Dairy products and alternatives in 2025: The big picture
Changes in food consumption at breakfast and lunchtime combined with the sheer maturity of the dairy category in the Netherlands has restricted volume growth in 2025. Overall performance in value terms was much more positive with a notable uptick on the previous year. In 2025, there was a further increase in price inflation for dairy products prompting consumers to seek out more affordable dairy and products delivering value for money. Private label is already an important part of the dairy category and the ongoing effects of the cost of living crisis have only heightened its appeal. Plant-based dairy is still relatively dynamic when it comes to new launches and the development of new concepts, but it faces lower growth rates than anticipated. A major issue stems from concerns that plant-based alternatives to regular dairy are highly processed, making them a less attractive alternative to standard dairy products.
Key trends in 2025
Dutch consumers are seeking health benefits from food products, and this is encouraging consumers towards dairy, which consumers perceive to be a healthy choice. While basic products such as drinking milk, Dutch custard or yoghurt in one litre cartons remain under pressure in terms of volume sales development, dairy products with added ingredients are performing well and driving value sales. Consumers are either looking for healthier choices within dairy, or for added value in terms of authenticity, superior quality or indulgence. Dairy products in large packs account for the bulk of total volumes, although there is an ongoing shift towards products which offer consumers an individual experience, notably in terms of smaller packaging, through more variety of flavours, and nutritional qualities.
Competitive Landscape
The domestic powerhouse Royal FrieslandCampina NV is the number one player in the dairy category, with a portfolio of diverse brands across categories. Royal FrieslandCampina’s portfolio of brands includes Campina, Optimel, Chocomel, Milner and many more. In 2025, the company managed to achieve an increase in current value sales as more price increases were imposed on various dairy products. The company has also been successful in its marketing and promotions of added value concepts.
Channel developments
Dairy products are very much a part of the weekly shopping list of the average Dutch consumer. Supermarkets have a wide presence in the Netherlands where they provide a one-stop shopping experience for grocery shoppers. Supermarkets also have a well-established infrastructure for refrigeration of dairy products and consumers have confidence that supermarkets will deliver the quality and freshness they seek. Another key factor is the prominence of private label, which are important in the dairy category. Indeed, supermarkets offer a diverse range of private label products across all dairy categories. These are highly valued by price sensitive shoppers who appreciate the fact that supermarkets offer frequent price promotions on dairy products.
What next for dairy products and alternatives?
Changing food culture in the Netherlands and the evolving eating habits of the Dutch will continue to shape the development of the dairy category over the forecast period. Consumers have been swapping their traditional breakfast of a cheese sandwich and a glass of milk for a bowl of breakfast cereal with yoghurt, quark or milk, or a nutritious breakfast smoothie. This shift in consumption will continue to gain traction and shape demand across dairy products and alternatives. For example, hard cheese will continue to see a decline in volume sales over the forecast period, while yoghurt and quark will profit from this shift in consumer behaviour.
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Overview:
Understand the latest market trends and future growth opportunities for the Dairy Products and Alternatives 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 a comprehensive range of core packaged food categories.
If you're in the Dairy Products and Alternatives 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 Dairy Products and Alternatives 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 Dairy Products and Alternatives in Netherlands?
- Which are the leading brands in Dairy Products and Alternatives in Netherlands?
- How are products distributed in Dairy Products and Alternatives in Netherlands?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Dairy Products and Alternatives?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Netherlands?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Dairy Products and Alternatives in the Netherlands
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
Baby Food in the Netherlands
KEY DATA FINDINGS
Value growth driven by higher unit prices
Nutricia Nederland dominates as small premium brands gain traction
Supermarkets lead as retail e-commerce shows strong growth
Value sales witness lower growth as prices reach a ceiling
Food safety will remain vital to consumers of baby food
Sustainability will be an important theme
Butter and Spreads in the Netherlands
KEY DATA FINDINGS
Butter and spreads is challenged by changing food culture
Leading player Upfield Nederland faces some challenges
Supermarkets and grocery retailers are the preferred channel
Muted performance as eating habits and food culture evolves
Grocery retailers will have an interest in promoting plant-based products
New appliances for food preparation will result in lower demand for butter and spreads
Cheese in the Netherlands
KEY DATA FINDINGS
Traditional eating habits evolve with lower cheese consumption
Westland Kaasexport leads in cheese with Old Amsterdam and Maaslander
Supermarkets are key favourite for the purchase of cheese
Changing eating habits will continue to weaken consumption of cheese
Healthier cheese is a hard sell, but high protein cheese could be a success
Processed cheese will lead in terms of innovation
Drinking Milk Products in the Netherlands
KEY DATA FINDINGS
Drinking milk products come under pressure amid shifts in consumption
Royal FrieslandCampina takes the lead alongside private label
Wide range of private label drinking milk products supports the supermarket channel
Drinking milk products to witness lower consumption
Functional and shelf stable milk products could help to add value to the category
The nitrogen issue could lead to lower milk production
Yoghurt and Sour Milk Products in the Netherlands
KEY DATA FINDINGS
Health benefits of yoghurt and sour milk products resonate with consumers
Royal FrieslandCampina and Arla Foods lead the category
Supermarkets adapt well to changing eating habits
Steady value growth expected for yoghurt and sour milk drinks
Health and wellness and gut health in particular will support category growth
Albert Heijn will likely expand its range of functional yoghurts and sour milk drinks
Other Dairy in the Netherlands
KEY DATA FINDINGS
Other dairy sees return to value growth in 2025
Royal FrieslandCampina NV leads with brands Campina, Mona and Optimel
Consumers value the wide range of private label products on offer at supermarkets
Categories within other dairy suffer from instability
Health and wellness will remain a major growth driver
Strained relationships between grocery retailers and dairy producers will lead to investment in private label
Plant-Based Dairy in the Netherlands
KEY DATA FINDINGS
Lower growth than expected in plant-based dairy
Alpro Soja Nederland BV leads whilst Oatly records strong growth
Supermarket chain Ekoplaza specialises in plant-based dairy products
Grocery retailers are committed to success of plant-based dairy
Growing interest in health and wellness is a blessing and a challenge
Retailers will present plant-based dairy products next to regular dairy products
The following categories and subcategories are included:
Dairy Products and Alternatives
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- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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- Butter
- Cooking Fats
- Margarine and Spreads
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- Spreadable Cheese
- Processed Cheese excl Spreadable
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- Packaged Hard Cheese
- Unpackaged Hard Cheese
- Soft Cheese
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Sour Milk Products
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- Drinking Yoghurt
- Flavoured Yoghurt
- Plain Yoghurt
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- Chilled Dairy Desserts
- Shelf Stable Dairy Desserts
- Chilled Snacks
- Coffee Whiteners
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- Flavoured Condensed Milk
- Plain Condensed Milk
- Evaporated Milk
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- Cream
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- Flavoured Fromage Frais and Quark
- Plain Fromage Frais and Quark
- Savoury Fromage Frais and Quark
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- Soy Drinks
- Other Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
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This report originates from Passport, our Dairy Products and Alternatives research and analysis database.
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