Naturally Healthy Packaged Food in the Netherlands

PROSPECTS

The health trend supports the popularity of natural and protein-rich dairy products

In the dairy category, natural and protein rich dairy products, primarily yoghurt, quark and drinks such as kefir remained popular in 2019. The current health trend means many consumers are opting for food which is more natural, without artificial flavourings and additives, and rich in protein.

NH olive oil is increasingly popular due to its healthy image

Omega-rich NH olive oil is one of the growth areas in naturally healthy packaged food in the Netherlands. Extra virgin olive oil is particularly popular in metropolitan areas, where consumers are more adventurous in terms of trying new products, as well as able to afford the higher price points than other vegetable oils.

HN high fibre food is increasingly popular among health-conscious consumers

Dutch consumers are increasingly conscious of the benefits of consuming fibre and seek to consume more high fibre products. A growing number of staple items are marketed as high in fibre, from breakfast cereals to bread to pasta.

COMPETITIVE LANDSCAPE

Negative press coverage for Bertolli

The Bertolli brand by Unilever Nederland received negative press coverage towards the end of the review period. It was suggested that although the name sounds Italian, Bertolli olive oils are largely made from Spanish and Greek olives.

Players launch kefir products

In 2018, Arla Foods introduced organic kefir to the Dutch market in three varieties: plain, blueberry and ginger/lemon, with plain the most popular flavour. It is the only brand, apart from private label (Albert Heijn), to be offered in a 1l carton package.

Bolletje receives a marketing award

In 2018 Bolletje was awarded a marketing award in the breakfast category for its breakfast cereals which are positioned as high in fibre and low in sugar. Most products in the crunchy breakfast cereals category contain refined sugar.

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