Baby Food in the Netherlands

PROSPECTS

Natural food trend has strong influence on baby food

There is a general trend towards natural food, which is seen as healthier, with this having had a profound impact on the development of baby food in 2017 and 2018. Prepared baby food for instance has continued to decline in both volume and current value terms in 2018.

Popularity of breastfeeding limits potential for milk formula

2017-2018 has seen the birth rate continue to drop while the popularity of breastfeeding has continued to grow. Efforts by government agencies such as the centre for nutrition as well as the counselling centres for infant care have boosted the popularity of breastfeeding.

Convenience and healthy snacking offer best opportunities for growth

While most categories within prepared baby food have been under pressure in 2017/2018, some products have still performed very well. Despite the fact that a growing group of parents are trying to avoid prepared baby food, parents are proving more willing to spend money on premium products which are considered healthier and more natural.

COMPETITIVE LANDSCAPE

Nutricia Nederland BV dominant but likely to lose further share

Nutricia Nederland BV is the dominant player in baby food by far. However, since 2015 the company’s value share has been in decline.

Nestlé Nederland BV challenger but records strong growth

It is uncommon for Nestlé Nederland BV to not be the number one or two player in any packaged food category, but in baby food the company holds only the number four position. However, the company has seen growth in 2018, with it aiming to become a leading player.

Niche brands with natural and healthy positioning perform well

Leading brands are under pressure as consumers increasingly prefer to prepare meals and snacks themselves. This does not mean that there are no opportunities for growth.

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