The aubergine is rapidly gaining popularity in the Netherlands. Market data from Circana shows that sales of aubergines increased by 33% in 2024 compared to 2019. Whereas the aubergine was previously used mainly by professional chefs, it is now increasingly purchased by home cooks as well.
From niche product to kitchen powerhouse
The growing demand began during the COVID years, when consumers started experimenting more with new flavours and recipes. By 2020, sales had already risen by 27%. Since then, demand for aubergines has remained consistently high. Their use in fresh meal kits has also contributed to this trend: in 2023, the number of kilos of aubergine sold in these packs doubled compared to the previous year (source: Circana).
Consumer profile
Consumer research by YouGov shows that young, conscious consumers in particular, often dual-income earners with an interest in health and variety, have embraced the aubergine. This group values the vegetable for its combination of flavour, health benefits, and sustainability.
Growing role in cooking
According to culinary journalist Mara Grimm, the aubergine is a natural alternative as the popularity of avocado declines. "The aubergine is rich in umami, versatile in use, and an excellent meat substitute." The vegetable is also prominent in recent cookbooks and on social media, and has been a staple in various world cuisines for centuries, from moussaka and baba ganoush to caponata.
Sustainable and locally produced
Dutch aubergine growers focus on sustainability. Many greenhouses use geothermal, wood-fired, or residual heat sources, maintain a minimal waste policy, and make efficient use of raw materials. Additionally, small-scale sales within the Netherlands help ensure a relatively low environmental impact.
Nutritional value
According to the Netherlands Nutrition Centre, aubergines fit perfectly into a healthy diet. The vegetable is high in fibre (5.8 grams per aubergine), low in fat and salt, and contains only 58 kilocalories. It is also a source of plant-based protein (2.9 grams per aubergine), vitamin C, antioxidants, and several other nutrients such as vitamin K, B6, magnesium, and potassium.
For more information:
Food Cabinet
Agatha Dekenstraat 4H
1053 AP Amsterdam
T: +31 (0) 20 22 33 161
[email protected]
www.foodcabinet.nl