Despite public debate regarding the consumption of carbohydrates and gluten-laden products, bread, in both packaged and unpacked formats, continued to dominate baked goods in the Netherlands in 2019, as it remains a staple food in the country. While some consumers prefer to continue to purchase fresh unpackaged premium bread from artisanal bakeries in the morning, convenience is increasingly driving them to purchase packaged bread from major supermarket chains that are committed to developing their bakery departments, further attracting consumers if they are able to bake on the premises.
Dutch consumers are increasingly eating breakfast outside of the home environment, particularly during the week when work commitments mean less time to enjoy a sit down meal first thing. They are therefore opting for quick snacks from bakeries, which is resulting in a shift towards smaller loaves of bread and other baked goods.
Baked goods is likely to see further development in terms of flavours and the use of natural ingredients to add dynamism to a mature category. Health trends are also encouraging the Dutch to maintain a diet rich in vegetables and plant-based protein, with more than half of all Dutch consumers opting to eat whole wheat or pumpernickel bread at least one a week.
Artisanal strengthened its dominance of baked goods in 2019, offering unpackaged leavened bread, cakes and pastries, which many Dutch consumers like to buy in the morning due to their freshness. Supermarkets and discounters are also emerging in the unpackaged environment due to the expansion of their bakery sections, while dominating packaged flat bread.
Private label continued to strengthen its dominance of packaged baked goods in 2019, supported by the product development efforts of Albert Heijn and its ability to rapidly address changing consumer trends with regards to healthy eating. The major grocery retailer launched vegetable pitta bread (flat bread) in its stores, in a variety of flavours including one combination containing 45% red beetroot and carrot puree.
In an attempt to expand further within baked goods, Albert Heijn began to incorporate frozen baked goods from French brand Picard into its assortment towards the end of the review period including pain au chocolate, tarte Tatin, chocolate eclairs and macaroons. Picard Surgeles is France’s leading frozen food specialist with a network of more than 500 retail outlets across the country.
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This industry report originates from Passport, our Packaged Food market research database.