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Consumer Profile
The population is ageing and the median age is 43.6 years in 2022 (Data Reportal). Some 16% of the population is under 14, 64% is between 15 and 64, and 20% is over 65 years of age (World Bank, 2021). The population growth rate is 0.2%. On average there are 2.2 people per household (Eurostat). According to the latest data provided by Statistics Netherlands (CBS), in 2020, 2.98 million of households are composed of people living alone and 1.97 million are couples with children. It is estimated that women represent 50.2% of the total population in the Netherlands. The population is very urban since 92.8% of people live in urban area (Data Reportal, 2022). The Randstad Area (Amsterdam, Rotterdam, the Hague, Utrecht) is the most populated region. The level of education is very high in the Netherlands, 81% of adults aged 25-64 have completed upper secondary education. On average, 42.6% of Dutch adults (25-64 year-olds) have a tertiary education in 2021, higher than the OECD average of 38.6%. Some 83% of the active population is made up of employees, 12.3% are self-employed entrepreneurs, 4% are business owners. The most represented sectors are commerce, transportation, hotels, government and health.
Purchasing Power
GDP per capita PPA is USD 63,766.9 in 2021, according to the latest World Bank data. The average wage for a person working in the Netherlands is USD 61,734 in 2021 (OECD). Before the Covid-19 pandemic, a large number of Dutch households were experiencing an increase in purchasing power, estimates are now revised downwards. In June 2022, inflation according to the European Harmonised Index of Consumer Prices (HICP) stood at 9.9% (CBS). In the Netherlands, the average household net-adjusted disposable income per capita is USD 34,984 a year, higher than the OECD average of USD 30,490 a year. But there is a considerable gap between the richest and poorest – the top 20% of the population earn more than four times as much as the bottom 20%. The Gini index is 29.2 which is moderate but the level is increasing (World Bank). The pay gap between men and women is 12.7% (OECD) and the country ranks 28th out of 146 countries in the Global gender gap index published by the World Economic Forum. Immigrants have lower wages than natives. People between 45 and 59 have the highest salaries (more than 43,600 euros a year), while people under 30 and over 65 have the lowest wages (less than 28,400 a year).
Consumer Behaviour
The Netherlands is a consumer society. Important purchase criteria include price and quality. According to McKinsey's research, following the COVID-19 crisis, consumers cut spending in almost all categories. More than half of consumers have tried different purchasing behaviour, including trying new brands and shopping methods, some of which they may keep long-term. They also expect to buy a larger share of their purchases online than before the crisis.

There were 16.50 million internet users in the Netherlands in January 2022. The number of internet users in the Netherlands increased by 208 thousand (+1.3%) between 2021 and 2022. Internet penetration in the Netherlands stood at 96% in January 2022. In 2022 the penetration rate of social networks was 90.7% (Data Reportal). WhatsApp, Facebook and Instagram are the most used networks. Influencers and comments from other users are viewed before making a purchase. About 80% of the Dutch wish for more control over the use and dissemination of personal data while around 40% are willing to exchange their data provided that they can benefit from adapted offers. A quarter do not want to share their data and more than a third are indifferent. Consumers are generally ad-aware, and advertising campaigns are generally effective in driving sales.

Fashionable products need to be practical, healthy and responsible. Taking health into account is becoming increasingly important with the consumption of meat, dairy products and sugary drinks is decreasing while the consumption of fruits and vegetables is increasing. Advertisements broadcast to promote respect for the environment with products that are good for the planet have influenced behaviours. Organic products in the Netherlands registered a market size of EUR 1.6 billion in 2020, representing 3% of global demand (Wageningen University and Research), with a per capita expenditure of around USD 100 (USDA). The Netherlands is the 8th largest consumer organic market in the European Union (USDA). The most consumed organic products are dry goods, breads, eggs, meat, soup and baby food. The second-hand market is also growing. In the Netherlands, the second-hand market is already well-developed (with a forecast industry revenue of USD 388.1 millions according to Statista), and is expected to absorb even more of the 'traditional' retail market in the future. About 12.5% of the population use collaborative platforms (Airbnb, Uber etc.), and this figure is expected to increase in the coming years.
Consumers Associations
Consumentenbond
United Consumer
Main Advertising Agencies
Media Contact
Anomaly
AKQA
Wave Studio
Frog Design

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Actualitzacions: November 2022

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