Executive Summary

Nov 2019
PROSPECTS
Increasing interest in healthier nut and seed based spreads offsets waning sales for traditionally popular products

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.

Producers look to improve image of chocolate spreads by reducing sugar content and adopting sustainable practices

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.

Jams and preserves struggles on several fronts

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.

COMPETITIVE LANDSCAPE
Private label strengthens position in sweet spreads, led by major retailer Albert Heijn

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%.

Leading brands of jams and preserves reduce their sugar content in line with health trend

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.

Smaller brands look to attract consumers’ attention with sustainable practices

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.

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Sweet Spreads in the Netherlands

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Overview

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:

  • 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 Spreads in Netherlands?
  • What are the major brands in Netherlands?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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.

Sweet Spreads in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Increasing interest in healthier nut and seed based spreads offsets waning sales for traditionally popular products
Producers look to improve image of chocolate spreads by reducing sugar content and adopting sustainable practices
Jams and preserves struggles on several fronts

COMPETITIVE LANDSCAPE

Private label strengthens position in sweet spreads, led by major retailer Albert Heijn
Leading brands of jams and preserves reduce their sugar content in line with health trend
Smaller brands look to attract consumers’ attention with sustainable practices

CATEGORY DATA

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