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: May 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
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks maintains positive albeit slower volume growth in 2008
The already mature hot drinks industry still registered positive volume growth in 2008, albeit at a slower rate than in 2007. Coffee and tea sales still grew positively because of the increased interest in high-quality coffee and tea, especially of speciality products. Meanwhile, in other hot drinks, the strong sales growth recorded in 2007 continued in 2008 with several innovations such as Chocomel Hot pods. Thanks to these factors, overall hot drinks maintained positive retail and foodservice volume growth in 2008 despite the already mature status of the industry.
Dutch consumers more sophisticated in their hot drinks choices
Dutch coffee and tea consumers have become more sophisticated. For instance, the Dutch coffee culture is changing - moving away from drip filter towards single-serve coffee methods. Since entering the Netherlands, coffee pods have become very popular and these products continued to perform well in 2008. On the whole, Dutch consumers are looking for a more individual coffee and tea drinking experience. For this reason, the premium segment is expanding as quality becomes more important and the Dutch coffee and tea categories are starting to resemble the wine category. More consumers are becoming interested in high-quality blends, single-origin coffee and tea, Grand Cru coffee beans and First Flush tea.
Sara Lee/DE NV outpaces rivals
Multinational companies are the dominant players in hot drinks in the Netherlands. Sara Le/DE NV is by far the biggest company in both coffee and tea; while it dominated the hot drinks market overall in 2008. Douwe Egberts and Pickwick are the company’s two main brands: Douwe Egberts and Pickwick lead coffee and tea, respectively. Sara Lee/DE NV’s closest rivals are private label and Nestlé Nederland BV, although their combined retail value shares of hot drinks were less than half those of Sara Lee in 2008. One emerging player is Unilever Group. This company entered tea through its Lipton brand and it has quickly gained retail value shares in this category. Although its retail value sales remained relatively small compared to the leading players in 2008, it is certainly a company to look out for.
Supermarkets/hypermarkets continues to dominate sales
Supermarkets/hypermarkets channel, driven mostly by supermarkets, remained the most popular channel in retail volume terms for hot drinks in 2008. This distribution format is also a great driver of retail value growth. Dutch hot drinks consumers are becoming more educated and sophisticated in terms of coffee and are they are increasingly willing to spend more on quality coffee products. However, instead of specialist coffee or tea shops, this trend has continued to favour sales through supermarkets. This is because supermarket operators have been quick to pick up on this trend and offer added-value products. In fact, supermarkets have been quite active in displaying more sophisticated products on their shelves as the Dutch consumer has become more accepting of new flavours and different types of coffee.
Positive outlook for hot drinks
The changing coffee and tea culture is one expected driver of growth for hot drinks over the forecast period. There are also more fundamental factors that will help hot drinks to grow in the medium term. The demographic changes in the country such as an ageing population and the increasing number of smaller households will mostly have a positive effect on the development of the industry. However, some potential threats to growth exist. The economic turmoil affecting various countries from the second half of 2008 was felt by the Netherlands. While economic recovery is expected in the first half of the forecast period, hot drinks could still potentially be damaged as added-value products offer the most important growth opportunities.
Table of contents
HOT DRINKS IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks maintains positive albeit slower volume growth in 2008
Dutch consumers more sophisticated in their hot drinks choices
Sara Lee/DE NV outpaces rivals
Supermarkets/hypermarkets continues to dominate sales
Positive outlook for hot drinks
KEY TRENDS AND DEVELOPMENTS
Growing doubts about the economy in 2008
Demographic developments affect consumer landscape
The sophisticated consumer is growing in number
The pod concept revolutionises hot drinks
Health concerns feature more strongly in the demand for hot drinks
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Penetration of Private Label by Sector 2004-2008
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 26 Imports of Hot Drinks by Sector 2001-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
DARBOVEN AB - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 JJ Darboven BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 JJ Darboven BV: Competitive Position 2008
DROSTE BV - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Droste BV: 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
SIMON LEVELT BV - HOT DRINKS - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Simon Levelt BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
COFFEE IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Coffee Machine Sales: 2003-2008
Table 28 Instant Coffee by Speciality Type 2004-2008
Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
Table 30 Retail Sales of Coffee by Type: Value 2003-2008
Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 33 Standard Vs Coffee Pods 2004-2008
Table 34 Coffee Company Shares 2004-2008
Table 35 Coffee Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fruit/Herbal Tea by Type: % Off-Trade Volume 2005-2008
Table 41 Other Tea by Type: % Off-Trade Volume 2005-2008
Table 42 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 43 Retail Sales of Tea by Subsector: Value 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 45 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 46 Tea Company Shares 2004-2008
Table 47 Tea Brand Shares 2005-2008
Table 48 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 51 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 55 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 56 Other Hot Drinks Company Shares 2004-2008
Table 57 Other Hot Drinks Brand Shares 2005-2008
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 61 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013