On average, Dutch households spend just 28 minutes in the kitchen preparing dinner.
Time spent cooking is declining sharply
Back in 1997, that figure was 38 minutes, while our grandmothers dedicated a full two hours to the task. Kitchen time has dropped rapidly, according to data reported by NRC. It's not that we want to spend less time cooking—we simply have more efficient options available.
Fast, flavorful, and healthy is the priority
We crave delicious, nutritious meals, but speed is non-negotiable. A recipe promising 15 minutes on the table must deliver exactly that. Convenience drives our choices.
We could pivot to meal-replacement shakes for all our nutrients, yet most grocery budgets still go toward ingredients we prepare ourselves.
Fresh meal kits are booming Thankfully, cooking has never been easier. Meal delivery boxes are popular, and supermarket shelves overflow with fresh prep packs. Ready-made meals are getting healthier, with retailers adapting quickly.
This week, Albert Heijn introduces 100 new fresh products, including 33 salads and 3 soups—with vegetable content clearly labeled on packaging.
