Sweet spreads recorded a stable but undynamic performance in 2019 due to the maturity shown by chocolate spreads and jams and preserves, with both recording stagnating retail volume sales. However, demand for nut and seed based spreads is continuing to grow in the Netherlands in line with the rising health trend.
Chocolate spreads is struggling to shrug off its marginally negative image due to its high sugar content and questionable sustainability practices associated with its production regarding the use of palm oil. However, players are attempting to reverse this scenario through the use of sustainable chocolate or palm oil as an increasing number of consumers are concerned about the payment of a fair price and responsible working conditions in the countries of origin.
With the health trend increasingly influencing Dutch consumers’ purchasing decisions, they are generally becoming more mindful of the sugar content of packaged food, including jams and preserves and to some extent honey, despite the latter’s general perception of being a natural healthier product. This is linked to the view that standard packaged honey might contain sugar syrup, encouraging consumers to increasingly purchase organic options instead.
Private label continued to strengthen its position within sweet spreads in 2019, led by retailer Albert Heijn, which gained further value share in a number of categories including the strongly performing nut and seed based spreads. The retailer is quick to adapt to consumers’ changing consumption habits and noted the increasing rejection suffered by sugar-laden sweet spreads, reformulating its jams and preserves towards the end of the review period by reducing their sugar content while increasing the amount of fruit by up to 65%.
With pressure on jams and preserves producers to launch healthier variants, Bonne Maman released a new line of “Intense” jams and preserves towards the end of the review period that contain 30% less sugar and a greater amount of fruit. With this launch, the brand is responding to greater awareness amongst the Dutch of the health consequences of overconsuming sugar, including diabetes.
With increasing concerns over the use of palm oil in the production of certain sweet spreads including chocolate spreads and peanut butter, independent brand Mister Kitchen launched seven flavours of peanut butter over the review period, which were formulated without palm oil and were adopted by major retailer Albert Heijn, gaining the brand further awareness. However, despite benefiting from wider distribution, the brand has struggled to gain significant share with Unilever’s Calvé being a top of mind brand in nut and seed based spreads.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Discover the latest market trends and uncover sources of future market growth for the Spreads 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 Spreads industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.
The Spreads in Netherlands market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.