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Country Report

Packaged food in

Packaged Food in the Netherlands

Dec 2018

US$7,150

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Executive Summary

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Growth driven by healthy food and premium products in 2018

Packaged food performed well in the Netherlands in 2018, with growth being driven by the good state of the Dutch economy, which fuelled consumer confidence and spending on more expensive and value added products. Despite high maturity, packaged food encountered a good environment, with manufacturers and retailers investing in order to tap the shift towards health, convenience and premium products.

Campaign to reduce sugar consumption as prevention for obesity

In 2018, increased consumer awareness of the dangers of sugar, salt and fat consumption influenced the promotion of packaged food, with manufacturers and retailers adapting their formulas. For example, retailer Albert Heijn introduced a major campaign to build awareness of sugar content in products, introducing new labels for its private label products that indicate sugar content in grams as well as added sugars.

Larger traditional manufacturers using social media as effective advertising tool

In addition to changes in consumer eating habits and demand, packaged food is also seeing a change in how companies communicate and promote their products. Traditional communication methods, including television and print advertising, are being impacted by the rapid rise in online marketing and promotion as a result of the steep rise in the use of social media.

Shift towards online shopping, as well as variety stores and discounters

Distribution of packaged food in the Netherlands is becoming increasingly competitive, with traditional channels such as supermarkets coming under pressure and demand for internet retailing rising. Families with children and also those with higher incomes, including single or two person households, are driving growth in internet retailing.

Health and sustainability to impact packaged food demand

Packaged food manufacturers are already acknowledging changes in consumer lifestyles and are likely to continue addressing the shift in demand towards health and wellness products. Dutch consumers are eager to follow healthier eating patterns, fuelling demand for foods that are perceived as being more nutritious and that help increase quality of life.

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Overview

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Overview

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

When you purchase this report, you also get the data and the content from the category reports in Netherlands for free.

The Packaged food 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 Packaged food in Netherlands?
What are the major brands in Netherlands?
As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home?
How is private label performing in the wake of retail consolidation and the global economic hangover?
Do consumers want value for money or added value?

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 Packaged Food market research database.

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Packaged Food in the Netherlands

EXECUTIVE SUMMARY

Growth driven by healthy food and premium products in 2018

Campaign to reduce sugar consumption as prevention for obesity

Larger traditional manufacturers using social media as effective advertising tool

Shift towards online shopping, as well as variety stores and discounters

Health and sustainability to impact packaged food demand

FOODSERVICE

Sales to Foodservice

Soaring consumer confidence fuels eating and drinking out
Suppliers also embracing social media for communication
Food trucks growing in popularity among main packaged food brands

Consumer Foodservice

Home delivery increasingly chosen for convenience
Growing offer of natural, organic and premium concepts
Variety, enjoyment and nutrition trends fuelling demand

Category Data

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 7 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 8 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 9 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 11 Penetration of Private Label by Category: % Value 2013-2018
Table 12 Distribution of Packaged Food by Format: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format and Category: % Value 2018
Table 14 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in the Netherlands

HEADLINES

PROSPECTS

Premiumisation and variety set to trigger demand for chocolate

Vegan varieties in chocolate likely to expand

Certified sustainable products becoming increasingly important

COMPETITIVE LANDSCAPE

Tony’s Chocolonely strong distribution expansion

Brand reinforcement through seasonal chocolate

Albert Heijn tests less traditional flavours in tablets

Summary 2 Other Chocolate Confectionery by Product Type:

CATEGORY DATA

Table 18 Sales of Chocolate Confectionery by Category: Volume 2013-2018
Table 19 Sales of Chocolate Confectionery by Category: Value 2013-2018
Table 20 Sales of Chocolate Confectionery by Category: % Volume Growth 2013-2018
Table 21 Sales of Chocolate Confectionery by Category: % Value Growth 2013-2018
Table 22 Sales of Chocolate Tablets by Type: % Value 2013-2018
Table 23 NBO Company Shares of Chocolate Confectionery: % Value 2014-2018
Table 24 LBN Brand Shares of Chocolate Confectionery: % Value 2015-2018
Table 25 Distribution of Chocolate Confectionery by Format: % Value 2013-2018
Table 26 Forecast Sales of Chocolate Confectionery by Category: Volume 2018-2023
Table 27 Forecast Sales of Chocolate Confectionery by Category: Value 2018-2023
Table 28 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2018-2023

Gum in the Netherlands

HEADLINES

PROSPECTS

Packaging differentiation as tool to generate impulse

Natural ingredients and organic products gain consumer interest

Labelling and product appearance to trigger consumers

COMPETITIVE LANDSCAPE

More convenient packaging

Biodegradable gum present with BenBits

Effective and humorous communication to attract consumers

CATEGORY DATA

Table 30 Sales of Gum by Category: Volume 2013-2018
Table 31 Sales of Gum by Category: Value 2013-2018
Table 32 Sales of Gum by Category: % Volume Growth 2013-2018
Table 33 Sales of Gum by Category: % Value Growth 2013-2018
Table 34 Sales of Gum by Flavour: Rankings 2013-2018
Table 35 NBO Company Shares of Gum: % Value 2014-2018
Table 36 LBN Brand Shares of Gum: % Value 2015-2018
Table 37 Distribution of Gum by Format: % Value 2013-2018
Table 38 Forecast Sales of Gum by Category: Volume 2018-2023
Table 39 Forecast Sales of Gum by Category: Value 2018-2023
Table 40 Forecast Sales of Gum by Category: % Volume Growth 2018-2023
Table 41 Forecast Sales of Gum by Category: % Value Growth 2018-2023

Ice Cream and Frozen Desserts in the Netherlands

HEADLINES

PROSPECTS

Manufacturers committed to promote year-round consumption for ice cream and desserts

Segmentation as means to generate shift towards specific value

Celebrity endorsement contributes to premiumisation trend

COMPETITIVE LANDSCAPE

Innovative flavour combinations attract consumers’ curiosity

Mainstream brands resort to different shapes and formats to impact on store shelves

CATEGORY DATA

Table 42 Sales of Ice Cream and Frozen Desserts by Category: Volume 2013-2018
Table 43 Sales of Ice Cream and Frozen Desserts by Category: Value 2013-2018
Table 44 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2013-2018
Table 45 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2013-2018
Table 46 Sales of Ice Cream by Leading Flavours: Rankings 2013-2018
Table 47 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2014-2018
Table 48 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2015-2018
Table 49 NBO Company Shares of Ice Cream: % Value 2014-2018
Table 50 LBN Brand Shares of Ice Cream: % Value 2015-2018
Table 51 NBO Company Shares of Impulse Ice Cream: % Value 2014-2018
Table 52 LBN Brand Shares of Impulse Ice Cream: % Value 2015-2018
Table 53 NBO Company Shares of Take-home Ice Cream: % Value 2014-2018
Table 54 LBN Brand Shares of Take-home Ice Cream: % Value 2015-2018
Table 55 NBO Company Shares of Frozen Desserts: % Value 2014-2018
Table 56 LBN Brand Shares of Frozen Desserts: % Value 2015-2018
Table 57 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2013-2018
Table 58 Distribution of Ice Cream by Format: % Value 2013-2018
Table 59 Distribution of Frozen Desserts by Format: % Value 2013-2018
Table 60 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2018-2023
Table 61 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2018-2023
Table 62 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2018-2023
Table 63 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2018-2023

Savoury Snacks in the Netherlands

HEADLINES

PROSPECTS

Crossover as a tool to reinforce stronger brands

Potential for free from gluten savoury snacks

Home entertainment fuels greater impulse for popcorn

COMPETITIVE LANDSCAPE

Party and variety mix packaging succeeds in 2018

Sweet and salty mix variants of popcorn expand offer

Promotion and rising demand for raw and pure products within nuts and seeds

Summary 3 Other Savoury Snacks by Product Type:

CATEGORY DATA

Table 64 Sales of Savoury Snacks by Category: Volume 2013-2018
Table 65 Sales of Savoury Snacks by Category: Value 2013-2018
Table 66 Sales of Savoury Snacks by Category: % Volume Growth 2013-2018
Table 67 Sales of Savoury Snacks by Category: % Value Growth 2013-2018
Table 68 NBO Company Shares of Savoury Snacks: % Value 2014-2018
Table 69 LBN Brand Shares of Savoury Snacks: % Value 2015-2018
Table 70 Distribution of Savoury Snacks by Format: % Value 2013-2018
Table 71 Forecast Sales of Savoury Snacks by Category: Volume 2018-2023
Table 72 Forecast Sales of Savoury Snacks by Category: Value 2018-2023
Table 73 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2018-2023
Table 74 Forecast Sales of Savoury Snacks by Category: % Value Growth 2018-2023

Sugar Confectionery in the Netherlands

HEADLINES

PROSPECTS

Products with lower sugar poised to grow in sugar confectionery

Sharing as part of the portion control trend

Products find field for expansion in alternative channels

COMPETITIVE LANDSCAPE

Dextrin as ingredient to reduce sugar content

Revamped image as differentiation

Lonka pursues crossover to pastilles, gums, jellies and chews

CATEGORY DATA

Table 75 Sales of Sugar Confectionery by Category: Volume 2013-2018
Table 76 Sales of Sugar Confectionery by Category: Value 2013-2018
Table 77 Sales of Sugar Confectionery by Category: % Volume Growth 2013-2018
Table 78 Sales of Sugar Confectionery by Category: % Value Growth 2013-2018
Table 79 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2013-2018
Table 80 NBO Company Shares of Sugar Confectionery: % Value 2014-2018
Table 81 LBN Brand Shares of Sugar Confectionery: % Value 2015-2018
Table 82 Distribution of Sugar Confectionery by Format: % Value 2013-2018
Table 83 Forecast Sales of Sugar Confectionery by Category: Volume 2018-2023
Table 84 Forecast Sales of Sugar Confectionery by Category: Value 2018-2023
Table 85 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2018-2023
Table 86 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2018-2023

Sweet Biscuits, Snack Bars and Fruit Snacks in the Netherlands

HEADLINES

PROSPECTS

Lower sugar and higher number of natural ingredients in snack bars

Fruit bite-size snacks placed next to confectionery

Greater presence of superfood ingredients in biscuits

COMPETITIVE LANDSCAPE

Van Delft Biscuits launches artisanal recipes in cookies

Mainstream brands respond to higher demand for free from gluten

Growing demand for fruit snacks and snack bars give space to newer players

CATEGORY DATA

Table 87 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2013-2018
Table 88 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2013-2018
Table 89 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2013-2018
Table 90 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2013-2018
Table 91 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2014-2018
Table 92 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2015-2018
Table 93 NBO Company Shares of Sweet Biscuits: % Value 2014-2018
Table 94 LBN Brand Shares of Sweet Biscuits: % Value 2015-2018
Table 95 NBO Company Shares of Snack Bars: % Value 2014-2018
Table 96 LBN Brand Shares of Snack Bars: % Value 2015-2018
Table 97 NBO Company Shares of Fruit Snacks: % Value 2014-2018
Table 98 LBN Brand Shares of Fruit Snacks: % Value 2015-2018
Table 99 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2013-2018
Table 100 Distribution of Sweet Biscuits by Format: % Value 2013-2018
Table 101 Distribution of Snack Bars by Format: % Value 2013-2018
Table 102 Distribution of Fruit Snacks by Format: % Value 2013-2018
Table 103 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2018-2023
Table 104 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2018-2023
Table 105 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2018-2023
Table 106 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2018-2023

Baby Food in the Netherlands

HEADLINES

PROSPECTS

Natural food trend has strong influence on baby food

Popularity of breastfeeding limits potential for milk formula

Convenience and healthy snacking offer best opportunities for growth

COMPETITIVE LANDSCAPE

Nutricia Nederland BV dominant but likely to lose further share

Nestlé Nederland BV challenger but records strong growth

Niche brands with natural and healthy positioning perform well

CATEGORY DATA

Table 107 Sales of Baby Food by Category: Volume 2013-2018
Table 108 Sales of Baby Food by Category: Value 2013-2018
Table 109 Sales of Baby Food by Category: % Volume Growth 2013-2018
Table 110 Sales of Baby Food by Category: % Value Growth 2013-2018
Table 111 NBO Company Shares of Baby Food: % Value 2014-2018
Table 112 LBN Brand Shares of Baby Food: % Value 2015-2018
Table 113 Distribution of Baby Food by Format: % Value 2013-2018
Table 114 Forecast Sales of Baby Food by Category: Volume 2018-2023
Table 115 Forecast Sales of Baby Food by Category: Value 2018-2023
Table 116 Forecast Sales of Baby Food by Category: % Volume Growth 2018-2023
Table 117 Forecast Sales of Baby Food by Category: % Value Growth 2018-2023

Butter and Spreads in the Netherlands

HEADLINES

PROSPECTS

Natural food trend drives growth of butter

Sale of Unilever NV spreads activities illustrates lack of growth potential

Major players will emphasise spreads are the plant-based alternative to butter

COMPETITIVE LANDSCAPE

Unilever sells its margarine and spreads brands

Major players in margarine and spreads promote natural and health credentials

Vandemoortele Nederland NV promotes “haute friture”

CATEGORY DATA

Table 118 Sales of Butter and Spreads by Category: Volume 2013-2018
Table 119 Sales of Butter and Spreads by Category: Value 2013-2018
Table 120 Sales of Butter and Spreads by Category: % Volume Growth 2013-2018
Table 121 Sales of Butter and Spreads by Category: % Value Growth 2013-2018
Table 122 NBO Company Shares of Butter and Spreads: % Value 2014-2018
Table 123 LBN Brand Shares of Butter and Spreads: % Value 2015-2018
Table 124 Distribution of Butter and Spreads by Format: % Value 2013-2018
Table 125 Forecast Sales of Butter and Spreads by Category: Volume 2018-2023
Table 126 Forecast Sales of Butter and Spreads by Category: Value 2018-2023
Table 127 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2018-2023
Table 128 Forecast Sales of Butter and Spreads by Category: % Value Growth 2018-2023

Cheese in the Netherlands

HEADLINES

PROSPECTS

Various contradicting trends influence development of hard cheese, but it is forecast to see limited growth

Cheese with drinks, snacking cheese and cheese for cooking more popular

Consumer wants variety, quality and new flavours

COMPETITIVE LANDSCAPE

Some of the major hard cheese brands under pressure

Royal FrieslandCampina NV successful with Campina range

Snack brands gain ground

CATEGORY DATA

Table 129 Sales of Cheese by Category: Volume 2013-2018
Table 130 Sales of Cheese by Category: Value 2013-2018
Table 131 Sales of Cheese by Category: % Volume Growth 2013-2018
Table 132 Sales of Cheese by Category: % Value Growth 2013-2018
Table 133 Sales of Spreadable Processed Cheese by Type: % Value 2013-2018
Table 134 Sales of Unprocessed Cheese by Type: % Value 2013-2018
Table 135 NBO Company Shares of Cheese: % Value 2014-2018
Table 136 LBN Brand Shares of Cheese: % Value 2015-2018
Table 137 Distribution of Cheese by Format: % Value 2013-2018
Table 138 Forecast Sales of Cheese by Category: Volume 2018-2023
Table 139 Forecast Sales of Cheese by Category: Value 2018-2023
Table 140 Forecast Sales of Cheese by Category: % Volume Growth 2018-2023
Table 141 Forecast Sales of Cheese by Category: % Value Growth 2018-2023

Drinking Milk Products in the Netherlands

HEADLINES

PROSPECTS

Further change in consumer behaviour expected

Only niche products with a specific positioning manage to achieve growth

Producers and retailers invest in sustainability and animal welfare

COMPETITIVE LANDSCAPE

Royal FrieslandCampina NV sees growth potential in organic milk

Arla Foods BV focusses on other categories

Niche brand Holland Jersey shows growth is still possible

CATEGORY DATA

Table 142 Sales of Drinking Milk Products by Category: Volume 2013-2018
Table 143 Sales of Drinking Milk Products by Category: Value 2013-2018
Table 144 Sales of Drinking Milk Products by Category: % Volume Growth 2013-2018
Table 145 Sales of Drinking Milk Products by Category: % Value Growth 2013-2018
Table 146 NBO Company Shares of Drinking Milk Products: % Value 2014-2018
Table 147 LBN Brand Shares of Drinking Milk Products: % Value 2015-2018
Table 148 Distribution of Drinking Milk Products by Format: % Value 2013-2018
Table 149 Forecast Sales of Drinking Milk Products Products by Category: Volume 2018-2023
Table 150 Forecast Sales of Drinking Milk Products Products by Category: Value 2018-2023
Table 151 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2018-2023
Table 152 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2018-2023

Other Dairy in the Netherlands

HEADLINES

PROSPECTS

Indulgent desserts with high sugar content out of favour

Fromage frais and quark continues to record strong growth

Category in decline, but premium indulgence growth segment

COMPETITIVE LANDSCAPE

Royal FrieslandCampina NV looks to compensate for loss in sales with quark

High-quality indulgence products still perform well

Danone Nederland BV increases value share

CATEGORY DATA

Table 153 Sales of Other Dairy by Category: Volume 2013-2018
Table 154 Sales of Other Dairy by Category: Value 2013-2018
Table 155 Sales of Other Dairy by Category: % Volume Growth 2013-2018
Table 156 Sales of Other Dairy by Category: % Value Growth 2013-2018
Table 157 Sales of Cream by Type: % Value 2013-2018
Table 158 NBO Company Shares of Other Dairy: % Value 2014-2018
Table 159 LBN Brand Shares of Other Dairy: % Value 2015-2018
Table 160 Distribution of Other Dairy by Format: % Value 2013-2018
Table 161 Forecast Sales of Other Dairy by Category: Volume 2018-2023
Table 162 Forecast Sales of Other Dairy by Category: Value 2018-2023
Table 163 Forecast Sales of Other Dairy by Category: % Volume Growth 2018-2023
Table 164 Forecast Sales of Other Dairy by Category: % Value Growth 2018-2023

Yoghurt and Sour Milk Products in the Netherlands

HEADLINES

PROSPECTS

Plain yoghurt continues to record strong growth

Flavoured yoghurt sees strong decline because of health concerns

Sour milk products shows growth potential

COMPETITIVE LANDSCAPE

New products emphasise protein

Producers use the concept of provenance and localisation to add value

New players expected to enter sour milk drinks as kefir becomes more mainstream

CATEGORY DATA

Table 165 Sales of Yoghurt and Sour Milk Products by Category: Volume 2013-2018
Table 166 Sales of Yoghurt and Sour Milk Products by Category: Value 2013-2018
Table 167 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2013-2018
Table 168 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2013-2018
Table 169 Sales of Flavoured Yoghurt by Flavour: Rankings 2013-2018
Table 170 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2014-2018
Table 171 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2015-2018
Table 172 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2013-2018
Table 173 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2018-2023
Table 174 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2018-2023
Table 175 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2018-2023
Table 176 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2018-2023

Edible Oils in the Netherlands

HEADLINES

PROSPECTS

Olive oil has further potential

Lesser-known edible oils achieve growth through exposure and education

COMPETITIVE LANDSCAPE

Iliada profits from the greater attention paid to gourmet and premium olive oil

Bertolli invests to consolidate with variety in packaging formats

Rice oil presents a healthier alternative for cooking

CATEGORY DATA

Table 177 Sales of Edible Oils by Category: Volume 2013-2018
Table 178 Sales of Edible Oils by Category: Value 2013-2018
Table 179 Sales of Edible Oils by Category: % Volume Growth 2013-2018
Table 180 Sales of Edible Oils by Category: % Value Growth 2013-2018
Table 181 NBO Company Shares of Edible Oils: % Value 2014-2018
Table 182 LBN Brand Shares of Edible Oils: % Value 2015-2018
Table 183 Distribution of Edible Oils by Format: % Value 2013-2018
Table 184 Forecast Sales of Edible Oils by Category: Volume 2018-2023
Table 185 Forecast Sales of Edible Oils by Category: Value 2018-2023
Table 186 Forecast Sales of Edible Oils by Category: % Volume Growth 2018-2023
Table 187 Forecast Sales of Edible Oils by Category: % Value Growth 2018-2023

Ready Meals in the Netherlands

HEADLINES

PROSPECTS

Less time is spent in the kitchen except for leisure time

COMPETITIVE LANDSCAPE

New-generation prepared salads contain less sugar and fat

HAK profits from influencer chef Herman de Blijker

Chef-inspired chilled ready meals

CATEGORY DATA

Table 188 Sales of Ready Meals by Category: Volume 2013-2018
Table 189 Sales of Ready Meals by Category: Value 2013-2018
Table 190 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 191 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 192 Sales of Chilled Ready Meals by Ethnicity: % Value 2013-2018
Table 193 Sales of Frozen Ready Meals by Ethnicity: % Value 2013-2018
Table 194 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 195 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 196 Distribution of Ready Meals by Format: % Value 2013-2018
Table 197 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 198 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 199 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 200 Forecast Sales of Ready Meals by Category: % Value Growth 2018-2023

Sauces, Dressings and Condiments in the Netherlands

HEADLINES

PROSPECTS

Largest manufacturers adapt formulas to reduce salt and sugar

Premiumisation and flavour variety trigger curiosity

Dutch consumers enjoy barbecues and leisure time

COMPETITIVE LANDSCAPE

Heinz expands its range by adapting to consumer shifts

El Jefe Primo – quality table sauce with marketing inspired by a fantasy character

Private label invests in quality and variety

CATEGORY DATA

Table 201 Sales of Sauces, Dressings and Condiments by Category: Volume 2013-2018
Table 202 Sales of Sauces, Dressings and Condiments by Category: Value 2013-2018
Table 203 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2013-2018
Table 204 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2013-2018
Table 205 Sales of Cooking Sauces by Type: % Value 2013-2018
Table 206 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2014-2018
Table 207 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2015-2018
Table 208 Distribution of Sauces, Dressings and Condiments by Format: % Value 2013-2018
Table 209 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2018-2023
Table 210 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2018-2023
Table 211 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2018-2023
Table 212 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2018-2023

Soup in the Netherlands

HEADLINES

PROSPECTS

Manufacturers lure the Dutch to consume soup more frequently

Natural ingredients are important to the Dutch consumer

Gluten-free soup is expected to gain greater exposure

COMPETITIVE LANDSCAPE

Unox adapts to consolidate its leading position

Private label follows the trend towards premiumisation

Alvalle profits from higher demand for gazpacho

CATEGORY DATA

Table 213 Sales of Soup by Category: Volume 2013-2018
Table 214 Sales of Soup by Category: Value 2013-2018
Table 215 Sales of Soup by Category: % Volume Growth 2013-2018
Table 216 Sales of Soup by Category: % Value Growth 2013-2018
Table 217 Sales of Soup by by Leading Flavours: Rankings 2013-2018
Table 218 NBO Company Shares of Soup: % Value 2014-2018
Table 219 LBN Brand Shares of Soup: % Value 2015-2018
Table 220 Distribution of Soup by Format: % Value 2013-2018
Table 221 Forecast Sales of Soup by Category: Volume 2018-2023
Table 222 Forecast Sales of Soup by Category: Value 2018-2023
Table 223 Forecast Sales of Soup by Category: % Volume Growth 2018-2023
Table 224 Forecast Sales of Soup by Category: % Value Growth 2018-2023

Sweet Spreads in the Netherlands

HEADLINES

PROSPECTS

Sweet spreads is influenced by higher demand for health and nutrition

Fruit jams with vegetables trigger interest in healthier formulas

Sustainability and social responsibility are important to Dutch consumers

COMPETITIVE LANDSCAPE

Unilever develops sweet spreads products with a healthier positioning with Blue Band

Popular foodservice brand La Place enters distribution through agreement with Jumbo supermarkets

Paiarrop arrives as a sweet spread for cheese

CATEGORY DATA

Table 225 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 226 Sales of Sweet Spreads by Category: Value 2013-2018
Table 227 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 228 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 229 Sales of Jams and Preserves by Leading Flavours: Rankings 2013-2018
Table 230 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 231 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 232 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 233 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 234 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 235 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 236 Forecast Sales of Sweet Spreads by Category: % Value Growth 2018-2023

Baked Goods in the Netherlands

HEADLINES

PROSPECTS

Bakeries in supermarkets slowly gain share from artisanal

Offer and sales of gluten-free and organic bread increase further

Sugar concerns to define packaged and unpackaged cakes

COMPETITIVE LANDSCAPE

Large bakers merge into giant Borgesius-Bakkersland, then demerge in 2018

Sugar-free breakfast cakes by Koninlijke Peijnenburg successful

Dr Oetker targets convenience with new no-bake dessert mixes

CATEGORY DATA

Table 237 Sales of Baked Goods by Category: Volume 2013-2018
Table 238 Sales of Baked Goods by Category: Value 2013-2018
Table 239 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 240 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 241 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 242 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 243 Distribution of Baked Goods by Format: % Value 2013-2018
Table 244 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 245 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 246 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 247 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Breakfast Cereals in the Netherlands

HEADLINES

PROSPECTS

Producers attempt health-orientated innovation

Hot cereals experiences sustained growth

Marketing strategies change to increasingly target parents

COMPETITIVE LANDSCAPE

Launch of Bolletje breakfast cereal successful

Retail leader introduces gluten-free cereals

Jumbo lowers sugars in private label breakfast cereals

CATEGORY DATA

Table 248 Sales of Breakfast Cereals by Category: Volume 2013-2018
Table 249 Sales of Breakfast Cereals by Category: Value 2013-2018
Table 250 Sales of Breakfast Cereals by Category: % Volume Growth 2013-2018
Table 251 Sales of Breakfast Cereals by Category: % Value Growth 2013-2018
Table 252 NBO Company Shares of Breakfast Cereals: % Value 2014-2018
Table 253 LBN Brand Shares of Breakfast Cereals: % Value 2015-2018
Table 254 Distribution of Breakfast Cereals by Format: % Value 2013-2018
Table 255 Forecast Sales of Breakfast Cereals by Category: Volume 2018-2023
Table 256 Forecast Sales of Breakfast Cereals by Category: Value 2018-2023
Table 257 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2018-2023
Table 258 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2018-2023

Processed Fruit and Vegetables in the Netherlands

HEADLINES

PROSPECTS

Frozen fruit records high growth rate due to convenience and healthy image

Shelf stable beans experience structural growth

Shelf stable vegetables under pressure

COMPETITIVE LANDSCAPE

Leading brand HAK grows and innovates within shelf stable beans

Bonduelle’s marketing campaign aims at securing trend towards vegetables

Shelf stable vegetables threatened by fresh counterparts

CATEGORY DATA

Table 259 Sales of Processed Fruit and Vegetables by Category: Volume 2013-2018
Table 260 Sales of Processed Fruit and Vegetables by Category: Value 2013-2018
Table 261 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2013-2018
Table 262 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2013-2018
Table 263 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2013-2018
Table 264 NBO Company Shares of Processed Fruit and Vegetables: % Value 2014-2018
Table 265 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2015-2018
Table 266 Distribution of Processed Fruit and Vegetables by Format: % Value 2013-2018
Table 267 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2018-2023
Table 268 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2018-2023
Table 269 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2018-2023
Table 270 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2018-2023

Processed Meat and Seafood in the Netherlands

HEADLINES

PROSPECTS

Meat volume declines but increasing unit prices prevent stronger drop in value sales

Meat substitutes nudged out of niche position

Consumers increasingly look for products with sustainability labels

COMPETITIVE LANDSCAPE

Private label leads fragmented category

Vivera introduces first steak fully based on vegetables

Halal meat grows rapidly

CATEGORY DATA

Table 271 Sales of Processed Meat and Seafood by Category: Volume 2013-2018
Table 272 Sales of Processed Meat and Seafood by Category: Value 2013-2018
Table 273 Sales of Processed Meat and Seafood by Category: % Volume Growth 2013-2018
Table 274 Sales of Processed Meat and Seafood by Category: % Value Growth 2013-2018
Table 275 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 276 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 277 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 278 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2013-2018
Table 279 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2013-2018
Table 280 NBO Company Shares of Processed Meat and Seafood: % Value 2014-2018
Table 281 LBN Brand Shares of Processed Meat and Seafood: % Value 2015-2018
Table 282 Distribution of Processed Meat and Seafood by Format: % Value 2013-2018
Table 283 Forecast Sales of Processed Meat and Seafood by Category: Volume 2018-2023
Table 284 Forecast Sales of Processed Meat and Seafood by Category: Value 2018-2023
Table 285 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2018-2023
Table 286 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2018-2023

Rice, Pasta and Noodles in the Netherlands

HEADLINES

PROSPECTS

Pasta and noodles continue growth

Fairtrade products increasingly popular in plain noodles and rice

Instant noodle salt concerns curb growth

COMPETITIVE LANDSCAPE

Private label domination of chilled pasta continues

Lassie retains leadership of rice

Fairtrade Original rice and its producers reap benefits from trends

CATEGORY DATA

Table 287 Sales of Rice, Pasta and Noodles by Category: Volume 2013-2018
Table 288 Sales of Rice, Pasta and Noodles by Category: Value 2013-2018
Table 289 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2013-2018
Table 290 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2013-2018
Table 291 Sales of Instant Noodles by Leading Flavours: Rankings 2013-2018
Table 292 NBO Company Shares of Rice, Pasta and Noodles: % Value 2014-2018
Table 293 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2015-2018
Table 294 NBO Company Shares of Rice: % Value 2014-2018
Table 295 LBN Brand Shares of Rice: % Value 2015-2018
Table 296 NBO Company Shares of Pasta: % Value 2014-2018
Table 297 LBN Brand Shares of Pasta: % Value 2015-2018
Table 298 NBO Company Shares of Noodles: % Value 2014-2018
Table 299 LBN Brand Shares of Noodles: % Value 2015-2018
Table 300 Distribution of Rice, Pasta and Noodles by Format: % Value 2013-2018
Table 301 Distribution of Rice by Format: % Value 2013-2018
Table 302 Distribution of Pasta by Format: % Value 2013-2018
Table 303 Distribution of Noodles by Format: % Value 2013-2018
Table 304 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2018-2023
Table 305 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2018-2023
Table 306 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2018-2023
Table 307 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Packaged Food in the Netherlands

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Executive Summary

New Report Guarantee

Growth driven by healthy food and premium products in 2018

Campaign to reduce sugar consumption as prevention for obesity

Larger traditional manufacturers using social media as effective advertising tool

Shift towards online shopping, as well as variety stores and discounters

Health and sustainability to impact packaged food demand

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Table of Contents

Packaged Food in the Netherlands

EXECUTIVE SUMMARY

Growth driven by healthy food and premium products in 2018

Campaign to reduce sugar consumption as prevention for obesity

Larger traditional manufacturers using social media as effective advertising tool

Shift towards online shopping, as well as variety stores and discounters

Health and sustainability to impact packaged food demand

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

DEFINITIONS

SOURCES

Chocolate Confectionery in the Netherlands

HEADLINES

PROSPECTS

Premiumisation and variety set to trigger demand for chocolate

Vegan varieties in chocolate likely to expand

Certified sustainable products becoming increasingly important

COMPETITIVE LANDSCAPE

Tony’s Chocolonely strong distribution expansion

Brand reinforcement through seasonal chocolate

Albert Heijn tests less traditional flavours in tablets

CATEGORY DATA

Gum in the Netherlands

HEADLINES

PROSPECTS

Packaging differentiation as tool to generate impulse

Natural ingredients and organic products gain consumer interest

Labelling and product appearance to trigger consumers

COMPETITIVE LANDSCAPE

More convenient packaging

Biodegradable gum present with BenBits

Effective and humorous communication to attract consumers

CATEGORY DATA

Ice Cream and Frozen Desserts in the Netherlands

HEADLINES

PROSPECTS

Manufacturers committed to promote year-round consumption for ice cream and desserts

Segmentation as means to generate shift towards specific value

Celebrity endorsement contributes to premiumisation trend

COMPETITIVE LANDSCAPE

Innovative flavour combinations attract consumers’ curiosity

Mainstream brands resort to different shapes and formats to impact on store shelves

CATEGORY DATA

Savoury Snacks in the Netherlands

HEADLINES

PROSPECTS

Crossover as a tool to reinforce stronger brands

Potential for free from gluten savoury snacks

Home entertainment fuels greater impulse for popcorn

COMPETITIVE LANDSCAPE

Party and variety mix packaging succeeds in 2018

Sweet and salty mix variants of popcorn expand offer

Promotion and rising demand for raw and pure products within nuts and seeds

CATEGORY DATA

Sugar Confectionery in the Netherlands

HEADLINES

PROSPECTS

Products with lower sugar poised to grow in sugar confectionery

Sharing as part of the portion control trend

Products find field for expansion in alternative channels