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Alcoholic Drinks in
Netherlands

Country Report

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Executive Summary

Jul 2019
The strong economy helps alcoholic drinks to achieve healthy volume growth

The further growth of the population, together with strong economic growth, helped alcoholic drinks to achieve healthy total volume growth in 2018. However, not all categories showed growth: some large categories, such as lager, domestic spirits and still light grape wine, were under pressure.

Consumers moderate their alcohol consumption because of the health risks

Consumers are moderating their consumption of alcoholic drinks, because of rising awareness of the impact of overconsumption of alcohol on health. Both young adult and older consumers are changing their behaviour when it comes to alcohol consumption.

Domestic players lose share

Domestic companies are struggling to hold onto their shares within alcoholic drinks. In beer, domestic players are still very much the dominant force, but because of the relatively high growth of dark beer, for instance, domestic players are losing share.

Internet retailing records high growth

Internet retailing is seeing strong growth in grocery retailing in general, and in alcoholic drinks in particular. There are many specialist internet retailers that owe their success to specialisation in wine or (craft) beer or spirits, for instance.

The prospects for strong volume growth are limited, but consumers are trading up

The outlook for total volume development is slightly positive, but alcoholic drinks remains very mature. This means that it is unlikely that substantial volume growth will be seen by overall alcoholic drinks.

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Alcoholic Drinks in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks 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 Alcoholic Drinks industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Netherlands for free:

The Alcoholic Drinks in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Alcoholic Drinks in Netherlands?
  • What are the major brands in Netherlands?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

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 Alcoholic Drinks market research database.

Alcoholic Drinks in the Netherlands

EXECUTIVE SUMMARY

The strong economy helps alcoholic drinks to achieve healthy volume growth
Consumers moderate their alcohol consumption because of the health risks
Domestic players lose share
Internet retailing records high growth
The prospects for strong volume growth are limited, but consumers are trading up

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2019

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in the Netherlands

HEADLINES

PROSPECTS

A further switch to low alcohol and non-alcoholic beer
No potential for volume growth in lager, but unit prices might see modest recovery
Craft beer is likely to reach saturation

COMPETITIVE LANDSCAPE

Success in non-alcoholic beer helps Heineken achieve growth
Interbrew Nederland is strong in dark beer
Craft beer brewers continue to thrive

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Beer in the Netherlands

HEADLINES

PROSPECTS

A further switch to low alcohol and non-alcoholic beer
No potential for volume growth in lager, but unit prices might see modest recovery
Craft beer is likely to reach saturation

COMPETITIVE LANDSCAPE

Success in non-alcoholic beer helps Heineken achieve growth
Interbrew Nederland is strong in dark beer
Craft beer brewers continue to thrive

CATEGORY BACKGROUND

Lager price band methodology
Summary 4 Lager by Price Band 2018
Table 34 Number of Breweries 2013-2018

CATEGORY DATA

Table 35 Sales of Beer by Category: Total Volume 2013-2018
Table 36 Sales of Beer by Category: Total Value 2013-2018
Table 37 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 38 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 39 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 40 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 41 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 42 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 43 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 44 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 45 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 46 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 47 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 48 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 49 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in the Netherlands

HEADLINES

PROSPECTS

Cider is unlikely to become a mainstream product, despite investments
Cider remains a seasonal drink
The popularity of craft beer is an opportunity for quality cider

COMPETITIVE LANDSCAPE

Heineken dominates cider
A niche position for high-quality craft cider producers
The position of Heineken is unlikely to be challenged

CATEGORY DATA

Table 50 Sales of Cider/Perry: Total Volume 2013-2018
Table 51 Sales of Cider/Perry: Total Value 2013-2018
Table 52 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 53 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 54 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 55 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 56 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 57 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 58 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 59 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 60 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 61 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 62 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 63 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 64 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Rtds in the Netherlands

HEADLINES

PROSPECTS

Producers of spirit-based RTDs try to capitalise on the rising cocktail culture
Wine-based RTDs shows the most potential for growth
The popularity of Hugos is under pressure, but new products emerge

COMPETITIVE LANDSCAPE

The share of Diageo Nederland stabilises
Bacardi-Martini Nederland is the runner-up, but is losing share
Peter Herres Wein- & Sektkellerei is third due to its Hugo wine cocktails

CATEGORY DATA

Table 65 Sales of RTDS by Category: Total Volume 2013-2018
Table 66 Sales of RTDS by Category: Total Value 2013-2018
Table 67 Sales of RTDS by Category: % Total Volume Growth 2013-2018
Table 68 Sales of RTDS by Category: % Total Value Growth 2013-2018
Table 69 Sales of RTDS by Off-trade vs On-trade: Volume 2013-2018
Table 70 Sales of RTDS by Off-trade vs On-trade: Value 2013-2018
Table 71 Sales of RTDS by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 72 Sales of RTDS by Off-trade vs On-trade: % Value Growth 2013-2018
Table 73 GBO Company Shares of RTDS: % Total Volume 2014-2018
Table 74 NBO Company Shares of RTDS: % Total Volume 2014-2018
Table 75 LBN Brand Shares of RTDS: % Total Volume 2015-2018
Table 76 Forecast Sales of RTDS by Category: Total Volume 2018-2023
Table 77 Forecast Sales of RTDS by Category: Total Value 2018-2023
Table 78 Forecast Sales of RTDS by Category: % Total Volume Growth 2018-2023
Table 79 Forecast Sales of RTDS by Category: % Total Value Growth 2018-2023

Spirits in the Netherlands

HEADLINES

PROSPECTS

Consumers have more moderate consumption, but are willing to pay for quality
Little innovation in spirits
Domestic spirits continue to be under pressure

COMPETITIVE LANDSCAPE

Maxxium Nederland launches a new flavour of Licor 43
The largest brand, Bacardi, records strong growth
Domestic brands dominate categories in decline

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2018

CATEGORY DATA

Table 80 Sales of Spirits by Category: Total Volume 2013-2018
Table 81 Sales of Spirits by Category: Total Value 2013-2018
Table 82 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 83 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 84 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 85 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 86 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 87 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 88 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 89 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 90 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 91 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 92 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 93 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 94 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 95 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 96 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 97 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 98 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 99 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 100 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in the Netherlands

HEADLINES

PROSPECTS

A further shift to refreshing and lower alcohol wines
The dominance of red wine is over
The outlook for fortified wine remains bleak

COMPETITIVE LANDSCAPE

Major wine brands gain share in a highly fragmented category
Private label has a strong position
FGL Wine Estates is the strongest branded player

CATEGORY DATA

Table 101 Sales of Wine by Category: Total Volume 2013-2018
Table 102 Sales of Wine by Category: Total Value 2013-2018
Table 103 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 104 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 105 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 106 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 107 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 108 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 109 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 110 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 111 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 112 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 113 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 114 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 115 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 116 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 117 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 118 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 119 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 120 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 121 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 122 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 123 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 124 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 125 GBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 126 NBO Company Shares of Non-grape Wine: % Total Volume 2014-2018
Table 127 LBN Brand Shares of Non-grape Wine: % Total Volume 2015-2018
Table 128 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 129 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 130 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 131 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023