Sinterklaas: A cherished tradition slowly changing

From gifts to gingerbread treats: this is how the Netherlands experiences Sinterklaas today.

Sinterklaas remains a key family tradition in the Netherlands, but its reach is gently declining: in 2024, exactly half of the Dutch celebrated the holiday, down from 55% in 2023. Those who do celebrate, mostly do so at home or with family, often with children and on average with eight people. The celebration is still rated highly (8.0) as a fun, family-oriented but busy time.

The way Sinterklaas is celebrated is evolving. Three in four celebrants give and receive presents, while writing poems and attending the arrival parade are becoming more popular, and fewer people watch Sinterklaas movies. Baking and buying ‘pepernoten’ remain part of the ritual, but overall spending is stable rather than growing. Brands like Verkade and Bolletje continue to dominate the Sinterklaas association.

In this report, you will find detailed insights into who celebrates Sinterklaas, how they celebrate, what they buy and which brands and categories benefit most from the season. Valuable input for FMCG brands, retailers, toy and gift manufacturers, and media and streaming platforms.