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Country Profile: Bakery & Cereals sector in the Netherlands

Country Profile: Bakery & Cereals sector in the Netherlands

Summary

The Bakery & Cereals sector in the Netherlands is driven by rising disposable income of consumers and increasing demand for convenience food options in the country. Of the eleven markets, Bread & Rolls is the largest in both value and volume terms, while the Morning Goods market is forecast to register the fastest growth during 2016-2021. Hypermarkets & Supermarkets is the leading channel for the distribution of bakery and cereals in the country. Flexible Packaging is the most commonly used packaging material in the sector and is also forecast to register the fastest growth during 2016-2021. Bolletje, Verkade, and LU are the leading brands in the Dutch Bakery & Cereals sector

GlobalData’s Country Profile report on the Bakery & Cereals sector in the Netherlands provides insights on high growth markets to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

  • Market data: Overall market value and volume data with growth analysis for 2011-2021
  • Category coverage: Value and growth analysis for Baking Ingredients, Baking Mixes, Breads & Rolls, Breakfast Cereals, Cakes, Pastries & Sweet Pies, Cereal Bars, Cookies (Sweet Biscuits), Dough Products, Energy Bars, Morning Goods and Savory Biscuits with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
  • Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
  • Distribution data: Percentage of sales within each market through distribution channels such as Cash & Carries and warehouse Clubs, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
  • Packaging data: consumption breakdown for packaging materials and containers in each market, in terms of percentage share of number of units sold. Packaging material data for Glass, Flexible Packaging, Paper & Board, Rigid Plastics, and others; container data for: Jar, Bottle, Bag/Sachet, Tub, Box, Pouch, and Tube.
Scope
  • The Bakery & Cereals sector in the Netherlands is forecast to grow at 1.8% CAGR in value terms during 2016-2021
  • Morning Goods followed by Energy Bars are forecast to register the fastest growth rate during 2016-2021
  • Hypermarkets & Supermarkets is the largest distribution channel, followed by Food & Drinks Specialists and Convenience Stores
  • Dr. Oetker is the leading brand in the Dutch Baking Ingredients market
  • Flexible Packaging is the most commonly used packaging material in the Dutch Bakery & Cereals sector
Reasons to buy
  • Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
  • Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
  • Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
  • Manufacturers can identify the opportunities to position products with H&W attributes/benefits
  • Access the key and most influential consumer trends driving Bakery & Cereals products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
  • Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion
  • The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector
  • Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.


1. Report Scope 1
2. Executive summary 3
3. The Netherlands in the global and regional context 5
3.1. The Netherlands share in the Global and Western European Bakery & Cereals sector. 5
3.2. The Netherlands compared to other leading countries in Western Europe 6
4. Market size analysis - Bakery & Cereals sector 7
4.1. Value and volume analysis - Bakery & Cereals sector in the Netherlands 7
4.2. Per capita consumption - The Netherlands compared to Western Europe and globally 8
4.3. Extent to which consumers are trading up/down 9
4.4. Value and volume analysis of markets in the Bakery & Cereals sector 10
4.5. Growth analysis by markets 11
5. Market and category analysis 12
5.1. Per capita consumption analysis by markets 12
5.2. Market analysis: Baking Ingredients 13
5.3. Market analysis: Baking Mixes 16
5.4. Market analysis: Bread & Rolls 19
5.5. Market analysis: Breakfast Cereals 21
5.6. Market analysis: Cakes Pastries & Sweet Pies 23
5.7. Market analysis: Cereal Bars 25
5.8. Market analysis: Cookies (Sweet Biscuits) 27
5.9. Market analysis: Dough Products 30
5.10. Market analysis: Energy Bars 32
5.11. Market analysis: Morning Goods 33
5.12. Market analysis: Savory Biscuits 35
6. Distribution analysis 37
6.1. Distribution channel share analysis: Bakery & Cereals 37
6.2. Distribution channel share analysis: Baking Ingredients 38
6.3. Distribution channel share analysis: Baking Mixes 39
6.4. Distribution channel share analysis: Bread & Rolls 40
6.5. Distribution channel share analysis: Breakfast Cereals 41
6.6. Distribution channel share analysis: Cakes, Pastries & Sweet Pies 42
6.7. Distribution channel share analysis: Cereals Bars 43
6.8. Distribution channel share analysis: Cookies (Sweet Biscuits) 44
6.9. Distribution channel share analysis: Dough Products 45
6.10. Distribution channel share analysis: Energy Bars 46
6.11. Distribution channel share analysis: Morning Goods 47
6.12. Distribution channel share analysis: Savory Biscuits 48
7. Competitive landscape 49
7.1. Brand share analysis by sector 49
7.2. Brand share analysis by markets 52
7.3. Brand share analysis by category 62
7.3.1. Baking Ingredients 62
7.3.2. Baking Mixes 65
7.3.3. Breakfast Cereals 67
7.3.4. Cereal Bars 68
7.3.5. Savory Biscuits 69
7.4. Private label share analysis 71
8. Health & Wellness analysis 73
8.1. Market size analysis by Health & Wellness claims 73
8.2. Market share analysis - Health & Wellness product attributes 74
8.3. Market size analysis - Health & Wellness consumer benefits 76
8.4. Leading companies in Dutch Health & Wellness market 78
9. Packaging analysis 80
9.1. Packaging share and growth analysis by packaging material 80
9.2. Packaging share analysis by packaging material 81
9.3. Packaging share and growth analysis by container type 82
9.4. Packaging share analysis by container type 83
9.5. Packaging share and growth analysis by closure type 84
9.6. Packaging share analysis by closure type 85
9.7. Packaging share and growth analysis by outer type 86
9.8. Packaging share analysis by outer type 87
10. Macroeconomic analysis 88
10.1. GDP per Capita 91
10.2. Population and population growth 92
10.3. Consumer Price Index 93
10.4. Population breakdown by age 94
11. Consumergraphics 95
11.1. Consumption by Gender 95
11.2. Consumption by Age 97
11.3. Consumption by Education 99
11.4. Consumption by Urbanization 100
12. Methodology 101
13. Definitions 102
14. Appendix 116
15. About GlobalData 141
16. Disclaimer 142
17. Contact Us 143
List of Tables
Table 1: Volume share of the Netherlands in the global and Western Europe Bakery & Cereals sector, 2011-2021 5
Table 2: Growth analysis by markets, 2016-2021 11
Table 3: Value analysis of Baking Ingredients market by categories, 2011-2021 14
Table 4: Volume analysis of Baking Ingredients market by categories, 2011-2021 15
Table 5: Value analysis of Baking Mixes market by categories, 2011-2021 17
Table 6: Volume analysis of Baking Mixes market by categories, 2011-2021 18
Table 7: Value analysis by of Bread & Rolls market categories, 2011-2021 20
Table 8: Volume analysis of Bread & Rolls market by categories, 2011-2021 20
Table 9: Value analysis of Breakfast Cereals market by categories, 2011-2021 22
Table 10: Volume analysis of Breakfast Cereals market by categories, 2011-2021 22
Table 11: Value analysis of Cakes, Pastries & Sweet Pies market by categories, 2011-2021 24
Table 12: Volume analysis of Cakes, Pastries & Sweet Pies market by categories, 2011-2021 24
Table 13: Value analysis of Cereal Bars market by categories, 2011-2021 26
Table 14: Volume analysis of Cereal Bars market by categories, 2011-2021 26
Table 15: Value analysis of Cookies (Sweet Biscuits) market by categories, 2011-2021 28
Table 16: Volume analysis of Cookies (Sweet Biscuits) market by categories, 2011-2021 29
Table 17: Value analysis of Dough Products market by categories, 2011-2021 31
Table 18: Volume analysis of Dough Products market by categories, 2011-2021 31
Table 19: Value analysis of Morning Goods market by categories, 2011-2021 34
Table 20: Volume analysis of Morning Goods market by categories, 2011-2021 34
Table 21: Value analysis of Savory Biscuits market by categories, 2011-2021 36
Table 22: Volume analysis of Savory Biscuits market by categories, 2011-2021 36
Table 23: Brand Value and Volume - Bakery & Cereals sector 50
Table 24: Brand Value and Volume - Baking Ingredients market 52
Table 25: Brand Value and Volume - Baking Mixes market 53
Table 26: Brand Value and Volume - Bread & Rolls market 54
Table 27: Brand Value and Volume - Breakfast Cereals market 55
Table 28: Brand Value and Volume - Cakes, Pastries & Sweet Pies market 56
Table 29: Brand Value and Volume - Cereal Bars market 57
Table 30: Brand Value and Volume - Cookies (Sweet Biscuits) market 58
Table 31: Brand Value and Volume - Dough Products market 59
Table 32: Brand Value and Volume - Morning Goods market 60
Table 33: Brand Value and Volume - Savory Biscuits market 61
Table 34: Brand Value and Volume - Baking Chocolate Chips & Morsels category 62
Table 35: Brand Value and Volume - Baking Powder/Soda category 62
Table 36: Brand Value and Volume - Cake Decorations & Icing category 62
Table 37: Brand Value and Volume - Cocoa-Baking category 63
Table 38: Brand Value and Volume - Corn & Potato Starch category 63
Table 39: Brand Value and Volume - Desiccated Coconut category 63
Table 40: Brand Value and Volume - Dry Yeast category 63
Table 41: Brand Value and Volume - Fruit Pectins and Glazed Fruit category 64
Table 42: Brand Value and Volume - Non-Chocolate Baking Chips category 64
Table 43: Brand Value and Volume - Other Baking Ingredients category 64
Table 44: Brand Value and Volume - Bread Mixes category 65
Table 45: Brand Value and Volume - Brownie Mixes category 65
Table 46: Brand Value and Volume - Cake Mixes category 65
Table 47: Brand Value and Volume - Dessert Mixes category 65
Table 48: Brand Value and Volume - Muffin Mixes category 66
Table 49: Brand Value and Volume - Pancake Mixes category 66
Table 50: Brand Value and Volume - Rolls/Biscuit Mixes category 66
Table 51: Brand Value and Volume - Other Baking Mixes category 66
Table 52: Brand Value and Volume - Hot Cereals category 67
Table 53: Brand Value and Volume - Ready-to-Eat Cereals category 67
Table 54: Brand Value and Volume - Granola/Muesli/Yogurt Bars category 68
Table 55: Brand Value and Volume - Other Cereal Bars category 68
Table 56: Brand Value and Volume - Bread Substitutes category 69
Table 57: Brand Value and Volume - Cheese-Flavored Crackers category 69
Table 58: Brand Value and Volume - Plain Crackers category 70
Table 59: Brand Value and Volume - Other Crackers category 70
Table 60: Consumption of Bakery & Cereals by Gender and markets (Kg Million, 2016) 95
Table 61: Consumption of Bakery & Cereals by age and markets (Kg Million, 2016) 97
Table 62: Consumption of Bakery & Cereals by education and markets (Kg Million, 2016) 99
Table 63 Consumption of Bakery & Cereals by urbanization and markets (Kg Million, 2016) 100
Table 64: Market Definitions 102
Table 65: Category Definitions 103
Table 66: Category Definitions 104
Table 67: Category Definitions 105
Table 68: Category Definitions 106
Table 69: Channel Definitions 107
Table 70: Health & Wellness: Product Attributes-Food Minus 108
Table 71: Health & Wellness: Product Attributes - Free From 109
Table 72: Health & Wellness: Product Attributes - Functional & Fortified 110
Table 73: Health & Wellness: Product Attributes - Naturally Healthy 111
Table 74: Health & Wellness: Product Attributes - Food Intolerance 112
Table 75: Health & Wellness: Consumer Benefits - Health Management 113
Table 76: Health & Wellness: Analysis by Consumer Benefits 114
Table 77: Health & Wellness: Consumer Benefits - Performance 115
Table 78: Market Value for Baking Ingredients - by category (€ Million) 2011-2021 116
Table 79: Market Value for Bread & Rolls - by category (€ Million) 2011-2021 117
Table 80: Market Value for Breakfast Cereals - by category (€ Million) 2011-2021 117
Table 81: Market Value for Cakes, Pastries & Sweet Pies - by category (€ Million) 2011-2021 118
Table 82: Market Value for Cereal Bars - by category (€ Million) 2011-2021 118
Table 83: Market Value for Cookies (Sweet Biscuits) - by category (€ Million) 2011-2021 119
Table 84: Market Value for Dough Products - by category (€ Million) 2011-2021 120
Table 85: Market Value for Energy Bars - by category (€ Million) 2011-2021 120
Table 86: Market Value for Morning Goods - by category (€ Million) 2011-2021 120
Table 87: Market Value for Savory Biscuits - by category (€ Million) 2011-2021 121
Table 88: Market Value for Baking Ingredients - by category (US$ Million) 2011-2021 121
Table 89: Market Value for Baking Mixes - by category (US$ Million) 2011-2021 122
Table 90: Market Value for Bread & Rolls - by category (US$ Million) 2011-2021 123
Table 91: Market Value for Breakfast Cereals - by category (US$ Million) 2011-2021 124
Table 92: Market Value for Cakes, Pastries & Sweet Pies - by category (US$ Million) 2011-2021 124
Table 93: Market Value for Cereal Bars - by category (US$ Million) 2011-2021 125
Table 94: Market Value for Cookies (Sweet Biscuits) - by category (US$ Million) 2011-2021 125
Table 95: Market Value for Dough Products - by category (US$ Million) 2011-2021 126
Table 96: Market Value for Energy Bars - by category (US$ Million) 2011-2021 126
Table 97: Market Value for Morning Goods - by category (US$ Million) 2011-2021 127
Table 98: Market Value for Savory Biscuits - by category (US$ Million) 2011-2021 127
Table 99: Market Volume for Baking Ingredients - by category (Kg Million) 2011-2021 128
Table 100: Market Volume for Baking Mixes - by category (Kg Million) 2011-2021 128
Table 101: Market Volume for Bread & Rolls - by category (Kg Million) 2011-2021 129
Table 102: Market Volume for Breakfast Cereals - by category (Kg Million) 2011-2021 130
Table 103: Market Volume for Cakes, Pastries & Sweet Pies - by category (Kg Million) 2011-2021 130
Table 104: Market Volume for Cereal Bars - by category (Kg Million) 2011-2021 131
Table 105: Market Volume for Cookies (Sweet Biscuits) - by category (Kg Million) 2011-2021 131
Table 106: Market Volume for Dough Products - by category (Kg Million) 2011-2021 132
Table 107: Market Volume for Energy Bars - by category (Kg Million) 2011-2021 132
Table 108: Market Volume for Morning Goods - by category (Kg Million) 2011-2021 132
Table 109: Market Volume for Savory Biscuits - by category (Kg Million) 2011-2021 133
Table 110: Components of change- by Market 134
Table 111: Bakery & Cereals Sales Distribution in the Netherlands- by Markets (€ Million), 2016 135
Table 112: Key Health & Wellness product attributes driving sales in the Netherlands (€ Million) 136
Table 113: Key Health & Wellness consumer benefits driving sales in the Netherlands (€ Million) 136
Table 114: Packaging Material (in Million pack units) 137
Table 115: Container Type (in Million pack units) 137
Table 116: Closure Type (in Million pack units) 138
Table 117: Outer Type (in Million pack units) 138
Table 118: Exchange Rates: (US$-€), 2011-2021 139
Table 119: GDP Per Capita (€) 139
Table 120: Population 139
Table 121: Consumer Price Index 139
Table 122: Age Profile (Millions of Persons) 140
List of Figuress
Figure 1: The Netherlands compared to other top four countries in Western Europe - market size, growth, and competitive landscape 6
Figure 2: Market size analysis by value and volume, Bakery & Cereals sector, 2011-2021 7
Figure 3: Per capita consumption in the Netherlands compared to global and Western European average, 2011-2021 8
Figure 4: Degree of trading up/down in the Dutch Bakery & Cereals sector, 2015-2016 9
Figure 5: Value and volume growth analysis by markets, 2016-2021 10
Figure 6: Per capita consumption (by markets) in the Netherlands compared to global and Western European average, 2016 12
Figure 7: Value and volume growth analysis, Baking Ingredients market, 2011-2021 13
Figure 8: Value and volume growth analysis, Baking Mixes market, 2011-2021 16
Figure 9: Value and volume growth analysis, Bread & Rolls market, 2011-2021 19
Figure 10: Value and volume growth analysis, Breakfast Cereals market, 2011-2021 21
Figure 11: Value and volume growth analysis, Cakes, Pastries & Sweet Pies market, 2011-2021 23
Figure 12: Value and volume growth analysis, Cereal Bars market, 2011-2021 25
Figure 13: Value and volume growth analysis, Cookies (Sweet Biscuits) market, 2011-2021 27
Figure 14: Value and volume growth analysis, Dough Products market, 2011-2021 30
Figure 15: Value and volume growth analysis, Energy Bars market, 2011-2021 32
Figure 16: Value and volume growth analysis, Morning Goods market, 2011-2021 33
Figure 17: Value and volume growth analysis, Savory Biscuits market, 2011-2021 35
Figure 18: Distribution channel share, Bakery & Cereals, 2011-2016 37
Figure 19: Distribution channel share, Baking Ingredients market, 2011-2016 38
Figure 20: Distribution channel share, Baking Mixes market, 2011-2016 39
Figure 21: Distribution channel share, Bread & Rolls market, 2011-2016 40
Figure 22: Distribution channel share, Breakfast Cereals market, 2011-2016 41
Figure 23: Distribution channel share, Cakes, Pastries & Sweet Pies market, 2011-2016 42
Figure 24: Distribution channel share, Cereal Bars market, 2011-2016 43
Figure 25: Distribution channel share, Cookies (Sweet Biscuits) market, 2011-2016 44
Figure 26: Distribution channel share, Dough Products market, 2011-2016 45
Figure 27: Distribution channel share, Energy Bars market, 2011-2016 46
Figure 28: Distribution channel share, Morning Goods market, 2011-2016 47
Figure 29: Distribution channel share, Savory Biscuits market, 2011-2016 48
Figure 30: Leading brands in the Dutch Bakery & Cereals sector, value and volume share, 2016 49
Figure 31: Leading brands in the Baking Ingredients market, value and volume share, 2016 52
Figure 32: Leading brands in the Baking Mixes market, value and volume share, 2016 53
Figure 33: Leading brands in the Bread & Rolls market, value and volume share, 2016 54
Figure 34: Leading brands in the Breakfast Cereals market, value and volume share, 2016 55
Figure 35: Leading brands in the Cakes, Pastries & Sweet Pies market, value and volume share, 2016 56
Figure 36: Leading brands in the Cereal Bars market, value and volume share, 2016 57
Figure 37: Leading brands in the Cookies (Sweet Biscuits) market, value and volume share, 2016 58
Figure 38: Leading brands in the Dough Products market, value and volume share, 2016 59
Figure 39: Leading brands in the Morning Goods market, value and volume share, 2016 60
Figure 40: Leading brands in the Savory Biscuits market, value and volume share, 2016 61
Figure 41: Private label penetration by markets (value terms), 2016 71
Figure 42: Growth analysis, private label and brands, (2011-2016) 72
Figure 43: Value analysis by Health & Wellness product attributes, 2016 74
Figure 44: Value analysis by Health & Wellness product attributes, 2016 75
Figure 45: Value analysis by Health & Wellness consumer benefits, 2016 76
Figure 46: Volume analysis by Health & Wellness consumer benefits, 2016 77
Figure 47: Packaging share and growth analysis by packaging material, 2011-2021 80
Figure 48: Use of packaging material by markets (in pack units), 2016 81
Figure 49: Packaging share and growth analysis by container type, 2011-2021 82
Figure 50: Use of container type by markets (in pack units), 2016 83
Figure 51: Packaging share and growth analysis by closure type, 2011-2021 84
Figure 52: Use of closure type by markets (in pack units), 2016 85
Figure 53: Packaging share and growth analysis by outer type, 2011-2021 86
Figure 54: Use of outer type by markets (in pack units), 2016 87
Figure 55: Relative comparison of countries based on PEST analysis 88
Figure 58: The Netherlands GDP per capita, 2011-2016 91
Figure 59: Population growth in the Netherlands, 2011-2016 92
Figure 60: Consumer Price Index, The Netherlands, 2010-2016 93
Figure 61: Age Profile, The Netherlands, 2016 94
Figure 62: Consumption of Bakery & Cereals by Gender, The Netherlands, 2016 95
Figure 63: Consumption of Bakery & Cereals by age, The Netherlands, 2016 97
Figure 64: Consumption of Bakery & Cereals by education, The Netherlands, 2016 99
Figure 65: Consumption of Bakery & Cereals by urbanization, The Netherlands, 2016 100
Figure 66: About GlobalData 141

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