Naturally Healthy Packaged Food in the Netherlands

PROSPECTS

Sales are driven by higher interest in health, nutrition and illness prevention

NH packaged food has positive prospects in the Netherlands as Dutch consumers are showing a strong preference for natural products in general, as they are considered a better choice for improving general health levels. NH high fibre pasta was the fastest-growing category in 2018, as leading brands such as Honig and private label players increased their product range and created greater exposure on store shelfs, generating higher awareness and switching from standard products.

NH olive oil consumption still shows potential for growth

Dutch consumers’ interest in preventing illness through their choice of food and drink is creating shifts in demand in categories such as edible oils, causing rising sales growth for NH olive oil and other healthier alternatives. Interest in gourmet cooking is also a factor that will help generate positive demand for NH olive oil.

Almond, soy and rice drinks rise in popularity as more people adopt these products as milk alternatives

Soy products are expected to consolidate their position within NH packaged food in the Netherlands. This is because more consumers are aware of them and are willing to switch from milk-based products, not only for intolerance reasons but as they are perceived as healthier in general.

COMPETITIVE LANDSCAPE

The Blue Band brand is positioned as a healthier choice in NH butter and spreads

Unilever Nederland BV is placing more attention on shifts in consumer preferences towards healthier eating, investing more in the production of food that in lower in salt and sugar. Unilever has introduced such products under its Blue Band brand in NH butter and spreads, with its range now including chocolate and nut-based spreads that contain 80% less sugar.

Zonnatura, with its strong health positioning, expands its range of soy-based drinks

Zonnatura launched a new soy-based drink in 2018 that claims to have no added sugar. The formula is also organic and free from gluten, serving to target consumers who also look for natural ingredients or suffer from lactose- or gluten-intolerance.

Alpro Barista for coffee

Alpro Soja Nederland BV is the largest manufacturer of soy-based beverages in the Netherlands. The company continued to innovate in 2018 with more varied products that meet different consumer tastes.

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