Naturally Healthy Packaged Food in the Netherlands

PROSPECTS

Products to tap fibre deficit

According to Ministry of Health population studies, an estimated 30% of the adult population in the Netherlands does not eat enough fibre. While education and awareness about the importance of fibre for the digestive system increased over the review period, with manufacturers encouraging consumers to choose more of these products, some still did not receive the recommended daily dose.

Healthy eating to benefit NH packaged food

NH products are expected to be favoured by consumers based on preventive measures to ensure good health. The ageing population and consumers starting at an earlier age to implement measures to adapt diets in that direction are likely to fuel demand for NH products.

Soy-based products focus of investment

NH soy drinks remained negligible in 2017. Previous attempts by Unilever to promote brands such as AdeZ failed to capture consumers’ attention.

COMPETITIVE LANDSCAPE

NH grows with premiumisation trend

Natural and healthy products benefited from the good state of the economy as consumers were more willing to pay a higher price for them. The increase in sales of NH products was on a par with higher demand for premium formulas across packaged food.

Bolletje revamps product line with focus on naturally healthy

Higher demand for naturally healthy products continued to be addressed by larger packaged food manufacturers. Bolletje BV, a traditional Netherlands manufacturer in baked goods, invested to renew existing lines and offer more NH products.

Pasta products see demand shift to high fibre

Honig, a top player in dried pasta, focused on expanding its range of high fibre pasta products to meet the change in demand and address different consumer groups, including families and children. In 2017 Honig launched Volkoren macaroni and spaghetti, in 500g packs and promoted as a natural source of fibre.

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