Research by Hawaiian and a new Hawaiian Summer Salad Mix
Research by Hawaiian and a new Summer Salad Mix
As soon as the temperature rises above 25 degrees, it’s not just our daily schedule that changes, but also what ends up on our plate. Research conducted on behalf of Hawaiian shows that 58.1% of Dutch people swap a heavier meal for a light, fresh option such as a poké bowl or salad. Notably, it’s not just about eating lighter. Dutch consumers turn out to have a real need for freedom of choice: more than half (55.2%) opt for a bowl because it can be fully customized to personal taste. That’s why they’re introducing the Hawaiian Summer Salad Mix.
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Heat changes our eating habits | Above 25 degrees, the Netherlands overwhelmingly opts for light, self-composed meals
According to Hawaiian, the research shows that the need for flexibility grows as soon as the sun comes out. While one person opts for extra vegetables or a salad base, another goes for extra protein or tropical ingredients. There is no longer a single ideal summer meal.
“Warm weather calls for a different way of eating. One person looks for extra protein after working out, while another craves something fresh and light for a lunch in the sun. We’re seeing that people increasingly choose a meal that fits their moment of the day. It’s precisely that freedom that makes a bowl so popular in summer.” — Mattijs Hermans, CEO at Hawaiian.
Hawaiian Summer Salad Mix | summer calls for personalization
The research results show that there is no such thing as the summer meal. 45% of Dutch people prefer chicken or steak, over a quarter go for fresh fish, and a growing group chooses plant-based ingredients. Tropical flavors are also becoming an increasingly common part of the Dutch summer: 41% consider mango or pineapple essential for that true taste of summer.
Hawaiian also sees this need for variety and personalization reflected in guests’ choices. That’s why the brand offers a wide range of combinations, from plant-based and fish options to protein-rich favourites, and this summer introduces the Hawaiian Summer Salad Mix: a fresh combination of crunchy curly frisée, arugula, and yellow carrot as a light base alongside the familiar rice options.
Research by Hawaiian and a new Summer Salad Mix
Eating outside? The Dutch prefer their own garden
Although a poké bowl is known as the ideal meal on the go, the research reveals that, surprisingly, Dutch people prefer to eat their summer meal simply at home. 63.3% opt for the garden or balcony, with a cold drink on the side. Younger people, on the other hand, are more likely to head out: nearly three in ten prefer to eat their meal in the park or on the beach.
Healthy remains important, even as everything gets more expensive
Despite rising prices, Dutch consumers aren’t quick to abandon healthy choices. Nearly half (49.2%) say they don’t want to cut back on fresh meals. For 28.3%, health remains the main reason, while 20.9% see a fresh bowl as a summer treat they won’t skimp on. At the same time, according to most Dutch people, healthy doesn’t have to mean perfect. Only 15.2% keep their meal completely “clean.” The rest happily go for extra crunchy toppings or like to round off a fresh meal with an ice cream, without any guilt.
The biggest summer annoyance? Not the food, but the phone
The research also shows that the way we eat together is changing. The biggest irritation at the summer table turns out not to be a wrong order or a long wait, but the smartphone. 43% of Dutch people are annoyed by tablemates who take extensive photos before anyone is allowed to eat. Conversations about calories or diets also turn out to be bad for the mood: more than a third (34.3%) would rather not have those at the table. The research was conducted in June 2026 by Factsnapp on behalf of Hawaiian.
We previously wrote about the Belgian Hawaiian chain, which now has more than 10 locations in the Netherlands.
Website: Hawaiian Poké Bowl
