Luxury goods in the Netherlands experienced a modest retail current value decline of 2% in 2025, as a subdued economic climate characterised by cautious consumer spending persisted, resulting in a fall in sales to EUR12.7 billion. While ongoing economic uncertainty and inflationary pressures contributed to a conservative approach to spending among some domestic consumers, the most affluent demonstrated resilience in their purchasing behaviour. The sustained influx of tourists from Europe, also s

In 2025, fine wines/champagne and spirits in the Netherlands experienced a marginal decline in retail value sales, dropping by 1% to EUR445 million. However, this downturn was an anomaly, as the category stabilised in this year after several years of robust growth, and is poised to resume its upward trajectory. The premiumisation trend continued to impact alcoholic drinks in 2025, with many Dutch consumers still willing to pay a premium for high-end, exclusive beverages that boasted unique flavo

Retail current value growth of 1% was seen in designer apparel and footwear (ready-to-wear) in the Netherlands in 2025, with sales totalling EUR1.9 billion. Men’s designer apparel saw the strongest increase, although women’s designer apparel continued to account for higher sales. Despite economic uncertainties, consumer confidence being slightly down, and inflation affecting consumer prices, demand for these products remained positive. Affluent consumers showed a heightened sensitivity to prices

In 2025, experiential luxury in the Netherlands demonstrated continued resilience, with retail value sales rising by 3% to EUR974 million. Luxury hotels maintained its dominance, experiencing slow growth driven by affluent consumers' ongoing preference for immersive and memorable experiences. The steady return of international tourists, particularly from key markets such as Germany, the UK and the US, bolstered demand for luxury hotels, with consumers seeking personalised and unique travel exper

Following a period of double-digit growth spanning three years, premium and luxury cars in the Netherlands experienced a 4% decline in retail value sales in 2025, reaching EUR7.1 billion, as sales stabilised. Nevertheless, trends observed in preceding years persisted, characterised by a shift towards sustainability, and technological innovation. The Dutch market witnessed a pronounced inclination towards electric and hybrid vehicles, driven by the increasingly eco-conscious mindset of consumers.

In 2024, the total unit volumes of alcoholic drinks packaging in the Netherlands decreased by 3%, as beer brands like Heineken and Amstel or spirits brands like Bacardi and Johnnie Walker faced challenges from moderation trends, increasing sales of non-alcoholic alternatives and private label products. The decline was further exacerbated by the Dutch Alcohol Act, which capped retail discounts at 25% and introduced stricter advertising regulations, including the mandatory display of the NIX18 log

Total beauty and personal care packaging unit volumes recorded 1% growth in 2024, with this being driven by the consumer inclination towards eco-friendly and luxury products. This was driving brands to launch refillable glass jars, recyclable containers and multi-part packaging systems like those from L’Oréal or Stoelzle. The growth was also supported by booming online sales, which generally need extra protective packaging for shipment.

Most categories, including dishwashing, surface care, air care and toilet care, saw declines in packaging unit volumes in 2024, with laundry care being the only one of the main categories to record positive growth in this year. The overall declining trend was driven by two main factors: shifts in consumer behaviour and regulatory pressures. Consumers increasingly favoured concentrated, refillable or reusable products, which led to a reduction in the frequency and number of individual packs being

The sustained growth of cough, cold and allergy (hay fever) remedies in the Netherlands can be attributed to the strong demand for decongestants in 2025. A flu epidemic was officially declared in January 2025, with sales also fuelled by the active promotion of more advanced and effective products. The flu epidemic in early 2025 affected two million people in the Netherlands driving the purchase of formulas that help to provide relief from common flu symptoms.

Eye care in the Netherlands witnessed moderate value growth in 2025, influenced by rising consumer demand and the impact of price increases due to inflation. The category has witnessed a revival in marketing activity helping to raise awareness and drive sales. Brands promoted eye care formulas that help relieve the symptoms of eye irritation and tiredness caused by extensive screen exposure. Moreover, the consumer base for these products is expanding to more demographics, including teenagers and

Herbal/traditional products registered solid growth in 2025, driven by growing demand for natural formulas as seen in most consumer products in the Netherlands. Consumer interest in herbal/traditional formulas has benefited from extensive media exposure, functional benefits and the lower associated risks compared to medicine intake. The Dutch are very familiar with homeopathic products, and so the greater availability of herbal/traditional products is seen as a natural evolution in terms of cate

Value sales of digestive remedies in the Netherlands continued to grow in 2025, although this remains a relatively small category in the Netherlands. The category is led by indigestion remedies and laxatives, followed by diarrhoeal remedies. The range of products is relatively stable with low levels of new product development in the absence of switches. For most consumers, medical advice generally leads to the purchase of prescription-based digestive remedies.

Consumer health in the Netherlands registered healthy value growth in 2025, with sales supported by the stronger consumer interest in health prevention. The drive towards self-medication is bolstered by the Dutch government’s strategy to reduce health care expenses. Value growth was also impacted by the general increase in retail prices brought on by inflation, with the rising cost of distribution, energy and labour driving up retail prices.

Sports nutrition continues to report strong value growth in 2025, driven by the nation's strong interest in sports and healthy lifestyles, although the pace has slowed after several years of dynamic progress. The category is profiting from rising health awareness and higher levels of sports participation in the post-pandemic years. Demand is stabilising in 2025 after a period when people were keen to trial different protein and non-protein products. Protein powder is being adopted by a wider aud

In 2024, the Netherlands ranked fourth in Western Europe for average gross income but saw 0% real growth in per capita disposable income, contrasting with the 2.8% growth in 2023. Moreover, the country's productivity was notably above the regional average, yet high tax and social security contributions may have contributed to the income stagnation. Furthermore, despite government measures to boost disposable income, the Netherlands is forecast to have the lowest growth in disposable income per c

In 2024, the Netherlands posted modest GDP growth of 1.1%, driven by private and public spending, while exports declined. The country’s economic fundamentals remained robust, with high GDP per capita and low debt. Over 2024-2029, growth is forecast to remain broadly in line with regional peers, at 1.2% CAGR, supported by resilient demand, though future tariff pressures and domestic political uncertainty are expected to weigh on momentum.

NRT smoking cessation aids in the Netherlands reported stronger value sales growth in 2025, supported by rising consumer awareness and interest among the Dutch smoking population, particularly those looking to stop the habit. Existing manufacturers have been investing in advertising and promotion to showcase how these products can help quit smoking, using television spots and online advertising.

Wound care in the Netherlands is generating healthy growth in 2025, influenced by continuing investment in product varieties and the promotion of more advanced formulas that support or accelerate the healing process. The Dutch are showing an open attitude towards spending more on sophisticated wound care products delivering added value in the form of rapid relief or effective solutions to common wounds. Rising prices also impacted performance in 2025, as in other consumer health products, with h

While larger categories including acetaminophen and ibuprofen largely dominate analgesics in line with consumer preferences, manufacturers are drawing attention to smaller categories, supported by the advertising and promotion of alternative formats. Unit prices continue to rise in 2025 impacted by the higher costs of distribution and energy, as seen in recent years, which is supporting value growth. Consumers are feeling the impact of higher prices and this driving more individuals towards priv

Dermatologicals in the Netherlands is poised for healthy value growth in 2025. This is one of the smallest categories in consumer health as the Dutch normally resort to medical advice and acquire prescription-based dermatologicals. Sales continue to rise as more people choose to self-treat common symptoms and feel confident doing so, based on the information available. Unit prices have been rising due to inflation and rising distribution cost, which has further contributed to value growth. Derma

Sales of sleeping aids in the Netherlands are expected to see robust growth in current value terms in 2025, driven by rising demand from individuals seeking solutions for common symptoms of insomnia. Dutch consumers are leading increasingly busy and stressful lifestyles, resulting in a growing number of people experiencing sleep difficulties. Over the review period, demand for information on sleep aids has surged as insomnia becomes more prevalent.

Dietary supplements in the Netherlands is poised for moderate growth in 2025, driven by combination formulas and smaller categories that are gaining consumer interest. Overall, Dutch consumers are more educated and interested in addressing specific health issues. The promotion of specific dietary supplements focused on health benefits and prevention is helping to raise consumer interest and generate demand. Traditional dietary supplements that have a longer established presence, such as glucosam

Multivitamins are driving value growth in 2025, by enticing consumers in the Netherlands with their value and convenience. Single vitamins also continue to post healthy growth as they meet specific needs for vitamin C and flu prevention. With a strong flu season at the start of 2025, vitamin C saw a peak in demand during the winter months, when more than 40% of total sales were realised.

Weight management and wellbeing in the Netherlands is registering positive growth in 2025, driven by an increase in demand and rising unit prices caused by inflation. While rising obesity rates continue to raise concerns in the Netherlands, high profile public campaigns are encouraging people to follow more balanced diets and embrace sports and fitness. Slimming products have maintained a solid consumer base, but also face competition from food, drink, vitamins, and dietary supplements that supp