New market study, "Coffee in the Netherlands", has been published

Coffee is a category of parallels. Coffee grew in value in 2014, as premiumisation and the popularity of coffee hard pods drove unit prices up. While historically a shift was visible from fresh ground coffee to soft pods, mostly driven by Senseo sales, a further shift from soft pods to Nespresso (style) hard pods became evident towards the end of the review period. As hard pods were generally more expensive than soft pods, unit prices were driven higher. Consumers also became more knowledgeable about coffee and were increasingly looking for premium and organic varieties, which had a further positive influence on average unit prices of coffee. On the other hand, the strong rise of discounters in the Dutch retail landscape and growing sales of private label products had a dampening effect on unit prices and value sales.

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Competitive Landscape

Douwe Egberts remained the leading player in coffee in 2014, holding a strong position, yet losing share to its competitors. Douwe Egberts’ soft pod brand, Senseo, was particularly under increasing pressure from alternatives, such as Nespresso and Tassimo. Sarista, which the company launched in 2012 to combat the decline in soft pods and to benefit from the growth in coffee beans, also recorded negative volume and value sales. In 2014, the company took the step to allow consumers to refill its Sarista funnels with other beans, in an effort to promote the sale of its Sarista machines.

Industry Prospects

Standard fresh ground coffee and soft pods are two of the largest categories within coffee, which are both expected to see a strong decline in volume and value terms over the forecast period. It is therefore expected that the overall volume and constant value CAGRs for the forecast period will be slightly negative, despite strong growth of other products, such as fresh coffee beans and hard pods. The strong growth of coffee beans is expected to slightly stagnate over the forecast period, while the shift from soft to hard pods is expected to continue.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Coffee industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Coffee industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Coffee in Netherlands market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares

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