
Chart 66 Analyst Insight for Discounters
Aldi Leverages Price Reputation to Close the Gap with Lidl
Chart 67 Company Shares 2025
Chart 68 Brand Shares 2025
Chart 69 Economic Context for Discounters
Chart 70 Real GDP Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Discounters
Chart 73 Population 2020-2030
Chart 74 Population by Generation 2025
Small Local Grocers in the Netherlands
Key Data Insights
Small Local Grocers Summary
Consumers Delay Spending Despite Rising Wages and Outlet Growth
Price Increases in Grocery Staples Prompt Caution in Household Budgets
Chart 75 Value Sales 2020-2030
Independent Grocers Strengthen Loyalty to Offset Technology Gap
Chart 76 Forecast Value Sales 2020-2030
Chart 77 Analyst Insight for Small Local Grocers
Coöperatieve Primera Ba Builds on Share Gains to Reinforce Leadership
Chart 78 Company Shares 2025
Chart 79 Brand Shares 2025
Chart 80 Economic Context for Small Local Grocers
Chart 81 Real GDP Growth 2020-2030
Chart 82 Inflation 2020-2030
Chart 83 Consumer Context for Small Local Grocers
Chart 84 Population 2020-2030
Chart 85 Population by Generation 2025
General Merchandise Stores in the Netherlands
Key Data Insights
General Merchandise Stores Summary
Chart 86 Key Industry Trends for General Merchandise Stores
Action Wins Loyalty as Affordability and Novelty Drive Repeat Visits
Hema Reinvents Appeal with High-Quality Private Label Innovation
Chart 87 Hema Department Stores Rely Heavily on High Quality Private Label
Chart 88 Value Sales 2020-2030
Chart 89 Value Sales by Category 2025
Action Leverages Affordability to Outpace Rivals as Value Grows
Retailers Expand Media Revenue as Digital Strategies Reshape Profits
Household Budget Pressures Sustain Demand for Discount-Driven Innovation
Chart 90 Forecast Value Sales 2020-2030
Chart 91 Forecast Value Sales by Category 2025-2030
Chart 92 Analyst Insight for General Merchandise Stores
Action Accelerates Gains as Rivals Consolidate or Reinvent
Chart 93 Company Shares 2025
Chart 94 Brand Shares 2025
Chart 95 Economic Context for General Merchandise Stores
Chart 96 Real GDP Growth 2020-2030
Chart 97 Inflation 2020-2030
Chart 98 Consumer Context for General Merchandise Stores
Chart 99 Population 2020-2030
Chart 100 Population by Generation 2025
Apparel and Footwear Specialists in the Netherlands
Key Data Insights
Apparel and Footwear Specialists Summary
Chart 101 Key Industry Trends for Apparel and Footwear Specialists
Primark Addresses the Demand for Discounts by Promoting Responsible Fashion
Chart 102 Primark Positions Itself as a Responsible Retailer
Zalando Rewards Customer Engagement as Online Rivals Invest in Loyalty
Chart 103 Value Sales 2020-2030
Major Brands Invest in Resale as Circular Fashion Reshapes Demand
Chart 104 Forecast Value Sales 2020-2030
Chart 105 Analyst Insight for Apparel and Footwear Specialists
Primark Retains Leadership as Uniqlo Accelerates Share Gains
Chart 106 Company Shares 2025
Chart 107 Brand Shares 2025
Chart 108 Economic Context for Apparel and Footwear Specialists
Chart 109 Real GDP Growth 2020-2030
Chart 110 Inflation 2020-2030
Chart 111 Consumer Context for Apparel and Footwear Specialists
Chart 112 Population 2020-2030
Chart 113 Population by Generation 2025
Appliances and Electronics Specialists in the Netherlands
Key Data Insights
Appliances and Electronics Specialists Summary
Chart 114 Key Industry Trends for Appliances and Electronics Specialists
Coolblue Expands Omnichannel Reach as Independents Decline
E-Commerce and Omnichannel Leaders Outpace Independents in Store Expansion
Chart 115 Coolblue and Mediamarkt Dominate Because of a Strong Online Presence
Coolblue’S Omnichannel Strategy Accelerates Share Gains over Rivals
Chart 116 Retail Giant Coolblue Expands Its Presence in Brick and Mortar Retail
Chart 117 Value Sales 2020-2030
Retailers Prioritise Curated Advice and Service to Retain Shoppers
Cross-Channel Investments Accelerate Consolidation and Shake-Out
Sustainability Commitments Drive Product and Service Innovation
Chart 118 Forecast Value Sales 2020-2030
Chart 119 Analyst Insight for Appliances and Electronics Specialists
Media Markt and Coolblue Accelerate Share Gains as Independents Exit
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Chart 122 Economic Context for Appliances and Electronics Specialists
Chart 123 Real GDP Growth 2020-2030
Chart 124 Inflation 2020-2030
Chart 125 Consumer Context for Appliances and Electronics Specialists
Chart 126 Population 2020-2030
Chart 127 Population by Generation 2025
Home Products Specialists in the Netherlands
Key Data Insights
Home Products Specialists Summary
Chart 128 Key Industry Trends for Home Products Specialists
Ikea Responds to Discount Rivals by Lowering Prices and Boosting Loyalty
Chart 129 Ikea Netherlands Introduces New Savings Programme to Compete with Discount Retailers
Home Improvement and Gardening Stores Drive Value While Pet Shops Lag
Chart 130 DIY retailer Gamma launches pilot with Thuisbezorgd.nl for fast delivery
Gamma’S Fast Delivery Pilot Highlights E-Commerce Innovation under Pressure From Global Giants
Chart 131 Value Sales 2020-2030
Chart 132 Value Sales by Category 2025
E-Commerce and Digital Advice Reshape the In-Store Experience
Smart Home Integration and Ai Boost Value-Added Services
Demographic Change Drives Demand for Convenience and Personalisation
Chart 133 Forecast Value Sales 2020-2030
Chart 134 Forecast Value Sales by Category 2025-2030
Intergamma Invests in Service While Rivals Boost Innovation and Partnerships
Chart 135 Analyst Insight for Home Products Specialists
Beter Bed Uses Technology and Partnerships to Build Loyalty
Chart 136 Company Shares 2025
Chart 137 Brand Shares 2025
Chart 138 Economic Context for Home Products Specialists
Chart 139 Real GDP Growth 2020-2030
Chart 140 Inflation 2020-2030
Chart 141 Consumer Context for Home Products Specialists
Chart 142 Population 2020-2030
Chart 143 Population by Generation 2025
Health and Beauty Specialists in the Netherlands
Key Data Insights
Health and Beauty Specialists Summary
Chart 144 Key Industry Trends for Health and Beauty Specialists
Kruidvat Leverages Discounting and Private Label to Drive Consumer Value
Pharmacies Maintain Leadership as Health and Personal Care Stores Accelerate
Kruidvat’S Private Label and Discount Strategies Win over Cautious Shoppers
Chart 145 Leading Drugstore Chain Kruidvat Promotes Its Private Label Range in Early 2025
Chart 146 Value Sales 2020-2030
Chart 147 Value Sales by Category 2025
Older and Younger Shoppers Boost Demand for Wellness and Self-Care
Pharmacies Hold the Top Position as Beauty Specialists Outpace in Growth
Brands Shift to Sustainability and Inclusivity Amid Price Pressure
Chart 148 Forecast Value Sales 2020-2030
Chart 149 Forecast Value Sales by Category 2025-2030
Chart 150 Analyst Insight for Health and Beauty Specialists
As Watson Accelerates Growth While Normal Capitalises on Retail Vacancies
Normal Capitalises on Retail Vacancies and Discount Demand to Fuel Expansion
Chart 151 Company Shares 2025
Chart 152 Brand Shares 2025
Chart 153 Economic Context for Health and Beauty Specialists
Chart 154 Real GDP Growth 2020-2030
Chart 155 Inflation 2020-2030
Chart 156 Consumer Context for Health and Beauty Specialists
Chart 157 Population 2020-2030
Chart 158 Population by Generation 2025
Vending in the Netherlands
Key Data Insights
Vending Summary
Transport Operators Restrict Machine Locations, Slowing Growth in Convenience Purchases
Drinks Machines Dominate as Station Policies Drive Outlet Mix
Fashion Machine Operators Adapt to Restrictions and Capture Double-Digit Gains
Chart 159 Value Sales 2020-2030
Chart 160 Value Sales by Category 2025
Cashless Technology Reshapes Payment Habits and Machine Formats
Personalised Offers and Healthy Products Broaden Consumer Appeal
Drinks Machines Leverage Legacy Locations to Maintain Dominance
Chart 161 Forecast Value Sales 2020-2030
Chart 162 Forecast Value Sales by Category 2025-2030
Lekkerland Nl Bv Strengthens Position as Rivals Lose Share
Chart 163 Analyst Insight for Vending
Chart 164 Company Shares 2025
Chart 165 Brand Shares 2025
Chart 166 Economic Context for Vending
Chart 167 Real GDP Growth 2020-2030
Chart 168 Inflation 2020-2030
Chart 169 Consumer Context for Vending
Chart 170 Population 2020-2030
Chart 171 Population by Generation 2025
Direct Selling in the Netherlands
Key Data Insights
Direct Selling Summary
Chart 172 Key Industry Trends for Direct Selling
Amazon Attracts Entrepreneurs with Expanded Support and Investment
Health and Beauty Direct Selling Drives Value and Resilience
E-Commerce Platforms Offer Direct Sellers New Pathways to Growth
Chart 173 Amazon invests EUR1.4 billion in the Dutch market
Chart 174 Value Sales 2020-2030
Chart 175 Value Sales by Category 2025
Ai-Powered Personalisation Reshapes Seller Retention and Consumer Loyalty
Beauty and Personal Care Sellers Lose Ground to Retail Chains and E-Commerce
Younger Entrepreneurs Migrate to Digital Platforms for Greater Opportunity
Chart 176 Forecast Value Sales 2020-2030
Chart 177 Forecast Value Sales by Category 2025-2030
Chart 178 Analyst Insight for Direct Selling
Herbalife Sustains Leadership as Aesop Captures Young Urban Demand
Chart 179 Company Shares 2025
Chart 180 Brand Shares 2025
Chart 181 Economic Context for Direct Selling
Chart 182 Real GDP Growth 2020-2030
Chart 183 Inflation 2020-2030
Chart 184 Consumer Context for Direct Selling
Chart 185 Population 2020-2030
Chart 186 Population by Generation 2025
Retail E-Commerce in the Netherlands
Key Data Insights
Retail E-Commerce Summary
Chart 187 Key Industry Trends for Retail E-Commerce
Amazon Accelerates Price Competition and Choice through a Major Investment
Chart 188 Amazon invests EUR1.4 billion in developing its Dutch marketplace
Bol.Com Empowers Creators to Drive Engagement in Social Shopping
Chart 189 Value Sales 2020-2030
Chart 190 Value Sales by Category 2025
Chinese E-Commerce Faces New Eu Rules as M-Commerce Accelerates
Ai-Powered Price Tools and Social Shopping Reshape Competition
Chart 191 Forecast Value Sales 2020-2030
Chart 192 Forecast Value Sales by Category 2025-2030
Bol.Com Narrows Marketplace to Trusted Sellers, While Chinese Entrants Reshape Competition
Chart 193 Analyst Insight for Retail E-Commerce
Temu Captures Bargain Hunters as Price Transparency Intensifies
Chart 194 Company Shares 2025
Chart 195 Brand Shares 2025
Chart 196 Economic Context for Retail E-Commerce
Chart 197 Real GDP Growth 2020-2030
Chart 198 Inflation 2020-2030
Chart 199 Consumer Context for Retail E-Commerce
Chart 200 Population 2020-2030
Chart 201 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Retail
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- Convenience Stores
- Forecourt Retailers
- Supermarkets
- Hypermarkets
- Discounters
- Warehouse Clubs
- Food/Drink/Tobacco Specialists
- Small Local Grocers
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- Department Stores
- Variety Stores
- Apparel and Footwear Specialists
- Appliances and Electronics Specialists
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- Home Improvement and Gardening Stores
- Homewares and Home Furnishing Stores
- Pet Shops and Superstores
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- Beauty Specialists
- Pharmacies
- Optical Goods Stores
- Health and Personal Care Stores
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- Bags and Luggage Specialists
- Jewellery and Watch Specialists
- Sports Goods Stores
- Traditional Toys and Games Stores
- Other Non-Grocery Retailers
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- Fashion Vending
- Health and Beauty Vending
- Appliances and Electronics Vending
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- Alcoholic Drinks Vending
- Hot Drinks Vending
- Soft Drinks Vending
- Tobacco Products Vending
- Foods Vending
- Home Products Vending
- Other Products Vending
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
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- Apparel and Footwear E-Commerce
- Personal Accessories E-Commerce
- Eyewear E-Commerce
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- Beauty and Personal Care E-Commerce
- Consumer Health E-Commerce
- Tissue and Hygiene E-Commerce
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- Consumer Appliances E-Commerce
- Consumer Electronics E-Commerce
- Toys and Games E-Commerce
- Drinks and Tobacco E-Commerce
- Foods E-Commerce
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- Home Care E-Commerce
- Home and Garden E-Commerce
- Pet Care E-Commerce
- Other Products E-Commerce
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- First-Party (1P) Marketplace E-Commerce
- Third-Party (3P) Marketplace E-Commerce
- Grocery E-Commerce
- General Merchandiser E-Commerce
- Apparel and Footwear Specialist E-Commerce
- Appliances and Electronics Specialist E-Commerce
- Home Products Specialist E-Commerce
- Health and Beauty Specialist E-Commerce
- Leisure and Personal Goods Specialist E-Commerce
- Other E-Commerce Retailers
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Retail
Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, wholesale sales (e.g. Cash and Carry), and sales through cannabis dispensaries in markets where cannabis is sold legally. Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.
See all of our definitions
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