All Things Dutch

Our special report on the ever-intriguing Dutch confectionery industry features in-depth market analysis and details on what key players in the region are up to

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All Things Dutch

An executive summary recently issued by Euromonitor, a market research provider, reviewed – in great depth – how the confectionery market in the Netherlands fared during the last year to the end of 2015. Here’s a segment-by-segment breakdown of their findings in three key areas.

Chocolate confectionery

Chocolate confectionery has, like numerous other packaged food categories, experienced the effect of the hybrid consumer. The term ‘hybrid consumer’ stands for consumers who are increasingly looking for value-for-money by purchasing low-cost brands for everyday use, whilst they favour premium brands for indulgence and luxury. Private label and discounters have profited from the rise of the hybrid consumer at the lower end of the price spectrum. Consumers seek out these low-cost brands as they are perceived to offer value for money. At the other end of the price spectrum, luxury brands have also performed well as consumers look for more exclusive, premium products to indulge in.

Masterfoods Veghel BV (Netherlands) remains the leading player within chocolate confectionery in 2015. The company is very strong in countlines, a category which it dominated in 2015 with a value share of 60 percent. The main brands of Masterfoods Veghel in countlines were Snickers, Twix, Mars and Bounty. The company is also involved in other categories within chocolate confectionery with other brands, namely Dove in standard boxed assortments, M&M’s and Maltesers in bagged selflines/softlines and Celebrations in twist wrapped miniatures. The value share of Masterfoods Veghel has declined in every year since 2011 and it also declined marginally in 2015. The company lost share due to the increased popularity of Mondelez Nederland BV in chocolate confectionery.


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