- 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.
- 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.
- 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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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.
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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?
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- 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
- 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
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]
- 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
- Summary 1 Research Sources