Sales Of A-Brands In Dutch Supermarkets Drop By 9% In 2024

Excluding this factor, the performance of brands such as Heineken, Unox, Douwe Egberts, and Calvé remained extremely weak.

Market research firm Circana attributed this decline to multiple factors, including growing consumer preference for fresh foods – a category not dominated by big brands, the continued rise of store brands, and price increases rather than increased volume driving sales growth for top performers like Coca-Cola.

“A-brands are becoming less and less relevant in supermarkets. In 2005, brand manufacturers still held a share of almost 25 percent in total supermarket sales; now, they have dropped below 20 percent,” said Irene Hendriksen, director of retail at research agency Circana, as reported by Dutch public broadcaster NOS.

Essentially, big brands are losing relevance as shoppers prioritise value and increasingly choose store brands.

Sales figures are also being negatively impacted by the frequent disagreements between producers and retailers.

This is evident in the top 100 list, where brands like Bonduelle, Senseo, De Ruijter, and Quaker suffered significant losses due to temporary or prolonged absence from Jumbo and Picnic shelves.

The brand disputes and resulting product shortages have pushed consumers toward competitors or store brands, with long-term consequences for brand loyalty.

“If people find empty shelves due to such a boycott or [supply disruption], they will choose another brand or the house brand. If the A-brand products are available again after the boycott, it is always questionable whether consumers will choose you again,” added Hendriksen.

Dutch Supermarket A-List

According to 2024 data from Circana, Coca-Cola leads Dutch supermarket sales among major brands with €447 million, or a 9% increase.

Hertog Jan (€343 million) and Lay’s (€342 million) follow, with the former seeing a 2% rise and the latter a 2% dip.

Marlboro experienced a significant 54% drop to €315 million. Other top brands like Campina (€282 million), Dr. Oetker (€262 million), Red Bull (€262 million), Heineken (€256 million), Unox (E252 million), and Douwe Egberts (€244 million) also saw varied performance, ranging from 17% growth (Red Bull) to declines of 7% (Unox) and 3% (Heineken and Douwe Egberts).

Coca-Cola’s dominance is fuelled by the growing popularity of its zero-calorie option, Cola Zero, which now contributes 44% of the brand’s sales.

Hertog Jan continues to widen its lead over Heineken as the top-selling beer in Dutch supermarkets, with an €87 million sales advantage in the past year, up from €17 million two years prior.

Red Bull has also surpassed Heineken in supermarket sales, indicating a higher spending trend on energy drinks compared to the traditional beer brand.”