Consumer Values and Behaviour in the Netherlands

TABLE OF CONTENTS

Consumer values and behaviour in the Netherlands

Consumers have low preference for branded over non-branded goods

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 average

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

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

Outlook on more community engagement not as strong as global average

Fewer feel that climate change will impact their life more in future

Nearly half of Gen Z feel that climate change will have bigger impact

A ll generations regularly connect with friends and family virtually

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

Move to flexitarian eating habits higher than global average

Healthy ingredients are most sought after by all generations

Dutch have low expectation to work for themselves

Millennials rank working from home above all other factors

Job security more important than high salary

High salaries appeal to younger generations starting their working lives

Nearly half of respondents are looking for ways to simplify their lives

Gen Z feel under most pressure to get things done

Very small percentage rarely or never socialise with friends online

Day trips most popular with Millennials

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

Millennials most actively go to sporting events

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

Gen Z more inclined to cycle than walk for their exercise

Meditation, massage and yoga well ahead of other stress-relief activities

Millennials and Gen X use sleep aids more than other cohorts

Only half of respondents said they were worried about climate change

Older cohorts focus on trying to have a positive impact on the planet

Reducing food waste is top of the agenda for Dutch consumers

Millennials do not feel as strongly about recycling as other cohorts

Dutch value using energy-efficient products over other green behaviours

Gen Z focus more on repair and reuse to support the circular economy

27% of consumers make buying decisions based on brand ethos

Gen Z more likely to buy from brands that support issues they value

Dutch consumers are price-conscious and like to find bargains

Baby Boomers like to support locally-owned stores

Consumers regularly seek private label and are willing to buy used items

Older generations have higher preference for private label goods

Consumers generally more likely to order via their computer/tablet

Younger cohorts have much higher % of purchasing via their smartphone

More consumers willing to increase their spending on travel and health

Younger generations have bigger intentions to increase spending

Consumers cultivate their personal image online but manage privacy

Baby Boomers more actively manage their data and privacy settings

Dutch consumers have low levels of online interactions

Younger generations more engaged with brands/companies online

Consumers use their mobiles devices most regularly for banking services

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