Strawberry consump­tion continues to rise in the Netherlands

The Dutch strawberry market is clearly on the rise. Both consumption and production have shown steady growth for years. Popularity is increasing rapidly, especially among younger consumers. At the same time, cultivation methods continue to develop to meet this demand. New figures from GroentenFruit Huis confirm this trend.

Young consumers drive additional demand

Dutch consumers up to age 39 purchased six percent more strawberries in 2025 than a year earlier. This highlights a key target group for the sector. On average, people in the Netherlands consumed 2.8 kilograms of strawberries. Five years earlier, this was around 2.5 kilograms. May and June remain the most important months. Together, they account for nearly 40 percent of annual consumption.

Cultivation shifts toward greenhouse production

Total production reached 91 million kilograms in 2025. The cultivated area expanded to 1,337 hectares. Of this, 732 hectares are grown in open fields. Greenhouse and tunnel cultivation account for 605 hectares. This type of cultivation has been increasing for years. As a result, the sector is less dependent on weather conditions and better able to meet demand.

Supermarkets and exports remain key

Strawberries are primarily sold through supermarkets. More than 83 percent of the volume flows through this channel. The Netherlands also remains an important player in the European market. Total sales amount to 107 million kilograms, including re-exports. Domestic consumption accounts for 47 percent. Germany, the United Kingdom, and Belgium are the main export destinations.

In 2025, the three-year promotional campaign “A Hand of Summer” was launched. It focuses on soft fruit such as strawberries, berries, and raspberries. In its first year, the campaign reached 32 percent of the target audience in the Netherlands. In Belgium and Germany, this was around 50 percent. In the second year, the focus is on more targeted communication and encouraging additional consumption moments.

Groentenfruithuis.nl