Newly released market study: Processed Meat and Seafood in the Netherlands

Processed meat and seafood sales have been under pressure during the review period and underperformed in 2015. The decline of processed meat and seafood in the second half of the review period was caused by two main factors. Meat scandals negatively affected sales of meat tremendously. Both red meat and poultry were affected by meat scandals in the Netherlands. In 2013, it became apparent that some Dutch meat producers sold horsemeat as if it was beef to manufacturers in the Netherlands and other countries in Europe. Although horsemeat on its own is not dangerous for human consumption, there were indications that the meat being sold was not registered through the correct procedures. Therefore the meat producers could not be sure whether the horsemeat was safe for human consumption. Many manufacturers, including IKEA, took their products off the market until they were sure that the products were safe for consumption. Poultry was affected by a scandal that was given its own name: "Plofkippen". Plofkippen are chickens that are fed from a little chick of 50g to a chicken of 2kg over a period of just six weeks. In order to make consumers aware of the fact that most poultry consumed in the Netherlands came from these Plofkippen, which live in poor conditions, several organisations started the campaign: "Stop de Plofkippen". As a result of the media attention given to both meat scandals, consumers in the Netherlands became more aware their own meat consumption and many started to be more conscious of these issues when eating meat.

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Competitive Landscape

Albert Heijn BV remained the leading player in processed meat and seafood in 2015, with a value share of 36%. Albert Heijn is the biggest retailer in the Netherlands with the largest number of physical supermarkets and an online store. The company’s share is generated from its wide presence in processed meat and seafood, with products in all categories except shelf stable seafood. The value share of Albert Heijn increased over the review period as the company expanded its network of outlets. In addition, the company invested in product development and quality, which meant Dutch consumers increasingly considered AH private label as a premium brand.

Industry Prospects

The outlook for chilled processed meat and seafood is negative over the forecast period. It is expected that consumers will continue to avoid meat as part of their daily diet. Chilled processed meat will most likely perform the worst of all categories within processed meat and seafood. The likely underperformance of this category over the forecast period is an aftermath of the meat scandals that occurred in the review period. Other categories will most likely perform better over the forecast period, as the impact of the meat scandals on these categories was less.

Report Overview

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