Baby Food in the Netherlands

PROSPECTS

Marginal improvement in performance with increasing demand for convenience and specialist solutions

Overall demand for baby food in the Netherlands continued to decline in 2019, although retail volume sales have experienced a notable recovery compared with the mid-review period performance when strong declines were linked to a fall in the country’s birth rate, leading to lower demand, particularly for the largest category of milk formula. In addition, the trend for breastfeeding newborns remains strong in the Netherlands, with standard milk formula aimed at first stage feeding recording the weakest performance.

Despite breastfeeding trend, demand for convenience supports growth of liquid formats in follow-on and growing-up milk formula

Dutch mothers are less likely to want to use milk formula, particularly for their newborns, as breastfeeding is promoted by trusted institutions as being much healthier and as a sure way to transmit all the necessary elements to build a child’s immune system. Young parents increasingly take their advice on board and the result is that there is a rising number of mothers who are breastfeeding, resulting in the ongoing declining demand for milk formula in 2019, driven by the weaker performance for the largest category of standard milk formula.

Increasing demand for organic baby food offers growth potential for smaller brands

In line with a general trend within packaged food in the Netherlands, there is increasing demand for organic food, including baby food. Perceived as healthier and free from pesticides and additives, Dutch parents are increasingly opting for organic baby food, particularly prepared baby food or snacks, as an alternative convenient option, especially if they are outside of the home environment and therefore are unable to offer them home-cooked food.

COMPETITIVE LANDSCAPE

Nutricia Nederland retains dominance but faces competition from small challengers

Nutricia Nederland BV retained its leadership of baby food in the Netherlands in 2019, due to its strength across the category, particularly in milk formula which it continued to dominate. However, the player experienced ongoing loss of share and value sales due to its position within larger declining categories including standard milk formula and prepared baby food.

First frozen prepared baby food could add dynamism to declining category

Retailer Albert Heijn, which offers private label AH within milk formula and prepared baby food, experienced a much improved performance within the latter in value growth terms in 2019 after several years of decline. The retailer has started to sell frozen prepared baby and toddler food under the name Spruit, targeting young busy parents who are searching for healthier meals for babies and toddlers from the age of 4-12 months and appreciate the convenience offered by these products.

Another UK brand enters with organic offer to appeal to young busy parents

In line with the increasing demand for organic baby food and fashionable innovative brands from countries such as the UK (Ella’s Kitchen), Jumbo entered the market in 2018 with My Little Piccolo offering organic meals prepared with fresh locally-sourced ingredients such as vegetables and herbs in addition to using olive oil, inspired by Mediterranean cuisine. The prepared baby food for babies from 10 months old is offered in jars with four different recipes including a 3-grain vegetable risotto and mango, pear and kale snacks.

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