Executive Summary

Nov 2019
PROSPECTS
Producers need to add dynamism to soup through new flavour options

Despite fairly high per capita consumption in the Netherlands, demand for soup is stagnating due to increasing maturity of the largest category of shelf stable soup, and its link to seasonality, which encourages a higher proportion of Dutch consumers to eat soup with the arrival of autumn and into winter. During these months, consumers are more drawn to pumpkin or mushroom flavours, while during the spring they are more drawn to tomato or asparagus soup.

Chilled soup strengthens performance in line with demand for fresh healthy options

In line with the rising health trend in the country, Dutch consumers are increasingly choosing chilled or fresh formats within packaged food. This also applies to soup, where the niche chilled format continued to record stronger retail volume growth compared to the stagnation experienced by shelf stable, a trend that is predicted to continue into the forecast period.

Attempts to expand consumption occasions to halt waning interest

To counter waning demand for soup in general, producers are attempting to promote their products as an ideal source of energy, through a convenient quick snack, meal complement or as a main meal. They are therefore attempting to reduce the seasonality of soup by extending its consumption occasions into the summer months through the offer of appetising chilled variants such as gazpacho.

COMPETITIVE LANDSCAPE
Unilever’s convenient pouch format proves popular with consumers

Unilever retained its commanding lead of overall soup in 2019, due to its strength in the largest category of shelf stable soup with its leading brand Unox. However, the brand has had to adapt to changing consumption patterns amongst the Dutch in line with the rising health trend, encouraging it to review its formulas by reducing its salt content while increasing its quantity of vegetables.

Private label continues to gain ground, dominating chilled soup

Private label continued to gain value share within soup in 2019, and dominates the smaller but stronger performing chilled soup. Retailers are able to quickly adapt to consumers’ changing purchasing habits and are known for offering high quality products at accessible prices using natural ingredients.

Granny’s Soup initiative likely to appeal to Dutch consumers’ sensibilities

Albert Heijn is adding the line “Granny’s Soup” (Oma’s Soep) to its assortment following the results of its AH Product Pitch in 2019, which the retailer organised for a fourth consecutive year. Through this project, Albert Heijn aims to encourage creativity and innovation amongst start-ups, allowing them to compete for the chance to gain a place on the retailer’s shelves.

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Soup in the Netherlands

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Overview

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

The Soup 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 Soup in Netherlands?
  • What are the major brands in Netherlands?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • Are consumers moving from traditionally canned and dehydrated variants to more innovative chilled, frozen and UHT formats?

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.

Soup in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Producers need to add dynamism to soup through new flavour options
Chilled soup strengthens performance in line with demand for fresh healthy options
Attempts to expand consumption occasions to halt waning interest

COMPETITIVE LANDSCAPE

Unilever’s convenient pouch format proves popular with consumers
Private label continues to gain ground, dominating chilled soup
Granny’s Soup initiative likely to appeal to Dutch consumers’ sensibilities

CATEGORY DATA

Table 1 Sales of Soup by Category: Volume 2014-2019
Table 2 Sales of Soup by Category: Value 2014-2019
Table 3 Sales of Soup by Category: % Volume Growth 2014-2019
Table 4 Sales of Soup by Category: % Value Growth 2014-2019
Table 5 Sales of Soup by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Soup: % Value 2015-2019
Table 7 LBN Brand Shares of Soup: % Value 2016-2019
Table 8 Distribution of Soup by Format: % Value 2014-2019
Table 9 Forecast Sales of Soup by Category: Volume 2019-2024
Table 10 Forecast Sales of Soup by Category: Value 2019-2024
Table 11 Forecast Sales of Soup by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Soup by Category: % Value Growth 2019-2024

Packaged Food in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Producers address health and sustainability trends with innovative offers to attract consumers
Flexitarian attitudes of the Dutch continue to support increasing adoption of meat-free diets
Private label continues to gain share, quickly adapting to changing consumer trends
Supermarkets dominate distribution of packaged food, supported by private label
Higher current value growth predicted, supporting demand for greater quality products

FOODSERVICE

Sales to Foodservice
Dutch consumers demand both convenience and healthy meal solutions, encouraging foodservice suppliers to adapt to their offers accordingly
Rising health consciousness impacts both retail and foodservice
Scope to expand for suppliers with rising demand for meat-free meal solutions
Consumer Foodservice
Delivery platforms address demand for both convenience and healthy meal solutions expanding their target audience
Foodservice players must adapt to a wider variety of demands from different consumer profiles
Supermarkets expand their services to offer customers greater experience
Category Data
Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources