Packaged Food in the Netherlands

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

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

More vegetable content required to meet the nutritional deficit

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 29 Sales of Ready Meals by Category: Volume 2013-2018
Table 30 Sales of Ready Meals by Category: Value 2013-2018
Table 31 Sales of Ready Meals by Category: % Volume Growth 2013-2018
Table 32 Sales of Ready Meals by Category: % Value Growth 2013-2018
Table 33 Sales of Chilled Ready Meals by Ethnicity: % Value 2013-2018
Table 34 Sales of Frozen Ready Meals by Ethnicity: % Value 2013-2018
Table 35 NBO Company Shares of Ready Meals: % Value 2014-2018
Table 36 LBN Brand Shares of Ready Meals: % Value 2015-2018
Table 37 Distribution of Ready Meals by Format: % Value 2013-2018
Table 38 Forecast Sales of Ready Meals by Category: Volume 2018-2023
Table 39 Forecast Sales of Ready Meals by Category: Value 2018-2023
Table 40 Forecast Sales of Ready Meals by Category: % Volume Growth 2018-2023
Table 41 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 42 Sales of Sauces, Dressings and Condiments by Category: Volume 2013-2018
Table 43 Sales of Sauces, Dressings and Condiments by Category: Value 2013-2018
Table 44 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2013-2018
Table 45 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2013-2018
Table 46 Sales of Cooking Sauces by Type: % Value 2013-2018
Table 47 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2014-2018
Table 48 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2015-2018
Table 49 Distribution of Sauces, Dressings and Condiments by Format: % Value 2013-2018
Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2018-2023
Table 51 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2018-2023
Table 52 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2018-2023
Table 53 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 54 Sales of Soup by Category: Volume 2013-2018
Table 55 Sales of Soup by Category: Value 2013-2018
Table 56 Sales of Soup by Category: % Volume Growth 2013-2018
Table 57 Sales of Soup by Category: % Value Growth 2013-2018
Table 58 Sales of Soup by by Leading Flavours: Rankings 2013-2018
Table 59 NBO Company Shares of Soup: % Value 2014-2018
Table 60 LBN Brand Shares of Soup: % Value 2015-2018
Table 61 Distribution of Soup by Format: % Value 2013-2018
Table 62 Forecast Sales of Soup by Category: Volume 2018-2023
Table 63 Forecast Sales of Soup by Category: Value 2018-2023
Table 64 Forecast Sales of Soup by Category: % Volume Growth 2018-2023
Table 65 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 66 Sales of Sweet Spreads by Category: Volume 2013-2018
Table 67 Sales of Sweet Spreads by Category: Value 2013-2018
Table 68 Sales of Sweet Spreads by Category: % Volume Growth 2013-2018
Table 69 Sales of Sweet Spreads by Category: % Value Growth 2013-2018
Table 70 Sales of Jams and Preserves by Leading Flavours: Rankings 2013-2018
Table 71 NBO Company Shares of Sweet Spreads: % Value 2014-2018
Table 72 LBN Brand Shares of Sweet Spreads: % Value 2015-2018
Table 73 Distribution of Sweet Spreads by Format: % Value 2013-2018
Table 74 Forecast Sales of Sweet Spreads by Category: Volume 2018-2023
Table 75 Forecast Sales of Sweet Spreads by Category: Value 2018-2023
Table 76 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2018-2023
Table 77 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 78 Sales of Baked Goods by Category: Volume 2013-2018
Table 79 Sales of Baked Goods by Category: Value 2013-2018
Table 80 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 81 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 82 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 83 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 84 Distribution of Baked Goods by Format: % Value 2013-2018
Table 85 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 86 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 87 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 88 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 89 Sales of Breakfast Cereals by Category: Volume 2013-2018
Table 90 Sales of Breakfast Cereals by Category: Value 2013-2018
Table 91 Sales of Breakfast Cereals by Category: % Volume Growth 2013-2018
Table 92 Sales of Breakfast Cereals by Category: % Value Growth 2013-2018
Table 93 NBO Company Shares of Breakfast Cereals: % Value 2014-2018
Table 94 LBN Brand Shares of Breakfast Cereals: % Value 2015-2018
Table 95 Distribution of Breakfast Cereals by Format: % Value 2013-2018
Table 96 Forecast Sales of Breakfast Cereals by Category: Volume 2018-2023
Table 97 Forecast Sales of Breakfast Cereals by Category: Value 2018-2023
Table 98 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2018-2023
Table 99 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 100 Sales of Processed Fruit and Vegetables by Category: Volume 2013-2018
Table 101 Sales of Processed Fruit and Vegetables by Category: Value 2013-2018
Table 102 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2013-2018
Table 103 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2013-2018
Table 104 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2013-2018
Table 105 NBO Company Shares of Processed Fruit and Vegetables: % Value 2014-2018
Table 106 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2015-2018
Table 107 Distribution of Processed Fruit and Vegetables by Format: % Value 2013-2018
Table 108 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2018-2023
Table 109 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2018-2023
Table 110 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2018-2023
Table 111 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 112 Sales of Processed Meat and Seafood by Category: Volume 2013-2018
Table 113 Sales of Processed Meat and Seafood by Category: Value 2013-2018
Table 114 Sales of Processed Meat and Seafood by Category: % Volume Growth 2013-2018
Table 115 Sales of Processed Meat and Seafood by Category: % Value Growth 2013-2018
Table 116 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 117 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 118 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2013-2018
Table 119 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2013-2018
Table 120 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2013-2018
Table 121 NBO Company Shares of Processed Meat and Seafood: % Value 2014-2018
Table 122 LBN Brand Shares of Processed Meat and Seafood: % Value 2015-2018
Table 123 Distribution of Processed Meat and Seafood by Format: % Value 2013-2018
Table 124 Forecast Sales of Processed Meat and Seafood by Category: Volume 2018-2023
Table 125 Forecast Sales of Processed Meat and Seafood by Category: Value 2018-2023
Table 126 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2018-2023
Table 127 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 128 Sales of Rice, Pasta and Noodles by Category: Volume 2013-2018
Table 129 Sales of Rice, Pasta and Noodles by Category: Value 2013-2018
Table 130 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2013-2018
Table 131 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2013-2018
Table 132 Sales of Instant Noodles by Leading Flavours: Rankings 2013-2018
Table 133 NBO Company Shares of Rice, Pasta and Noodles: % Value 2014-2018
Table 134 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2015-2018
Table 135 NBO Company Shares of Rice: % Value 2014-2018
Table 136 LBN Brand Shares of Rice: % Value 2015-2018
Table 137 NBO Company Shares of Pasta: % Value 2014-2018
Table 138 LBN Brand Shares of Pasta: % Value 2015-2018
Table 139 NBO Company Shares of Noodles: % Value 2014-2018
Table 140 LBN Brand Shares of Noodles: % Value 2015-2018
Table 141 Distribution of Rice, Pasta and Noodles by Format: % Value 2013-2018
Table 142 Distribution of Rice by Format: % Value 2013-2018
Table 143 Distribution of Pasta by Format: % Value 2013-2018
Table 144 Distribution of Noodles by Format: % Value 2013-2018
Table 145 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2018-2023
Table 146 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2018-2023
Table 147 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2018-2023
Table 148 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2018-2023

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