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Market overview
There are particular opportunities in the private label, snacking and premium categories in the Netherlands.
Opportunities
- Private label penetration in the Netherlands at just below 20% is low in comparison to other markets, but on the rise.
- There is a current trend to upgrade the positioning, image and intrinsic quality of the private label ranges. Retailers are now even starting to look at possibilities to introduce a premium own label next to the standard one, like Tesco’s Finest range.
- The non-Dutch population in the Netherlands (20%) has been growing steadily: as a result, there has been strong growth in the number of stores serving ethnic niche markets and purchase of non-traditional Dutch food. Due to an increasingly less regular and individual eating pattern, snacking and grazing are on the rise, therefore boosting the demand for convenience, portioned and easy-to-prepare food.
Market background
- Population: 16.3 million (2007)
- GDP: £23,477 per head (2007) Unemployment rate: 3.5% (2007)
- Inflation: 1.6% (2007)
- Consumer expenditure on food and non-alcoholic drinks: £1,111 per head (2007)
Trade environment
- Total food and drink imports to the market: £23.6 billion (2007)
- UK food and drink exports to the market: £618.2 million in 2007 (+11%)
- UK share of imports: approximately 3.3% (2007)
Top five retailers by Grocery Retail market share (2006)
| 1 | Albert Heijn | 22.2% |
| 2 | Schuitema | 13.2% |
| 3 | Laurus | 10.7% |
| 4 | Aldi | 5.1% |
| 5 | Koopconsult (Dirk van den Broek) |
4.1% |