In the Netherlands, in young households, the discount supermarket chain, Lidl, has a fair share of 83 over the entire range. However, in fruit, vegetables, and potatoes, this share is 135. Dutch supermarket chain, Albert Heijn, has a fair share of 106 in fruit and vegetables but in young families, this is only 97.
This is according to a study done by GfK, a Dutch supermarket research agency. From the GfK's results, it also seems families now spend 7,8% of their budget on fruit and vegetables at online supermarkets.
Fruit, vegetables, and potatoes form a hugely important supermarket assortment group. This group enhances and influences the image of chain stores. The sales of the products in this group is good for 12,7% of the total supermarket sales and half of all fresh produce sales.
In total, supermarkets make up 88,4% of sales in the Netherlands. Grocery stores and weekly markets account for the bulk of the remaining market. Relatively, older people more often buy fruit and vegetables outside of the supermarket. However, they account for half of the sales in this category in supermarkets.
The dominant position of supermarkets is reinforced by these stores' extended opening hours. Almost all fruit and vegetables bought on Sundays and in the evenings, come from the supermarket. These are also the times when younger families more often do their grocery shopping. Saturdays are the day when consumers more often buy their fruit and vegetables outside of the supermarkets. Then, customers have the time to go to grocery stores or the market.