A new study shows that despite persistent inflation, the proportion of income Dutch families allocate to food has continued to decline — signalling deeper shifts in spending habits and household priorities.
Key behaviours emerging:
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Consumers are becoming more price-conscious and more selective in what they put in the basket.
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Value-driven choices and planned shopping are strengthening across demographics.
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Households increasingly rely on clear, trustworthy information to guide decisions.
When budgets tighten, shoppers look for clarity i.e not clutter.
A well-timed door drop or catalogue delivers:
✔️ Tangible value cues
✔️ Easy comparison of offers
✔️ Trust and transparency during a time of careful spending
In moments of economic pressure, physical in-home media remains one of the most effective ways to reach households where decisions start: at the kitchen table.