Fortified/Functional Packaged Food in the Netherlands

PROSPECTS

Marked preference for natural ingredients reduces demand for FF packaged food

FF packaged food is expected to be more stable over the forecast period, following ongoing sales decline. Its projected stagnation is attributed to maturity and also increased competition from other health and wellness products including naturally healthy and organic ones.

The need for greater transparency is set to impact labelling and health claims

The success and sustained demand for FF packaged foods will continue to arise from the desire to increase one’s general wellbeing, energy and protection from illness. The Dutch are interested in products with health claims and are willing to pay a higher price for them, but are being more cautious and informed about the ingredients before deciding whether to purchase.

Dutch consumers have a deficit in fibre intake

According to the Maag Lever Darm Stichting, a foundation created to raise awareness of digestive system health, only 19% of Dutch adults ate the recommended 250 grams of vegetables on a daily basis in 2017. This means that around 90% of Dutch consumers do not have enough fibre in their diet, resulting in a deficit that manufacturers and retailers through private label are attempting to reduce with new products and awareness campaigns.

COMPETITIVE LANDSCAPE

Nutricia Nederland pursues formula innovation that supports the immune system

Nutricia Nederland ranked first in FF packaged food in 2018, due to its strong position in FF baby food. To address increased competition from other players and private label, the manufacturer renewed its investment in formula innovation during 2018.

Bolletje BV invests in FF bread and FF snack bars

Bolletje has invested heavily in new product development, using formulas that meet the currently rising demand for health and nutrition. Its product range has been further extended with the launch of new FF snack bars such as Bolletje Goed Bezig (Bolletje Good Performance), which contains extra seeds and vitamins and is targeted at people leading busier lifestyles and with less time for traditional breakfasts or those on the go.

More vegetable content in pizza

Dr. Oetker introduced a new frozen pizza extension in 2018 called Oetker Yes It’s Pizza.

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