Weight Management and Wellbeing in the Netherlands

PROSPECTS

Above-average meal replacement growth is driven by the emergence of new meal shakes brands

Meal replacement products recorded growth slightly above the average for consumer health in 2018. In recent years, meal replacement witnessed the emergence of a raft of new, often local meal shakes brands which – in contrast to traditional meal replacement products aimed at weight loss – emphasise wellbeing more generally.

Young, urban, affluent consumers are key in meal replacement

Demand for meal replacement continues to rise in line with younger consumers becoming increasingly aware of such products. Growing awareness of overweight and obesity amongst the Dutch population has resulted in many younger consumers attaching greater significance to their weight and being willing to use products that help them to lose weight quickly.

Young professionals drive the demand for meal shakes for wellbeing

There are a growing number of young consumers in the Netherlands who buy meal bars and meal shakes exclusively for wellbeing, rather than weight loss. This is especially true of young professionals, who are pressed for time due to their hectic work lives.

COMPETITIVE LANDSCAPE

Nutrition & Santé Benelux and Herbalife International Netherlands lead

Nutrition & Santé Benelux and Herbalife International Netherlands are two traditional players in weight management and wellbeing, and continued to lead in 2018. The former has a presence through two very well-recognised brands, Modifast and Weight Care, which are virtually the only brands available through drugstores/parapharmacies.

Successful local start-ups in meal shakes

Amongst the new meal shakes brands there are both foreign and domestic manufacturers. An example of the former is Soylent; examples of the latter are Jake and Joylent.

Illegal trade in weight loss drugs and slimming teas

Weight management and wellbeing remains a consumer health category in which there is not insignificant illegal trade in the Netherlands. Weight loss drugs (and also slimming teas) which are not available in the Netherlands or only on prescription are imported from foreign countries.

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