Executive Summary

Nov 2019
PROSPECTS
Consumers demand both convenience and quality helping to support greater offer from retailers

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.

On-the-go consumption driven by increasingly busy lifestyles

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.

Further segmentation and use of interesting natural ingredients could offer greater level of differentiation and dynamism to mature 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.

COMPETITIVE LANDSCAPE
Both artisanal and private label gain share, leaving branded players struggling to assert their authority

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.

Albert Heijn leads private label’s charge to gain further control over packaged baked goods

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.

More positive forecast for frozen baked goods with Albert Heijn’s association with premium specialist

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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Baked Goods in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baked goods industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baked goods industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baked goods in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baked goods in Netherlands?
  • What are the major brands in Netherlands?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Baked Goods in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Consumers demand both convenience and quality helping to support greater offer from retailers
On-the-go consumption driven by increasingly busy lifestyles
Further segmentation and use of interesting natural ingredients could offer greater level of differentiation and dynamism to mature baked goods

COMPETITIVE LANDSCAPE

Both artisanal and private label gain share, leaving branded players struggling to assert their authority
Albert Heijn leads private label’s charge to gain further control over packaged baked goods
More positive forecast for frozen baked goods with Albert Heijn’s association with premium specialist

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2014-2019
Table 2 Sales of Baked Goods by Category: Value 2014-2019
Table 3 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 4 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 6 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 7 Distribution of Baked Goods by Format: % Value 2014-2019
Table 8 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 9 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Packaged Food in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Producers address health and sustainability trends with innovative offers to attract consumers
Flexitarian attitudes of the Dutch continue to support increasing adoption of meat-free diets
Private label continues to gain share, quickly adapting to changing consumer trends
Supermarkets dominate distribution of packaged food, supported by private label
Higher current value growth predicted, supporting demand for greater quality products

FOODSERVICE

Sales to Foodservice
Dutch consumers demand both convenience and healthy meal solutions, encouraging foodservice suppliers to adapt to their offers accordingly
Rising health consciousness impacts both retail and foodservice
Scope to expand for suppliers with rising demand for meat-free meal solutions
Consumer Foodservice
Delivery platforms address demand for both convenience and healthy meal solutions expanding their target audience
Foodservice players must adapt to a wider variety of demands from different consumer profiles
Supermarkets expand their services to offer customers greater experience
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources