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Health and wellness beverages and packaged food have largely benefited from the Coronavirus (COVID-19) crisis in the Netherlands. The government's lockdown in spring 2020 saw consumers work and study from home and led to the closure of foodservice and non-essential retail outlets, in an attempt to slow community transmission of the virus. The outbreak of the pandemic heightened already strong and developing healthy eating and healthy lifestyles trends in the Netherlands. As a result, Dutch consu...
Euromonitor International's Health and Wellness in Netherlands report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Spike in retail sales as Coronavirus (COVID-19) increases awareness of reduced sugar consumption to better resist the potential impact of the virus
Transfer of away-from-home consumption habits to the home boost sales of reduced caffeine coffee and tea
Strong shift to the retail channel as COVID-19 forces closure of foodservice outlets, while reduced impulse and on-the-go consumption also favours e-commerce
RECOVERY AND OPPORTUNITIES
Well-stocked households, a return to the workplace and foodservice and the slow return to impulse and on-the-go sales predicted to see a dip in retail sales in 2021
Reduced sugar beverages expected to ride heightened health awareness in the wake of COVID-19 to stimulate retail sales growth in BFY beverages
Companies set to leverage health trends and new product development to drive retail volume and value growth through BFY beverages
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
FF tea sees fast retail volume and value sales growth as consumers seek ingredients like vitamin D and zinc to aid immunity to Coronavirus (COVID-19)
Shift to retail is robust as consumers remain wary of a return to the workplace and foodservice in light of the residual threat of COVID-19
Bans on sporting and other events limit the potential for raising the profile of FF beverages during the pandemic
RECOVERY AND OPPORTUNITIES
Slow return to the office is expected to limit the growth potential in FF energy drinks
Higher awareness of the potential health benefits of FF beverages boosts FF tea and slows decline in demand in FF fruit/vegetable juice
Players look to reposition FF sports drinks as supports for general physical activities rather than rely on after workout and post-sporting demand
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Non-Cola Carbonates: % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2015-2020 Table 29 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2015-2020 Table 30 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 31 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 32 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 33 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 34 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 35 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) accelerates positive growth trend as consumers stockpile naturally healthy beverages
NH bottled water and NH 100% juice benefit from search for natural options with long shelf life
Newer and established types of tea that can have a positive effect on health drive rebound in NH tea
RECOVERY AND OPPORTUNITIES
Stockpiling and shift back to foodservice set to depress sales in 2021, although a quick rebound in demand is anticipated as consumers continue search for naturally healthy options
Maturity expected to limit the performances of NH natural mineral water and NH fruit/vegetable juice
NH "other" and fruit/herbal teas offer scope for novelties with potential health claims to capture an increasingly health-conscious consumer base
CATEGORY DATA
Table 36 Sales of NH Beverages by Category: Value 2015-2020 Table 37 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 38 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 39 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 40 Distribution of NH Beverages by Format: % Value 2015-2020 Table 41 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 42 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Faster growth in 2020 as Coronavirus (COVID-19) crisis leads to stockpiling to ensure supply of health-orientated beverages during the pandemic
Organic hot drinks benefits as the pandemic forces consumers to transfer their on-trade and away-from-home consumption habits to the home
Natural and traditional positioning enhances healthy and safety credentials to accelerate growth in organic fruit/vegetable juice during COVID-19
RECOVERY AND OPPORTUNITIES
Organic beverages set to rebound quickly from dip in 2021 as residual home working and heightened health awareness grow demand
Stronger penetration of major players augurs well for product development and sales growth in organic tea
Organic non-cola carbonates expected to see fastest growth due to stronger distribution, trendy image and consolidation of off-trade consumption
CATEGORY DATA
Table 43 Sales of Organic Beverages by Category: Value 2015-2020 Table 44 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 46 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 47 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 48 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 49 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Home seclusion and rising health concerns boost the demand for healthier food options in the wake of Coronavirus (COVID-19)
Growing demand for reduced sugar and fat products offers new product development in untapped categories like breakfast cereals
Home cooking/baking trend boosts the demand for BFY sauces, dressings and condiments and dairy while home seclusion supports reduced sugar and fat snacking options
RECOVERY AND OPPORTUNITIES
Limited retail growth potential due to mature demand and impending return to normality in the wake of COVID-19
Strong consumer demand for reduced sugar and salt stimulates new product development and promotion from key grocery retailers
Growing awareness of the benefits of healthy fats set to accelerate shift from reduced fat to plant-based options
CATEGORY DATA
Table 50 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 51 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 53 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 54 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 55 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 56 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) accelerates demand as health and environmental and allergy and food intolerance concerns grow
Despite a slowdown during the pandemic, new product development continues to widen the choice and pique consumer interest in free from options
Free from dairy and meat products make further gains during the pandemic as consumers look to improve general health and wellbeing
RECOVERY AND OPPORTUNITIES
Free from is expected to benefit as more consumers transition to a more plant-based diet
Stronger shift away from soy in free from meat products anticipated as soy's suitability for human consumption is questioned
Manufacturers set to invest in innovation to improve the ingredients, taste and texture of the products they present to consumers
CATEGORY DATA
Table 57 Sales of Free From by Category: Value 2015-2020 Table 58 Sales of Free From by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Free From: % Value 2016-2020 Table 60 LBN Brand Shares of Free From: % Value 2017-2020 Table 61 Distribution of Free From by Format: % Value 2015-2020 Table 62 Forecast Sales of Free From by Category: Value 2020-2025 Table 63 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
FF packaged food rebounds as Coronavirus (COVID-19) increases the demand for products that support the immune system
Protein-enriched products drive new product development and current value sales as consumers link ingredients to COVID-19 immunity or resistance
FF protein/energy bars fits well with prevailing health trends to drive growth in FF snack bars during the pandemic
RECOVERY AND OPPORTUNITIES
Small increments in demand expected in the medium to long term as consumers continue to value protein-rich, immunity-focused products in the wake of COVID-19
FF flavoured milk drinks offers strong growth opportunities as consumers look for protein-rich products for immune system support and post-workout replenishment
Protein-rich products offer opportunities for development of marginal or untapped FF categories
CATEGORY DATA
Table 64 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 65 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 68 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 69 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 70 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 71 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 72 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 73 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 74 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 75 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 76 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 77 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers increase consumption of NH staples and snacking options to cope with the new demands of the Coronavirus (COVID-19) lockdown
Kefir gains traction as a naturally healthy product beneficial for digestive health as COVID-19 increases stress and anxiety levels among consumers
Retailers widen offer of plant-based milks as the perception of cow's milk as unhealthy grows
RECOVERY AND OPPORTUNITIES
The robust healthy eating trend and positive perception of "naturally healthy" is expected to lead to further sales development
Fast development of kefir and milk alternatives set to add dynamism to NH dairy
Plant-based yoghurts expected to emerge as new launches respond to health, food intolerance and animal welfare and environmental concerns
CATEGORY DATA
Table 78 Sales of NH Packaged Food by Category: Value 2015-2020 Table 79 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 80 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 81 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 82 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 83 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 84 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Coronavirus (COVID-19) heightens demand for natural, clean and healthy organic packaged food as health and environmental concerns occupy centre stage
Millennials embrace organic packaged food as part of their desire for modern, healthier and sustainable lifestyles
Bionext urges stronger government action to make organic packaged food more affordable and better able to reach its potential
RECOVERY AND OPPORTUNITIES
Healthy retail volume and value growth projected as more consumers look to organic packaged food as a part of modern, healthier and sustainable lifestyles
European Green Deal Strategy increases importance of Bionext-government talks on consumption and production to avoid surpluses
Conventional grocery retailers and specialists expand their assortments to draw consumer attention to organic packaged food
CATEGORY DATA
Table 85 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 86 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 87 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 88 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 89 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 90 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 91 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025