Fortified/Functional Packaged Food in the Netherlands

PROSPECTS

Consumption of fortified/functional packaged food continues to decline as consumers seek less processed food

Fortified/functional claims are overall on the decline in packaged food in the Netherlands, as consumers increasingly look for less processed variants where existing, natural ingredients enable functional benefits without the need for fortification. This is particularly evident in yoghurt where plant-based alternatives are increasingly perceived by consumers as healthier, more natural sources of fibre and protein than lactose based products, with a low risk of intolerance.

FF snack bars continues to grow due to their versatility

Snack bars is an area where fortified/functional claims are on the rise, amid a fundamentally changing category. While snack bars used to be consumed at specific occasions such as around a fitness session at the gym or outdoor activity, Dutch consumers are increasingly turning to snack bars as an everyday snacking option with diverse functional benefits.

FF sugar confectionery has potential as consumers shift away from gum

Sugar confectionery also offers some potential for fortified/functional labels over the 2019-2024 period. These types of product attributes are attracting some positive consumer response in mints, as the Dutch shift away from gum.

COMPETITIVE LANDSCAPE

Players extend their offers of plant-based FF dairy products

FF dairy is witnessing brand owners in plant-based alternatives such as Alpro and sour milk as explored by Arla Foods increasingly compete with the leading brands such as Danone and Yakult. In FF yoghurt, small drinking probiotic yoghurt formats such as Yakult and its main competitors, Becel Pro Activ and Actimel, are suffering as Dutch millennials shift away from these established products towards newer products which promise even higher protein and probiotic contents.

Fortified sugar confectionery brands increasingly compete with FF gum

For gum brand owners such as Wrigley, Cloetta Holland and Leaf Holland, competition again intensified from players in fortified/functional sugar confectionery, particularly in medicated confectionery and mints where functional health benefits are actively sought by consumers. Procter & Gamble Nederland’s Vicks mint brand enjoyed important investment in its expansion in fortified/functional sugar confectionery.

Albert Heijn introduces protein-enriched bread

In 2019, Albert Heijn introduced protein rich leavened bread, enriched with whey protein concentrate, naturally a source of fibre, to respond to greater consumer demand for food that is rich in protein and fibre. The response to the product on social media was rather weak.

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