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Country Report

Netherlands Flag Fast Food in the Netherlands

| Pages: 40

Price: US$900

About this Report

Executive Summary

TRENDS

  • While seemingly well positioned to benefit from key trends like busier lifestyles and increased price sensitivity among Dutch consumers, fast food showed a comparatively poor performance in 2012. Growth in total current value sales was marginal, and down markedly on growth in 2011 and the review period CAGR. Total transactions and outlet numbers meanwhile declined by 1% and 3% respectively. This poor showing was partly attributable to the economic downturn and rising health awareness, which impacted negatively on all fast food channels to some extent. At the same time, the performance of fast food as a whole was undermined as snackbars (other fast food) faced growing competition from retailers offering the same types of traditional Dutch fried snacks.

COMPETITIVE LANDSCAPE

  • McDonald’s remained the leading chained fast food brand in value terms in 2012 with a share of 42%. It also ranked first in terms of transactions and outlet numbers, and recorded the largest value share gain of any brand within chained fast food compared to 2011. This gain was partly due to the success of aggressive price promotions, most notably the heavily advertised ‘Euroknallers’ campaign, which was very well received by consumers as the Dutch economy slipped back into recession. Moreover, the brand’s strong value share gain and commanding lead within chained fast food reflected the fact that McDonald’s has long been one of the most innovative and proactive foodservice operators in the Netherlands when it comes to marketing and adjusting its business model in response to new trends and changing consumer preferences. A good example of this towards the end of the review period was the ‘100% beef’ campaign, which was just one of a number of ways in which the chain sought to reassure consumers about its quality standards amidst growing public concern over food safety. Similarly, in response to the growing focus on healthy eating, McDonald’s continued to expand its offering of healthy alternatives like salads, and also began printing the calorie count of menu items on placemats. At the same time, it introduced ‘virtual order points’ to provide consumers with faster service. It also remodelled many of its outlets in a lounge style, creating so-called ‘houses of comfort’ that were better suited to relaxing meals with family and friends, business clients etc.

PROSPECTS

  • The outlook for fast food is mixed but broadly favourable. Total constant value sales and transactions are expected to grow modestly, which would represent a slight improvement on the review period. Total outlet numbers meanwhile are expected to decline, albeit by less than they did over 2007-2012. Fast food operators will inevitably lose some business to full-service restaurants and other foodservice channels as economic conditions in the Netherlands improve. However, a number of factors will help to sustain growth in total constant value sales and transactions. These include competitive prices and frequent discount promotions (especially by major chains), busier lifestyles and growing consumer demands for convenience, and efforts by operators in all fast food channels to improve the quality of their services and offer a wider range of food choices, particularly in terms of healthy alternatives. Some operators, particularly independents, will struggle to cope with changing consumer expectations, increasing competition and rising costs, hence the total number of fast food outlets will decline. Independents in channels where there has historically been an overcapacity of outlets, such as Asian, chicken and other fast food, will be among the worst affected by these trends

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Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fast Food industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fast Food in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Fast Food in Netherlands?
  • What are the major brands in Netherlands?
  • Which type of fast food (burger fast food, chicken fast food, Asian fast food etc.) is expecting the greatest level of growth over the next five years?
  • Do Fast Casual restaurants have a presence in Netherlands?
  • What are fast food chains doing to attract consumers during non-traditional day-parts?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Foodservice market research database.

Table of Contents

Fast Food in the Netherlands - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Fast Food by Category: Units/Outlets 2007-2012
  • Table 2 Sales in Fast Food by Category: Number of Transactions 2007-2012
  • Table 3 Sales in Fast Food by Category: Foodservice Value 2007-2012
  • Table 4 Fast Food by Category: % Units/Outlets Growth 2007-2012
  • Table 5 Sales in Fast Food by Category: % Transaction Growth 2007-2012
  • Table 6 Sales in Fast Food by Category: % Foodservice Value Growth 2007-2012
  • Table 7 Fast Food by Casual vs Non-Casual: Units/Outlets 2007-2012
  • Table 8 Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2007-2012
  • Table 9 Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2007-2012
  • Table 10 Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2007-2012
  • Table 11 Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2007-2012
  • Table 12 Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2007-2012
  • Table 13 Sales of Fast Food by Bakery Products Type 2007-2012
  • Table 14 GBO Company Shares in Chained Fast Food: % Foodservice Value 2008-2012
  • Table 15 GBN Brand Shares in Chained Fast Food: % Foodservice Value 2009-2012
  • Table 16 Forecast Fast Food by Category: Units/Outlets 2012-2017
  • Table 17 Forecast Sales in Fast Food by Category: Number of Transactions 2012-2017
  • Table 18 Forecast Sales in Fast Food by Category: Foodservice Value 2012-2017
  • Table 19 Forecast Fast Food by Category: % Units/Outlets Growth 2012-2017
  • Table 20 Forecast Sales in Fast Food by Category: % Transaction Growth 2012-2017
  • Table 21 Forecast Sales in Fast Food by Category: % Foodservice Value Growth 2012-2017
  • Table 22 Forecast Fast Food by Casual vs Non-Casual: Units/Outlets 2012-2017
  • Table 23 Forecast Sales in Fast Food by Casual vs Non-Casual: Number of Transactions 2012-2017
  • Table 24 Forecast Sales in Fast Food by Casual vs Non-Casual: Foodservice Value 2012-2017
  • Table 25 Forecast Fast Food by Casual vs Non-Casual: % Units/Outlets Growth 2012-2017
  • Table 26 Forecast Sales in Fast Food by Casual vs Non-Casual: % Transaction Growth 2012-2017
  • Table 27 Forecast Sales in Fast Food by Casual vs Non-Casual: % Foodservice Value Growth 2012-2017

Consumer Foodservice in the Netherlands - Industry Context

EXECUTIVE SUMMARY

Economic downturn restricts foodservice spending in 2012

Discounting intensifies across the Dutch foodservice market

Overlap between foodservice and retail channels increasingly evident

Growing use of social media for foodservice promotion and feedback

Modest but steady market recovery projected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Downturn leads Dutch consumers to reduce spending on foodservice

Price competition intensifies across the Dutch foodservice market

Foodservice operators embrace online marketing methods

Traditional boundaries between foodservice and retail increasingly blurred

Independents under increasing pressure as chains continue to advance

National Consumer Expenditure

  • Table 28 Consumer Expenditure on Catering [2007-2011]

OPERATING ENVIRONMENT

EATING CULTURE

MARKET DATA

  • Table 29 Units, Transactions and Value Sales in Consumer Foodservice 2007-2012
  • Table 30 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2007-2012
  • Table 31 Consumer Foodservice by Independent Vs Chained: Units/Outlets 2012
  • Table 32 Sales in Consumer Foodservice by Eat in vs Take-away vs Home Delivery: % Foodservice Value 2012
  • Table 33 Sales in Consumer Foodservice by Food Vs Drinks Split: % Foodservice Value 2012
  • Table 34 Sales in Consumer Foodservice by Location: % Foodservice Value 2007-2012
  • Table 35 GBO Company Shares in Chained Consumer Foodservice: % Foodservice Value 2008-2012
  • Table 36 GBN Brand Shares in Chained Consumer Foodservice: % Foodservice Value 2009-2012
  • Table 37 GBN Brand Shares in Chained Consumer Foodservice: Units/Outlets 2012
  • Table 38 Forecast Units, Transactions and Value Sales in Consumer Foodservice 2012-2017
  • Table 39 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2012-2017

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Segmentation

This market research report includes the following:

  • Fast Food
    • Chained Fast Food
    • Independent Fast Food
    • Fast Food by Type
      • Asian Fast Food
        • Chained Asian Fast Food
        • Independent Asian Fast Food
      • Bakery Products Fast Food
        • Chained Bakery Products Fast Food
        • Independent Bakery Products Fast Food
      • Burger Fast Food
        • Chained Burger Fast Food
        • Independent Burger Fast Food
      • Chicken Fast Food
        • Chained Chicken Fast Food
        • Independent Chicken Fast Food
      • Convenience Stores Fast Food
        • Chained Convenience Stores Fast Food
        • Independent Convenience Stores Fast Food
      • Fish Fast Food
        • Chained Fish Fast Food
        • Independent Fish Fast Food
      • Ice Cream Fast Food
        • Chained Ice Cream Fast Food
        • Independent Ice Cream Fast Food
      • Latin American Fast Food
        • Chained Latin American Fast Food
        • Independent Latin American Fast Food
      • Middle Eastern Fast Food
        • Chained Middle Eastern Fast Food
        • Independent Middle Eastern Fast Food
      • Pizza Fast Food
        • Chained Pizza Fast Food
        • Independent Pizza Fast Food
      • Other Fast Food
        • Chained Other Fast Food
        • Independent Other Fast Food
    • Fast Food by Casual vs Non-Casual
      • Fast Casual Dining
      • Non-Casual Fast Food

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Pricing
  • Analysis by Type
  • Chained vs Independent
  • Eat-in vs Take-away Sales
  • Food vs Drink Sales
  • Sales by Location

Market size details:

  • Foodservice value retail selling price % growth
  • Foodservice value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Foodservice value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Units/outlets
  • Units/outlets % growth
  • Units/outlets per capita
  • Transactions
  • Transactions % growth
  • Transactions per capita

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