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Country Report

Cheese in

Cheese in the Netherlands

39 pages, Aug 2017

US$990

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

TRENDS

The cheese category remained more or less stable in 2017. Generally cheese, which is consumed in the traditional Dutch way – on sliced bread for breakfast and lunch – continued to decline. All other types of cheese consumption saw further growth and compensated for the loss in sales of traditional cheeses. All cheeses used predominantly for cooking or snacking registered positive development. Eating habits continued to change and consumers ate more Mediterranean and Middle Eastern food, for example. For these foreign recipes it is more common to eat cheese during evening meals and consumers ate more pasta with cheese or salads with cheese. These changes in eating habits helped the cheese category to remain stable.

COMPETITIVE LANDSCAPE

Dairy giant Royal FrieslandCampina is the leading branded player in the cheese category, although Albert Heijn, with its AH private label, has a slightly bigger share. Royal FrieslandCampina owns major cheese brands such as Milner, Frico and Campina. The share of the company declined as its brands Milner and Frico did not perform well. Royal FrieslandCampina has a strong position in reduced fat cheese with its leading Milner brand, which is a brand specifically developed for this category. The problem for the brand was that reduced fat cheese in general was in decline. Consumers preferred natural products and some viewed reduced fat cheese as less natural and more processed than regular full fat cheese. In 2016 Royal FrieslandCampina launched its Campina brand for cheese and this launch was successful. The sales of the new Campina range partly offset the loss in sales of both Milner and Frico.

PROSPECTS

The outlook for cheese is negative as for the forecast period a decline in retail value sales is predicted. The major issue for the category is that the change in behaviour in terms of traditional breakfast and lunch consumption is unlikely to be a passing trend. It is expected that this change in eating habits will have a long term negative effect on hard cheese in particular. As hard cheese is the largest category within cheese the negative outlook for this type of cheese has consequences for the development of the category as a whole.

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Samples

Cheese Market Sample Report Cheese Market Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cheese 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 Cheese industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cheese 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 Cheese in Netherlands?
What are the major brands in Netherlands?
Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
Are consumers moving from unpackaged to packaged cheese?

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.

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Cheese in the Netherlands - Category analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Table 1 Sales of Cheese by Category: Volume 2012-2017
Table 2 Sales of Cheese by Category: Value 2012-2017
Table 3 Sales of Cheese by Category: % Volume Growth 2012-2017
Table 4 Sales of Cheese by Category: % Value Growth 2012-2017
Table 5 Sales of Spreadable Processed Cheese by Type: % Value 2012-2017
Table 6 Sales of Unprocessed Cheese by Type: % Value 2012-2017
Table 7 NBO Company Shares of Cheese: % Value 2013-2017
Table 8 LBN Brand Shares of Cheese: % Value 2014-2017
Table 9 Distribution of Cheese by Format: % Value 2012-2017
Table 10 Forecast Sales of Cheese by Category: Volume 2017-2022
Table 11 Forecast Sales of Cheese by Category: Value 2017-2022
Table 12 Forecast Sales of Cheese by Category: % Volume Growth 2017-2022
Table 13 Forecast Sales of Cheese by Category: % Value Growth 2017-2022

Cheese in the Netherlands - Company Profiles

Arla Foods BV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Albert Heijn BV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

Unilever Nederland BV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Royal FrieslandCampina NV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Summary 1 Albert Heijn BV: Key Facts
Summary 2 Albert Heijn BV: Private Label Portfolio
Summary 3 Albert Heijn BV: Competitive Position 2017
Summary 4 Arla Foods BV: Key Facts
Summary 5 Arla Foods BV: Competitive Position 2017
Summary 6 Royal FrieslandCampina NV: Key Facts
Summary 7 Royal FrieslandCampina NV: Operational Indicators
Summary 8 Royal FrieslandCampina: Competitive Position 2017
Summary 9 Unilever Nederland BV: Key Facts
Summary 10 Unilever Nederland BV: Operational Indicators
Summary 11 Unilever Nederland BV: Competitive Position 2017

Packaged Food in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Improved consumer confidence fuels demand for packaged food

Steady demand for natural ingredients and variety

Retailers consolidate their positions with more investment in private label

Interest in rapid meal solutions, but also a preference for gourmet cooking

The high level of maturity requires investment and innovation to generate value

KEY TRENDS AND DEVELOPMENTS

The improved economy provides a better environment to pursue innovation

Outlook

Major concern for the origin of products triggers demand for organic products

Outlook

Changes in distribution bring opportunities to stock more products

Outlook

Larger packaged food manufacturers adapt to changes in consumer demand towards health and wellness

Outlook

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to foodservice

Trends: Consumer foodservice

Prospects

Category Data

Table 14 Foodservice Sales of Packaged Food by Category: Volume 2012-2017
Table 15 Foodservice Sales of Packaged Food by Category: % Volume Growth 2012-2017
Table 16 Forecast Foodservice Sales of Packaged Food by Category: Volume 2017-2022
Table 17 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2017-2022

MARKET DATA

Table 18 Sales of Packaged Food by Category: Volume 2012-2017
Table 19 Sales of Packaged Food by Category: Value 2012-2017
Table 20 Sales of Packaged Food by Category: % Volume Growth 2012-2017
Table 21 Sales of Packaged Food by Category: % Value Growth 2012-2017
Table 22 GBO Company Shares of Packaged Food: % Value 2013-2017
Table 23 NBO Company Shares of Packaged Food: % Value 2013-2017
Table 24 LBN Brand Shares of Packaged Food: % Value 2014-2017
Table 25 Penetration of Private Label by Category: % Value 2012-2017
Table 26 Distribution of Packaged Food by Format: % Value 2012-2017
Table 27 Distribution of Packaged Food by Format and Category: % Value 2017
Table 28 Forecast Sales of Packaged Food by Category: Volume 2017-2022
Table 29 Forecast Sales of Packaged Food by Category: Value 2017-2022
Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2017-2022
Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2017-2022

Megatrends

Country Report

Cheese in the Netherlands

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Executive Summary

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TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Samples

Overview

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Table of Contents

Cheese in the Netherlands - Category analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

Cheese in the Netherlands - Company Profiles

Arla Foods BV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Albert Heijn BV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

Unilever Nederland BV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Royal FrieslandCampina NV in Packaged Food (Netherlands)

STRATEGIC DIRECTION

KEY FACTS

COMPETITIVE POSITIONING

Packaged Food in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Improved consumer confidence fuels demand for packaged food

Steady demand for natural ingredients and variety

Retailers consolidate their positions with more investment in private label

Interest in rapid meal solutions, but also a preference for gourmet cooking

The high level of maturity requires investment and innovation to generate value

KEY TRENDS AND DEVELOPMENTS

The improved economy provides a better environment to pursue innovation

Major concern for the origin of products triggers demand for organic products

Changes in distribution bring opportunities to stock more products

Larger packaged food manufacturers adapt to changes in consumer demand towards health and wellness

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to foodservice

Trends: Consumer foodservice

Prospects

Category Data

MARKET DATA

SOURCES

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