Food Preparation Appliances in the Netherlands

PROSPECTS

Health trend a major boost for food preparation appliances

The health trend continued to play an important role in Dutch consumers’ cooking styles in 2018, with consumers concerned about the food they eat. The emphasis was on preparing food with fresh ingredients as processed food is often too salty or sugary, raising health concerns.

Consumers looking for multifunctional products in food preparation appliances

Dutch kitchens are usually smaller compared to other European countries. Therefore, Dutch consumers are looking for multifunctional products that not only save space but also appliances that offer value for money.

Internet retailing grows strongly as consumers look for value for money

Internet retailing continued to record the fastest growth in food preparation appliances as Dutch consumers were looking for value for money products. Given that private label players offer extremely competitive prices online, consumers are faced with an immediate choice to buy private label food preparation appliances because of the limited stock available.

COMPETITIVE LANDSCAPE

BSH Huishoudapparaten gains leadership of food preparation appliances

BSH Huishoudapparaten BV gained volume share in food preparation appliances in 2018 due to innovative value-for-money products offered under its Bosch brand. The company took over as leading company in food preparation appliances just ahead of Koninklijke Philips Electronics.

Koninklijke Philips Electronics loses leadership

Koninklijke Philips Electronics lost its leadership, falling to second position in food preparation appliances in 2018, narrowly placing it ahead of its next competitor Groupe SEB Nederland. The two companies’ brands Philips and Tefal respectively, are well established in the Netherlands and consumers trust the performance of their appliances resulting in repeat purchases.

Homeland Housewares records fastest retail volume growth

Homeland Housewares LLC continued to grow in the Netherlands being the strongest performer in food preparation appliances in 2018. The manufacturer of the Nutribullet and Magic Bullet blenders is a favourite amongst Dutch consumers as it offers versatile blenders catering to different needs and also at different price levels.

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