- Insights
Trends and Developments within the Fast-Service channel in the Netherlands
In this article, we will analyse the evolution of the outlet numbers, have a look at the regional disparities, examine the differences between chain and independent outlets, and conclude with insights from our Market Monitor.
- Reading time: 7 min
- April 18, 2024
The fast-service channel in the Netherlands is undergoing significant transformations. After growing over the past years, we now see a change in the dynamics of the market. In this article, we will analyse the evolution of the outlet numbers, have a look at the regional disparities, examine the differences between chain and independent outlets, and conclude with insights from our Market Monitor.
This article will focus on the following segments:
• Fast food – Salad/pasta/noodles/sushi
• Fast food – Shawarma/Kebab
• Fast food – Snack & fries
• Restaurants – Fast casual
Market Overview: Growth and Decline
Over the past five years, the fast-service market in the Netherlands has witnessed growth across all the 4 segments analyzed. This is especially true for fast-casual restaurants and outlets serving other types of fast food like salads, pasta, noodles, or sushi (+85% between 2019 and 2023). Snack bars experienced a significant peak during the pandemic (+12% between 2020 and 2021).
However, recent data suggests a shift, with a slight decrease in outlet numbers across several segments compared to the previous year. If we zoom on the years 2023 – 2024, we see a decline in outlet numbers for three out of the four segments, particularly noticeable in snack bars (-2,62%).
This decline compared to last year is consistent across other segments as well. Almost all dining/drinking establishments are experiencing a similar decrease compared to last year.
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Overview by province
Analyzing the market regionally reveals interesting insights. North Holland, for instance, has witnessed a significant decline in outlets across all four segments, especially in the salad/pasta/noodles/sushi segment (-25 outlets). On the contrary, there has been a significant increase in North Brabant (+24 outlets.
Looking at the detailed number of outlets by provinces, we see that the Snack & Fries segment experienced a decrease in almost all provinces (especially in Gelderland, North Brabant, and Overijssel) between 2023 and 2024, which confirms the trend seen in part 1.
Another noteworthy insight is that fast-casual restaurants continues to grow steadily in all provinces of The Netherlands (except Drenthe). In a previous article, we have seen that since 2017, fast-casual restaurants have been growing at a much faster rate than the industry, at an average of over 10% year on year. In the last year, even if the segment is showing signs of slow down, it is still growing.
Chain vs. Independent
The distinction between chain-affiliated and independent outlets also gives us interesting insights: we find that the decline in fast-service outlets occurs both among independent outlets and outlets belonging to chains. For instance, independent snack and fry locations are closing at a similar rate to chain-affiliated ones.
However, there are nuances in certain segments. For example, chain-affiliated outlets in the shoarma/kebab sector have closed more rapidly than independent ones, showing the resilience of independent outlets in certain market niches.
Noticeably, the growth in the fast-casual segment is predominantly driven by independent establishments. Brands like La Place, Happy Italy, and Sumo have experienced a decline in outlet numbers, while independent fast-casual restaurants are growing, showing the strength of the independent fast-casual segment.
Insights from our Market Monitor
Insights sourced from our Market Monitor provide valuable data on brand performance and market share within the fast-service channel.
If we focus on numerical distribution within the snack category, we see that brands like Kwekkeboom and Van Dobben dominate the luxury croquette market with respectively 40,9% and 244%. However, for the ‘regular’ croquette, private label brands are the most popular with 21,1%.
If we now focus on the growth in market share compared to last year, we see that Van Dobben has witnessed significant growth in market share (+10,5%) along with Laan, Elite, and Bourgondier.
Conclusion
The fast-service channel in the Netherlands is undergoing a period of transition. Snack bars and other fast-food locations are facing challenges, resulting in many closures, particularly in North Holland. On the other hand, fast-casual restaurant segment continues to grow, especially among independent establishments, while other fast-food locations affiliated with chains are struggling.
Understanding the shifting dynamics of the Dutch fast-service market is now crucial to respond strategically and ensure growth. Did you know? Our Market Monitor gather data of approximately 8,000 fast-service locations in order to understand the market developments and gain valuable insights.