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Low sugar, plant-based, and fortified/functional foods driving health and wellness in the Netherlands
In 2024, consumers in the Netherlands increasingly prioritised low sugar claims, alongside fortified/functional and energy-boosting products that support physical and mental performance. Plant based, vegetarian, and vegan options gained traction, reflecting growing interest in preventative health, sustainability, and digestive wellness. High fibre, gluten free, organic, and high protein claims further shaped purchasing decisions, driven by awareness of dietary intolerances, weight management, and overall wellbeing.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Netherlands with research from Euromonitor International's team of analysts.
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 and beverages categories.
If you're in the Health and Wellness 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 Health and Wellness 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 Health and Wellness in Netherlands?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Netherlands?
- Which are the leading brands in Health and Wellness in Netherlands?
- How are products distributed in Health and Wellness in Netherlands?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in the Netherlands
Low sugar, plant-based, and fortified/functional foods driving health and wellness in the Netherlands
Low sugar and fortified/function innovations reshape health and wellness in the Netherlands
Plant based, organic, and gluten free claims drive preventative health choices
Organic and fortified/functional food claims are set to drive growth for health and wellness products
HW Hot Drinks in the Netherlands
KEY DATA FINDINGS
Fortified/functional, organic, and premium trends drive growth in hot drinks
Health and wellness claims impact coffee and tea as consumers shift towards functional and premium products
Rising health consciousness drives ongoing demand for no caffeine hot drinks
Natural and functional claims maintain relevance in tea while health-focused innovations in coffee remain limited
Consumers will continue to perceive the organic claim to offer superior quality and sustainability
The no caffeine claim is set to drive growth amid rising demand for natural and organic options
The natural claim is expected to grow as consumers shift from basic to premium coffee and tea products
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in the Netherlands
KEY DATA FINDINGS
Low sugar and fortified/functional benefits shape growth and consumer trends in soft drinks
Low sugar and fortified/functional claims support health driven innovation
No sugar drives growth as consumer preferences shift and government pressures intensify
Energy boosting expands beyond energy drinks to support everyday performance and mental focus
Fortified/functional claims in soft drinks are set to outperform as health driven demand drives dynamics
No sugar soft drinks are set to drive growth as consumer health preferences continue to shift
The energy boosting claim is poised for growth, supported by ongoing innovation
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in the Netherlands
KEY DATA FINDINGS
Low sugar claims, plant based indulgence and high protein products is driving growth in snacks
Low sugar reduction and no sugar launches continue to drive innovation in snacks
Rising interest in plant based goods and health drives sales of the vegetarian claim
Taste and indulgence drive the success of the vegan claim in snacks
High protein and health and wellness innovations are set to support growth for snacks in the Netherlands
Sales of vegetarian snacks are set to be driven by demand for convenient, high protein snacks
The vegan snack claim is poised for growth as taste and indulgence drive consumer appeal
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in the Netherlands
KEY DATA FINDINGS
High protein and plant based dairy grow amid shifting consumer preferences
High protein innovation shapes consumer buying habits in dairy products and alternatives
Low fat dairy shows stabilisation as fitness-led products offset shifting consumer preferences
Natural claims remain expected in dairy while plant based products face scrutiny over processing
High protein and plant based dairy will remain key drives of innovation and growth
Low fat dairy is set to face pressure, however, fitness-focused ranges have potential for growth
Limited growth potential for natural claims as organic products take precedence
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in the Netherlands
KEY DATA FINDINGS
Vegetarian, vegan and gluten free claims drive sales in cooking ingredients and meals in 2024
Low sugar and organic claims drive strong value growth in cooking ingredients and meals
Health and sustainability drive growth of vegetarian cooking ingredients and meals
The vegan claim is supported by the rise of flexitarian diets in the Netherlands
Consumers are set to balance health and wellness claims with indulgence
Meals and soups offer a key growth opportunity for vegetarian products in the Netherlands
Demand for vegan products will be driven by health benefits and sustainability
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in the Netherlands
KEY DATA FINDINGS
Consumer health awareness fuels product innovation in staple foods
Consumer health trends drive reformulation and growth in organic, plant based, and low sugar claims
Rising consumer awareness and health considerations drive steady growth for gluten free claims
Health awareness and fortified/functional benefits drive growth in high fibre products
Plant based products and no sugar claims are set to drive growth across staple foods
An expanding range of products will support sales for the gluten free claim
Demand for high fibre claims will be driven by awareness of digestive health, and weight management
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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