ROTTERDAM, 9 January 2025 – Rotterdammers increasingly opted for high-protein foods in 2024, with products like low-fat quark and diced chicken fillet rising in popularity. A new analysis by online supermarket Picnic reveals a shift towards protein-rich diets across Dutch households.
Rotterdam embraces high-protein diets in 2024
A detailed analysis of data from over one million Dutch households by online supermarket Picnic has shown that Rotterdam residents significantly increased their consumption of high-protein foods in 2024. Popular choices included low-fat quark (magere kwark) and diced chicken fillet (kipfilet), reflecting a broader national trend.
According to Picnic’s findings, unsweetened low-fat quark and its vanilla-flavoured counterpart were staples on many Rotterdam grocery lists. Chicken fillet was often paired with coconut milk, with shoppers favouring both private label and fairtrade options. Picnic’s data suggests a shift towards healthier eating habits and a focus on high-protein meals in the city.
Neighbouring cities reveal varied preferences
In nearby Dordrecht, residents leaned towards vanilla-flavoured low-fat quark over the unsweetened version and often included chicken noodle dishes as a snack. Gouda showed a preference for pairing savoury dishes with sweet desserts, as fairtrade coconut milk and diced chicken fillet topped their lists alongside chocolate puddings and vanilla quark.
Regional differences in package returns
Picnic’s package return service, in partnership with DHL, also saw high utilisation rates in 2024. Nationally, the most returns were made in Utrecht, Venlo, and Katwijk. However, South Holland, including Rotterdam, accounted for the highest number of returned packages overall.
New meal planning tools gain traction
Rotterdam residents were also early adopters of Picnic’s Weekplanner tool, launched in September 2024. This service allows users to select meals from 1,500 recipes tailored to their preferences. The most popular dishes in Rotterdam were Turkish pizza with chicken mince and salad, gyros flatbreads with Greek salad and tzatziki, and vegetarian gnocchi in creamy pepper sauce.
Picnic’s growth and expansion
In 2024, Picnic expanded its delivery area by relocating hubs to larger sites and deploying electric delivery vehicles with greater range. These developments allowed more households, including those in South Holland, to access the service. Despite these expansions, Picnic’s largest hub remains in Utrecht, delivering to over 200,000 households in the region.
