Snacks in 2025: The big picture
Snacks in the Netherlands is a very mature category facing limited opportunities in terms of volume growth. Whilst volume sales continue to decline in 2025, the category benefits from very healthy retail value growth. Generally-speaking, the snacks category is moving in two directions. Many consumers seek snack products to satisfy their need for indulgence, an affordable luxury, or new experience. At the same time, there are groups who are looking for more affordable snacks due to strong price hikes. Such individuals are keen to avoid spending too much on snack products and often switch to private label products or branded offerings delivering better value for money. These two opposite trends are shaping the category putting mid-priced snack brands under pressure.
Key trends in 2025
The spike in cocoa prices during 2025 has placed a spotlight on issues surrounding sustainability and ESG stewardship. Consumers are now more aware that global environmental issues and climate change are starting to have a real effect on the snacks category, with an impact on price levels in particular. Manufacturers are under pressure to deliver affordable snack products, without compromising on sustainability standards. Consumers expect producers to pay fair prices to farmers and others in the production chain, but at the same time want to see limited price increases on snack products in supermarkets and other retail outlets. These expectations can place producers and retailers in a difficult position as these factors can be difficult to reconcile.
Competitive Landscape
Unilever Nederland BV is the number one player in snacks, with PepsiCo Nederland BV a close second. Unilever mainly owes its dominant position to its leading position in the ice cream category. For PepsiCo, its dominance in savoury snacks has helped the company to achieve a strong second place in overall snacks. Unilever achieved a healthy increase in overall value share within the ice cream category, with Ben & Jerry’s performing well. Pint formats from this ice cream brand have a relatively high unit price and this supported value sales for the company.
Channel developments
Grocery retailers remain the main channel for the distribution of snacks in the Netherlands. Supermarkets offer a wide variety of snacks and have a good mix of mainstream and challenger brands to give consumers more choice. Consumers also value the fact that supermarkets offer good value for money and frequent price promotions on their favourite snacks brands. Supermarkets have also been very successful in responding to changing trends in snacks and offer new exciting flavours and brands as well as products, which are considered to be healthier or more sustainable.
What next for snacks?
Snacks remains a very mature category with limited volume growth potential. Recent price increases in many categories will encourage consumers to be more careful when shopping for snacks over the forecast period, thus limiting growth potential. Mainstream brands which have been around for many decades will find it difficult to find a new audience as newly launched ranges of major mid-market brands struggle to offset the further erosion of more basic ranges. Major mid-priced brands which depend on mainstream appeal, such as plain biscuits, plain salted crisps or tubs of vanilla ice cream will see a further decline of these high volume basic product ranges.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 Snacks 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 Snacks 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 Snacks in Netherlands?
- Which are the leading brands in Snacks in Netherlands?
- How are products distributed in Snacks 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 Snacks?
- 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?
Snacks in the Netherlands
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in the Netherlands
KEY DATA FINDINGS
Price hikes impacted by rising wholesale cocoa prices
Masterfoods Veghel BV (Mars) maintains leading position
Supermarket distribution eroded as convenience stores gain share
Price growth will be modest compared to recent years
Technology will help to keep consumer prices under control
Cocoa prices will lead to new launches in chocolate confectionery
Gum in the Netherlands
KEY DATA FINDINGS
Gum remains relatively stable with only marginal increase in retail sales
Perfetti Van Melle Group bounces back after boycotts by Jumbo Supermarkten BV during previous year
Convenience stores see strong growth in distribution
Modest volume growth expected for chewing gum as bubble gum sees further decline
Technology will help to create more complex and functional gum products
Growing interest in oral health will support volume sales
Sugar Confectionery in the Netherlands
KEY DATA FINDINGS
Despite falling consumption, consumers are seeking products with added value
Cloetta Holland BV and Perfetti Van Melle Group compete for top spot
Supermarkets lead in sugar confectionery
Maturity limits opportunities for volume growth
Switch to plant-based ingredients and sustainable packaging materials
Health concerns could limit distribution of sugar confectionery
Ice Cream in the Netherlands
KEY DATA FINDINGS
Price increases and premiumisation underpins value growth
Unilever Nederland BV dominates as challenger brands add dynamism
Retail e-commerce is underdeveloped but growing fast
Positive growth anticipated for ice cream
Healthier products that deliver on indulgence will be the focus of innovation
Health conscious consumers enjoy bite sized and smaller packaging for portion control
Savoury Snacks in the Netherlands
KEY DATA FINDINGS
PepsiCo Nederland BV and Jumbo Supermarkten BV dispute impacts category performance
PepsiCo Nederland BV dominates but is under pressure
Supermarkets dominate because of their wide range and frequent price deals
Positive outlook for savoury snacks with plenty of innovation
PepsiCo Nederland will continue to develop its ranges
Nuts, seeds and trail mixes will focus on health and wellness trend
Sweet Biscuits, Snack Bars and Fruit Snacks in the Netherlands
KEY DATA FINDINGS
Growing interest in added value products supports value growth
Mondelez Nederland faces strong competition from challenger brands
Supermarket channel remains dominant as retail e-commerce records strong growth
Retail volumes will remain stable as value growth builds
Manufacturers will focus on the development of products with no or lower chocolate content
Clean label snack bars offer an opportunity for growth
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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