Alcoholic drinks in 2024: The big picture
Alcoholic drinks in the Netherlands was heavily impacted by changes in taxation over 2024, which had a major influence on category performance. Alcoholic drinks and non-alcoholic alternatives were both impacted by higher tax, which was a major blow for the latter in particular. The higher taxes came on top of further price increases brought about by rising costs throughout the value chain. Average unit price increases were substantial in alcoholic drinks, and they heavily affected consumption patterns in both the on-trade and off-trade. Changing consumer attitudes towards alcohol consumption is also causing broad changes in drinking behaviour, with consumers choosing to reduce and even stop drinking alcohol altogether. Driving this change is heightened consumer awareness of the negative impact of alcohol consumption on health. Alongside the tax increases, the moderation in alcohol consumption created a challenging environment for the alcoholic drinks industry during 2024.
2024 key trends
Beer remains the largest category in alcoholic drinks by volume, although sales are declining due to maturity and the changing drinking habits of younger generations. Lager is a popular choice for young adults who want to party and go out drinking, but increasingly consumers are moving away from binge drinking lagers. Consumers are more mindful of the negative impact of alcohol consumption on personal health, notably heavy consumption of lager, with alternatives becoming increasingly attractive. Young adults in particular are more into healthy living and fitness and such individuals associate beer consumption with weight gain and a loss of fitness. Older consumers are also consuming less beer, with a preference for high quality beer over cheaper lagers.
Competitive landscape
Heineken NV is the clear leader in the alcoholic drinks category in the Netherlands. The company owes its high ranking to its dominant position in beer, where it continues to assert its lead in 2024. Heineken NV’s beer business is under pressure from the weak performance of lager, although its Heineken brands has maintained volume share. The company has had success in categories such as non-alcoholic ales, premium lager and premium ales, with brands such as Birra Moretti, Desperados and Heineken Silver gaining volume share in 2024.
Retail developments
Supermarkets is the largest channel for alcoholic drinks in the Netherlands. Consumers are accustomed to buying a case of beer or a few bottles of wine during their weekly shop, providing the supermarket channel with a relatively stable volume share in 2024. One major reason for the popularity of supermarkets is that they have frequent price promotions on leading brands in beer, wine and RTDs. However, the sale of spirits in the supermarket channel is very limited as by law they are not allowed to sell any alcoholic beverages with an ABV of more than 15%.
On-trade vs off-trade split
Both the on-trade and the off-trade faced declining volume sales in 2024. The on-trade has been plagued with further losses after a period of strong recovery from the pandemic. Consumers have turned away from spending money in the on-trade due to extreme price increases over the past three years. The high cost of living continues to exert an influence on purchasing decisions with many consumers choosing to go out drinking less frequently. Nonetheless, the on-trade performed slightly better than the off-trade in volume terms.
What next for alcoholic drinks?
Alcoholic drinks is a relatively mature category in the Netherlands and despite a further increase in the Dutch population, the increase in total volume sales is expected to be minimal over the forecast period. RTDs will post a buoyant performance as there is still plenty of growth potential for this popular beverage. The largest category, beer, will likely see a very modest increase in sales, after seeing a decline in volumes over the past two years. The transition towards drinking lower quantities of beer is expected to continue, with consumers seeking higher quality options. Non/low alcohol beer will provide some impetus to the overall beer category, and consumers will gravitate towards more premium beers such as high quality ales or premium lagers.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Netherlands?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Netherlands?
- How are products distributed in Netherlands?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in the Netherlands
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in the Netherlands
KEY DATA FINDINGS
Beer volumes are under pressure as taxes rise
Heineken NV holds strong lead in beer category
Modern grocery retailers enjoy a solid position
Beer category faces cautious optimism
Healthy living will have a major impact on beer category
Non-alcoholic ales will gain traction
Lager price band methodology
Cider/Perry in the Netherlands
KEY DATA FINDINGS
Underlying issues face the cider/perry category
Heineken NV holds leading share with Apple Bandit
Supermarkets claim strong position in cider/perry
Difficult outlook ahead for cider/perry
Non-alcoholic cider depends on marketing investment
High quality ciders face a better future
Rtds in the Netherlands
KEY DATA FINDINGS
RTDs enjoy strong growth across all channels
Diageo Nederland BV faces growing competition from Bacardi-Martini Nederland NV
Supermarkets lead the distribution of RTDs
Strong outlook as consumption of RTDs is set to accelerate
RTDs will find a broader mass consumer base
Innovation trends will link to the soft drinks industry
Spirits in the Netherlands
KEY DATA FINDINGS
Cocktail culture provides some impetus to spirits growth
Noel Distillery BV strengthens position with acquisition of Lucas Bols
Drink specialists lead in distribution
Steady volume growth as challenges prevail
Domestic spirits to face further losses
Spirits innovation to focus on supporting cocktail culture
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in the Netherlands
KEY DATA FINDINGS
Health concerns and poor weather curbs wine consumption
Competitive landscape remains fragmented in wine
Supermarkets is major channel as modern retailers stand out
Wine faces challenging outlook as consumption is set to fall
Wine consumption to moderate amid a change in health perceptions
Packaging and low/no alcohol formats to spur innovations
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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