Savoury Snacks in the Netherlands

PROSPECTS

Crossover as a tool to reinforce stronger brands

Snacks manufacturers witnessed increasing competition in 2018 due to consumers’ shift to other healthier snacks and from smaller niche brands, with an increasing number expected to increase their shelf space over the forecast period fuelling further competition within the category. To stave off this competition, larger manufacturers will invest in their brands’ presence and maintain consumer loyalty by adapting formulations towards health and wellness or providing new formats.

Potential for free from gluten savoury snacks

Interest in gluten-free products continued to gain ground in 2018 as an increasing number of Dutch consumers who suffer from gluten intolerance became aware of the disease and chose to avoid gluten. However, despite this, the range of products marketed as gluten-free remained limited in 2018.

Home entertainment fuels greater impulse for popcorn

Popcorn enjoyed healthy growth in 2018 as the Dutch lead busier lifestyles and are placing greater value on relaxing in front of the television watching films and television series. An increasing number of people like to watch films through streaming services at home, giving further opportunity for snacks such as potato chips or popcorn.

COMPETITIVE LANDSCAPE

Party and variety mix packaging succeeds in 2018

Smiths Food Group led savoury snacks in 2018 due to its long-established high concentration and distribution of leading brands such as Lay’s and Smith’s. To cater to the demand for greater variety and the fact that people also choose to entertain at home with friends and family, the player promoted large party mix packaging, offering a selection of popular products in potato chips and puffed snacks.

Sweet and salty mix variants of popcorn expand offer

Popcorn remains led by private label with traditional low investment in new product development. However, growing demand is generating a shift as manufacturers and retailer offer new variants and formats contributing to consumer curiosity.

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

Dutch consumers also look for quality and natural products. Raw Organic Products is a small niche distributor of organic nuts and seeds that gained distribution in main supermarkets like Albert Heijn.

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