- Insights
What are the most popular coffee brands in the Dutch on-trade market
Rosalie Geisler
Customer Success Manager, Roamler
- Reading time: 7 min
- August 16, 2024
Lavazza, Illy, Jacob Douwe Egberts, Nespresso… Many coffee brands can be found in the Dutch on-trade market. But which brands dominate the market in terms of market distribution? What type of coffee is most commonly served? Are there any differences across the Dutch territory?
In this article, we’ll look into the most popular coffee brands in the Netherlands in the Bars/Cafés segment.
Which are the top 3 coffee brands in the Netherlands?
If we look at the coffee brands most commonly served in the Bars/Cafés segment, Jacob Douwe Egberts arrives first with 8.7% of the total market distribution. The Dutch company offers a diverse portfolio of brands (including Douwe Egberts, Kenco or L’Or) and is by far the most popular across the Dutch territory. Second place goes to the Italian brand Lavazza with 2.9% of the total market distribution, followed closely by Mocca d’Or with 2.5%.
Coffee brand preferences according to the province
If we take a closer look at the presence of these brands across the Dutch territory, we can see disparities according to provinces.
JDE is strongly established in every province, especially in Friesland (16%), Drenthe (13%), and Limburg (12.5%). However, in Friesland and Drenthe, we can see that their market share is declining compared to last year with respective drops of -0.6% and -1.4%. Overall, we can see that the market distribution of JDE is slightly decreasing in the Netherlands with an average drop of -2.4% across the whole territory, the highest drop being in Noord-Holland with -3%.
The decline of JDE benefits other brands, including Lavazza, which saw an average of +2% market distribution across the Dutch territory. If we go back to the example of Friesland and Drenthe, we can see an increase of +0.3% and +0.8%, respectively. It is definitely too early to speak about a shift between coffee brand leaders, but this should be monitored closely in the following months.
The market distribution of Mocca d’Or is also really interesting. While in most regions the percentage fluctuates between 1% and 3%, this figure rises to 14% in Zeeland (which is 3.2% more than JDE), showing very marked trends depending on the region.
What about coffee types?
Regarding coffee types served in the Bars/Cafés segment, we can clearly see that beans dominate the market. The market share is then divided between automatic and semi-automatic. Beans (semi-automatic) is the most popular coffee type served in bars with 35% and is closely followed by beans (automatic) with 22.7%.
What’s the difference? Automatic machines handle almost every step of the coffee-making process (they grind the coffee beans, tamp the coffee, brew it, froth the milk…). Semi-automatic machines offer more control over the coffee-making process, allowing adjustments and customized coffee.
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Conclusion
While JDE remains the market leader, its market distribution has shown signs of a slight decline. This shift has opened opportunities for other brands like Lavazza, which is gradually gaining ground. Understanding the dynamics of the Dutch coffee market is crucial for responding strategically and ensuring growth.
Did you know? Our Market Monitor gathers data from approximately 40.000 locations in order to understand the market developments and gain valuable insights.