Summary
The market for baby food in the Netherlands is well established and relatively mature. Despite its size, the market grew steadily up to 2008.
Since then, however, sales have declined in both volume and value, as the market has been adversely affected not only by the poor economic climate for much of the period, but also by lower numbers of annual births since 2009. All sectors except baby drinks are expected to show some growth in per capita terms, but increases in consumption are likely to be restrained. Average prices in cereals and drinks have been falling in real terms and further declines in real terms can be expected in 2015, as manufacturers seek to stimulate sales.
Key Findings
- Baby meals account for the highest proportion of volume sales, claiming 46.2% of total consumption in 2014, ahead of milks with 24.6%.
- Per capita consumption of all sectors has fallen over the period, with the exception of milks, which have seen a 5.8% increase, and wet meals, which have remained more or less stable.
- The majority of baby food in the Netherlands is sold through grocery stores (principally hypermarkets and supermarkets), at 81.7% by value in 2014, with the remainder of sales being made mainly through pharmacies and drugstores. On-line sales are growing.
Synopsis
“Baby Food in Netherlands” is an analytical report by Canadean which provides extensive and highly detailed current and future market trends in the Netherlands market.
What else does this report offer?
- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.
- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.
- Market profile of the various product sectors with the key features and developments, segmentation, per capita trends and the various manufacturers and brands.
- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.
- Future projections considering various trends which are likely to affect the industry.
Reasons To Buy
- Evaluate important changes in consumer behaviour and identify profitable markets and areas for product innovation.
- Analyse current and forecast behaviour trends in each category to identify the best opportunities to exploit.
- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.
Investigates which categories are performing the best and how this is changing market dynamics.
Table Of Contents
Executive Summary
Major Developments
Market Structure
Per Capita
Distribution
The Suppliers
The Future
Background to the Market
Births
Live Birth Rates
Live Births by Region
The Baby Population
The Consumer
Living Standards
Eating Habits
Socio-Demographic Trends
Family Structure
Number of Women of Childbearing Age
Births By Age of Mother
Working Women
Female Employment
Maternity Legislation
Breastfeeding Trends
Breastfeeding Promotion
Breastfeeding Prevalence
Regulations
Marketing legislation
Market Profile
Overview
Introduction
Key Features and Developments
Manufacturers and Brands
Baby Milks
Key Features and Developments
Per Capita Trends
Market Segmentation
Manufacturers and Brands
Baby Cereals
Key Features and Developments
Per Capita Trends
Market Segmentation
Manufacturers and Brands
Wet Baby Meals
Key Features and Developments
Per Capita Trends
Market Segmentation
Manufacturers and Brands
Baby Drinks
Key Features and Developments
Per Capita Trends
Market Segmentation
Manufacturers and Brands
Finger Foods
Key Features and Developments
Per Capita Trends
Market Segmentation
Manufacturers and Brands
Distribution
Grocery Structure
Baby Food Distribution
The Suppliers
Company Profiles
Introduction
Danone Nederland BV
Hero Nederland BV
Nestlé Nederland BV
HJ Heinz BV
Other Manufacturers
Production and Foreign Trade
Production
Imports
Exports
The Future
Future Determinants
Live Birth Trends
Consumer Attitudes
Future Trends
Economic Background
Political and Economic Summary
Economic Background
Appendix
What is this Report About?
Time Frame
Product Category Coverage
Methodology
About ERC - a division of Canadean
Disclaimer
List Of Tables
Table 1: Manufacturer Shares, 2014
Table 2: Projected Market Size, 2020 and Growth Rates, 2014-2020
Table 3: Birth and Population Trends, 2004-2014
Table 4: Live Births by Area, 2008-2013
Table 5: Baby Population, 2004-2014
Table 6: Marriage and Divorce Trends, 2008-2014
Table 7: Non-Marital Births, 2006-2013
Table 8: Age of Mother at Birth of First Child, 2008-2014
Table 9: Breakdown of Live Births by Age of Mother, 2008-2012
Table 10: Number of Women of Childbearing Age by Age Group, 2010 and 2015
Table 11: Working Women, 2008-2014
Table 12: Working Mothers, by Age of Baby and Hours Worked, 2006-2013
Table 13: Percentages Trends in Exclusive Breastfeeding from Birth to Six Months, 2001-2015
Table 14: Breastfeeding Trends by Age of Baby, 2004-2015
Table 15: Breastfeeding Rates by Age of Baby, 2004-2006
Table 16: Trends in Bottle Feeding
Table 17: Baby Food: Market Value, Current Prices, 2008-2014
Table 18: Baby Food: Market Value, Constant Prices, 2008-2014
Table 19: Baby Food: Market Value, US Dollars, 2008-2014
Table 20: Baby Food: Market Volume, 2008-2014
Table 21: Baby Food: Per Capita Expenditure, Current Prices, 2008-2014
Table 22: Baby Food: Per Capita Expenditure, Constant Prices, 2008-2014
Table 23: Baby Food: Per Capita Expenditure, US Dollars, 2008-2014
Table 24: Baby Food: Per Capita Consumption, 2008-2014
Table 25: Baby Food: Manufacturer Shares by Sector, 2014
Table 26: Baby Food: Manufacturer Share Trends, 2008-2014
Table 27: Baby Milks: Sector Trends, 2008-2014
Table 28: Baby Milks: Per Capita Expenditure and Consumption, 2008-2014
Table 29: Baby Milks: Market Segmentation, 2008-2014
Table 30: Powdered Baby Milks: Brand Price Positioning Analysis, 2015
Table 31: Liquid Baby Milks: Brand Price Positioning Analysis, 2015
Table 32: Baby Milks: Manufacturer Shares, 2008-2014
Table 33: Baby Milks: Brands by Segment, 2015
Table 34: Baby Cereals: Sector Trends, 2008-2014
Table 35: Baby Cereals: Per Capita Expenditure and Consumption, 2008-2014
Table 36: Baby Cereals: Retail Prices by Manufacturer, Brand and Product, 2015
Table 37: Baby Cereals: Manufacturer Shares, 2008-2014
Table 38: Wet Baby Meals: Sector Trends, 2008-2014
Table 39: Wet Baby Meals: Per Capita Expenditure and Consumption, 2008-2014
Table 40: Baby Meals: Retail Prices by Manufacturer, Brand and Product, 2015
Table 41: Wet Baby Meals: Manufacturer Shares, 2008-2014
Table 42: Baby Drinks: Sector Trends, 2008-2014
Table 43: Baby Drinks: Per Capita Expenditure and Consumption, 2008-2014
Table 44: Baby Drinks: Retail Prices by Manufacturer, Brand and Product, 2015
Table 45: Baby Drinks: Manufacturer Shares, 2008-2014
Table 46: Finger Food: Sector Trends, 2008-2014
Table 47: Finger Food: Per Capita Expenditure and Consumption, 2008-2014
Table 48: Baby Finger Foods: Retail Prices by Manufacturer, Brand and Product, 2015
Table 49: Finger Food: Manufacturer Shares, 2008-2014
Table 50: Trends in the Number of Supermarkets, 2008-2014
Table 51: Number of Supermarkets by Size, 2005 and 2012
Table 52: Trends in Number of Drugstores, 2008-2014
Table 53: Leading Food Retailers: Market Shares and Outlet Numbers, 2010-2015
Table 54: Baby Food: Sales by Sector and by Outlet Type, 2008-2014
Table 55: Danone: Market Shares, 2014
Table 56: Hero: Market Shares, 2014
Table 57: Heinz: Market Shares, 2014
Table 58: Nestlé: Market Shares, 2014
Table 59: Imports of Baby Food by Type, Volume, 2009-2014
Table 60: Imports of Baby Food by Type, Value, 2009-2014
Table 61: Imports of Baby Food by Country of Origin, Volume, 2012-2014
Table 62: Imports of Baby Food by Country of Origin, Value, 2012-2014
Table 63: Exports of Baby Food by Type, Volume, 2009-2014
Table 64: Exports of Baby Food by Type, Value, 2009-2014
Table 65: Exports of Baby Food by Country of Destination, Volume, 2012-2014
Table 66: Exports of Baby Food by Country of Destination, Value, 2012-2014
Table 67: Birth and Population Projections, 2008-2020
Table 68: The Baby Population, 2014-2020
Table 69: Number of Women of Childbearing Age by Age Group, 2015 and 2020
Table 70: Baby Food: Market Value Forecasts, Current Prices, 2014-2020
Table 71: Baby Food: Market Value Forecasts, Constant Prices, 2014-2020
Table 72: Baby Food: Market Value Forecasts, US Dollars, 2014-2020
Table 73: Baby Food: Market Volume Forecasts, 2014-2020
Table 74: Baby Food: Per Capita Expenditure Forecasts, Current Prices, 2014-2020
Table 75: Baby Food: Per Capita Expenditure Forecasts, Constant Prices, 2014-2020
Table 76: Baby Food: Per Capita Expenditure, US Dollars, 2014-2020
Table 77: Baby Food: Per Capita Consumption Forecasts, 2014-2020
Table 78: Economic Indicators, 2008-2015
Table 79: Key Macro-Economic Forecasts, 2014-2020
List Of Figures
Figure 1: Baby Food: Market Size, 2008-2014
Figure 2: Baby Food: Market Segmentation, 2014
Figure 3: Baby Food: Manufacturers Shares, 2014
Figure 4: Baby Food: Manufacturer Representation, Value, 2014
Figure 5: Baby Food: Manufacturer Representation, Volume, 2014
