Alcoholic Drinks in the Netherlands

Alcoholic Drinks in the Netherlands

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

The positive economy boosts growth in 2019, as low alcohol options become increasingly popular, encouraged by the growing health and wellness trend

Heineken NV leads in 2019, having strong offerings in beer, non-alcoholic beer and cider, while international player Budweiser enters the landscape

On-trade volume growth will recover across the forecast period, whereas off-trade growth for beer, cider/perry and RTDS, will be challenged by price-conscious behaviour

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

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 2014-2019

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 2014-2019

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Ale boosts growth in beer for 2019, as craft breweries increase consumers interest, offering new, exciting flavours

Low alcohol and non-alcoholic beer drive double-digit volume growth in 2019, as retailers continue to advertise the products, benefiting from higher profit margins

Budweiser enters the landscape in 2019, set to challenge the leading player Heineken, offering its beer through both on-trade and off-trade

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2019
Table 18 Number of Breweries 2014-2019

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2014-2019
Table 20 Sales of Beer by Category: Total Value 2014-2019
Table 21 Sales of Beer by Category: % Total Volume Growth 2014-2019
Table 22 Sales of Beer by Category: % Total Value Growth 2014-2019
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
Table 27 GBO Company Shares of Beer: % Total Volume 2015-2019
Table 28 NBO Company Shares of Beer: % Total Volume 2015-2019
Table 29 LBN Brand Shares of Beer: % Total Volume 2016-2019
Table 30 Forecast Sales of Beer by Category: Total Volume 2019-2024
Table 31 Forecast Sales of Beer by Category: Total Value 2019-2024
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

Wine in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Still white wine records positive volume growth in 2019, as red wine suffers from an increasingly negative perception

Sparkling wine performs well in 2019, as consumers open the champagne more frequently

FGL Wine Estates leads branded wines, as Royal Ahold NV boosts sales and volume growth for Valdivieso, promoting the wine online and in stores

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2014-2019
Table 35 Sales of Wine by Category: Total Value 2014-2019
Table 36 Sales of Wine by Category: % Total Volume Growth 2014-2019
Table 37 Sales of Wine by Category: % Total Value Growth 2014-2019
Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
Table 39 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019
Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
Table 49 GBO Company Shares of Champagne: % Total Volume 2015-2019
Table 50 NBO Company Shares of Champagne: % Total Volume 2015-2019
Table 51 LBN Brand Shares of Champagne: % Total Volume 2016-2019
Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2015-2019
Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2016-2019
Table 61 Forecast Sales of Wine by Category: Total Volume 2019-2024
Table 62 Forecast Sales of Wine by Category: Total Value 2019-2024
Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

Spirits in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Domestic spirits feel the pressure as younger adult consumers view the products as outdated in 2019, preferencing mixes and cocktails

Consumers in 2019 are increasingly willing to pay for quality over quantity, as English gin continues to drive growth

Maxxium Nederland BV retains its lead in 2019, however, Bacardi is the leading drink, benefiting from the increasing cocktail culture

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 65 Sales of Spirits by Category: Total Volume 2014-2019
Table 66 Sales of Spirits by Category: Total Value 2014-2019
Table 67 Sales of Spirits by Category: % Total Volume Growth 2014-2019
Table 68 Sales of Spirits by Category: % Total Value Growth 2014-2019
Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2014-2019
Table 74 Sales of White Rum by Price Platform: % Total Volume 2014-2019
Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
Table 76 Sales of English Gin by Price Platform: % Total Volume 2014-2019
Table 77 Sales of Vodka by Price Platform: % Total Volume 2014-2019
Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
Table 79 GBO Company Shares of Spirits: % Total Volume 2015-2019
Table 80 NBO Company Shares of Spirits: % Total Volume 2015-2019
Table 81 LBN Brand Shares of Spirits: % Total Volume 2016-2019
Table 82 Forecast Sales of Spirits by Category: Total Volume 2019-2024
Table 83 Forecast Sales of Spirits by Category: Total Value 2019-2024
Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

Cider/Perry in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

The popularity of craft beer in 2019, is an opportunity for quality cider to become more popular

Consumers perception of cider as a seasonal beverage is a challenge for off-trade sales; however, the presence of cider grows in the on-trade during 2019

Heineken NV continues to lead cider in the Netherlands, however, in 2019, the player shifts its focus onto other areas, including non-alcoholic beer

2020 AND BEYOND

COVID-19 impact

Recovery and opportunities

CATEGORY DATA

Table 86 Sales of Cider/Perry: Total Volume 2014-2019
Table 87 Sales of Cider/Perry: Total Value 2014-2019
Table 88 Sales of Cider/Perry: % Total Volume Growth 2014-2019
Table 89 Sales of Cider/Perry: % Total Value Growth 2014-2019
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2014-2019
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Value 2014-2019
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2014-2019
Table 94 GBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 95 NBO Company Shares of Cider/Perry: % Total Volume 2015-2019
Table 96 LBN Brand Shares of Cider/Perry: % Total Volume 2016-2019
Table 97 Forecast Sales of Cider/Perry: Total Volume 2019-2024
Table 98 Forecast Sales of Cider/Perry: Total Value 2019-2024
Table 99 Forecast Sales of Cider/Perry: % Total Volume Growth 2019-2024
Table 100 Forecast Sales of Cider/Perry: % Total Value Growth 2019-2024

Rtds in the Netherlands

HEADLINES

PRE-COVID-19 PERFORMANCE

Wine-based RTDs struggle as consumption patterns change, and spirit-based RTDs lack innovation in 2019

Spirit-based RTDs capitalise on mixes and cocktail culture, as RTD gin and tonic performs well in 2019

Diageo Nederland BV retains its lead in 2019, as Bacardi-Martini Nederland increases its share, due to its range of Bacardi RTDs

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

Table 101 Sales of RTDs by Category: Total Volume 2014-2019
Table 102 Sales of RTDs by Category: Total Value 2014-2019
Table 103 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 104 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 105 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 106 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 107 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 108 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 109 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 110 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 111 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 112 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 113 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 114 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 115 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024

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