A recent La Place survey of over 1,000 Dutch respondents shows that more than two-thirds of households prepare at least half their weekly meals with fresh, unprocessed ingredients. One in ten cooks daily using entirely unpackaged, unpeeled products. Adults over 50 lead the trend, with 43% cooking fresh at least five days a week, compared to 35% of younger people. Multi-person households (41%) prioritize this more than singles (29%).
Two-thirds of respondents seek a healthy feeling from meals, and 86% are willing to wait longer for on-the-spot preparation. Over 60% will pay more for fresh items, especially those aged 30+. Top associations for fresh food include La Place (54%), Subway (36%), Bakker Bart (32%), and Delifrance (31%).
While most view fresh food as tastier and healthier, barriers persist. Lack of time tops the list (41%), particularly among youth. A quarter cite shopping hassles, and another quarter see packaged items as equally healthy. Young people often flag high costs.
Favorites for fresh preparation include bread (86% prefer on-the-spot sandwiches), fish (80% choose fresh counter over packaged), freshly squeezed orange juice, and homemade soup. Over half opt for fresh juice or smoothies over concentrates, with women valuing this slightly more.
Meal Boxes
Eight percent receive fresh meal boxes or produce deliveries. About one-third prefer locally sourced meat, vegetables, and fruit.
