A compact, affluent market with concentrated buying power and strong discounters. Covers food and non-food, retail structure, access requirements and a directory of Dutch importers and distributors.
The Netherlands is a compact but affluent market of around 18 million consumers with high per-capita spending. Total retail reached around €138 billion in 2025, of which supermarkets accounted for around €51 billion; food and grocery together — food, beverages, household goods and tobacco — represent some 70 to 76 billion, of which roughly three-quarters is food. Non-food FMCG is substantial in its own right: mass beauty and personal care alone account for around €2.6 billion, premium beauty for €1.5 billion.
Buying power is strongly concentrated. Discounters Aldi and Lidl are the structural winners of recent years — Lidl at an estimated 10 to 11% market share, Aldi at around 6% and in 2025 the fastest grower. In addition, the buying cooperative Superunie bundles the volumes of some ten independent chains, including Plus, Coop and Dirk, which makes it a realistic point of contact for a newcomer. This study describes market size and channel structure for both food and non-food, the access requirements for suppliers from the EU and from outside, and contains an overview of Dutch FMCG importers, distributors and buying organisations.
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