In 2024, consumers in the Netherlands increasingly prioritised low sugar claims, alongside fortified/functional and energy-boosting products that support physical and mental performance. Plant based, vegetarian, and vegan options gained traction, reflecting growing interest in preventative health, sustainability, and digestive wellness. High fibre, gluten free, organic, and high protein claims further shaped purchasing decisions, driven by awareness of dietary intolerances, weight management, an

In 2024, health and wellness claims remained a key influence on hot drinks, with fortified/functional, and premium offerings gaining ground. Coffee innovations featuring added vitamins and ginseng reflected a rising consumer interest in fortified/functional hot drinks. Meanwhile, tea continued its transition away from traditional black tea toward fruit/herbal blends, which are often organic and enriched with functional ingredients. The demand for no caffeine remained strong, driven by health-con

Health and wellness claims, particularly low sugar and fortified/functional claims, are driving growth in soft drinks. No sugar variants are driving sales, reflecting rising consumer health consciousness and regulatory pressure. Fortified/functional claims, including sports drinks, energy drinks, RTD tea, bottled water, and kombucha, are performing well, supported by positive health perceptions and growing consumer trial. Energy boosting claims, particularly in energy drinks and sports beverages

Across the Netherlands in 2024, snack innovation was driven by health and wellness claims including low/no sugar,

High protein claims were increasingly shaping Dutch consumer preferences in dairy products and alternatives in 2024, with both naturally high protein products like skyr, quark, and cottage cheese, as well as ranges with added protein, experiencing growth. Plant-based dairy continued to expand, though consumer scrutiny over processing presented a challenge. Low fat products remained relevant but faced pressure as some consumers favoured full fat, filling options or fitness-focused ranges combinin

In 2024, key health and wellness claims shaping cooking ingredients and meals in the Netherlands included low sugar, organic, natural, vegetarian, vegan, and gluten free. Vegetarian and vegan meals and soups saw strong sales, as consumers experiment with plant-based diets for health, environmental, and ethical reasons. Gluten-free claims continued to attract interest from both niche and established brands despite a maturing market.

Consumer health trends in the Netherlands are driving growth across organic, plant-based, gluten-free, high fibre, and low-sugar products, supported by government initiatives such as the National Prevention Accord and retailer-led educational campaigns. Demand is being shaped by increasing awareness of digestive health, weight management, and sustainable eating, with supermarkets and brands expanding ranges with health and wellness claims.

Tea is seeing a shift from black tea towards lighter products such as fruit/herbal tea, as well as an ongoing move towards making individual cups rather than large pots. Both these factors are serving to dampen volume sales. However, rising consumer health awareness and trends towards products such as matcha are boosting value sales in the category.

Other hot drinks has been hit hard by the marked rise in the cost of cocoa on the world market, as chocolate-based flavoured powder drinks is by far the largest contributor to category sales. The sharp increase in prices seen in chocolate-based flavoured powder drinks has driven down volume sales and led to a notable increase in the share of private label products as consumers have looked for more affordable alternatives to major brands.

Coffee has seen marked increases in price due to the soaring price of coffee beans on the global market. This has led to shifts in consumer behaviour, with many looking to reduce their volume of consumption or trading down to less expensive alternatives. Meanwhile, producers have looked to limit price increases through moves such as using more Robusta beans in their blends.

Hot drinks is seeing value sales rise while volumes fall in the Netherlands, largely as a result of sharp increases in price resulting from spikes in the cost of ingredients such as coffee beans and cocoa on the global market. Consumers are cutting back on consumption and looking for more affordable options in the face of these marked price increases. This presents major challenges for brands, which are facing increased competition from the private label segment.

Carbonates is seeing growth due to favourable weather conditions and the growing tendency of adult consumers to look for alternatives to alcoholic drinks. This latter trend is being driven by rising health consciousness, which is also supporting increasing interest in reduced sugar options within carbonates. The expansion of the carbonates consumer base to include more adults is leading to developments such as the emergence of craft sodas and the introduction of adult-orientated flavours.

While economic uncertainty and rising prices are inevitably making Dutch consumers more focused in their purchasing decisions, soft drinks is expected to see an improved performance in the Netherlands in 2025. A key factor in the upturn in the market’s fortunes will be the growing willingness to pay for products that are aligned with consumers’ rising interest in health and wellness. Reduced sugar variants are outperforming regular products across several categories, while many areas of soft dri

While concentrates is struggling to generate growth, it continues to appeal to budget-conscious consumers looking for better value for money than they perceive in ready-to-drink soft drinks formats. Moreover, liquid concentrates is benefiting from the use of home carbonation systems and tapas with a carbonation function, as it allows consumers to customise their soft drinks to their personal tastes. As in other categories, there is a notable drive towards healthier options within concentrates.

RTD coffee is proving increasingly popular in the Netherlands despite the significant price increases that have affected all products containing coffee in 2025. Shelf stable formats are becoming more popular as consumers look for affordability and products that they can consume at home. The potential of the category is attracting investment from major players, which is likely to spur further growth during the forecast period.

RTD tea is seeing sales grow partly as a result of its alignment with the health and wellness trend, with tea’s natural image making such products seem a healthy alternative to other soft drinks. The rise of consumer health consciousness is also supporting increasing interest in reduced sugar variants, though this segment is already relatively mature in RTD tea. Health awareness is also supporting ongoing interest in kombucha, though the overall carbonated RTD tea and kombucha category is witnes

Bottled water is benefiting from its position as a naturally healthy soft drinks option in an increasingly health-conscious consumer environment. Moreover, the rise in consumer health awareness is also driving significant growth in areas such as functional bottled water. However, the high quality of Dutch tap water and the convenience of home carbonation systems provide notable competition for the category.

Juice is seeing volume sales fall as it suffers from marked increases in price and growing concerns about sugar content amongst health-conscious consumers. The most resilient brands and products have been those with a more upmarket, health-focused positioning, with health-conscious consumers proving willing to pay higher prices for products that align with their nutritional requirements.

Sports drinks is seeing growth driven by a broader rise in interest in functional food and beverages and sports nutrition amongst consumers and retailers. Dutch consumers are increasingly looking to purse active lifestyles and engage regularly in physical exercise and sporting activity, which is generating demand for a wide range of sports nutrition products and boosting interest in sports drinks. At the same time, retailers are expanding the shelf space available for such products, making them

Energy drinks is seeing significant growth driven by the growing consumer acceptance of functional food and beverages. At the same time, concerns about sugar consumption and calorie intake amongst health-conscious consumers are driving a shift towards reduced sugar variants within the category.

Breakfast cereals in the Netherlands achieved solid current value growth in 2025, although volume sales remained largely stable. The category continued to face a challenging reputation around high sugar content, which has made many consumers more cautious in their purchasing decisions. Established brands such as Quaker and Kellogg’s sought to counter this by reformulating products and launching lower sugar or no added sugar variants, yet consumer scepticism persisted. Rising costs of key ingredi

The baked goods category in the Netherlands continued to record steady growth in 2025, supported by its essential role in daily diets but shaped by the ongoing volatility of ingredient costs. Although grain prices eased somewhat compared with the previous year, fluctuations in the cost of sugar and sharp increases in cocoa prices exerted significant pressure on producers and retailers. This had a particular impact on sweet baked goods such as cakes and pastries, where manufacturers were forced t

Processed fruit and vegetables delivered one of the strongest performances within staple foods in 2025, supported by the continued shift in Dutch eating culture towards healthier and more convenient meals. Consumers increasingly replaced traditional breakfast and lunch options based on bread and spreads with lighter and more nutritious alternatives. Smoothies, yoghurt bowls and plant-forward meals have become part of daily routines, directly benefiting demand for processed fruit and vegetables t

The rice, pasta and noodles category in the Netherlands continued to expand in 2025 as consumers deepened their engagement with global cuisines and home cooking. Dutch households increasingly sought variety, authenticity and high-quality ingredients to recreate restaurant-style meals at home. While rising costs throughout the supply chain supported value growth, premiumisation and diversification were equally influential. Consumers demonstrated growing willingness to trade up for authentic Itali