Wine - Netherlands

  • Netherlands
  • Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Wine market amounts to US$3.4bn in 2024.
  • Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$2.7bn in 2024.
  • Revenue, combined amounts to US$6.1bn in 2024.
  • The revenue, at home is expected to grow annually by 3.12% (CAGR 2024-2028).
  • In global comparison, most revenue, at home is generated in the United States (US$39,030m in 2024).
  • In relation to total population figures, the average revenue per capita, at home of US$190.70 are generated in 2024.
  • In the Wine market, volume, at home is expected to amount to 284.7m L by 2024.
  • Volume, out-of-home is expected to amount to 48.4m L in 2024.
  • Volume, combined is expected to amount to 333.1m L in 2024.
  • The Wine market is expected to show a volume growth, at home of 0.9% in 2025.
  • The average volume per person, at home in the Wine market is expected to amount to 16.11L in 2024.

Key regions: Worldwide, China, Russia, India, United States

Region comparison

Analyst Opinion

The Wine market in Netherlands has been experiencing significant growth in recent years.

Customer preferences:
Dutch consumers have shown a growing interest in wine, with an increasing number of people incorporating it into their daily lives. Wine is no longer seen as a luxury item or reserved for special occasions, but rather as a beverage that can be enjoyed on a regular basis. This shift in consumer preferences can be attributed to several factors. Firstly, there has been a growing awareness of the health benefits associated with moderate wine consumption, such as the potential cardiovascular benefits of red wine. Secondly, the proliferation of wine bars and specialty wine shops has made it easier for consumers to explore and discover new varieties and flavors. Lastly, the rise of online wine retailers has provided consumers with convenient access to a wide range of wines from around the world.

Trends in the market:
One noticeable trend in the Dutch wine market is the increasing demand for organic and sustainable wines. Dutch consumers are becoming more conscious of the environmental impact of their purchasing decisions and are actively seeking out wines that are produced using organic and sustainable practices. This trend is in line with the broader global movement towards sustainability and reflects a growing concern for the environment among consumers. Another trend in the market is the growing popularity of sparkling wines, particularly Prosecco and Cava. The refreshing and celebratory nature of sparkling wines appeals to Dutch consumers, who are increasingly incorporating these wines into their social gatherings and festive occasions.

Local special circumstances:
The Netherlands has a unique geographical position that presents both challenges and opportunities for the wine market. The country's cool climate and relatively flat landscape make it unsuitable for large-scale wine production. However, this has not deterred Dutch entrepreneurs from experimenting with grape cultivation and wine production. In recent years, there has been a rise in small-scale vineyards and wineries across the country. These local producers are often focused on producing high-quality wines that reflect the unique terroir of the Netherlands. This has created a niche market for Dutch wines, with consumers showing a growing interest in supporting local producers and exploring the unique flavors that can be found in Dutch wines.

Underlying macroeconomic factors:
The growth of the wine market in the Netherlands can be attributed to several underlying macroeconomic factors. Firstly, the country has experienced a stable and growing economy, which has increased consumers' disposable incomes and their willingness to spend on non-essential items such as wine. Additionally, the Netherlands has a strong tradition of international trade, which has facilitated the importation of a wide variety of wines from around the world. This has created a diverse and competitive market, with consumers having access to wines from both traditional and emerging wine-producing regions. Finally, the Netherlands has a well-developed infrastructure for the distribution and retail of wine, with a network of wine importers, distributors, and retailers that ensure a steady supply of wines to meet consumer demand. Overall, the combination of changing consumer preferences, local special circumstances, and favorable macroeconomic factors has contributed to the growth and development of the wine market in the Netherlands.


Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.


  • Revenue
  • Volume
  • Price
  • Sales Channels
  • Demographics
  • Global Comparison
  • Analyst Opinion
  • Methodology
  • Key Market Indicators
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