Dutch consumers are attracted to naturally healthy food in line with the growing healthy eating trend in the country. “Naturally healthy” appears to inculcate higher confidence in consumers, who are more aware of and concerned about the added ingredients in the products they consume.
The overall consumption of dairy has been trending downwards in the Netherlands. However, there has remained a constancy and increase in the demand for premium products or products that are naturally healthy, such as kefir, a popular product perceived as beneficial for one’s digestive health.
Dutch consumers drank less and less milk during the review period. In contrast, the demand for dairy substitutes continued to grow strongly in the Netherlands.
NH packaged food is projected to see a marginal drop in retail volume growth and a significant slowdown in retail value sales (at constant 2020 prices) in 2021. While slower than in 2020, which saw an upturn with the COVID-19 crisis, retail volume sales are set to recover to register positive growth through the remainder of the forecast period.
New product development is predicted to underpin the expansion and dynamism of NH dairy in the forecast period. Kefir is expected to continue to add dynamism to NH sour milk products, with major dairy manufacturers set to introduce new products in the short to medium term.
Another area of growth, in line with the move away from cow’s milk and towards milk alternatives, is plant-based substitutes for yoghurt, made with soy milk, almond milk, oat milk or coconut milk. This trend continued to add dynamism to NH dairy in 2020, with branded manufacturers and private label retailers introducing new products.
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This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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