Soft Drinks in the Netherlands

Soft Drinks in the Netherlands

EXECUTIVE SUMMARY

Larger volume categories under increasing pressure

Health concerns a major issue for Dutch consumers

Major players focus on developing healthier alternatives

New product launches target adult consumers

Negative image of many soft drinks to limit industry growth over the forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 19 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 28 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 29 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in the Netherlands

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in the Netherlands

HEADLINES

PROSPECTS

Ethnic diversity drives category growth

Urbanisation to support the further development of Asian speciality drinks

Asian speciality drinks likely to remain a niche

COMPETITIVE LANDSCAPE

Real Tropical Food’s Mogu Mogu the most popular brand

Most products are high in sugar

New entrants needed to surpass expectations

CATEGORY DATA

Table 30 Off-trade Sales of Asian Speciality Drinks: Volume 2012-2017
Table 31 Off-trade Sales of Asian Speciality Drinks: Value 2012-2017
Table 32 Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2012-2017
Table 33 Off-trade Sales of Asian Speciality Drinks: % Value Growth 2012-2017
Table 34 NBO Company Shares of Off-trade Asian Speciality Drinks: % Volume 2013-2017
Table 35 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Volume 2014-2017
Table 36 NBO Company Shares of Off-trade Asian Speciality Drinks: % Value 2013-2017
Table 37 LBN Brand Shares of Off-trade Asian Speciality Drinks: % Value 2014-2017
Table 38 Forecast Off-trade Sales of Asian Speciality Drinks: Volume 2017-2022
Table 39 Forecast Off-trade Sales of Asian Speciality Drinks: Value 2017-2022
Table 40 Forecast Off-trade Sales of Asian Speciality Drinks: % Volume Growth 2017-2022
Table 41 Forecast Off-trade Sales of Asian Speciality Drinks: % Value Growth 2017-2022

Bottled Water in the Netherlands

HEADLINES

PROSPECTS

Bottled water the ultimate clean label product

Bottled water becoming more mature

Functional bottled water the only category to record a decline

COMPETITIVE LANDSCAPE

Major players scramble to capitalise on the growth of flavoured bottled water

Bottled water to face increased competition from other categories

Producers to further broaden the appeal of their products by targeting specific consumer groups

CATEGORY DATA

Table 42 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 43 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 44 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 45 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 46 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 47 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 48 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 49 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 50 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 51 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 52 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 53 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

Carbonates in the Netherlands

HEADLINES

PROSPECTS

Category sees a shift towards products targeted at adults

Sugar-averse consumers lead to major changes

Further decline in volume sales inevitable

COMPETITIVE LANDSCAPE

Coca-Cola seeking value rather than volume growth

Several major players invest in ranges targeted at adults

Niche players take share from major brand manufacturers

CATEGORY DATA

Table 54 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 55 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 56 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 57 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 58 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 59 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 60 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 61 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 62 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 63 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 64 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 65 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 66 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 67 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 68 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 69 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 70 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 71 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 72 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 73 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in the Netherlands

HEADLINES

PROSPECTS

Growing sugar concerns put category under pressure

Watery juices and flavoured bottled water the category’s main competitors

Category needs to reinvent itself

COMPETITIVE LANDSCAPE

HJ Heinz the leading company but losing share

BB Drinks likely to chip away at the share of HJ Heinz

Craft concentrates likely to enter the category

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 74 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 75 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 76 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 77 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 78 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 79 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 80 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 81 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 82 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 83 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 84 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 85 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 86 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 87 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in the Netherlands

HEADLINES

PROSPECTS

Energy drinks positioned as functional rather than soft beverages

Energy drinks become more mainstream

The Max effect will likely last for a few more years

COMPETITIVE LANDSCAPE

Red Bull Nederland the leading force in energy drinks

Coca-Cola Enterprises struggles

Major players not very successful with reduced-sugar energy drinks

CATEGORY DATA

Table 88 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 89 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 90 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 91 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 92 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 93 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 94 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 95 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 96 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 97 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 98 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 99 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in the Netherlands

HEADLINES

PROSPECTS

Concerns about sugar

Products with added vegetable juice or other natural ingredients offer an opportunity for growth

Homemade and unpackaged juices damage sales

COMPETITIVE LANDSCAPE

Royal FrieslandCampina continues to lose share

Private label under pressure in large categories but performing well in growing niches

Juice drinks producers reposition their brands

CATEGORY DATA

Table 100 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 101 Off-trade Sales of Juice by Category: Value 2012-2017
Table 102 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 103 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 104 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 105 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 106 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 107 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 108 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 109 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 110 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 111 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 112 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 113 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 114 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in the Netherlands

HEADLINES

PROSPECTS

Espresso RTD coffee shows promise

Confusion about the position of RTD coffee in the off-trade limits growth

Negative image due to being seen as a high-calorie product

COMPETITIVE LANDSCAPE

Douwe Egberts Nederland leads the category

Emmi Benelux the most successful player in forecourt retailing

Launch of AH Ijskoude shows confidence in the category

CATEGORY DATA

Table 115 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 116 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 117 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 118 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 119 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 120 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 121 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 122 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 123 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 124 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 125 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 126 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in the Netherlands

HEADLINES

PROSPECTS

High-sugar RTD teas under pressure

Success of flavoured bottled water an example for manufacturers to follow

Green and herbal RTD tea variants show potential for further growth

COMPETITIVE LANDSCAPE

Unilever reformulates its regular carbonated RTD tea range

BB Drinks an interesting challenger but with limited potential

Coca-Cola Enterprises to step up its activities in RTD tea

CATEGORY DATA

Table 127 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 128 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 129 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 130 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 131 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 132 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 133 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 134 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 135 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 136 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 137 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 138 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 139 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in the Netherlands

HEADLINES

PROSPECTS

Sports drinks not a strategic priority

Reduced-sugar sports drinks unlikely to become available

Sports drinks close to rock bottom

COMPETITIVE LANDSCAPE

Leading players struggle

Coca-Cola ranks second through its Aquarius brand

Major players looking to other categories for expansion

CATEGORY DATA

Table 140 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 141 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 142 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 143 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 144 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 145 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 146 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 147 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 148 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 149 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 150 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 151 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

---