The latest Wine Intelligence report on the Dutch wine market – Netherlands Landscapes 2018 – provides an overview of the consumption behaviour and attitude towards wine among Dutch regular wine drinkers, as well as the latest trends observed by the trade.
Key findings include:
1. WINE VOLUMES ARE STARTING TO DECLINE
Craft beer, gin and cocktails are growing in popularity with wine drinkers, health issues and negative press about the effects of alcohol causing consumers to moderate alcohol consumption

2. CONSUMERS ARE MORE DRIVEN BY PRICE THAN BRAND LOYALTY
Exclusivity deals in supermarkets mean consumers are driven by what is available where they shop and strong supermarket own label brands, which have the highest conversion rates amongst all brands
3. FOOD MATCHING IS BECOMING INCREASINGLY POPULAR AS CONSUMERS MAKE WINE PART OF CULINARY EXPERIENCES
Wine used to be seen as separate from food, but has now become an integral part of the culinary experience and, as with food, consumers are becoming more interested in the provenance and authenticity of wine
4. CAVA IS GROWING AND PROSECCO IS LOSING MARKET SHARE
Younger drinkers are the key drinkers of sparkling wine in The Netherlands and a recent change in tax has made sparkling wines less expensive, removing an advantage previously held by Prosecco
5. DUTCH WINE DRINKERS ARE TEMPTED TO TRY SOMETHING NEW AND SPEND A LITTLE MORE TO DO IT
People are becoming more interested in wine and have more of a mind to spend money on it. Experts say there is a desire to try things beyond the ‘big five’ grape varietals
6. ORGANIC WINE IS MORE POPULAR THAN ‘FREE FROM’ OR LOWER- ALCOHOL WINE
Organic wine fits into the wider popularity of organic produce, following the trend of sustainability
Drawing on data collected from our March 2018 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade and consumer interviews, secondary sources and market experience, this 92-page report offers a detailed analysis of how the market is performing and includes:
▪ Demographics of regular wine drinkers in The Netherlands by gender, age Dutch regions and income
▪ Wine buying behaviour, including channel and store usage as well as choice cues
▪ Wine-producing country and region awareness and varietal consumption
▪ Wine brand health analysis and insight and measures such as brand awareness, purchase, conversion to purchase, consideration, affinity and recommendation with tracking
▪ Hot topic: A focus on alternative types of wine in the Dutch wine market
▪ A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age group and regions