Dutch consumers flip between discount and premium shopping, confusing retailers
Dutch shoppers are increasingly shifting between discount and premium products, creating unpredictable patterns that challenge retailers, according to a study by ABN Amro. Consumers’ choices reportedly often depend on the product, price, and perceived quality.
“People no longer feel ashamed stepping out of a Porsche with a bag from Action,” Henk Hofstede, a retail sector banker who conducted the research for ABN Amro, told De Telegraaf. He added that the rise of discount stores has been evident since Russia’s invasion of Ukraine, but discount does not guarantee success. “Look at the bankruptcies of Big Bazaar, Casa, and the ongoing problems at Leen Bakker and Kwantum.”
Price remains the top priority for most consumers, followed closely by quality, the survey of 2,100 shoppers found. However, for cosmetics, beauty products, furniture, and electronics, quality often outweighs cost. Nearly half of respondents said they would still wait for discounts even if they had more money to spend.
Thijs Geijer, food sector economist at ING, told De Telegraaf that food prices are expected to rise more than four percent in 2025, maintaining the pressure on shoppers to seek bargains. Hofstede added, “It’s difficult to grasp these rapidly changing preferences. Even within a single category, choices vary widely—some may spend 1,600 euros on a new phone but opt for a cheap charger.”
Retailers are advised to remain consistent with their brand identity. “There can only be one cheapest. Trust in the store or brand and proximity of the shop are also factors that bind a customer,” Hofstede told De Telegraaf.
