Executive Summary

Aug 2019
Prospects
Dutch continue to look for innovative cheese types and consumption occasions

Cheese continued to record low retail volume growth in 2019, due to stagnation recorded by the largest category of hard cheese. This type of cheese was traditionally consumed with bread as a breakfast option or in sandwiches for lunch.

Imported cheese types continue to increase in popularity

The Dutch are becoming increasingly interested in the origins of what they consume, which is leading to rising demand for cheese with Protected Designation of Origin, resulting in the increasing popularity of goat cheese and imported types such as mozzarella, parmesan and ricotta, with the latter supporting the ongoing positive performance of soft cheese. Italian cuisine is fairly popular in the Netherlands with consumers increasingly cooking with products from this country.

Snacking cheese seen as healthy source of protein for children

The rising popularity of cheese as a snack was driven by demand for processed cheese brands such as Babybel and La Vache Qui Rit due to offering individually wrapped portions; both are distributed by Beldis Nederland for Groupe Bel. The launch of La Vache Qui Rit Cheez Dippers and Babybel mini pack of 16 cheeses both target families with children, as these products are a suitable source of protein and fit well into packed lunches for school.

Competitive Landscape
Private label continues to place pressure on branded cheese

Branded cheese producers continued to experience increasing pressure from private label offered by popular retailers with the first three positions held by AH from Albert Heijn, Jumbo and Superunie from CIV Superunie. Collectively, private label continued to gain value share from highly-ranked companies such as Royal FrieslandCampina (Milner) and Westland Kaasexport BV (Old Amsterdam) in 2019, although fourth-ranked Beemster from CONO Kaasmakers continued to slowly gain share and record positive value growth.

Heks'nkaas offers consumers differentiation as alternative dip

Heksenkaas BV strengthened its leadership of spreadable processed cheese in 2019 offering leading brand Heks'nkaas. What distinguishes this brand from competitors such as Philadelphia and Campina Slankie, is that it is often used as a dip that is served with aperitifs rather than a cheese to be spread on bread, therefore benefiting from differentiation.

Boursin launches new creamier variant

Soft cheese brand Boursin launched a new variant of its traditional flavoured cream cheese. This was positioned as softer and creamer in texture offering a variation of consumption as it can be used as a spread or as a dip, with the latter becoming increasingly popular amongst the Dutch, who continue to search for new interesting ways to consume cheese, with a further move away from cheese on bread.

Prospects
Demand hit by ethical concerns, changing lifestyles and lactose-free trend

Drinking milk products continued to record declining retail volume sales in 2019, driven by the performance of the largest category of cow’s milk. This is a common trend in many Western countries as an increasing number of consumers refrain from drinking milk due to concerns over animal welfare, increasing awareness of lactose and growing intolerance of this amongst the Dutch, or lifestyle choices such as veganism.

Full fat fresh milk continues to grow but sustainability and animal welfare are at forefront of minds

While retail volume sales continued to decline for fat-free and semi skimmed fresh milk within cow’s milk, full fat fresh milk continued to experience stable growth in 2019, supported by its natural perception and the use of this type in preparing cappuccino and lattes in the home. While Dutch consumers are increasingly restricting their intake of cow’s milk, they make an exception for small indulgences such as milky coffee, with full fat offering a superior texture and flavour to reduced fat versions.

Niche of goat milk and milk alternatives offer further growth potential

The trend for veganism and following plant-based diets in the Netherlands is continuing to grow, leading to strong retail volume growth for other milk alternatives such as oat or almond milk. However, this category remains a niche, with products such as this mainly being consumed by health-conscious women.

Competitive Landscape
Leader Royal FrieslandCampina feels pressure from smaller producers and private label

Royal FrieslandCampina NV retained its leadership of drinking milk products in 2019 due to its broad product portfolio with its Campina brand continuing to convincingly lead cow’s milk. However, the company’s share continued to come under pressure from increasing competition from smaller local brands such as Mijn Melk offered by retailers such as Albert Heijn, and the declining demand for traditional dairy products such as cow’s milk.

Royal FrieslandCampina attempts to inject some dynamism into declining category

Although dairy only flavoured milk drinks continued to decline in popularity towards the end of the review period, Royal FrieslandCampina’s domination of this category resulted in its ongoing efforts to inject some dynamism and interest back into it by launching Chocomel 0% added sugar. Chocomel is a chocolate flavoured milk drink that has been present in the Netherlands for decades.

Alpro retains leadership of dynamic milk alternatives but loses ground to smaller players

Alpro Soja Nederland BV retained its leadership of milk alternatives, dominating soy drinks due to first mover advantage and a presence of more than 30 years in the Netherlands. The company continues to benefit from innovation, launching Barista Soy Drink towards the end of the review period, with this targeting coffee enthusiasts and offering easy-foaming and a milky texture.

Prospects
Plain yoghurt offers consumers high protein and alternative breakfast option

Yoghurt and sour milk products continued to enjoy stable demand supported by the stronger retail volume growth of plain yoghurt and sour milk products. Dutch consumers are searching for more natural and healthier unprocessed options within packaged food, and plain dairy offers them a protein-rich product without artificial flavourings or additives, that can be used for a variety of dishes.

Consumers appreciate various origins of plain yoghurt as point of differentiation

With ongoing demand for more natural products, Dutch consumers are increasingly looking for yoghurt that offers them some point of differentiation. Yoghurt from various countries of origin or styles appeal to consumers who appreciate provenance and localisation with Greek yoghurt, Turkish yoghurt, Dutch strained yoghurt (hangop) and Icelandic skyr all gaining in popularity.

Increasing demand for sour milk products supported by emerging niche of kefir

Demand for sour milk products continued to gain momentum in 2019, supported by the trend for kefir, a cultured fermented drink traditionally made from cow’s or goat milk, which is perceived to be high in nutrients and probiotics, which are beneficial for digestion and gut health. This is a fairly new product for the Netherlands, with local consumers more used to purchasing traditional Dutch sour milk products called karnemelk, which are naturally high in protein and low in sugar and usually sold plain, with consumers increasingly favouring plain dairy over flavoured.

Competitive Landscape
Despite losing ground, leader Royal FrieslandCampina experiences stronger performance in sour milk products

Royal FrieslandCampina retained its leadership of overall yoghurt and sour milk products in 2019, offering a wide product portfolio across the category. However, the player continued to lose value share to competitors Arla Foods and Albert Heijn, and recording flat value sales.

Arla Foods continues to gain momentum within yoghurt and sour milk products

Second-ranked Arla Foods BV continued to gain ground on leader Royal FrieslandCampina, with the player introducing organic kefir to the Netherlands in 2018. This new product is offered in three flavours of plain, blueberry and ginger/lemon, although in line with the natural trend at the end of the review period, the plain variety has been the most popular, and is offered in a 1-litre carton, which along with Albert Heijn, is the only brand of kefir to offer this larger packaging, making it suitable for family consumption.

Muller launches lower fat varieties of Almhof plain yoghurt

Muller Nederland experienced ongoing strong value growth in 2019. Although its brand Almhof continued to lead flavoured yoghurt, it performed better in current value growth terms in plain yoghurt in line with the growing trend for this type.

Prospects
Cream and premium quality chilled desserts offer some growth opportunities within declining category

Other dairy continued to record declining demand in 2019, driven by the negative performance of the largest category, chilled and shelf stable desserts. With the increasing health and wellness trend in the Netherlands, many consumers continued to shy away from dairy products that are perceived to be high in sugar, fat and additives.

High in protein quark continues to gain in popularity

Fromage frais and quark continued to record the strongest performance within other dairy in 2019, supported by demand for both flavoured and plain varieties, although the latter recorded high current value and retail volume growth, echoing a similar trend within yoghurt. Quark is naturally low in fat and high in protein and is increasingly competing with yoghurt for consumers’ attention, benefiting from the health trend, with players targeting health-conscious consumers, particularly athletes who search for products which help them to gain strength while staying lean and fit, while helping them to build and maintain muscle.

Other dairy suffers competition from outside of the category

Other dairy has come under increasing pressure from products from other packaged food categories, with growing interest in chilled vegan dairy products within yoghurt, based not only soy but also rice milk or almond or hazelnuts, as alternative healthy options to consumers who are either lactose-intolerant or who are generally trying to move towards a plant-based diet but still want to treat themselves. Competition for indulgence also comes in the form of ice cream, with premium brands such as Ben & Jerry’s offering vegan variants of their ice cream across a number of grocery retailers in the Netherlands, including Peanut Butter & Cookies Non-Dairy ice cream.

Competitive Landscape
Despite loss of share, Royal FrieslandCampina performs well in cream and quark

Royal FrieslandCampina retained its lead of other dairy in 2019 with a strong presence across the category, although it continued to lose ground, particularly within the declining category of chilled dairy desserts. It has therefore continued to focus more on the development of its quark range, introducing a lower calorie variety mid-review period.

Danone offers differentiation with Hüttenkäse

Danone Nederland BV managed to maintain a stable performance within overall other dairy in 2019, although it lost some value share within the increasingly competitive category of fromage and frais and quark, particularly the plain segment. In the latter, the player offers leading brand Hüttenkäse, in addition to Danone Hüttenkwark.

Alpro launches new concept with plant-based quark

Alpro Soja Nederland BV entered other dairy in 2018 through fromage frais and quark and recorded impressive current value growth in 2019 after its first full year of sales, benefiting from press coverage and winning several awards. The company’s Alpro Go On offers Dutch consumers a novel concept; plant-based quark.

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Dairy in the Netherlands

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Overview

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

The Dairy 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 Dairy in Netherlands?
  • What are the major brands in Netherlands?
  • How has the economic downturn impacted sales performance given its staple food status?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?

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.

Dairy in the Netherlands - Category analysis

Butter and Spreads

HEADLINES

PROSPECTS

Butter continues to benefit from healthier and more natural image
Producers attempt to halt decline for margarine with healthier plant-based claims
Rising unit price with increasing demand for organic butter and improvements in margarine

COMPETITIVE LANDSCAPE

Blue Band and Becel hold established appeal but butter offers greater growth potential
Upfield launches new Becel line to attract health-conscious consumers
Van De Koe offers organic herb butter as point of differentiation

CATEGORY DATA

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

Cheese

HEADLINES

PROSPECTS

Dutch continue to look for innovative cheese types and consumption occasions
Imported cheese types continue to increase in popularity
Snacking cheese seen as healthy source of protein for children

COMPETITIVE LANDSCAPE

Private label continues to place pressure on branded cheese
Heks'nkaas offers consumers differentiation as alternative dip
Boursin launches new creamier variant

CATEGORY DATA

Table 12 Sales of Cheese by Category: Volume 2014-2019
Table 13 Sales of Cheese by Category: Value 2014-2019
Table 14 Sales of Cheese by Category: % Volume Growth 2014-2019
Table 15 Sales of Cheese by Category: % Value Growth 2014-2019
Table 16 Sales of Spreadable Processed Cheese by Type: % Value 2014-2019
Table 17 Sales of Unprocessed Cheese by Type: % Value 2014-2019
Table 18 NBO Company Shares of Cheese: % Value 2015-2019
Table 19 LBN Brand Shares of Cheese: % Value 2016-2019
Table 20 Distribution of Cheese by Format: % Value 2014-2019
Table 21 Forecast Sales of Cheese by Category: Volume 2019-2024
Table 22 Forecast Sales of Cheese by Category: Value 2019-2024
Table 23 Forecast Sales of Cheese by Category: % Volume Growth 2019-2024
Table 24 Forecast Sales of Cheese by Category: % Value Growth 2019-2024

Drinking Milk Products

HEADLINES

PROSPECTS

Demand hit by ethical concerns, changing lifestyles and lactose-free trend
Full fat fresh milk continues to grow but sustainability and animal welfare are at forefront of minds
Niche of goat milk and milk alternatives offer further growth potential

COMPETITIVE LANDSCAPE

Leader Royal FrieslandCampina feels pressure from smaller producers and private label
Royal FrieslandCampina attempts to inject some dynamism into declining category
Alpro retains leadership of dynamic milk alternatives but loses ground to smaller players

CATEGORY DATA

Table 25 Sales of Drinking Milk Products by Category: Volume 2014-2019
Table 26 Sales of Drinking Milk Products by Category: Value 2014-2019
Table 27 Sales of Drinking Milk Products by Category: % Volume Growth 2014-2019
Table 28 Sales of Drinking Milk Products by Category: % Value Growth 2014-2019
Table 29 NBO Company Shares of Drinking Milk Products: % Value 2015-2019
Table 30 LBN Brand Shares of Drinking Milk Products: % Value 2016-2019
Table 31 Distribution of Drinking Milk Products by Format: % Value 2014-2019
Table 32 Forecast Sales of Drinking Milk Products Products by Category: Volume 2019-2024
Table 33 Forecast Sales of Drinking Milk Products Products by Category: Value 2019-2024
Table 34 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2019-2024

Other Dairy

HEADLINES

PROSPECTS

Cream and premium quality chilled desserts offer some growth opportunities within declining category
High in protein quark continues to gain in popularity
Other dairy suffers competition from outside of the category

COMPETITIVE LANDSCAPE

Despite loss of share, Royal FrieslandCampina performs well in cream and quark
Danone offers differentiation with Hüttenkäse
Alpro launches new concept with plant-based quark

CATEGORY DATA

Table 36 Sales of Other Dairy by Category: Volume 2014-2019
Table 37 Sales of Other Dairy by Category: Value 2014-2019
Table 38 Sales of Other Dairy by Category: % Volume Growth 2014-2019
Table 39 Sales of Other Dairy by Category: % Value Growth 2014-2019
Table 40 Sales of Cream by Type: % Value 2014-2019
Table 41 NBO Company Shares of Other Dairy: % Value 2015-2019
Table 42 LBN Brand Shares of Other Dairy: % Value 2016-2019
Table 43 Distribution of Other Dairy by Format: % Value 2014-2019
Table 44 Forecast Sales of Other Dairy by Category: Volume 2019-2024
Table 45 Forecast Sales of Other Dairy by Category: Value 2019-2024
Table 46 Forecast Sales of Other Dairy by Category: % Volume Growth 2019-2024
Table 47 Forecast Sales of Other Dairy by Category: % Value Growth 2019-2024

Yoghurt and Sour Milk Products

HEADLINES

PROSPECTS

Plain yoghurt offers consumers high protein and alternative breakfast option
Consumers appreciate various origins of plain yoghurt as point of differentiation
Increasing demand for sour milk products supported by emerging niche of kefir

COMPETITIVE LANDSCAPE

Despite losing ground, leader Royal FrieslandCampina experiences stronger performance in sour milk products
Arla Foods continues to gain momentum within yoghurt and sour milk products
Muller launches lower fat varieties of Almhof plain yoghurt

CATEGORY DATA

Table 48 Sales of Yoghurt and Sour Milk Products by Category: Volume 2014-2019
Table 49 Sales of Yoghurt and Sour Milk Products by Category: Value 2014-2019
Table 50 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2014-2019
Table 51 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2014-2019
Table 52 Sales of Flavoured Yoghurt by Flavour: Rankings 2014-2019
Table 53 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2015-2019
Table 54 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2016-2019
Table 55 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2014-2019
Table 56 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2019-2024
Table 57 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2019-2024
Table 58 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2019-2024
Table 59 Forecast Sales of Yoghurt and Sour Milk Products 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 60 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 61 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 62 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 63 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 64 Sales of Packaged Food by Category: Volume 2014-2019
Table 65 Sales of Packaged Food by Category: Value 2014-2019
Table 66 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 67 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 68 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 69 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 70 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 71 Penetration of Private Label by Category: % Value 2014-2019
Table 72 Distribution of Packaged Food by Format: % Value 2014-2019
Table 73 Distribution of Packaged Food by Format and Category: % Value 2019
Table 74 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 75 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 76 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 77 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources