Dutch choose energy efficiency when buying kitchen appliances but price remains decisive

Consumer does not readily believe a product is sustainable but is more energy conscious

Energy efficiency is playing an increasingly important role when buying kitchen appliances, although price still remains a deciding factor. This is according to a survey recently conducted by ETNA. Because sustainability and energy consumption receive a lot of attention in the kitchen industry, kitchen brand ETNA wanted to find out what Dutch consumers themselves think about this.

Sustainability is a vague concept, though, says 71% of consumers. Older people aged 56-65 share this view more strongly (82%) than younger (25-35) consumers (69%). Consequently, there is some skepticism about sustainability claims; 64% of respondents do not believe without question that a product is sustainable. However, the majority do believe that if a kitchen appliance has a good energy label, the other specifications are also fine.

Awareness in the kitchen

The results show that 60% of people do not know exactly how much energy their current kitchen appliances consume. Interestingly, relatively more men than women say they do understand this. Despite this lack of knowledge, 69% of those surveyed say they are aware of how much electricity and water they use. Older generations tend to be more careful in this regard; as many as 91% of 56-65-year-olds pay attention to their energy and water consumption, compared with 71% of 25-35-year-olds.

Door closed!

The most frequently mentioned things people do to save energy include not leaving the refrigerator or freezer door open too long, letting leftovers cool before putting them in the fridge or freezer, and not turning on the dishwasher until it is completely full.

Price remains leading, but energy label gains ground

Despite the increasing focus on sustainability and energy efficiency, price remains the most important factor when purchasing kitchen appliances. Some 54-55% of respondents cite price as the most important consideration, followed by energy label (18-22%). Indeed, as many as 71% say they are paying more attention to energy use when making new purchases, and they are also more aware of energy consumption at home.

The most common energy-efficient kitchen habits of Dutch consumers are;

1. I make sure the refrigerator or freezer door is never left open too long - 79%
2. I let leftovers cool before putting them in the refrigerator or freezer - 78%
3. I take care not to leave the oven on unnecessarily long - 77%
4. I only turn on the dishwasher when it is completely full - 74%
5. I put the lid on the pan as much as possible to avoid letting heat escape - 68%
6. I defrost my frozen foods in the refrigerator first - 57%
7. I use the eco program of the dishwasher - 54%
8. I cook larger portions at once (meal prepping) - 51%
9. I bake several dishes at once when I have the oven on - 41%
10. I pay attention during use to how much energy I use - 38%

Research note: The survey was conducted in July 2024 by research firm DVJ Insights on behalf of ETNA, part of ATAG Benelux BV. 500 men and women participated in the online survey.