- Insights
The on-trade market: Lessons from 2024 and opportunities for 2025

What defined the Dutch hospitality market in 2024? And more importantly, how can businesses turn these insights into opportunities for 2025? The Roamler Out of Home Trend Report dives deep into last year’s data to uncover the trends, challenges, and growth areas that every hospitality professional should know. With practical insights and actionable strategies, this report is your guide to staying ahead.
Here’s a glimpse of what you can expect.
A market in motion
2024 was a year of recovery and reinvention for the Dutch hospitality sector, but not all segments performed the same. While Fast food outlets recorded impressive growth of up to 3%, bars and nightclubs faced tougher times, with nightclubs seeing a decline of 7.5%.
Why this difference? Consumer preferences are changing, but so are operational factors. For instance, terraces turned out to be a game-changer. Relatively few outlets with terraces closed, while almost all newly opened outlets included a terrace. The message is clear: adapting to these factors is essential to remain competitive in 2025.
Evolving preferences, emerging opportunities
The modern consumer isn’t just looking for a meal or a drink—they want speed, convenience, and a memorable experience. Here are the trends that stood out in 2024:
• The rise of Fast Casual: Fast casual restaurants, offering a balance between speed and quality, grew by 1.5% in 2024. These establishments are winning over consumers with themed menus and efficient service models.
• Healthy menu: With vegetarian options ranking as the second most popular kitchen type, alongside the rise of sugar-free beverages, it’s clear that health-conscious dining is here to stay.
• Kitchen types: Dutch brasserie cuisine remains the most preferred, but demand for vegetarian and Asian options is growing, especially in urban areas like Amsterdam.
These trends underscore the importance of tailoring offerings to meet evolving preferences.
Data: The key to stay ahead
Insights from the report emphasize the importance of data in understanding and predicting consumer behavior. Companies that use data effectively can respond to trends more strategically, gaining a competitive edge. Tools like Roamler’s Location Database and Monitors enable real-time insights into market developments.
Imagine being able to pinpoint high-potential locations, adjust offerings to suit regional preferences, or capitalize on seasonal trends—all in real time. Businesses leveraging these insights aren’t just reacting to the market; they’re shaping it.
Your roadmap to success
The Roamler Out of Home Trend Report 2024 is more than just a collection of data—it’s a roadmap for navigating the challenges and seizing the opportunities in the hospitality market. Whether you’re a field operator or a decision-maker at headquarters, this report provides the insights you need to stay ahead.

Ready to get started?
Download the report now and discover what 2024 can teach you about thriving in 2025.
🇳🇱 Download the report in Dutch
🇬🇧 Download the report in English