Alcoholic Drinks in the Netherlands

Alcoholic Drinks in the Netherlands

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

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 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

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 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Contraction in overall volume sales of beer due to decimation in the on-trade for which the off-trade is unable to compensate

Despite slowdown, lager volume sales maintain modest positive growth via the off-trade

Ale and non/low alcohol beer experience strong growth in the off-trade in 2020

RECOVERY AND OPPORTUNITIES

After a strong resurgence of the on-trade as society reopens in 2021 and 2022, sales are likely to slow thereafter

Trend towards dark beer and non/low alcohol beer as consumers become more adventurous and as producers seek to optimise their profit margins

New launches in non alcoholic beer and significant innovation bode well for future category sales

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2020
Table 18 Number of Breweries 2015-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020
Table 20 Sales of Beer by Category: Total Value 2015-2020
Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 27 Sales of Beer by Craft vs Standard 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Despite positive growth for the off-trade, the channel is unable to compensate for decimation in on-trade sales of wine in 2020

Varied performance of wine via the off-trade with fortified wine and vermouth maintaining a downward trend while sparkling wine benefits from small home-based celebrations

Strong growth of still white wine and still rosé wine via the off-trade, while consumers develop a preference for better quality wines

RECOVERY AND OPPORTUNITIES

Slow recovery for the on-trade in 2021 due to ongoing social distancing measures while the off-trade slowly returns to pre-pandemic growth rates

Retailers prepare for economic downturn in the wake of the pandemic rationalising and reducing their wine offerings

Sparkling wine and still rosé wine remain a hit while fortified wine and vermouth continues to wane

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020
Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020
Table 62 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 63 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Strong contraction for spirits sales due to the closure of the on-trade and limited operations for those able to open

Double-digit off-trade volume growth for spirits as consumers switch channels and enjoy spirits in their homes

Significant growth for non alcoholic spirits in 2020 though category remains niche and growth is from a low base

RECOVERY AND OPPORTUNITIES

Strong rebound for the on-trade in 2021/2022 with growth reverting to pre-pandemic levels while the off-trade falls away, only returning to positive growth in 2022

Less than full recovery for some categories such as Dutch gin due to category maturity and longer-term change in consumer habits since lockdown

Strong growth potential for non alcoholic spirits though work needed on honing consumer perception

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 66 Sales of Spirits by Category: Total Volume 2015-2020
Table 67 Sales of Spirits by Category: Total Value 2015-2020
Table 68 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 69 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 75 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 77 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 78 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 80 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 81 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 82 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 83 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 84 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

COVID-19 decimates the on-trade and slows sales of cider/perry in the off-trade in 2020

Heineken retains the lead and increases its volume share

Cider/perry benefits from the timing of lockdown and the loosening of restrictions given the seasonality of this product

RECOVERY AND OPPORTUNITIES

Recovery of the on-trade helps cider/perry make up some lost ground though retailers and the on-trade rationalise their product ranges

Heineken turns its attention to more lucrative categories including hard seltzers in RTDs

Growing competition from RTDs and non alcoholic drinks as consumers enticed to give them a try, eschewing cider/perry

CATEGORY DATA

Table 87 Sales of Cider/Perry: Total Volume 2015-2020
Table 88 Sales of Cider/Perry: Total Value 2015-2020
Table 89 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 90 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 98 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 99 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Growth in the off-trade while the on-trade contracts steeply in 2020

Decline in popularity of wine-based RTDs as consumers seek alternatives

Hard seltzers make breakthrough in RTDs in 2020 with new launches

RECOVERY AND OPPORTUNITIES

Positive outlook for RTDs especially for spirit-based RTDs

Like Koninklijke Grolsch NV, Heineken attracted by the lure of hard seltzers

Negative outlook for wine-based RTDs unless industry players engage in some reinvention

CATEGORY DATA

Table 102 Sales of RTDs by Category: Total Volume 2015-2020
Table 103 Sales of RTDs by Category: Total Value 2015-2020
Table 104 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 105 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 110 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 111 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 112 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 113 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 114 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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