Page 49 - The European Baking Ingredients Market Report 2022 - Volume 2

Netherlands baked goods, brand share Netherlands baked goods, market share
analysis, 2021 (in %) analysis, 2021 (in %)
70.0% 71.5%
80% 80%
70% 70%

60% 60%
50% 50%

40% 40%
30% 30%

20% 20% 9.6%
10% 1.5% 1.5% 2.1% 2.6% 3.2% 3.4% 6.1% 9.6% 10% 1.5% 2.1% 2.6% 3.2% 3.4% 6.1%

0% 0%
Others Bake Five Peijnenburg's Ontbijtkoek Lidl Goedhart Aldi Bolletje Jumbo Albert Heijn Others Peijnenburg's Ontbijtkoek Lidl Goedhart Aldi Bolletje Jumbo Albert Heijn

Source: Inkwood Research Source: Inkwood Research

by tapping into the growing • Players have started to offer by launching protein-enriched
demand for healthy packaged no sugar packaged variants bread that includes pumpkin and
food that increases vegetable of highly popular gingerbread hemp seeds, with other players
consumption. This trend is also and traditional Dutch likely to follow suit with similar
seeing retailers like Albert Heijn “breakfast cake,” low sales options.
and consumers shift to rich in for “healthier” options are
protein and fiber leavened bread. unlikely to offset an overall Key players and brands in baked
downturn in demand. goods industry
• Albert Heijn BV has also In Netherlands, AH, Jumbo,
begun its "don't waste me bag" • Health trends are encouraging Bolletje, Aldi, Goedhart, Lidl, were
initiative, in which leftover bread Dutch consumers to maintain the top brands.
is offered at steep discounts until a diet rich in vegetables and
11 a.m. the following morning. plant-based protein, with over Among others include Albert Heijn
This campaign was initially one-half estimated to eat whole BV, Jumbo Supermarkten BV,
introduced in 10 Rotterdam wheat or pumpernickel bread at Bolletje BV, Aldi Nederland BV,
stores in early 2021, but was later least once a week. Albert Heijn Goedhart BV, Lidl Nederland GmbH,
expanded to 40 sites. has responded to this demand Peijnenburg BV Koninklijke. n

Netherlands bakery ingredients market, by type, 2020 (‘000 tonnes)

l Flours 646.88
l Sweeteners 46.36
l Fats and oils 34.88
l Milk 9.55
l Cocoa powder and liquor 3.55
l Emulsifiers and Co-emulsifiers 3.59
l Flavours 0.13
l Enzymes 0.28
l Other bakery ingredients 487.94

Source: Inkwood Research

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