Product Code: HWFBNL
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Health and wellness in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2016-2021
Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
Table 3 Sales of Health and Wellness by Category: Value 2016-2021
Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
BETTER FOR YOU BEVERAGES IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
More consumers taking steps towards healthier living to better resist the impacts of COVID-19 prompts further growth in BFY reduced sugar beverages
Major carbonates players promote their reduced sugar brands aggressively using "in and out" flavour strategy
Other types of soft drinks also have stronger prospects in reduced sugar variants encouraging new launches from players
PROSPECTS AND OPPORTUNITIES
Positive but slightly decelerating growth rates forecast for better for you beverages in retail as the on-trade recovers and at-home consumption occasions reduce
Maturity of reduced sugar beverages will require strategies to drive further growth of zero and light products
Manufacturers likely to focus on the strong growth potential of reduced sugar energy drinks
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2016-2021
Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
NATURALLY HEALTHY BEVERAGES IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
NH other tea performs best in 2021 as consumers seek novelty as well as ingredients that are beneficial to health
NH flavoured bottled water benefits from consumers' search for a healthier soft drink and a beverage to take with them as their mobility increases post-lockdown
Pandemic lockdown and restrictions limit on-the-go consumption and therefore the growth of naturally healthy beverages in smaller formats
PROSPECTS AND OPPORTUNITIES
Health awareness will keep naturally healthy beverages at the forefront of consumers' minds despite competition from other types of HW beverages
Competition from organic beverages, notably in tea, will limit the forecast period performance of naturally healthy beverages
Maturity expected to continue limiting the performance of NH bottled water
CATEGORY DATA
Table 24 Sales of NH Beverages by Category: Value 2016-2021
Table 25 Sales of NH Beverages by Category: % Value Growth 2016-2021
Table 26 NBO Company Shares of NH Beverages: % Value 2017-2021
Table 27 LBN Brand Shares of NH Beverages: % Value 2018-2021
Table 28 Distribution of NH Beverages by Format: % Value 2016-2021
Table 29 Forecast Sales of NH Beverages by Category: Value 2021-2026
Table 30 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
ORGANIC BEVERAGES IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Healthier lifestyles and purchasing habits developed in 2020 support ongoing strong growth of organic beverages in 2021
Consumer demand for higher-quality tea keeps organic tea as the best performer
Consumers view organic claims in coffee and juice as a sign of quality
PROSPECTS AND OPPORTUNITIES
Demand for organic beverages expected to be supported by increased health awareness
New launches by major players likely to lead to further product development in organic beverages
Greater demand from Dutch consumers will widen the off-trade distribution of organic beverages
CATEGORY DATA
Table 31 Sales of Organic Beverages by Category: Value 2016-2021
Table 32 Sales of Organic Beverages by Category: % Value Growth 2016-2021
Table 33 NBO Company Shares of Organic Beverages: % Value 2017-2021
Table 34 LBN Brand Shares of Organic Beverages: % Value 2018-2021
Table 35 Distribution of Organic Beverages by Format: % Value 2016-2021
Table 36 Forecast Sales of Organic Beverages by Category: Value 2021-2026
Table 37 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
BETTER FOR YOU PACKAGED FOOD IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growing demand for reduced sugar products sees new launches in untapped categories like breakfast cereals
Consumers' efforts to reduce their salt intake see key grocery retailers allocating greater shelf space to BFY reduced salt food
While reducing fat remains important for Dutch consumers, a shift to healthy fats is also becoming more apparent and encouraging new launches
PROSPECTS AND OPPORTUNITIES
The ongoing drive to reduce sugar in consumers' diets will see new releases of reduced sugar packaged food products
Continued consumer demand for reduced salt food will stimulate new product development and promotion from key grocery retailers
New product development in reduced fat foods is likely to be informed by the shift to healthier eating, the plant-based movement and demand for healthier fats
CATEGORY DATA
Table 38 Sales of BFY Packaged Food by Category: Value 2016-2021
Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
Table 40 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
Table 42 Distribution of BFY Packaged Food by Format: % Value 2016-2021
Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
FREE FROM IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
The free from lactose trend continues to grow and witnesses new product development
Health and environmental concerns continue to widen the consumer base for free from dairy products
Free from meat other ready meals performs best driven by growing consumer interest in meat substitutes and demand for convenience
PROSPECTS AND OPPORTUNITIES
Free from lactose trend projected to grow due to increased incidence of intolerance as well as consumer preference
Free from dairy has room for growth, especially in free from dairy ice cream where there is currently little competition
Free from meat will perform best in the forecast period due to the increasing meat-free diet trend in the country and manufacturers' efforts to improve offerings
CATEGORY DATA
Table 45 Sales of Free From by Category: Value 2016-2021
Table 46 Sales of Free From by Category: % Value Growth 2016-2021
Table 47 NBO Company Shares of Free From: % Value 2017-2021
Table 48 LBN Brand Shares of Free From: % Value 2018-2021
Table 49 Distribution of Free From by Format: % Value 2016-2021
Table 50 Forecast Sales of Free From by Category: Value 2021-2026
Table 51 Forecast Sales of Free From by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL PACKAGED FOOD IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for protein-enriched packaged food products continues as consumers perceive a link with immunity
Specific functionality inspires new product innovation including products rich in calcium
Consumers also seek packaged food products that are rich in vitamins, with products segmentation increasingly available
PROSPECTS AND OPPORTUNITIES
Reduction of meat in diets will lead to further demand for protein-enriched packaged food products
Dairy alternatives rich with calcium have potential in the forecast period
With the rich in vitamins trend likely to persist, producers will benefit from detailing the precise benefits of the added vitamins
CATEGORY DATA
Table 52 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
Table 53 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
Table 54 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
Table 55 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
Table 56 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
Table 57 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
Table 58 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
Table 59 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
Table 60 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
Table 61 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
Table 62 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
Table 63 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
Table 65 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
NATURALLY HEALTHY PACKAGED FOOD IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumption versatility of nuts sees NH nuts, seeds and trail mixes grow fastest
Rich in fibre products continue to gain popularity especially among breakfast cereals and sweet biscuits
NH sour milk products sees ongoing strong growth supported by the increasing popularity of kefir as a product beneficial to digestive health
PROSPECTS AND OPPORTUNITIES
Milk alternatives set for further growth in the forecast period with consumers drinking less cow's milk and retailers expanding their plant-based milks
Popularity of wholegrain pasta expected to support sales of NH high fibre pasta
Healthy energy bars expected to see increasing demand as on-the-go consumption occasions rise
CATEGORY DATA
Table 66 Sales of NH Packaged Food by Category: Value 2016-2021
Table 67 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
Table 68 NBO Company Shares of NH Packaged Food: % Value 2017-2021
Table 69 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
Table 70 Distribution of NH Packaged Food by Format: % Value 2016-2021
Table 71 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
ORGANIC PACKAGED FOOD IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Organic packaged food continues to grow in 2021 although limited to a relatively higher-income consumer base
Positive growth trajectory for organic packaged food is due to the health and environment consciousness of many Dutch consumers, especially millennials
Fair chocolate production is important to Dutch consumers
PROSPECTS AND OPPORTUNITIES
Continued growth forecast for organic packaged food provided the prices are kept under control
Manufacturers anticipate the growing demand for organic dairy and organic chocolate confectionery
Rising purchasing power in the forecast period will enable consumers to include a wider range of organic products in their shopping basket
CATEGORY DATA
Table 85 Sales of Organic Packaged Food by Category: Value 2016-2021
Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
Table 87 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
Table 89 Distribution of Organic Packaged Food by Format: % Value 2016-2021
Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
FORTIFIED/FUNCTIONAL BEVERAGES IN THE NETHERLANDS
KEY DATA FINDINGS
2021 DEVELOPMENTS
Due to COVID-19, consumers continue to seek products with specific immunity-boosting benefits
FF tea witnesses the strongest growth rates with FF fruit/herbal tea gaining further popularity for its flavours and ingredients that can aid the immune system
FF energy drinks and sports drinks achieve positive sales growth as players make marketing efforts to appeal to a wider base
PROSPECTS AND OPPORTUNITIES
FF energy drinks set to be an important driver of fortified/functional beverages' growth but with its contribution limited by Dutch consumers' slow return to work
Growing awareness of the products' health benefits expected to slow the decline in demand for FF fruit/vegetable juice
FF sports drinks manufacturers likely to look to reformulations to widen the consumer base beyond gym-goers and sportspeople
CATEGORY DATA
Table 73 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
Table 74 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
Table 75 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
Table 76 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2016-2021
Table 77 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
Table 78 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2016-2021
Table 79 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
Table 80 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
Table 81 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
Table 82 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
Table 83 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
Table 84 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
