The population of the Netherlands reached 18.0 million in 2025, and is predicted to grow by 6.2% to 19.2 million by 2040. The defining features are migration-driven growth, an ageing but affluent and egalitarian society, a severe housing shortage, and value-focused, high-saving consumers.
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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?
Scope
Key findings
Key drivers affecting consumers in the Netherlands in 2025
How developments today shape the consumer of tomorrow
Today 2025: Prominence of Baby Boomers reflects an ageing population
Migration drives the population towards 19 million
High cholesterol despite an active population
Tomorrow 2040: Median age rises, leading to increased old-age dependency ratio
Immigration fuels growth as rapid ageing reshapes Dutch consumer demand
A highly urban, Randstad-centred market
Opportunities for growth
Case study: Royal FrieslandCampina aims to serve an ageing and diverse population
Today 2025: Share of single person households is above regional and global averages
Solo living reshapes Dutch households, driving demand for convenience
A housing shortage grips a highly mortgaged market
Tomorrow 2040: Single person households to see by far the fastest growth
Household numbers rise as solo living grows
Digital banking and connectivity are near-universal
Opportunities for growth
Case study: Brabantia’s space-efficient household products suit smaller homes
Today 2025: Disposable income gender gap remains large
Inflation and uneven cost pressures encourage Dutch consumer caution
Optimistic older consumers prioritise groceries, health and enjoying retirement
Tomorrow 2040: Wealth concentrating, while the urban/rural gap narrows
Wealth concentrates as the affluent tier doubles in size
Consumer spending grows to USD695 billion by 2040
Opportunities for growth
Case study: PostNL’s flexible part-time contracts accommodate varied working patterns
Key findings of the consumer survey
Gen Z and Millennials most willing to pay more for high-quality household essentials
Private label and discounting define shopping
Measured sustainability and value
Dutch consumers show financial resilience, strong saving habits and cautious optimism
Low unemployment, flexible working and AI-driven reskilling are reshaping employment
Opportunities for growth
Case study: Albert Heijn expands its private label portfolio
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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