How the Dutch Shop: Supermarkets, Online Habits, and Changing Consumer Behaviour
Dutch shopping behaviour has changed significantly over the past decade, and consumer spending has doubled in real terms over the past 50 years. According to CBS Statistics Netherlands, the average Dutch person spent €34,000 in 2025 on everything from groceries and rent to government-funded services, up from €32,000 the year before. Yet how the Dutch spend that money, where they shop, what they prioritise, and how price-conscious they are tells a more interesting story than the headline figures.
For expats arriving in the Netherlands, understanding local shopping habits makes daily life considerably easier and cheaper.
The Supermarket Landscape
The Dutch grocery market is dominated by two players. Albert Heijn, part of the Ahold Delhaize group, holds around 38 percent of the market. Jumbo holds around 20 percent. Together they control nearly 60 percent of Dutch food retail.
Discount supermarkets Aldi and Lidl together account for roughly 20 percent of the market and have been steadily growing their share as price-conscious consumers look to stretch their budgets further in the face of several years of elevated food inflation.
The price differences between supermarkets are significant. According to Lidl Netherlands, a standard basket of goods costs around €89 at Lidl compared to €115 at Albert Heijn, a difference of more than €25 on a comparable shop. Albert Heijn’s prices are typically 10 to 20 percent higher than Jumbo’s and up to 40 percent higher than Lidl’s for everyday products.
Despite being the most expensive mainstream option, Albert Heijn remains the most popular supermarket in the country. Its density of locations, long opening hours, strong own-brand range, and the ubiquitous Bonuskaart loyalty card keep shoppers coming back. The Bonuskaart offers weekly personalised discounts and is used by the vast majority of Dutch residents and most expats within weeks of arrival.
The Consumentenbond, the Netherlands’ leading consumer association, has noted that no single supermarket is objectively cheapest across all categories. The best value depends on what you buy, when you buy it, and which promotions are running. Shopping strategically across multiple supermarkets is common and widely accepted behaviour.
Where to Shop on a Budget
For expats trying to keep grocery costs down, a few practical options stand out.
Lidl is widely considered to have the best fresh produce among the discount chains and is well-distributed across the country. It sits around 7 percent below the market average on most products.
Aldi is comparable in price to Lidl, slightly cheaper on some basics, and good for household staples. The range is more limited but sufficient for most weekly shops.
Dirk is the budget choice favoured by many Amsterdam residents. With around 130 stores nationally and a wide range that includes A-brand products alongside budget labels, it offers strong value for a full weekly shop. The trade-off is lower store density than the major chains.
Jumbo sits in the middle ground between Albert Heijn and the discounters. A standard basket at Jumbo consistently comes in €1.50 to €2 cheaper than the equivalent at Albert Heijn, which adds up meaningfully over a year.
Beyond the supermarkets, apps like Too Good To Go allow you to collect surplus food from supermarkets, bakeries, and restaurants at heavily reduced prices, typically €2 to €5 per bag. It is widely used in the Netherlands and worth downloading on arrival.
The Rise of Online Shopping
The Netherlands is one of Europe’s most active online shopping markets. The e-commerce market is valued at around €36.5 billion, accounting for 31 percent of total retail spending. Nearly the entire population engages in online shopping, with 81 percent of Dutch residents aged 12 and above having made an online purchase.
According to ABN AMRO, online retail sales are forecast to grow a further 6 percent in 2026, following growth of 6.6 percent in 2025. The bank describes shopping as an increasingly “hybrid journey” where consumers move fluidly between online research and in-store purchase, often comparing prices on their phones before buying in a physical store.
Dutch consumers are notably open to cross-border online shopping. Around 68 percent buy from international retailers, with Germany the most popular European source at 30 percent, followed by Chinese platforms. Clothing and footwear account for 40 percent of cross-border purchases.
The most important factors for Dutch online shoppers are transparent shipping costs before checkout, reliable returns, and trusted delivery partners. Unexpected delivery charges are the fastest way to lose a Dutch customer at checkout.
Private Label on the Rise
One of the clearest trends in Dutch supermarkets in recent years is the shift away from A-brands towards private label products. Own-brand products are steadily gaining market share across most categories as consumers prioritise value without wanting to sacrifice quality.
This is partly a response to several years of elevated inflation but also reflects a longer-term change in how Dutch consumers perceive supermarket own-brands. Albert Heijn’s Huismerk range, Jumbo’s own labels, and the discount chains’ products are increasingly seen as comparable to branded alternatives for most everyday items.
Sustainability as a Shopping Value
Dutch consumers rank sustainability among their stated shopping priorities, though the gap between intention and behaviour remains. Around 63 percent of Dutch shoppers say they want retailers to offer better environmental practices such as less packaging and lower carbon footprint delivery. Around 42 percent say they consider a company’s ethics when making purchasing decisions.
In practice, price remains the dominant factor for most shoppers, particularly for groceries. Organic and sustainable products command a premium that limits their reach beyond higher-income households. That said, the organic supermarket chain Ekoplaza has maintained a loyal customer base, and demand for plant-based food products has grown consistently.
DIY and Home Improvement
One sector seeing notable growth is do-it-yourself home products. Demand is forecast to grow 3 percent in 2026 as consumers take on home maintenance and improvement projects themselves, driven by high labour costs and long waiting times for tradespeople. The combination of a tight housing market and rising renovation interest has made hardware and DIY stores a consistently busy category.
What This Means for Expats
A few practical takeaways for expats navigating Dutch retail:
Get the Albert Heijn Bonuskaart immediately. Even if you shop elsewhere most of the time, the weekly discounts make it worth having for specific products.
Use Lidl or Aldi for produce and everyday staples, and Albert Heijn or Jumbo for specific branded items or convenience.
Dutch retail sales are forecast to grow 4.5 percent in 2026 according to ING, supported by higher consumer purchasing power. Prices are rising but at a more moderate pace than in 2023 and 2024.
Online grocery delivery is well established. Albert Heijn and Jumbo both offer reliable delivery services, and Picnic, the Dutch online-only supermarket, offers competitive pricing with scheduled delivery slots.
Summary
Dutch shopping behaviour is pragmatic, price-aware, and increasingly hybrid between online and in-store. Despite rising cost of living, the supermarket market is competitive, discounters are growing, and private label is taking share from branded products. Online retail continues to grow at around 6 percent per year. For expats, the key is understanding which supermarket suits which purchase and making use of loyalty cards and apps that the Dutch themselves rely on to keep costs down.
