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100% Home Delivery/Takeaway in the Netherlands

Netherlands 100% Home Delivery/Takeaway Market: New insights

100% home delivery/takeaway continued to perform well in 2014, mainly thanks to consumers who are seeking convenience. 100% home delivery/takeaway is perceived as convenient because consumers do not have to prepare food themselves and nor do they need to go out when ordering home delivered food. Recent developments in technology, facilitating easy ordering through mobile devices, have further increased the convenience of 100% home delivery/takeaway. Next to convenience, consumers see 100% home...

The negative economic situation and the further decline of consumer confidence in 2013 helped 100% home delivery/takeaway to achieve further growth. Consumers see 100% home delivery/takeaway as a budget-friendly alternative to eating out and this meant that this category achieved further growth in 2013. The economy is not the only factor in the positive performance of this category.

100% home delivery/takeaway was among the channels that coped best as consumers reduced foodservice spending in 2012 due to the Dutch economy's slide back into recession. This was partly because 100% home delivery/takeaway operators have historically maintained lower prices and offered better value for money than those in other channels. This competitive price positioning was reinforced as many players, especially large chains, responded to worsening economic conditions by implementing aggressive discount promotions. At the same time, as long working hours and busy lifestyles left consumers with less time for cooking at home, the convenience factor also bolstered demand for 100% home delivery/takeaway services. Appreciation for the convenience of ordering in was further strengthened by the growing popularity of secure and user-friendly e-payment systems like iDeal, for which there is a relatively low charge of €1 per transaction, and that of specialist e-commerce platforms like (part of The latter act as intermediaries between consumers that want to order in and foodservice operators that will sell food for takeaway, but do not provide delivery services. Together, all of this helped to ensure that current value, transaction and outlet growth rates for 100% home delivery/takeaway in 2012 were not only up on 2011, but also stronger than the respective CAGRs for the entire review period.

New York Pizza was the leading brand in 100% home delivery/takeaway in current value sales terms in 2012, claiming an overall share of slightly more than 15%. Domino's finished a very close second with a 15% value share, after having lost the top spot due to an impressive gain of one percentage point by New York Pizza. The latter's value share gain was underpinned by very competitive price promotions and heavy investment in advertising over 2011-2012. Notable marketing initiatives by New York Pizza included collaborating with a Dutch celebrity chef to develop a new organic pizza, and the development of a packaged and branded pizza product for sale in supermarkets and other retail channels. Other prominent competitors in the 100% home delivery/takeaway channel in 2012 included Spare Rib Express, Bufkes, La Place Food, Bram Ladage and De Bezorgbeer.

While the outlook for 100% home delivery/takeaway over the forecast period is broadly favourable, constant value and transaction growth rates for the entire channel are expected to be slightly slower than those witnessed over 2007-2012. This will be partly because of increasing maturity, but mainly due to the fact that 100% home delivery/takeaway operators will inevitably lose some business to other types of foodservice outlets (especially full-service restaurants) as economic recovery leads Dutch consumers to increase spending on eating out. Nonetheless, the convenience factor will ensure that constant value and transaction growth rates remain reasonably robust overall, as will advertising campaigns, competitive pricing strategies and the incorporation of healthier choices and a wider variety of cuisine types into 100% home delivery/takeaway menus. New outlet openings, especially by major chains, will also have a positive impact on the channel's performance. In contrast to constant value and transaction growth projections, growth in the total number of 100% home delivery/takeaway outlets is expected to surpass that recorded during the review period.

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