Consumer Values and Behaviour in the Netherlands

TABLE OF CONTENTS

Scope

Consumers prefer spending money on experiences rather than material things

Younger generations are keen on trying new products and services

Millennials most willing to spend money to save time

Dutch consumers have a more pessimistic outlook than the global average

Consumers have low confidence in more activities shifting to in-person

Generation Z more optimistic than other cohorts but feel they will work more

Outlook on more community engagement not as strong as the global average

Dutch feel less safe about the future than global counterparts

Over half of Generation Z feel that climate change will have a bigger impact in the future

Connecting with friends and family virtually is important for all generations

Energy efficiency is high on the list of ideal home features

Outdoor space is important to those living in a highly urbanised society

Dutch consumers much prefer to have home-cooked meals

Barriers to cooking are relatively low in the Netherlands

Millennials value the convenience of food delivery the most among Dutch consumers

Healthy ingredients are most sought-after by all generations

Working time flexibility is more important for the Dutch than for their global counterparts

Job security more important than high salary

Generation Z feel under most pressure to get things done

Only a small percentage of Dutch consumers rarely or never socialise with friends online

Over a third of consumers regularly go shopping as a leisure activity

Generation Z most actively go to sporting events

Cycling not far behind walking or hiking as the exercise of choice for the Dutch

Generation Z more inclined to cycle than walk for their exercise

Millennials are well ahead of other cohorts in terms of using stress reduction activities

Slightly over half of respondents say they are worried about climate change

Reducing food waste and plastics use is top of the agenda for Dutch consumers

Dutch value using energy-efficient products over other green behaviours

Millennials more likely to buy from brands that support issues they value

Dutch consumers are rather price-conscious and like to find bargains

Baby boomers like to support locally-owned stores and local producers

Over a third of consumers are willing to buy used items and regularly seek private label

Older generations have higher preference for private label goods

Consumers are generally more likely to order via their computer/tablet

Younger cohorts have a much higher percentage of purchasing via their smartphone

More consumers willing to increase their spending on travel, groceries and health

Younger generations have bigger intentions to increase spending

Nearly a third of Dutch consumers intend to start saving more money over the next year

Consumers cultivate their personal image online but manage privacy

Millennials most willing to share their information online to get personalised offers

Dutch consumers have lower levels of online interactions compared to global averages

Younger generations more engaged with brands and companies online

Consumers use their mobiles devices most regularly for banking services

Young consumers more likely to use their mobile to make an in-store payment