The traditional Dutch consumer no longer exists
For many Dutch consumers, price still remains the most important factor in making food purchases. In the supermarket, price plays a key role. A whopping 81% of Dutch consumers cite this as the most important factor in a purchase, followed by quality at 61%. This is one of the conclusions of the report “Balancing between spending and saving: the hybrid consumer in 2025” by ABN Amro, in collaboration with Q&A Retail.
But today’s consumer is no longer predictable. Where once there were clearer boundaries between bargain hunters and luxury enthusiasts, in 2025 we see a consumer emerge who effortlessly switches between these worlds. Sometimes they purposefully search for the lowest price, but the next day they choose a premium brand or designer product with equal conviction.
This “hybrid consumer” is not consistent—they are smart, strategic, and situationally aware, seeking a balance between price, quality, brand, and convenience. In the report, recent research was used to explore the preferences of this hybrid consumer, what drives them in different situations and across various product categories, and how factors such as age and income influence this behaviour.
Loyalty is under pressure
It is important for retailers and suppliers to incorporate these insights into purchasing behaviour when developing brands, product concepts, promotions, product ranges and customer approaches. Loyalty is under pressure. The hybrid consumer isn’t necessarily someone from a higher income bracket with many options, but someone who uses their budget strategically. This strategic use can vary by product category and stage of life. The research was conducted in consultation with Q&A Retail among over 2,100 respondents, divided into five age categories: ranging from 18 to 26 years old to 70 to 82 years old. The five involved product categories were:
Supermarket products, Clothing and shoes, Cosmetics and beauty, Home and interior, and Electronics. The conclusions below will primarily focus on food related behaviour.
The research results show that 51% of the households who were willing to share this information have a gross annual income between €42,000 and €84,000. This seems sufficient to make choices, but not generous enough to always opt for luxury. Furthermore, 32% have a modal income of €42,000 or less, and approximately 17% have more than twice the average income. Nearly one in ten households has a state. It is striking that almost one in five respondents refuses to share their income level, a possible sign that purchasing power and financial status remain sensitive issues.
Price and quality are most important
Price and quality are by far the most important aspects for consumers when purchasing food products. Women are slightly more likely to be price-conscious, while men are more likely to choose quality or brand in some categories. But other aspects also play a role in consumer choices within each product category. Retailers must also consider this. The hybrid consumer is price-conscious, but doesn’t always go for the lowest price or a discount.
Consumers have a pragmatic and goal-oriented approach to shopping. For example, 40% say they are willing to pay more for some products and specific features, but not for others. Across all product groups surveyed, the balance between price and quality clearly dominates consumer choices. Consumers are also flexible and context-driven in their choices: they alternate between inexpensive brands or private labels with expensive and well-known brands from the same category, depending on what they consider important at the time.
Consider, for example, a family with an average income. They choose to do their weekly grocery shopping at a discounter to save money, but for special occasions, they choose premium products from a supermarket or luxury specialty store. This flexibility typifies the hybrid consumer: they switch when a more attractive purchase presents itself.
Of the types of stores and online shops surveyed in the retail landscape—discounters, mid-range, premium/luxury—the mid-range stores are the most frequently visited by respondents. This also reflects the desire for good value for money.
Quality, store brands, and convenience
Price is therefore the most important aspect for supermarket customers. It’s striking that quality scores slightly higher than price in the highest income group. Brand plays a limited role, which, according to the researchers, also explains the rise of store brands in supermarkets; name brands are less important. Product availability is considered important by 28% of respondents. Furthermore, more than one in five say convenience of purchase and use is important. This is especially true for the youngest demographic. According to the researchers, this also indicates that many consumers consider online grocery shopping to be important.
Proximity of a supermarket is an important aspect. “Nearly half of respondents consider proximity to the store crucial when it comes to supermarkets. This has everything to do with convenience, routine, and frequency of purchases. In those cases, proximity is convenient, and price isn’t always the deciding factor,” the report states.
Millennials find sustainability important
Finally, an average of 11 percent say that sustainability plays an important role in their purchases. This percentage is higher among millennials (born between 1985 and 2000) and the oldest group. “In conclusion, behaviour appears to be primarily functional and routine-driven when it comes to supermarket products.”
Pim Haasdijk
Managing Director, Green Seed The Netherlands