Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, away-from-home tissue and hygiene in the Netherlands delivered continued value growth with total sales reaching EUR350 million, an increase of 4%. This growth occurred despite tight budgets, persistent staff shortages, and rising labour costs that continue to pressure the sector. Businesses are responding by prioritising efficiency over lower prices. They are adopting high-capacity dispensing systems and technologies that reduce service time and product usage per visitor. This shift is

Nappies/diapers/pants in 2025 exhibited muted retail volume growth, reaching 899 million units, a clear slowdown compared to previous years and consistent with the trend across Western Europe. Retail value sales increased by 4% to reach EUR320 million in the same year, however, this was notably less reliant on pure price increases than in the inflation-driven years of 2022 and 2023. Easing price pressure allows manufacturers to focus on extracting more value by driving premiumisation and innovat

Menstrual care in 2025 saw retail volume sales decline to 1286 million units, while retail value sales increased at a current value CAGR?of 2% to reach EUR172 million, as pricing and mix played a more central role than rising consumption. This pattern aligns with ongoing price sensitivity among shoppers, who continue to seek out lower-cost options after a period of high inflation, while manufacturers and retailers focus on containing price rises for standard products and boosting the prominence

In 2025, wipes in the Netherlands recorded retail current value sales of EUR139 million, reflecting a continued upward trajectory after years of strong expansion. Growth reached 3% in retail value terms, slightly slowed from 2023 and 2024, as the market adjusted to stabilising input costs and easing inflation. Performance s is better than many non-durable consumer goods in Western Europe, where high single-use plastic scrutiny and changing consumption habits shape demand. Lower input costs for f

In 2025, tissue and hygiene in the Netherlands sustained steady value growth, signalling ongoing resilience despite a stabilising environment following earlier price volatility. The market is highly attractive due to its high penetration, robust consumer demand for everyday essentials, and an evolving landscape driven by innovation in convenience, sustainability, and premiumisation, with further upside from demographic shifts such as an expanding population aged 65 and over. Success requires bra

Retail tissue in 2025 achieved steady performance in retail current value terms, with growth to EUR640 million in an increase of 2% compared to the previous year, while retail volume rose marginally by 0.4% to 135,000 tonnes. This mirrors wider Western European dynamics, where inflationary pressures have started to ease and input costs, particularly for pulp, have moderated, reducing the pressure for aggressive price increases. Against a backdrop of cautious grocery spending and continued price

In 2025, total value sales for rx/reimbursment adult incontinence in the Netherlands increased by 1% in current terms to EUR149 million. In contrast, the category continued a pattern of volume decline, with volume sales falling from 410 million units in 2024 to 403 million units in 2025, representing a decrease of 2%. This downward trend has been present for several years, driven by both demographic and behavioural factors.

Retail adult incontinence in the Netherlands saw robust growth in 2025, driven by demographic shifts and evolving consumer attitudes. Retail volume reached 129 million units, reflecting a growth of 3% and retail current value reached EUR50 million, up 6% from the previous year. This performance stands out in a Western European context where demand for adult incontinence products is structurally supported by ageing populations; the Netherlands has been particularly dynamic due to faster increases

In 2025, the dishwashing market in the Netherlands saw a continued shift towards premiumisation, driven by consumer demand for high effectiveness and convenience. As such, automatic dishwashing remained both the largest and best-performing category with retail value sales increasing by 6% in current terms to EUR173 million. Consumers continue to prioritise premium products boasting advanced ingredients like enzymes, disinfectants and fragrances, justifying higher prices. Busy lifestyles are boos

The home care market in the Netherlands demonstrated strength in 2025, with a retail value growth of 3% to EUR1,245 million, driven by consumer demand for effective, sustainable and convenient products. Laundry care remained the largest category, with a retail value of EUR592 million. The market is expected to continue growing, rising at a forecast current value CAGR of 3% to EUR1,456 million by 2030. Sustainability and premiumisation are key trends shaping home care, with consumers willing to p

Polishes in Netherlands saw low retail current value growth of 1% in 2025. This can be attributed to consumers increasing reluctance to spend time polishing, and instead outsourcing this task to professionals such as cobblers. The decrease in products that require polishing, such as leather shoes and silver cutlery, has also contributed to this trend. The median disposable income per household in Netherlands declined in 2025, further constraining spending on non-essential products like polish

Laundry care in the Netherlands recorded a retail current value of EUR592 million in 2025, representing a 3% growth from 2024. This is attributed to the increasing demand for premium and effective laundry products. Manufacturers are introducing more premium products with distinct advantages, whether in terms of superior performance or specialised targeting for specific fabric types. By positioning these products as more specialist and effective, manufacturers can command higher unit prices, ena

Toilet care in the Netherlands saw a mixed performance in 2025, with low volume growth but stronger value growth driven by premiumisation. The median disposable income per household in the Netherlands was EUR61 thousand in 2025, indicating a relatively stable economic condition that could support premium product sales. Toilet care recorded a retail current value of EUR100 million, representing a 3% growth from the previous year. ITBs was both the largest and best-performing subcategory, with ret

In 2025, the surface care category in the Netherlands experienced stagnant volume growth, at a rate of 0.2%. This slow growth was attributed to consumers not cleaning their homes as frequently as they did during the COVID-19, and spending more time outside the home again. As a result, manufacturers remained focused on extracting greater value through changes in product formats, including more functional packaging, limited-edition fragrances and packaging-free eco surface care products.

In 2025, the air care market in the Netherlands demonstrated a positive performance, with a retail value of EUR84.2 million, representing a 3% growth from the previous year. This growth was driven by consumer preferences for products that not only freshen the air but also provide emotional and wellness benefits. Brands such as Air Wick and Glade introduced scents with therapeutic inspirations such as lavender, bergamot and eucalyptus, positioned around stress relief and relaxation. The shift is

Bleach in the Netherlands saw marginal retail volume growth of only 0.2% in 2025, while current value sales rose by 2%, driven by consumers seeking affordable cleaning methods. Despite environmental concerns and a perception that bleach is not a sustainable product, its relatively low cost makes it an attractive option for price-conscious consumers, and it remains widely used by Dutch consumers for its ability to kill microbes.

In 2025, home insecticides in the Netherlands saw a moderate increase, with retail current value sales reaching EUR11.6 million, rising at a rate of 3% in a positive trend despite economic challenges. The year's warm and dry weather extended the insect season, driving demand for insect repellents. Consumers remain willing to spend on effective insect control solutions - particularly those that offer multifunctional benefits or are positioned as premium products.

Consumer foodservice in the Netherlands recorded positive growth in 2025 as consumer spending power improved and warm spring and summer weather boosted sales. However, consumer confidence in the economy remains low, putting the brakes on the category's growth. The category also suffers from low profit margins, which means that, despite overall growth in foodservice RSP, there has been a further increase in bankruptcies. Many restaurants, bars and cafés are no longer profitable and are forced to

In 2025, cafés and bars saw positive growth in RSP and total transactions, despite the overall number of outlets continuing to decline. Closures were most prevalent among less profitable bars and pubs, a trend driven by high costs, economic pressures, and intense competition. RSP rose faster than transaction numbers, largely due to increasing prices across the sector. Specialist coffee and tea shops recorded the strongest growth, propelled by steep rises in global coffee bean prices, which led t

In 2025, full-service restaurants in the Netherlands experienced overall growth, marked by increases in the number of outlets, transactions, and foodservice sales. However, independent restaurants saw a decline in customer visits, as higher menu prices have led more price-sensitive consumers to reduce their frequency of dining out.

Consumer foodservice in the Netherlands saw growth in 2025, particularly at travel-related outlets, driven by a rebound in tourism and the growing influence of social media on dining choices. Tourists increasingly seek out foodservice establishments highlighted on platforms like Instagram and TikTok, boosting spending in transportation hubs and popular destinations such as Amsterdam and coastal towns. Lodging-based foodservice lagged due to less social media coverage. Standalone foodservice outl

In 2025, foodservice value sales in self-service cafeterias increased, primarily due to rising costs and subsequent price hikes for consumers. Staff wage increases and the volatile prices of key ingredients like meat, cheese, butter, olive oil, and coffee significantly contributed to these higher costs. Some outlets experienced a slight decline in numbers amid profitability challenges, staffing shortages, or ownership succession issues. Chained self-service cafeterias outperformed independent ou

In 2025, foodservice value sales via street stalls and kiosks in the Netherlands declined, largely due to a reduction in the number of chained outlets, which has left the category relatively underdeveloped. Strict zoning laws and limited permits from local councils restrict opportunities for new outlets, so most street stalls focus on selling fried foods, snacks, and seasonal items. While chains struggled, independent stalls saw an increase in sales value, partly due to rising ingredient costs a