Consumers are saving more consciously, but remain loyal to trusted brands

Precisely at a time when purchasing power is under pressure, loyalty appears to be surprisingly strong. This and more is revealed in the fifth edition of the Markteffect Purchasing Power Monitor, which examined the extent to which spending patterns over the past six months were influenced by reduced purchasing power. This edition examines brand loyalty and the influence of savings and loyalty programs for the first time.

Brand loyalty is strongest in the personal care category

Of all the categories surveyed, brand loyalty is strongest in personal care (40%). Trust, in particular, plays an important role here. More than half of consumers indicate that trust in their current personal care brand is more important than the uncertainty of trying an alternative.

Loyalty is also evident in other product categories:

• Food: 32%
• Electronics and gadgets: 29%
• Household goods: 25%
• Clothing and fashion: 25%
• Cosmetics: 21%

At the same time, the study shows that price sensitivity remains high. Nearly one-third of the Dutch (29%) say they now consciously choose cheaper alternatives for all products.

The “treat yourself” economy among young people

The younger the generation, the more often they have adjusted their spending habits. But despite the pressure on purchasing power, young people continue to consciously treat themselves. More than a quarter of Dutch people (27%) sometimes view buying an expensive product as a well-deserved reward. Among Gen Z, that percentage is even significantly higher: 45% of young people say they occasionally treat themselves to a luxury purchase.

Research methodology

The survey was conducted by the independent research firm Markteffect among a representative sample of 1,007 Dutch respondents aged 18 and older. Fieldwork was conducted in April 2026. The data was collected via Markteffect’s research panel.

Download the full Markteffect Purchasing Power Monitor here and discover the key trends and developments, the categories in which Dutch consumers save the most, and how loyal Dutch consumers are to brands.