Tomatoes, cauliflower, broccoli, and fresh vegetables were the top choices in the purchased vegetable assortment in 2024. However, where there are winners, there are usually losers as well. Carrots, green beans, chicory, Brussels sprouts, asparagus, and bags of sliced lettuce were found less frequently in the average Dutch shopping cart. Total consumer purchases of fresh vegetables in the Netherlands fell by 2% compared to the previous year, according to data from GroentenFruit Huis based on YouGov (formerly GfK) research.
Snack tomato gains even more ground
By far, the tomato remains the most purchased vegetable. As the frontrunner, it further widened the gap between the second and third most popular vegetables—onions and cucumbers. Total Dutch tomato purchases increased by 6% compared to 2023, mainly due to larger purchase quantities per transaction. A striking 91% of Dutch households buy tomatoes. The growth in tomato sales is primarily driven by cherry tomatoes, with purchases rising by approximately 20% compared to 2023. Dutch consumers bought larger quantities at a time, and the number of cherry tomatoes buyers also increased last year. A key factor in this surge was the lower price, with the average price dropping by 9%. Additionally, purchases of plum tomatoes also saw a slight increase compared to the previous year.
Slight recovery of cauliflower
Consumer purchases of cauliflower saw a partial recovery following a sharp decline in 2023 due to limited supply. Dutch households bought 7% more cauliflower in 2024, although purchases remained about 15% below 2022 levels. Despite this increase, the number of households purchasing cauliflower declined slightly.
Higher prices due to lower production
Products such as chicory, Brussels sprouts, and asparagus experienced a drop in sales due to lower production and higher prices. For instance, the Dutch paid 20% more per kilogram of chicory than the previous year. Similarly, Brussels sprouts and asparagus saw price increases of about 10% on average, leading to a significant decline in the number of households purchasing these vegetables.
Cucumber and mushrooms
Cucumber is a staple item that Dutch consumers often buy out of habit. Over the past three years, annual consumer purchases have remained stable. In 2024, cucumber prices were not significantly lower than in 2023. Mushrooms also maintained stable sales volumes, with the average price of a tub slightly lower than a year ago. However, purchases of bell peppers declined somewhat in 2024 despite a drop in price. The same trend applied to onions.
More selective about convenience
Dutch consumers have become more selective when choosing convenience. Price and promotions have gained importance in their purchasing decisions. Fresh meal kits continue to gain traction, as having nearly all the ingredients for a meal in one package is highly appealing to consumers. In 2024, supermarket sales of fresh meal kits increased by 6% in volume, with a slight rise in the number of buyers. In fact, 47% of Dutch households purchased fresh meal kits in 2024.
Within the fresh meal kit category, the importance of kits containing pre-sliced vegetables is growing. However, overall consumer purchases of fresh-cut vegetables declined in 2024. This drop in fresh vegetable sales can largely be attributed to a decrease in purchases of pre-cut vegetables, such as bags of sliced lettuce and stir-fry vegetables. In this regard, Dutch consumers engaged in a form of "downgrading" in 2024, temporarily opting for less convenience. Consumer confidence and purchasing power showed signs of improvement in 2025. Combined with stabilizing inflation, this offers hope for an increase in vegetable sales this year.
Source: GroentenFruit Huis