The Netherlands: Heineken losing market share in its Dutch home market

Heineken is losing market share in its Dutch home market, with its sales and profits under pressure. Its major rival, AB InBev, seeks to profit with “competitive prices”, and has even gained the position of market leader in supermarkets, RetailDetail EU reported on January 7.

In ten years, Heineken’s market share in the Netherlands has fallen from 42 to 38 %, Dutch newspaper FD reports. As of 2022, Heineken is no longer the best-selling brand in supermarkets: it lost that position to (AB InBev’s) Hertog Jan, NielsenIQ figures suggest. The Dutch brewer is still the market leader when it comes to the hospitality sector, but there too competition is increasing as AB InBev seeks to convince operators with “sharp, competitive prices.”

Price has become a strong argument, given the price increases of around 20 % that brewers have implemented in recent years. Moreover, the Dutch government has increased excise duties on beer in early 2024. What makes the situation even more difficult for Heineken is the fact that the entire beer market has shrunk by 10 %, compared to 2018. Young people in particular are drinking less beer. Heineken is forced to invest more in customer acquisition, which weighs on profitability. The company now wants to put stronger emphasis on its Dutch character.

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