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: 167 | Publication date: Feb 2009
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
More stable situation less impacted by lower consumer confidence
Alcoholic drinks recorded a more stable volume and value performance in comparison to previous years where steep falls in volume impacted the market. In 2008, value performance was influenced by a rise in prices that did not have a major impact on demand, as food and drinks do not command a significant share of total consumer expenditure. Dutch alcoholic drinks are generally cheaper than other European countries, despite the heavy tax weight levied. Categories such as beer saw renewed marketing promotions around the soccer European Cup championship whilst in spirits, falling volume sales in most subsectors saw some exceptions with a positive performance in vodka and rum - both popular among young Dutch consumers.
Health and wellness influences demand
Sales of alcoholic drinks were highly influenced by a health trend in the Netherlands over the review period as more people became interested in forming healthier eating and drinking habits. The Dutch government is intensifying public campaigns around alcohol abuse prevention in order to reduce the reach and effects of alcohol related diseases and accidents. Campaigns such as “Bob jij, Bob ik” (‘Bob you, Bob me’; Bob, being the name designated to the person who is not drinking and is responsible for bringing friends and family safely back home after a night out) are widespread and remind Dutch people of the negative influence of drinking alcoholic drinks and driving. Sectors such as wine highly benefited from this trend, showing positive growth in 2008 despite reaching a new level of maturity. Within spirits, new products such as Sonnema VodkaHerb (Uto Nederland BV) tried to lure more people to this product emphasising its healthier herbal component.
Manufacturers target Dutch women to expand the consumer base
Due to maturity and stronger competition from non-alcoholic drinks, manufacturers are trying to find new ways to attract new consumers. Dutch women, traditionally less attached to male orientated alcoholic drinks such as spirits or beer were the subject of marketing attention. The use of formulae with a sweeter taste, lower in alcohol and trendy designs are elements used by manufacturers in new product development. For example, in May 2008 Heineken introduced a new cider brand in on-trade channels called Jill’s, especially targeted at women while continuing good growth in still rosé wine or rosé beer is attributed to the Dutch female preference for these drinks.
Specialists resort to more attention for wine to maintain consumer loyalty
Specialists, the traditional channel for distribution of alcoholic drinks, saw increased pressure from intensified competition from supermarkets and discounters as Dutch consumers continued to shift towards those channels attracted by price and convenience. Specialists are trying to tackle the situation with more emphasis on wine promotions as a measure of maintaining traffic flow and loyalty. Although still small, internet sales generated the highest growth in terms of distribution over the review period. Despite one of high internet penetration (87% in 2008), most Dutch use the internet as a source of information and look for price promotions offered by different retail organisations.
The need to invest in new product development bolsters forecast outlook
Volume sales of alcoholic drinks will continue to show a downward trend over the forecast period. This will be because demand will remain influenced by current consumer interest in healthier lifestyles and pressure from the Dutch government to curve health care related costs by introducing prevention measures. Despite the fact that larger and traditional sectors will exhibit continuing declines in volumes, manufacturers will see further opportunities in niche subsectors such as lower ABV content and inclusion of healthy elements such as herbs. Alcoholic drinks will witness more segmented and expansion of the assortment with sophisticated lines, focusing on changing consumer habits toward health, wellness and enjoyment. The need to continue innovating is seen as a key element to assure value growth and prevent higher volume declines in the coming years.
Table of contents
ALCOHOLIC DRINKS IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
More stable situation less impacted by lower consumer confidence
Health and wellness influences demand
Manufacturers target Dutch women to expand the consumer base
Specialists resort to more attention for wine to maintain consumer loyalty
The need to invest in new product development bolsters forecast outlook
KEY TRENDS AND DEVELOPMENTS
Falling consumer confidence only has a partial impact on alcoholic drinks
Health trend continues to impact alcohol drinking patterns
Manufacturers resort to packaging formats to offset maturity
Targeting Dutch women as an alternative to expand the consumer base
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Spirits unchanged since last amendment in 2006
New levies introduced for wine in 2008
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008 - Heineken
Table 4 Selling Margin of a Typical Imported Wine Brand 2008 – JP Chenet
Table 5 Selling Margin of a Typical Imported Spirits Brand 2008 - Bacardi
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty Free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
ALFA BROUWERIJ BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Alfa Brouwerij BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 5 Alfa Brouwerij: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 6 Alfa Brouwerij: Competitive Position 2007
DE KUYPER ROYAL DISTILLERS BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 7 De Kuyper BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 De Kuyper: Competitive Position 2007
GULPENER BIERBROUWERIJ BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Gulpener Brouwerij BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Gulpener Brouwerij: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Gulpener Brouwerij BV: Competitive Position 2007
HOOGHOUDT DISTILLERY BV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Distilleerderij Hooghoudt BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Distilleerderij Hooghoudt BV: Competitive Position 2007
UTO NV - ALCOHOLIC DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Uto Nederland BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 15 Uto Nederland BV: Competitive Position 2007
BEER IN THE NETHERLANDS
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 16 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN THE NETHERLANDS
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 42 Sales of Cider/Perry: Total Volume 2003-2008
Table 43 Sales of Cider/Perry: Total Value 2003-2008
Table 44 Sales of Cider/Perry: % Total Volume Growth 2003-2008
Table 45 Sales of Cider/Perry: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Cider/Perry: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of Cider/Perry: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2003-2008
Table 50 Cider/Perry Production, Imports and Exports: Total Volume 2002-2007
Table 51 Cider/Perry Exports by Country of Destination: Total Volume 2002-2007
Table 52 Cider/Perry Exports by Country of Destination: Total Value 2002-2007
Table 53 Cider/Perry Imports by Country of Origin: Total Volume 2002-2007
Table 54 Cider/Perry Imports by Country of Origin: Total Value 2002-2007
Table 55 Company Shares of Cider/Perry by National Brand Owner 2003-2007
Table 56 Company Shares of Cider/Perry by Global Brand Owner 2003-2007
Table 57 Brand Shares of Cider/Perry 2004-2007
Table 58 Forecast Sales of Cider/Perry: Total Volume 2008-2013
Table 59 Forecast Sales of Cider/Perry: Total Value 2008-2013
Table 60 Forecast Sales of Cider/Perry: % Total Volume Growth 2008-2013
Table 61 Forecast Sales of Cider/Perry: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN THE NETHERLANDS
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 62 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 63 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 64 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 65 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 68 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 69 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 70 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 71 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 72 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 75 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 76 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN THE NETHERLANDS
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 77 Sales of Wine by Subsector: Total Volume 2003-2008
Table 78 Sales of Wine by Subsector: Total Value 2003-2008
Table 79 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 80 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 81 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 82 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 83 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 84 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 85 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 86 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 87 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 88 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 89 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 90 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 91 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 92 Sales of Still Red Wine by Quality Classification 2003-2008
Table 93 Sales of Still White Wine by Quality Classification 2003-2008
Table 94 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 95 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 96 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 97 Wine Exports by Country of Destination: Total Value 2002-2007
Table 98 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 99 Wine Imports by Country of Origin: Total Value 2002-2007
Table 100 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 101 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 102 Brand Shares of Still Light Grape Wine 2004-2007
Table 103 Company Shares of Champagne by National Brand Owner 2004-2007
Table 104 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 105 Brand Shares of Champagne 2004-2007
Table 106 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 107 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 108 Brand Shares of Other Sparkling Wine 2004-2007
Table 109 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 110 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 111 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 112 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 113 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 114 Brand Shares of Non-grape Wine 2004-2007
Table 115 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 116 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 117 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 118 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
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 17 Benchmark brands – The Netherlands
Published data comparisons
SECTOR DATA
Table 119 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 120 Sales of Spirits by Subsector: Total Value 2003-2008
Table 121 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 122 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 123 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 124 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 125 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 126 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 127 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 128 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 129 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 130 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 131 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 132 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 133 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 134 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 135 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 136 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 137 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 138 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 139 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 140 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 141 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 142 Liqueurs Production: Total Volume 2002-2007
Table 143 Other Spirits Production: Total Volume 2002-2007
Table 144 Company Shares of Spirits by National Brand Owner 2003-2007
Table 145 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 146 Brand Shares of Spirits 2004-2007
Table 147 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 148 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 149 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 150 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013