While hot drinks in the Netherlands is poised to record solid growth in current value terms in 2023, this is mainly because unit prices have continued to rise sharply due to the spike in inflation fuelled by the global recovery from COVID-19, the fallout of Russia’s invasion of Ukraine and other factors. Overall retail volume sales have declined for a third consecutive year, with the three main categories all set to post negative results in this regard.
Despite further price hikes and the continued erosion of purchasing power, premiumisation has remained clearly visible in coffee and tea at the retail level in 2023, with many people still willing to trade up to more expensive varieties offering superior quality standards, more interesting and refined flavours, healthier ingredients etc. Fresh coffee beans, fresh ground coffee pods (primarily hard pods), fruit/herbal tea and other tea have been the main beneficiaries of this behaviour, which is partly explained by growing exposure to different types of beverages via specialist coffee and tea shops.
Douwe Egberts Nederland BV has remained the clear leader in hot drinks in the Netherlands in retail value sales terms in 2023. Thanks to an extensive portfolio that spans several categories and includes multiple well-regarded and heavily advertised brands, the company continues to hold a sizeable lead in coffee and tea.
Supermarkets has continued to dominate retail distribution of hot drinks in the Netherlands in volume terms in 2023. Discounters remains the second leading channel, followed by e-commerce, hypermarkets, health and beauty specialists and small local grocers.
On-trade volume sales of hot drinks in the Netherlands have continued to increase at a healthy pace in 2023. This is primarily because the local foodservice market is still recovering from the negative impact of COVID-19, with no pandemic-related restrictions in place for the first time since 2019.
The outlook for hot drinks in the Netherlands over the forecast period is broadly favourable, with total volume sales set to grow steadily and the market projected to register positive results in this respect at the off- and on-trade levels. Its expansion will be underpinned by rising demand in coffee, the largest of the three main categories by a huge margin.
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This report originates from Passport, our Hot Drinks research and analysis database.
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