Dutch consumers consider the current choice of plant-based products in supermarkets to be too limited. According to this recent Proveg research this applies to all product categories in all supermarkets, but especially cheese, ready meals and pastries.
Because the Dutch are typically known as ‘cheese heads’ (in Dutch: ’kaaskoppen’), especially in the category of cheese supermarkets are missing out on opportunities. The Dutch prefer to see a larger variety of plant-based cheese in the assortment. Aldi and Lidl customers are reported to be least satisfied.
Even more specific, whereas the European consumer mainly wants vegetable Camembert, the Dutch consumer is looking for cheese for daily use such as sliced and grated cheese.
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