Roisin O’Sullivan – Acting Manager Netherlands, Bord Bia.
The two long-term trends most affecting the Dutch retail sector are the growing demand for convenience and rising health awareness[1]. With one third of Dutch consumers not consuming any fruit or vegetables at least once a day, retailers are offering convenient solutions for consumers to easily boost their daily consumption.
Market leader Albert Heijn has launched a range of vegetable pastas and rice, boasting flavours such as red lentil penne and chickpea, lentil and garden pea rice, which also have the added bonus of being vegan and gluten free. These products were showcased at the recent PLMA trade show in Amsterdam as best in class innovations.
Albeit bread has traditionally been the domain of the specialty bakery store, it is the retailers that are driving innovation in this category. Albert Hein recently introduced a range of vegetable breads and pita bread with added vegetable concentrate like beetroot, carrot, cauliflower and spinach. Jumbo supermarket is also making it easier for consumers to get their five a day with readymade vegetable Bao buns, cauliflower pizza bases, and beetroot wraps.
As outlined in the Bord Bia Consumer Lifestyle Trends, ‘health and wellbeing’ and ‘fuller lives’ will continue to be driving forces in the global industry. In Ireland alone, the health and wellness category is valued at €2.8bn, and the second most important health concern for consumers is eating 5 a day[2].
Irish suppliers could learn from these examples on how best to align with growing trends and how to be more innovative when it comes to new product development. Global consumers remain hungry for new formats and flavours and yearn for products that can help them reach their health goals in an accessible and simpler way.
Sources
1. Fitch Solutions. (2019). Netherlands Food & Drink Report. Fitch Solutions.
2. Nielsen. (2019). State of the Nation 2019. Nielsen.
3. Images – Bord Bia Amsterdam
https://www.consumentenbond.nl/voedingstests/groentebrood-geproefd
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