Executive Summary

Mar 2019
Healthy living trend is the major driver for growth in health and wellness

Where food and beverages are sourced, what they contain and how they are made are increasingly important issues for consumers. More people are paying attention to the origin and the health value of the food and beverages they buy.

Consumers are avoiding sugar and want natural food and beverages

Obesity is a growing problem. Reducing the amount of sugar in food and beverages is seen as the key to improving this escalating health problem.

Large multinationals dominate

Health and wellness is dominated by major international players. HW dairy for instance is very large and Royal FrieslandCampina NV is the biggest company in it by far.

Supermarkets increase their health and wellness ranges substantially

Traditionally, retailers specialising in organic products or retailers specialising in health food are particularly strong in selling health and wellness products. However, as healthy living is now an overriding trend, supermarkets have also started to focus on the distribution of health and wellness packaged food and beverages.

Positive economic development will help health and wellness achieve further growth

Healthy living will be the most important trend during the forecast period, with it being extremely unlikely that healthy living will only prove to be a temporary fashion. However, because health and wellness products are generally slightly more expensive than normal products, sales performance is dependent on the economy continuing to growth.

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Health and Wellness in the Netherlands

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Overview

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

The Health and Wellness 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 Health and Wellness in Netherlands?
  • What are the major brands in Netherlands?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Netherlands?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in the Netherlands

EXECUTIVE SUMMARY

Healthy living trend is the major driver for growth in health and wellness
Consumers are avoiding sugar and want natural food and beverages
Large multinationals dominate
Supermarkets increase their health and wellness ranges substantially
Positive economic development will help health and wellness achieve further growth

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Better For You Beverages in the Netherlands

HEADLINES

PROSPECTS

Coca-Cola Enterprises Nederland BV helps drive growth but future growth will be lower
Schools and The Netherlands Nutrition Centre advise against sugary drinks
High growth in naturally healthy beverages curbs growth potential for BFY beverages

COMPETITIVE LANDSCAPE

Launch of Fuze Tea boosts leading position of Coca-Cola Enterprises Nederland BV
Vrumona BV expands its range of BFY reduced sugar beverages
Douwe Egberts Nederland BV loses share with BFY reduced caffeine hot drinks in decline

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in the Netherlands

HEADLINES

PROSPECTS

Reducing sugar consumption becomes a priority
Research to find alternative sweeteners intensifies
Reduced fat offering to expand

COMPETITIVE LANDSCAPE

Private label adapts in the campaign to raise awareness of sugar consumption
Manufacturers respond to concerns over salt consumption with new formulas
Influencers promote reduced fat yoghurt

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in the Netherlands

HEADLINES

PROSPECTS

FF energy drinks is one of the few categories to perform well
Sales of beverages with added vitamins are under pressure due to success of naturally healthy beverages
FF hot drinks is not a significant category

COMPETITIVE LANDSCAPE

Red Bull Nederland BV will remain the leader
Private label records a strong decline
Vrumona BV is a distant second and likely to see further decline

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2013-2018
Table 36 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2013-2018
Table 37 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 38 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 39 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 40 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 41 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 42 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in the Netherlands

HEADLINES

PROSPECTS

Marked preference for natural ingredients reduces demand for FF packaged food
The need for greater transparency is set to impact labelling and health claims
Dutch consumers have a deficit in fibre intake

COMPETITIVE LANDSCAPE

Nutricia Nederland pursues formula innovation that supports the immune system
Bolletje BV invests in FF bread and FF snack bars
More vegetable content in pizza

CATEGORY DATA

Table 43 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 44 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 47 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 48 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 49 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2013-2018
Table 50 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 51 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 52 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 53 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 54 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 55 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 56 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in the Netherlands

HEADLINES

PROSPECTS

The rise in lactose-intolerance will influence expansion in free from distribution and exposure
Free from gluten products are booming
The Dutch embrace vegetarian and vegan diets

COMPETITIVE LANDSCAPE

Alpro and Dr Schär BV profit from larger brand presence in supermarkets
De Vegetarische Slager launches a range in partnership with retailer Albert Heijn

CATEGORY DATA

Table 57 Sales of Free From by Category: Value 2013-2018
Table 58 Sales of Free From by Category: % Value Growth 2013-2018
Table 59 NBO Company Shares of Free From: % Value 2014-2018
Table 60 LBN Brand Shares of Free From: % Value 2015-2018
Table 61 Distribution of Free From by Format: % Value 2013-2018
Table 62 Forecast Sales of Free From by Category: Value 2018-2023
Table 63 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in the Netherlands

HEADLINES

PROSPECTS

Strong growth for NH beverages
NH bottled water records a strong performance
NH tea drives sales growth in NH hot drinks

COMPETITIVE LANDSCAPE

Spadel Nederland BV leads the way
Riedel Drankenindustrie BV fights to restore its position in NH beverages
Coca-Cola Enterprises Nederland BV records strong growth

CATEGORY DATA

Table 64 Sales of NH Beverages by Category: Value 2013-2018
Table 65 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 67 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 68 Distribution of NH Beverages by Format: % Value 2013-2018
Table 69 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 70 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in the Netherlands

HEADLINES

PROSPECTS

Sales are driven by higher interest in health, nutrition and illness prevention
NH olive oil consumption still shows potential for growth
Almond, soy and rice drinks rise in popularity as more people adopt these products as milk alternatives

COMPETITIVE LANDSCAPE

The Blue Band brand is positioned as a healthier choice in NH butter and spreads
Zonnatura, with its strong health positioning, expands its range of soy-based drinks
Alpro Barista for coffee

CATEGORY DATA

Table 71 Sales of NH Packaged Food by Category: Value 2013-2018
Table 72 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 73 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 74 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 75 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 76 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 77 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in the Netherlands

HEADLINES

PROSPECTS

Positive performance for organic beverages but most categories remain niche
Organic tea accounts for a large share of tea sales
Organic fruit/vegetable juice records value growth while regular juice remains under severe pressure

COMPETITIVE LANDSCAPE

Domestic player Koninklijke Wessanen NV leads sales
Unilever Nederland BV is expected to launch its Pukka Tea in mainstream channels
Yogi Tea GmbH builds a strong position outside supermarkets

CATEGORY DATA

Table 78 Sales of Organic Beverages by Category: Value 2013-2018
Table 79 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 80 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 81 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 82 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 83 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 84 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in the Netherlands

HEADLINES

PROSPECTS

Retailers see the opportunity in expanding the consumer base
Concern over ingredients is beneficial for future demand in organic packaged food
Widespread exposure of organic products in food trucks triggers consumer interest

COMPETITIVE LANDSCAPE

Organic packaged food addresses the concern over sustainable packaging
Organic cooking sauces that meet demand for international cuisine are launched
A new organic version of Hellmann’s is launched

CATEGORY DATA

Table 85 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 89 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023