Hot Drinks in the Netherlands
Euromonitor International's Hot 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: 67 | 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
Coffee; Other hot drinks; Tea
Executive summary
Modest growth for hot drinks
Hot drinks in the Netherlands can best be described as a mature market. Coffee, tea and other hot drinks are all well established and the main brands have a long history. Overall the market has seen growth, although there has been some movement in consumer preferences. In most sectors the more traditional product groups are experiencing a decline, but in most cases this is compensated by an excellent development of some specialist niche markets. The Dutch consumer demands a wide range of products and is interested in a diversity of flavours and new packaging formats. In general this has meant a modest increase in volume and slightly higher increase in value.
Changing coffee culture boosts sales
Despite the fact that the Dutch already drink a lot of coffee everyday, the volume of coffee grew again in 2007. The Dutch are becoming increasingly interested in a more sophisticated coffee culture. Quality in the Dutch on-trade is improving as many establishments are now switching to special Italian-style espresso machines and the Dutch are becoming more sophisticated coffee consumers as a result of travelling abroad and the influence of popular culture. This increase in sophistication also had a positive influence on overall consumption and the bad summer weather and positive development of the Dutch economy helped to develop the sector in terms of volume and value.
Healthy image helps tea to grow
Tea had another good year in 2007. Although there were no massive increases registered in terms of total volume, the value in the off-trade in particular is showing high growth rates. The main reason is that the Dutch moved away from “normal” black tea, to black speciality teas and green and fruit/herbal tea. The Dutch consumer is increasingly interested in quality tea and in trying a variety of flavours and types of tea. The result is that the overall value is increasing. Tea pods, pyramid shaped tea bags and exclusive speciality teas now have a place in Dutch tea retail and the popularity of specialised tea shops is also on the rise. As is the case with coffee, there is a growing group of consumers that is becoming more and more sophisticated and interested in brewing and drinking tea.
Brand activity helps other hot drinks to grow from a low base
In 2007 there was another positive development of other hot drinks to be registered. Nesquik performed well again and this meant that other hot drinks showed growth although from a low base. The relatively cool and wet summer also helped to keep sales up during the traditionally difficult summer period. On the other hand, the mild winter did not help sales as the Dutch consider other hot drinks to be a typical winter drink. All in all, the weather did not stand in the way of a further development of the sector and the efforts of Nesquik and Chocomel might give the sector the boost it has been waiting for.
Positive outlook for hot drinks
The outlook for hot drinks is positive. The predicted growth is mainly a result of the increased knowledge and sophistication of the Dutch, increased health awareness and a more positive retail environment. The price war has come to an end and the improved Dutch economy will help the sector to achieve growth. In this climate the Dutch consumer seems interested in healthy and high quality products that offer variety. This will mean that both volume and value of the sector will show growth.
Table of contents
HOT DRINKS IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Modest growth for hot drinks
Changing coffee culture boosts sales
Healthy image helps tea to grow
Brand activity helps other hot drinks to grow from a low base
Positive outlook for hot drinks
KEY TRENDS AND DEVELOPMENTS
Dutch grocery retail calms down
Demographic changes impact hot drinks
The sophisticated consumer is increasingly common
The Dutch love pods
Health and wellness trend is the major driver of growth
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2002-2007
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2002-2007
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2002-2007
Table 4 Retail Sales of Hot Drinks by Sector: Value 2002-2007
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2002-2007
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2002-2007
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2002-2007
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Hot Drinks Company Shares by Value 2003-2007
Table 12 Hot Drinks Brand Shares by Value 2004-2007
Table 13 Penetration of Private Label by Sector 2003-2007
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2002/2007
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2007
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2007-2012
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2007-2012
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2007-2012
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2007-2012
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2007-2012
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2007-2012
APPENDIX
Published Data Comparisons
Import Data
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
CAFé DE ORIGEN - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Café de Origen: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
DROSTE BV - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Droste BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
JJ DARBOVEN HOLDING AG & CO - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 JJ Darboven Holding AG & Co: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
KALDI BV - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kaldi BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
STICHTING MAX HAVELAAR - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Stichting Max Havelaar: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
COFFEE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Coffee by Type: Volume 2002-2007
Table 27 Sales of Coffee by Type: Value 2002-2007
Table 28 Sales of Coffee by Type: % Volume Growth 2002-2007
Table 29 Sales of Coffee by Type: % Value Growth 2002-2007
Table 30 Standard Vs Coffee Pods 2004-2007
Table 31 Coffee Company Shares 2003-2007
Table 32 Coffee Brand Shares 2004-2007
Table 33 Foodservice Sales of Coffee by Distribution Format 2002/2007
Table 34 Forecast Sales of Coffee by Type: Volume 2007-2012
Table 35 Forecast Sales of Coffee by Type: Value 2007-2012
Table 36 Forecast Sales of Coffee by Type: % Volume Growth 2007-2012
Table 37 Forecast Sales of Coffee by Type: % Value Growth 2007-2012
Table 38 Coffee Machine Sales: 2002-2006
Table 39 Instant Coffee by Speciality Type 2004-2007 % Off-trade Volume
TEA IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Tea by Subsector: Volume 2002-2007
Table 41 Sales of Tea by Subsector: Value 2002-2007
Table 42 Sales of Tea by Subsector: % Volume Growth 2002-2007
Table 43 Sales of Tea by Subsector: % Value Growth 2002-2007
Table 44 Tea Company Shares 2003-2007
Table 45 Tea Brand Shares 2004-2007
Table 46 Forecast Sales of Tea by Subsector: Volume 2007-2012
Table 47 Forecast Sales of Tea by Subsector: Value 2007-2012
Table 48 Forecast Sales of Tea by Subsector: % Volume Growth 2007-2012
Table 49 Forecast Sales of Tea by Subsector: % Value Growth 2007-2012
Table 50 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2007
Table 51 Other Tea by Type: % Off-trade Volume 2005-2006
OTHER HOT DRINKS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Other Hot Drinks by Subsector: Volume 2002-2007
Table 53 Sales of Other Hot Drinks by Subsector: Value 2002-2007
Table 54 Sales of Other Hot Drinks by Subsector: % Volume Growth 2002-2007
Table 55 Sales of Other Hot Drinks by Subsector: % Value Growth 2002-2007
Table 56 Other Hot Drinks Company Shares 2003-2007
Table 57 Other Hot Drinks Brand Shares 2004-2007
Table 58 Forecast Sales of Other Hot Drinks by Subsector: Volume 2007-2012
Table 59 Forecast Sales of Other Hot Drinks by Subsector: Value 2007-2012
Table 60 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2007-2012
Table 61 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2007-2012