Packaged Food in the Netherlands

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Packaged Food in Netherlands report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Packaged Food in Netherlands?
  • Which are the leading brands in Packaged Food in Netherlands?
  • How are products distributed in Packaged Food in Netherlands?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Netherlands?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in the Netherlands

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Sales to foodservice fall sharply as the COVID-19 lockdown leads to the closure of foodservice establishments from mid-March-June, with further restrictions on operations emerging through the year Campaigns for the transition to a mainly plant-based diet and the rising number of vegetarian/vegan restaurants offer newer growth avenues for food suppliers Food supply and health and traceability concerns foster a growing emphasis on locally produced packaged food
Consumer Foodservice
Lockdown closures and restrictions lead to sharp sales declines in consumer foodservice, with many outlets forced to shut down Home food preparation trend set to prove robust as consumers continue to embrace home-centred lifestyles in an uncertain environment Growing popularity of ethnic and international cuisines offers new, less tapped or wider growth avenues for consumer foodservice in a shrinking landscape
Category Data
Chart 1 Packaged Food Value Sales Growth Scenarios: 2018-2025 Chart 2 Packaged Food Impact of Drivers on Value Sales: 2017-2025 Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Edible Oils in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Home consumption during lockdown drives an overall growth in olive oil consumption
Stockpiling did not reveal changes to consumer preferences
Palm oil disappearing as unethical production becomes obsolete

RECOVERY AND OPPORTUNITIES

Mid-priced brands to be squeezed by downtrading and premiumisation
E-commerce to benefit from growing demand for convenience
Healthier edible oils to stay in demand after the periods of lockdown

CATEGORY DATA

Table 19 Sales of Edible Oils by Category: Volume 2015-2020 Table 20 Sales of Edible Oils by Category: Value 2015-2020 Table 21 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 22 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 24 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 25 Distribution of Edible Oils by Format: % Value 2015-2020 Table 26 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 27 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 28 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Lockdown stockpiling leads to unprecedented growth in ready meals
Greater home consumption having little effect on chilled meals
Meal kits behind the surge in dinner mix sales

RECOVERY AND OPPORTUNITIES

Trends for health consciousness, convenience and dining at home to drive growth of dinner mixes
New meat-free offerings to bolster the growth of ready meals
Healthier offerings to keep chilled pizzas on an upward trajectory

CATEGORY DATA

Table 30 Sales of Ready Meals by Category: Volume 2015-2020 Table 31 Sales of Ready Meals by Category: Value 2015-2020 Table 32 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 33 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 34 Sales of Chilled Ready Meals by Ethnicity: % Value 2015-2020 Table 35 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 36 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 37 Distribution of Ready Meals by Format: % Value 2015-2020 Table 38 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 39 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 40 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 41 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Foodservice gives way to retail in light of the lockdown
Pasta sauces and tomato pastes and purées gain from the stockpiling of pasta
Increased at-home consumption brings about growth in dips and table sauces

RECOVERY AND OPPORTUNITIES

Effects of the COVID-19 outbreak to accentuate the polarisation of sauces, dressings and condiments
Lunchtime mezze trend to support growth of dips and pickled products
Tahini and zaatar to move towards the mainstream

CATEGORY DATA

Table 42 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 43 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 44 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 45 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 46 Sales of Cooking Sauces by Type: % Value 2015-2020 Table 47 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 48 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 49 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 51 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 52 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 53 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Stockpiling brings a modest growth in most sweet spreads
Sweet spreads remain available in retail throughout lockdown
Increased at-home consumption puts larger package sizes and healthier spreads in higher demand

RECOVERY AND OPPORTUNITIES

Consumers to continue trading down to private label
Demand for dairy-free to help nut and seed-based spreads to continue growing
E-commerce to remain increasingly popular channel even after the lockdown eases

CATEGORY DATA

Table 54 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 55 Sales of Sweet Spreads by Category: Value 2015-2020 Table 56 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 57 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 58 Sales of Jams and Preserves by Leading Flavours: Rankings 2015-2020 Table 59 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 60 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 61 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 62 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 63 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 64 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 65 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Stockpiling at the start of the lockdown behind increased retail sales
Increased at-home consumption and focus on health behind greater interest in soup
Dehydrated soup recovers slightly but still lose out to fresh soup

RECOVERY AND OPPORTUNITIES

Shelf stable soup to lose consumers to fresher alternatives
Meal kits to move towards the mainstream as consumers keep lockdown habits
Economic constraints to lead consumers to private label

CATEGORY DATA

Table 66 Sales of Soup by Category: Volume 2015-2020 Table 67 Sales of Soup by Category: Value 2015-2020 Table 68 Sales of Soup by Category: % Volume Growth 2015-2020 Table 69 Sales of Soup by Category: % Value Growth 2015-2020 Table 70 Sales of Soup by Leading Flavours: Rankings 2015-2020 Table 71 NBO Company Shares of Soup: % Value 2016-2020 Table 72 LBN Brand Shares of Soup: % Value 2017-2020 Table 73 Distribution of Soup by Format: % Value 2015-2020 Table 74 Forecast Sales of Soup by Category: Volume 2020-2025 Table 75 Forecast Sales of Soup by Category: Value 2020-2025 Table 76 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 77 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Faster retail sales growth as the outbreak of Coronavirus (COVID-19) adds dynamism to ongoing efforts to raise health profile of bread
Some consumers shift to e-commerce for convenience and safe shopping during the pandemic, but supermarkets and artisanal bakers remain open and popular
Private label continues to gain retail value share from artisanal and branded rivals through the offer of healthy ranges at lower prices during the pandemic

RECOVERY AND OPPORTUNITIES

Convenience and quality set to have a major impact on consumers’ purchasing decisions in the forecast period
Return to work, study and social norms predicted to see a resurgence in the on-the-go consumption of baked goods
Health, sophistication and segmentation trends offer growth opportunities in a mature category

CATEGORY DATA

Table 78 Sales of Baked Goods by Category: Volume 2015-2020 Table 79 Sales of Baked Goods by Category: Value 2015-2020 Table 80 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 81 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 82 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 83 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 84 Distribution of Baked Goods by Format: % Value 2015-2020 Table 85 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 86 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 87 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 88 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) lockdown boosts sales as consumers stockpile to ensure supply of breakfast cereals
Hot cereals benefits from strong health trend as consumers seek warm, nutritious and filling breakfast options
Smaller players continue to challenge the long-time leaders as their healthier options attract growing interest from consumers

RECOVERY AND OPPORTUNITIES

Slowdown in growth anticipated in the short term, before improving as improving price-quality ratios lure consumers
Private label continues to grow in importance as retailers develop their ranges of healthier and more premium offerings
Concerns over unhealthy ingredients set to lead to further innovation in terms of ingredients, higher fibre and reduced or more natural sugar products

CATEGORY DATA

Table 89 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 90 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 91 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 92 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 93 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 94 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 95 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 96 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 97 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 98 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 99 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) lockdown sees consumers stockpile processed meat and seafood from physical retailers and e-commerce to guarantee supply
The pandemic accelerates strong lifestyle trends to put pressure on manufacturers of processed meat and seafood
Supermarket operators lead the category and development with strong and forward-facing private label lines

RECOVERY AND OPPORTUNITIES

Meat substitutes and processed seafood set to drive growth as processed meat loses appeal among an increasingly health-conscious consumer base
Government and other actors’ push for flexitarian diets diminishes demand for processed meat for health, ethical and sustainability reasons
Shift away from soy encourages new product development in meat substitutes as manufacturers seek to allay consumer fears over health, quality and taste attributes

CATEGORY DATA

Table 100 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 101 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 102 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 103 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 104 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 105 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 106 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 107 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2015-2020 Table 108 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2015-2020 Table 109 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 110 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 111 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 112 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 113 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 114 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 115 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Consumers panic buy processed fruit and vegetables to ensure supply of important ingredients for various meal solutions
Major health eating campaign pushes processed vegetables as alternatives to meat, while versatility of processed fruit and vegetables attracts attention of at-home consumers
Neerlands Glorie and Albert Heijn leverage wide product portfolios to tap into higher demand and boost retail value shares during the pandemic

RECOVERY AND OPPORTUNITIES

Positive but slower growth anticipated as the ebbing of the pandemic weakens key lockdown growth drivers
Convenience, versatility and health aspects offer strong growth potential for shelf stable beans and frozen fruit
Players seek to improve brand image and win over consumers by developing and communicating higher nutritional value of products

CATEGORY DATA

Table 116 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 117 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 118 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 119 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 120 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2015-2020 Table 121 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 122 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 123 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 124 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 125 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 126 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 127 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in the Netherlands

KEY DATA FINDINGS

2020 IMPACT

Coronavirus (COVID-19) produces spike in sales of convenient and trusted staples like rice, pasta and noodles as meal consumption shifts to the home
Growing interest in Asian and other more exotic cuisines boosts the use of rice and noodles, while pasta benefits from the enduring popularity of Italian food
The economic fallout of COVID-19 provides a fillip to already strong private label as consumers seek good price-quality ratios

RECOVERY AND OPPORTUNITIES

As COVID-19 effects linger consumers are expected to continue to cook at home to offer residual growth opportunities for rice, pasta and noodles
Healthier and more innovative new product development in chilled and dried pasta provides optimism for growth in a mature category
Brown and organic rice products set to add value to the offer and sales although the category faces growing competition from health-positioned alternatives

CATEGORY DATA

Table 128 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 129 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 130 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 131 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 132 Sales of Instant Noodles by Leading Flavours: Rankings 2015-2020 Table 133 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 134 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 135 NBO Company Shares of Rice: % Value 2016-2020 Table 136 LBN Brand Shares of Rice: % Value 2017-2020 Table 137 NBO Company Shares of Pasta: % Value 2016-2020 Table 138 LBN Brand Shares of Pasta: % Value 2017-2020 Table 139 NBO Company Shares of Noodles: % Value 2016-2020 Table 140 LBN Brand Shares of Noodles: % Value 2017-2020 Table 141 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 142 Distribution of Rice by Format: % Value 2015-2020 Table 143 Distribution of Pasta by Format: % Value 2015-2020 Table 144 Distribution of Noodles by Format: % Value 2015-2020 Table 145 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 146 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 147 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 148 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

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This report originates from Passport, our Packaged Food research and analysis database.

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