On-demand webinar
In the face of rising costs, shifting priorities, and evolving tastes, Dutch consumers are rethinking how, where, and what they drink—both in and out of home.
From the rise of no/low-alcohol alternatives and their dynamic with soft drinks to changes in venue visitation and category consumption, this webinar explores the biggest trends shaping the Dutch Beverage Alcohol market today.
With insights from both On and Off Premise channels, unpack the latest consumer trends driving change—and what it means for your brand in 2025.
Watch the on-demand webinar now!
Key insights discussed in our Dutch On & Off trade webinar
With drinks sales in the Netherlands’ On and Off Trade evolving fast, CGA by NIQ’s expert research—shared during a recent industry webinar reveals the most important shifts and opportunities for suppliers to watch.
In the session, Client Solutions Manager Carmela Asinas and Off Premise Senior Analyst Marten Suurmeijer explored emerging trends across categories, channels, and consumer behaviour.
Here, we spotlight some of the key insights discussed during the webinar:
1. Volumes are under pressure and categories are evolving
NIQ’s Off Premise data shows the BevAl category is the only mega category that loses share year after year. Most big drinks categories have been under pressure, though some segments—including energy drinks, hard seltzers and tequila—have achieved growth. It’s a similar picture in the On Premise, where choices are evolving and categories including wine and hot drinks have gained share of sales at the expense of others like hard spirits.
2. Health is powering interest in no and low alternatives
In common with other territories, one of the biggest trends in the Netherlands has been the rise of no and low alcohol alternatives. It’s been fuelled by wellbeing, with more than a third (37%) of Dutch consumers saying they are prioritising a healthy lifestyle – which has reduced demand for high-alcohol and high-sugar drinks. Alcohol-free beer and mocktails are the no and low segments with the greatest interest, with spirits and wine further behind for now—possibly because perceptions of flavour quality are lower here.
3. Refreshment and RTDs are driving cocktails
CGA by NIQ’s OPUS data has flagged gains for cocktails and RTD consumption in recent times. In the Off Premise, big trends include the growth of RTD & RTS Cocktails, which have added nearly 4 percentage points of share in just two years. Hard seltzers are a particularly buoyant segment.
4. Opportunities are growing in food-led occasions
Some Dutch consumers have shifted to food-led occasions in recent months, and restaurants and Eat cafés are the two most popular channels by some distance. The quality of food that is on offer is the top factor in venue choice, alongside value for money and ambience—though influences vary significantly by age, and younger adults over-index for late-night venues like nightclubs and cocktail bars. For suppliers, it’s crucial to align with the right venues and the right demographics.
5. Spending is still under pressure
On Premise trends are closely tied to economic factors. Pressure on consumers’ spending means the number visiting weekly in the Netherlands (31%) trails other countries like Britain (43%) and France (44%). Around a quarter (27%) of Dutch consumers say they are spending less because of cost-of-living issues, and there is widespread awareness that retail prices are rising fast—making value an essential part of strategies. More positively, there are signs that some consumers are starting to treat themselves again, adopting a ‘less but better’ approach that benefits premium brands.
6. Gen Z and millennials are top targets
Some of the biggest opportunities to unlock spend lie in younger consumers. Gen Z adults are 18 percentage points more likely to visit the On Premise weekly, though they tend to have lower-than-average spending power. Millennials, who generally have higher disposable incomes and a higher proportion of white-collar workers, are a more attractive target for some brands. To win with both these age groups, it’s vital to understand important shifts in their behaviour, like a move towards earlier On Premise occasions.
7. On Premise success boosts Off Premise strategies
Many of the big On Premise trends identified by CGA by NIQ—like surging interest in no and low alcohol alternatives and a polarisation between value-led and premium brands—are mirrored in the Off Premise. For example, seven in ten (70%) consumers who have tried a cocktail in the On Premise say they are likely to drink it at home as well. It’s clear that bars and restaurants aren’t just generating sales—they’re a launchpad for at-home consumption as well, so should be a core component of every supplier’s strategy.
NIQ’s best-in-class range of solutions provide many more insights into Dutch BevAl landscape, helping suppliers and operators understand needs and optimise their strategies.
To get robust, comprehensive data across the beverage alcohol industry, get in touch with our experts today!
