Restaurants: State of the Dutch HoReCa: What’s driving visits and spend?
- InsightTrendsWorld
- Mar 27
- 9 min read
Why is the topic trending?
Insight into the Dutch Market: The article presents findings from CGA by NIQ's OPUS survey, offering valuable data on consumer behavior within the Dutch HoReCa sector, which is relevant for businesses operating in or looking to enter this market.
Challenges and Opportunities: It highlights the balancing act between the challenges (lower visitation compared to some neighbors, cost-of-living crisis) and substantial opportunities (engaged demographics, specific high-potential occasions) in the Dutch market.
Actionable Insights: The research aims to provide insights that drinks brands, suppliers, and hospitality operators can use to optimize their engagement with key consumer groups.
Overview:
The article summarizes key findings from a CGA by NIQ OPUS survey of over 3,000 Dutch HoReCa visitors. It reveals that while overall visitation rates in the Netherlands are lower compared to some European countries due to the cost-of-living crisis, certain demographics like younger Gen Z and Millennials, white-collar workers, and city dwellers show higher spending power and engagement. The research also identifies prime visitation times and opportunities to grow drink-led occasions. Furthermore, it notes the rising trend of health-conscious drink choices and the importance of addressing cost sensitivities. Despite current challenges, the outlook for the Dutch HoReCa sector in 2025 is positive, with predictions of increased visit frequency.
Detailed Findings:
Lower Overall Visitation: 74% of Dutch consumers visit HoReCa venues monthly, but only 31% visit weekly, which is lower than in Italy (59% weekly) and Great Britain (43% weekly).
Impact of Cost-of-Living Crisis: Over one in three Dutch consumers are impacted by the cost-of-living crisis, leading to reduced spending and social outings.
Engaged Demographics: Younger Gen Z and Millennial consumers, white-collar workers, and city dwellers have higher spending power and commitment to social experiences.
Prime Visitation Window: Early evening between 17:00 – 20:00 is a key time for visits.
Food-Led Venue Dominance: 75% of consumers visit restaurants, and 48% eat in cafés.
Opportunity for Drink-Led Occasions: Gen X and Boomers over-index for casual outings, while Gen Z and Millennials are more prevalent during after-work drinks, high-tempo occasions, and live sports viewing.
Drink Market Share: Beer (43%), wine (44%), and soft/hot drinks (45%) are dominant, while spirits (16%) are outpaced by no- and low-alcohol alternatives (19%).
Rising Health-Consciousness: There is growing demand for healthier drinks, presenting an opportunity for brands to innovate with lower-alcohol and functional options.
Cost Sensitivity: 38% of Dutch consumers are impacted by rising living costs, and only 22% would continue going out when short of money (lower than the European average).
Millennial Spending Power: While Gen Z visits more frequently, Millennials have the highest spending power and make up 72% of the white-collar workforce.
Positive Outlook for 2025: 26% of consumers expect to visit HoReCa venues more often in 2025.
Driving Visits:
Social Experiences: Younger generations (Gen Z and Millennials) and city dwellers show a stronger commitment to social experiences, driving them to visit bars, restaurants, and similar venues.
Food-Led Occasions: The majority of visits are to food-led venues, with restaurants and cafes being popular choices for meals.
Specific Occasions for Different Demographics:
Gen X and Boomers drive visits for casual and relaxed outings.
Gen Z and Millennials drive visits for after-work drinks, high-tempo occasions, and viewing live sports.
Anticipated Increase in 2025: A quarter of consumers expect to visit venues more often in the upcoming year, suggesting a potential increase in overall visits.
Driving Spend:
Engaged Demographics: Younger Gen Z and Millennial consumers, white-collar workers, and city dwellers have higher spending power in the HoReCa sector.
Millennial Spending Power: Millennials, who form the majority of the white-collar workforce, exhibit the highest spending power.
Targeted Marketing and Premium Offerings: The spending power of Millennials makes them a prime target for premium offerings and tailored marketing efforts.
It's important to note that the cost-of-living crisis is a factor that limits both visits and spend for a significant portion of the Dutch population. The emphasis on cost sensitivity suggests that offerings perceived as good value for money would likely be appealing to a significant portion of Dutch consumers. This could include promotional offers, more affordable menu items, or bundled deals, similar to the concept of value meals, although the article doesn't use that specific terminology.
Key Takeaway:
The Dutch HoReCa sector faces challenges related to overall visitation and cost sensitivity, but offers significant opportunities by focusing on engaged younger demographics and specific occasions, while also adapting to the rising demand for health-conscious and affordable options, with a positive outlook for increased visits in 2025.
Main Trend:
Navigating Cost Consciousness and Targeted Engagement in Dutch Hospitality
Description of the Trend (Navigating Cost Consciousness and Targeted Engagement in Dutch Hospitality):
This trend describes the dual reality of the Dutch HoReCa sector. On one hand, the cost-of-living crisis is impacting consumer behavior, leading to lower overall visitation frequency and increased price sensitivity. On the other hand, specific demographic groups, particularly younger professionals and city dwellers, remain highly engaged and possess significant spending power. This necessitates that brands and operators carefully balance their pricing strategies to remain accessible while also tailoring their offerings and marketing efforts to effectively engage these key, more resilient consumer segments and specific high-potential occasions.
What is Consumer Motivation?
Dutch consumers visiting HoReCa venues are motivated by:
Social Connection: Seeking opportunities for social interaction and experiences, particularly among younger demographics.
Enjoyment and Relaxation: Looking for casual and relaxed outings, especially among older generations.
Convenience: Opting for food-led venues like restaurants and cafes for meals.
Health and Wellness: Increasingly seeking healthier beverage options, including low- and no-alcohol alternatives.
Affordability: Being mindful of costs due to the current economic climate and looking for value for money.
What is Driving the Trend?
Cost-of-Living Crisis: Economic pressures are directly impacting consumer spending habits and the frequency of discretionary outings.
Demographic Differences: Varying levels of disposable income and social priorities among different age groups and locations.
Shifting Social Habits: Evolution in how and when people choose to socialize and the types of venues they prefer for different occasions.
Increased Health Awareness: Growing consumer interest in health and wellness is influencing beverage choices.
What is Motivation Beyond the Trend?
Beyond the immediate drivers, motivations might include:
Seeking Escape and Enjoyment: HoReCa venues provide a space to unwind and enjoy experiences outside of home.
Celebrating Occasions: Visiting bars and restaurants often marks special events or moments of celebration.
Building Community: HoReCa venues serve as important social hubs for various communities.
Description of Consumers Article is Referring To:
The article refers to a broad range of Dutch consumers who visit bars, restaurants, and cafes. It specifically highlights the characteristics of:
Younger Gen Z and Millennial consumers: More frequent visitors for after-work drinks, high-tempo occasions, and live sports, with higher spending power.
White-collar workers (primarily Millennials): High spending power and a prime target for premium offerings.
City dwellers: Stronger commitment to social experiences and higher spending power.
Gen X and Boomers: Over-index for casual and relaxed outings.
Cost-conscious consumers: Impacted by the cost-of-living crisis and more price-sensitive.
Conclusions:
The Dutch HoReCa sector presents a complex picture with both challenges and opportunities. Success in this market will depend on understanding the nuances of consumer behavior, particularly the impact of economic pressures and the distinct preferences of different demographic groups. Brands and operators need to adopt targeted strategies that balance affordability with appealing to the spending power of key demographics and capitalizing on promising occasions. The anticipated increase in visit frequency in 2025 offers a positive outlook for those who can effectively adapt to these evolving consumer behaviors.
Implications for Brands:
Tailored Offerings: Develop specific products and promotions that resonate with the engaged younger demographics and their preferred occasions.
Pricing Strategies: Implement carefully calibrated pricing that acknowledges cost sensitivities while capturing value from consumers with higher spending power.
Health-Conscious Innovation: Adapt beverage portfolios to include more no- and low-alcohol options and potentially drinks with functional benefits.
Occasion-Based Marketing: Target marketing efforts towards specific visitation windows and occasions where different demographic groups are most active.
Value Proposition Communication: Clearly communicate the value and experience offered to justify pricing, especially for cost-conscious consumers.
Implication for Society:
Social Hub Role: HoReCa venues continue to play an important role as social hubs, particularly for younger generations and city dwellers.
Economic Impact: The recovery and growth of the HoReCa sector will have a positive impact on employment and the overall Dutch economy.
Changing Social Habits: The data reflects evolving social behaviors and preferences for different types of outings among various age groups.
Implications for Consumers:
Potential for More Affordable Options: Increased awareness of cost sensitivity may lead to more value-driven offerings and promotions.
Wider Variety of Drink Choices: The rise of health consciousness is likely to result in a greater availability of no- and low-alcohol beverages.
Targeted Experiences: Consumers may see more venues and events catering specifically to their demographic group or preferred occasions.
Implication for Future:
The Dutch HoReCa sector in 2025 is expected to see an increase in visit frequency, indicating a potential recovery from the impact of the cost-of-living crisis. This suggests that strategies focused on engaging key demographics and offering value will be crucial for capitalizing on this growth. The trend towards health-conscious options is also likely to continue and potentially accelerate.
Consumer Trend:
Conscious Socializing: Dutch consumers are becoming more conscious about their socializing habits, balancing their desire for social experiences with the realities of the cost-of-living crisis. This leads to more selective choices about when and where they go out and how much they spend.
Consumer Sub Trend:
Occasion-Specific Venue Choice: Consumers are increasingly choosing venues based on the specific occasion, with different demographics favoring different types of establishments for casual outings versus after-work drinks or live sports.
Big Social Trend:
Economic Pragmatism Influencing Lifestyle: The prevailing economic climate is significantly shaping consumer lifestyle choices in the Netherlands, impacting discretionary spending and social activities.
Worldwide Social Trend:
Growing Demand for Healthier Beverage Options: The increasing global trend towards health and wellness is evident in the Dutch market with the rising popularity of no- and low-alcohol drinks.
Social Drive:
Balancing Social Needs with Financial Constraints: Dutch consumers are driven by the need for social connection and enjoyment while also being mindful of their financial limitations in the current economic environment.
Learnings for Brands to Use in 2025:
Deep Dive into Demographics: Understand the specific preferences, spending habits, and favored occasions of younger professionals and city dwellers.
Offer Value without Compromising Quality: Focus on providing attractive deals and promotions that resonate with cost-conscious consumers while maintaining brand integrity.
Innovate in the Low- and No-Alcohol Space: Develop appealing and flavorful alternatives to traditional alcoholic beverages to cater to the growing health-conscious segment.
Tailor Marketing to Specific Occasions: Craft targeted campaigns that align with key visitation windows and the types of experiences consumers seek during those times.
Leverage Digital Channels for Targeted Engagement: Utilize digital platforms to reach specific demographic groups with personalized messages and promotions.
Strategy Recommendations for Brands to Follow in 2025:
Introduce Value Menus or Happy Hour Promotions: Attract price-sensitive consumers during off-peak hours.
Develop a Portfolio of Low- and No-Alcohol Options: Ensure a diverse and appealing range of healthier beverage choices is available.
Create Themed Events and Promotions for Key Occasions: Capitalize on events like after-work gatherings or live sports viewings with targeted offers.
Utilize Data Analytics to Personalize Marketing: Leverage consumer data to deliver more relevant and effective marketing messages to specific demographic groups.
Partner with Venues Popular Among Key Demographics: Focus distribution and promotional efforts on establishments frequented by younger professionals and city dwellers.
Final Sentence (key concept) describing main trend from article:
The Dutch HoReCa sector in 2025 will be characterized by a need for brands and operators to strategically navigate consumer cost consciousness while effectively engaging key demographics with tailored offerings and occasion-based marketing.
What brands & companies should do in 2025 to benefit from trend and how to do it:
Brands and companies in the Dutch HoReCa sector should prioritize a nuanced understanding of their target consumers. This involves focusing marketing and product development efforts on the engaged younger demographics and city dwellers who possess higher spending power, while also acknowledging the price sensitivities of a significant portion of the market. Offering a range of options, including value-driven deals and innovative healthier choices like low- and no-alcohol drinks, will be crucial. Furthermore, aligning promotions and marketing with specific high-potential occasions and utilizing data to personalize engagement will be key strategies for success in the evolving Dutch hospitality landscape.
Final Note:
Core Trend:
Name: Navigating Cost Consciousness and Targeted Engagement
Detailed Description: Balancing the impact of the cost-of-living crisis on overall visitation with the need to effectively engage specific demographics like younger professionals and city dwellers who have higher spending power.
Core Strategy:
Name: Value-Driven Personalization
Detailed Description: Offering value-for-money options to address cost sensitivities while simultaneously personalizing offerings and marketing efforts to cater to the preferences of key engaged consumer segments.
Core Industry Trend:
Name: Data-Driven Adaptation
Detailed Description: The Dutch HoReCa sector needs to leverage data on consumer behavior and preferences to adapt their offerings, pricing, and marketing strategies effectively.
Core Consumer Motivation:
Name: Balancing Social Connection with Financial Prudence
Detailed Description: Dutch consumers are motivated by the desire to socialize and enjoy HoReCa experiences while also being mindful of their spending in the current economic climate.
Core Trend Detailed:
Navigating Cost Consciousness and Targeted Engagement in Dutch Hospitality: This core trend encapsulates the central challenge and opportunity within the Dutch HoReCa sector as revealed by the OPUS survey. The ongoing cost-of-living crisis in the Netherlands has led to a noticeable tightening of consumer spending, resulting in lower overall frequency of visits to bars, restaurants, and cafes compared to some neighboring European countries. This necessitates that businesses operating in this sector are acutely aware of price sensitivity among a significant portion of the Dutch population. However, the survey also identifies key demographic groups – particularly younger Gen Z and Millennial consumers, white-collar workers (predominantly Millennials), and city dwellers – who demonstrate higher spending power and a stronger inclination towards social experiences in HoReCa venues. Therefore, the successful navigation of this trend requires a dual approach. Businesses must implement pricing strategies that acknowledge the cost-conscious environment to maintain accessibility for a broad range of consumers. Simultaneously, they need to develop targeted offerings, marketing campaigns, and venue experiences that specifically appeal to the more engaged and higher-spending demographic segments. This might involve premium offerings for affluent Millennials, experiences tailored to the interests of Gen Z during specific occasions like after-work drinks or live sports, and marketing that resonates with the urban lifestyle of city dwellers. The key lies in achieving a balance between attracting a wider customer base through affordability and maximizing revenue by effectively engaging the most valuable consumer groups.
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