The food delivery market has almost doubled in turnover in just over two years. According to FoodService Instituut Nederland (FSIN), the food delivery market will reach a turnover of around 1.7 billion euros this year. In 2014, this was almost half. "It is slowly become commonplace to have meals and groceries delivered to your home."
The FSIN divides the market into two main categories: Meal Delivery (delivery of meals via, for example, Thuisbezorgd.nl and Deliveroo) and Cold Food & Beverage Delivery (delivery of groceries by supermarkets and, for example, Picnic and HelloFresh). The Meal Delivery market will comprise €1 billion, according to FSIN, with the Cold Food & Beverage Delivery market accounting for the rest of the turnover.
Economic growth and technology major drivers
Jan-Willen Grievink, director of the FoodService Institute, is not surprised by the explosive increase. With modest economic growth, consumers are said to be willing to spend more money on food convenience again. The big driver, however, is digital technology. "We have to remember that it was only a few years ago that consumers were ordering their delivery pizza orally over the phone. Now we have dedicated websites that are getting simpler and faster. But don't forget the many apps for the smartphone; you can order a meal by pressing a digital button once, so to speak." This also benefits traditional meal delivery companies, such as pizza chains. They have been operating in the Netherlands for over 20 years, but still report double-digit growth rates, according to Grievink. "Thanks to all the new digital technologies in recent years, they have transformed from traditional meal delivery companies to internet companies." Grievink believes companies should ask themselves whether they have a future without a webshop or online services. "Almost all companies will become internet companies to some extent. Also consider what knowledge about your customers you are missing out on if you don't put enough energy into online. Online provides much more knowledge about consumer behaviour."
New players
Many new players entered the food delivery brands in the past two years. Foodora and Deliveroo entered the competition with market leader Thuisbezorgd.nl. This enabled thousands of restaurants to get started with meal delivery.
Furthermore, many food retailers entered the delivery market. Existing supermarkets in particular took up home delivery, possibly due to the poularity of online supermarket Picnic. Grievink expects many niche webshops to enter the market in the coming years, for example Gefelicitaart.nl. "In the coming years, I expect strong growth in the number of niche food shops on the internet, webshops for special target groups or virtual food shops that make a party out of the delivery of food products. In addition, international disturbers will enter this market even more massively, such as UberEats."
Biggest delivery brands
FoodService Instituut Nederland listed the biggest food delivery brands operating in the Netherlands:
Meal Delivery, biggest brands
- Thuisbezorgd.nl (via affiliates), €250,000,000
- Domino's, €101,000,000
- New York Pizza, €65,000,000
- Apetito, €37,500,000
- Bezorgbeer (turnover holding), €33,200,000
- Just Eat Netherlands, €17,500,000
- Spare Rib Express, €16,500,000
- Food Connect, €8,800,000
- Taco Mundo, €7,5000,000
Cold Food & Beverage Delivery, biggest brands
- AH.nl including Pick Up Points, €253,400,000
- HelloFresh Netherlands, €157,500,000
- Nespresso Netherlands, €76,500,000
- Wijnvoordeel.nl, €45,000,000
- Springer & Partners, €25,400,000
- Ice Palace, €22,000,000
- Eismann, €16,000,000
- Frozen man, €10,200,000
- Bofrost, €7,000,000
- Wine fair, €6,800,000
- Willem & Drees, €5,700,000
- Léon Colaris, €3,200,000
- Picnic, €3,000.00
- Taartenwinkel.nl, €3,000,000
- Gefelicitaart.nl, €2,900,000
View full-size image here.
Editorial LogistiekProfs
Image: Nicholas Jackson / Shutterstock.com
