Spreads in the Netherlands

TRENDS

Sales of spreads continued to register low growth in the Netherlands in 2017. Despite maturity, changes in consumers’ lifestyles and habits continued to influence the demand for spreads, as was seen during the review period. The Dutch are leading busier lives, and people are devoting less time to having breakfast at home. More manufacturers and retailers are still trying to promote variety and meet the rising demand for healthier options, whilst emphasising enjoyment as a factor to create demand.

COMPETITIVE LANDSCAPE

Manufacturers appealed to the crossover concept by introducing extensions of brands that are successful in other packaged food categories. Mondelez launched a chocolate spread with Cote d’Or, one of the favourite brands in chocolate tablets amongst Dutch consumers. The product performed well, gaining 80% distribution within the first three months and maintaining its position six months after its introduction. This introduction also marked the trend towards premiumisation in spreads, with more people willing to pay a higher price for a quality product which has a rich taste.

PROSPECTS

The spreads category is considered highly mature in the Netherlands. Manufacturers are aware that investment in new product development and the promotion of alternatives is necessary in order to generate consumer interest and a shift towards value-added products. Sales are expected to grow, but at low levels during the forecast period, with manufacturers expected to focus on stimulating growth for high-quality and health and wellness products with varied formats adapted to changes in consumer breakfast and snacking habits.

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