Alcoholic Drinks in the Netherlands
Euromonitor International's Alcoholic Drinks in the Netherlands market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 163 | Publication date: Mar 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks stabilises after turbulent times
In 2007, the overall volume and value sales of alcoholic drinks remained more or less stable. After some serious decline during the review period, the relatively modest decline was a reasonably good result for alcoholic drinks as a whole. Within the major categories, though, there was some considerable movement. Both overall volume and value of beer declined in 2007. New initiatives by the major brewers appeared to be effective and thus limited the decline in beer. Wine showed healthy growth once again. Both volume and value continued to demonstrate growth and Dutch wine was a very healthy category of Dutch retail and on-trade. RTD continued to show a very poor performance and suffered considerable share loss, both in terms of volume and value.
Stronger economic performance bolsters alcoholic drinks
After a period of low consumer confidence in the Dutch economy and, for Dutch standards, low economic growth, the Dutch economy continued to recover in 2007. This stronger economic performance was also a relief for the major players in alcoholic drinks as, during the 2003-2006 period, the poor economic situation fuelled a price war in Dutch retail. The new faith in the Dutch economy blocked the steady decline in volume and value of alcoholic drinks as a whole. It also provides hope for a better performance over the forecast years.
Major international brands threat to traditional Dutch brands
Traditional brands of Dutch spirits – for instance gin – contributed major negative influence on the performance of alcoholic drinks as a whole. These products were hopelessly out of fashion, and the main manufacturers of Dutch spirits were unable to turn this situation around in 2007. Imported spirits, on the other hand, were very much in vogue, and spirits companies continued to promote new fashionable drinks that increased sales of imported drinks. The other major category where Dutch brands traditionally have a strong position is beer. In beer, Dutch brands had a much stronger position than in spirits. However, the imported InBev brands, for instance, put pressure on the Dutch brands such as Oranjeboom.
End of price war stabilises retail environment in off-trade
Supermarkets/hypermarkets and specialist retailers experienced a period of extreme price competition. The Dutch are price-sensitive shoppers, often evaluating and comparing prices before pursuing a purchasing decision. Fortunately, the recovery from this situation continued in 2007 as the Dutch economic performance saw further improvement and the Dutch consumer was willing to purchase added value products again. This had a positive impact on alcoholic drinks as a whole. However, the retail environment remains extremely competitive and a new price war lingers as a possibility.
Modest value growth expected for alcoholic drinks
Alcoholic drinks, as a whole, is expected to show an increase in value over the forecast period. Volume development, on the other hand, is anticipated to show a slight decline. Demographics are the main reason for this decline in volume, in conjunction with health concerns. The economic outlook is positive, and the end of the price war will help alcoholic drinks to increase in value. Volume sales, on the other hand, are forecast to decline. The Dutch society is greying, and this means a change in lifestyles. Older consumers generally tend not to drink as much alcohol, but tend to search for quality. There is another demographic factor forecast to affect volume consumption. Despite growth in the Dutch population, the multicultural nature of Dutch society means that the group that does not drink alcohol because of religious reasons will also increase over the forecast period.
Table of contents
ALCOHOLIC DRINKS IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks stabilises after turbulent times
Stronger economic performance bolsters alcoholic drinks
Major international brands threat to traditional Dutch brands
End of price war stabilises retail environment in off-trade
Modest value growth expected for alcoholic drinks
KEY TRENDS AND DEVELOPMENTS
GDP growth relieves pressure on average prices
Packaging innovation drives value growth in various categories
Health consciousness impacts alcoholic drinks
Major international spirits’ brands push traditional Dutch spirits out
Higher demand for variety provides new opportunities
Specialist Retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Heineken
Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Lindemans Bin 40 Merlot
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Hartevelt
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – Bacardi
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 3 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
BAVARIA NV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Bavaria NV: Key Facts
Summary 5 Bavaria NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Bavaria NV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Bavaria NV: Competitive Position 2006
BOOMSMA DISTILLERIES BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Boomsma Distilleries BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 Boomsma Distilleries BV: Competitive Position 2006
GROLSCH, KONINKLIJKE NV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Grolsch, Koninklijke NV: Key Facts
Summary 11 Grolsch, Koninklijke NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Grolsch, Koninklijke NV: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Grolsch, Koninklijke NV: Competitive Position 2006
HOOGHOUDT DISTILLERY BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Hooghoudt Distillery BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 15 Hooghoudt Distillery BV: Competitive Position 2006
LUCAS BOLS BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Lucas Bols BV: Key Facts
Summary 17 Lucas Bols BV: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 18 Lucas Bols BV: Competitive Position 2006
BEER IN THE NETHERLANDS
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 19 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2002-2007
Table 24 Sales of Beer by Subsector: Total Value 2002-2007
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Value 2001-2006
Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 35 Beer Imports by Country of Origin: Total Value 2001-2006
Table 36 Company Shares of Beer by National Brand Owner 2002-2006
Table 37 Company Shares of Beer by Global Brand Owner 2002-2006
Table 38 Brand Shares of Beer 2003-2006
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN THE NETHERLANDS
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of Cider/Perry: Total Volume 2002-2007
Table 44 Sales of Cider/Perry: Total Value 2002-2007
Table 45 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 46 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 51 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 52 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 53 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 54 Brand Shares of Cider/Perry 2003-2006
Table 55 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 56 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 57 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN THE NETHERLANDS
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 59 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 63 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 67 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 68 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 69 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 70 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN THE NETHERLANDS
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 74 Sales of Wine by Subsector: Total Volume 2002-2007
Table 75 Sales of Wine by Subsector: Total Value 2002-2007
Table 76 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 77 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 78 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 82 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 83 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 85 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 86 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 87 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Red Wine by Quality Classification 2002-2007
Table 90 Sales of Still White Wine by Quality Classification 2002-2007
Table 91 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 92 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 93 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 94 Wine Exports by Country of Destination: Total Value 2001-2006
Table 95 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 96 Wine Imports by Country of Origin: Total Value 2001-2006
Table 97 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 98 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 99 Brand Shares of Still Light Grape Wine 2003-2006
Table 100 Company Shares of Champagne by National Brand Owner 2003-2006
Table 101 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 102 Brand Shares of Champagne 2003-2006
Table 103 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 104 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 105 Brand Shares of Other Sparkling Wine 2003-2006
Table 106 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 107 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 108 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 109 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 110 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 111 Brand Shares of Non-grape Wine 2003-2006
Table 112 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 113 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 114 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 115 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN THE NETHERLANDS
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 20 Benchmark brands – The Netherlands
Published data comparisons
SECTOR DATA
Table 116 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 117 Sales of Spirits by Subsector: Total Value 2002-2007
Table 118 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 119 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 122 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 123 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 124 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 125 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 126 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 127 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 128 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 129 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 130 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 131 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 132 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 133 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 134 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 135 Liqueurs Production: Total Volume 2001-2006
Table 136 Other Spirits Production: Total Volume 2001-2006
Table 137 Company Shares of Spirits by National Brand Owner 2002-2006
Table 138 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 139 Brand Shares of Spirits 2003-2006
Table 140 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 141 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 142 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 143 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012