CBI MARKET SURVEY: THE FRESH FRUIT AND VEGETABLES MARKET IN THE NETHERLANDS
CBI MARKET SURVEY
THE FRESH FRUIT AND VEGETABLES MARKET IN THE NETHERLANDS
Publication date: October 2006
Report summary This market survey presents the following highlights of the fresh fruit and vegetables market in the Netherlands: • The Netherlands is an important importer of fruit and vegetables from developing countries, serving as an important turntable in the European fruit and vegetables trade. • The domestic market for these products is small for the volume of imports, which are for a large part re-exported to other European countries such as Germany and the UK. • The Netherlands is especially strong in minor exotic fruits such as mangos and passion fruit, but less so in bananas and pineapples. • Imports of vegetables from developing countries are large, concentrating on a few major products such as beans, peas and asparagus.
The survey provides exporters of fresh fruit and vegetables with sector-specific market information related to gaining access to the Netherlands. By focusing on a specific country, this document provides complementary information to the more general information and data provided in the CBI market survey ‘The fresh fruit and vegetables market in the EU’, which covers the EU in general. That survey also contains an overview and explanation of the selected products dealt with, some general remarks on the statistics used, as well as information on other available documents for this sector. It can be downloaded from http://www.cbi.nl/marketinfo.
1. Market description: consumption and production
Consumption
Product groups
Fruit According to the Commodity Board for Horticulture, consumption of fresh fruit amounted to 94 kg per household in 2005 (Table 1.1).1 While consumption volume increased slightly compared to 2002, value decreased by 4%. The most popular fruits are apples, oranges and bananas, together accounting for about two-third of consumption. Tangerines, pears, kiwi fruit, pineapples, nectarines and strawberries are growing in popularity. Total domestic fruit consumption was 660 thousand tonnes in 2005.
Table 1.1 Consumption per household of fresh fruit and vegetables in the Netherlands, 2002 and 2005, and most popular species Fruit Vegetables 2002 2005 2002 2005 € 139 133 € 146 152 kg 93 94 kg 72 74 Apples Lettuce Oranges Tomatoes Bananas Cucumbers Tangerines Sweet peppers
1 These figures may differ from figures in the CBI market survey Fresh fruit and vegetables in the EU. In the CBI market surveys covering individual countries national sources are preferred for providing the most detailed information, while the general survey uses statistics that are easily comparable between countries.
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Fruit Vegetables Strawberries Mushrooms Grapes Chicory Pears Beans Kiwi fruits Cauliflower Melons Carrots Nectarines Source: Commodity Board for Horticulture, 2006
Vegetables In 2005, household consumption of vegetables was 74 kg, an increase of 3% compared to 2002. The value of the purchases grew by 4%, to €152 per household in 2005. Domestically grown products such as lettuce, tomatoes and cucumbers are the most popular. Tomatoes and sweet pepper are growing in popularity. Pre-packed vegetables are also popular, accounting for more than 50% of total vegetable sales. The household market for vegetables measured 515 thousand tonnes.
Market segmentation The amount of pre-cut and pre-packed vegetables has been growing considerably. Young people, single households, and households with young children consider convenience more important than elderly people. Elderly people spend more time on preparing meals and take time to eat fruit. The number of elderly people is growing.
The market for organic products is small compared to other EU countries but it is growing steadily. Especially the multiple retailers are enlarging their offer of organic fruit and vegetables.
Trends in consumption According to a survey published by the Commodity Board for Horticulture, one of the major trends in the Netherlands is the growing demand for convenient and timesaving ways of preparing meals. This trend applies in particular to vegetables as expressed by the growing sales of pre-packed and semi-prepared vegetables. The demand for convenience in fruit is also noticeable. Apples, easy-peeling citrus fruit and especially bananas are popular because they are easy to consume. Supermarkets also offer fruits such as pineapple and melon in a pre-cut and pre-packed form.
Vegetables that were traditionally only available during a short period in the year (domestically grown vegetables) have become year-round available and consumers have gotten used to that.
Dutch consumers are quite open to new products. Retailers now offer seasonings and ready- meal packages for a wide variety of different international dishes. The offer of exotic fruits has also increased and Dutch consumers are becoming used to the newer exotics such as mangos and passion fruit.
Production
Total production The Netherlands produced 695 thousand tonnes of fruit in 2005, 1% of total EU production. Production of vegetables amounted to 3,831 tonnes, which was 6% of total EU production (Table 1.2). The total value of fruit production was €360 million in 2004. Total vegetable production amounted to €1.8 billion in 2005. Fruit production has grown faster than vegetable production, increasing by 31% between 2001 and 2005 compared to vegetables 5%.
Apples are the most important fruit with 436 thousand tonnes produced in 2005. Although between 2001 and 2005 production volume increased by 7%, the share in total fruit production declined from 77% to 63%. Pear production almost tripled between 2001 and
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2003; in 2005 it accounted for 30% of total fruit production. Strawberries account for another 5% of total, leaving just 2% for cherries, plums and berries.
Table 1.2 Production of fresh fruit and vegetables in the Netherlands, per product group, 2001-2005, in thousand tonnes 2001 2003 2005 2001 2003 2005 Total fruit 531 569 695 Total vegetables 3,632 3,772 3,831 Apples 408 359 436 Onions 765 809 800 Pears 76 159 208 Tomatoes 550 595 645 Strawberries 34 36 36 Cucumbers/gherkins 425 430 435 Plums 5 6 6 Carrots 378 432 430 Blueberries 4 4 4 Peppers 295 315 315 Currants 3 3 3 Mushrooms 275 263 260 Other fruit 2 2 2 Cabbages 266 259 257 Leeks 100 104 104 Other vegetables 577 565 585 Source: FAOSTAT 2006
The Netherlands is the sixth largest producer of vegetables in the EU. The most important products are onions, with 21% of national production, tomatoes (16%), carrots (11%), and cucumbers and gherkins (11%). Although production increased, the volume shares of the vegetable products remained the same.
A part of the domestically produced fruits and vegetables is used in the food industry, and this is probably the destination of some of the imports as well. Apples for example are used for making applesauce (Table 1.3).
Table 1.3 Processing of fresh fruit and vegetables* in the Netherlands, in thousand tonnes 2000 2002 2004 2000 2002 2004 Total fruit 127.5 99.9 123.5 Total vegetables 561.0 595.7 529.0 Apples 96.2 76.8 91.9 White mushrooms 172.2 173.2 171.9 Pears 5.5 3.5 3.2 Carrots 65.2 77.0 56.3 Beans 43.0 61.4 56.0 Spinach 49.2 55.4 45.0 Green peas 37.6 44.6 39.1 White cabbage 27.4 27.2 28.0 Onion 24.3 15.4 24.1 *fruit and vegetables from domestic production and import Source: Commodity Board for Horticulture, 2005
Forecast and trends in production A substantial part of Dutch vegetables production takes place in greenhouses, especially of tomatoes, sweet pepper and cucumbers, which allows for a high level of control on quality and environmental impacts. Responding to an eroding reputation for taste in the 1980s, the Netherlands has successfully implemented a strong focus on taste, offering a much wider and more varied range of for example tomatoes. The main destinations for these products are Germany, the United Kingdom and Belgium. Onions, which have a longer shelf life, find markets in a much wider circle, including many countries in Africa. Production of vegetables has continued to grow in spite of strong competition from especially Spain and Poland. Fruit production (especially of pears) is also experiencing growth.
Opportunities and threats Domestically grown products dominate consumption of fruit and vegetables, but the interest in exotics is growing. The assortment in retail outlets has grown over the years and Dutch consumers are used to having a wide variety of fruits and vegetables permanently available. Year-round availability of fruits and vegetables is common practice in retailing.
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Useful sources • Commodity Board of Horticulture. http://www.tuinbouw.nl.
2. Trade: imports and exports
Imports
Total imports In 2005, fresh fruit imports into the Netherlands amounted to €1.7 billion and 2.15 million tonnes. The Netherlands is the fifth largest fruit importer of the EU, accounting for 9.5% of total import value in 2005. From 2001 to 2005, import value of fruit increased by 3% and volume by 7%. Total imports of fresh vegetables in 2005 were €679 million and 735 thousand tonnes. Compared to 2001, vegetables imports increased by 1% in value, while volume decreased by 8%.
The Netherlands is a major importer of fruits from developing countries. In 2005, 56% of fruit import value came from developing countries (Table 2.1). South Africa is the largest supplier to the Netherlands. Other large suppliers are Spain, Belgium, Brazil and Chile. The share of imports from developing countries in vegetables is lower than for fruit but it is still one of the highest of the EU. Twenty four percent of vegetables imports by value came from outside the EU. Spain is by far is the largest supplier followed by Belgium, Germany and Israel. Developing countries contributed 15% to total import value.
Table 2.1 Dutch imports and leading supplying countries with their market shares in 2005, shares in % of value Leading suppliers 2005 Share Import value Fruit Intra EU: Spain (12%), Belgium (11%), Germany (4.5%) 37% 625 Extra EU –DC*: New Zealand (3.5%), USA (1.4%), Israel (1.4%) 7% 120 DC*: South Africa (16%), Brazil (10%), Chile (9%), Argentina (3.8%), Costa Rica (2.9%), Morocco (1.7%) 56% 952 Vegetables Intra EU: Spain (41%), Belgium (10%), Germany (7%) 76% 516 Extra EU: Israel (7%), New Zealand (0.8%) 9% 60 DC*: Kenya (2.7%), Peru (2.5%), China (1.8%), Egypt (1.6%), Morocco (1.2%), Senegal (1.1%) 15% 103 *DC: Developing countries Source: Eurostat 2006
Imports by product group
Fruit Developing countries have a relatively high share in the 9.5% of EU fruit imports destined to the Netherlands. The largest products imported from developing countries are grapes, oranges, apples, mangos and guavas, and lemons and limes (Table 2.2). The Netherlands is the largest importer of mangos and guavas (27% of total EU import value in 2005), papaya (25%), grapefruits (19%) and minor products such as tamarinds, lychees, passion fruit, pitahaya and star fruit (22%). Furthermore, developing countries are important suppliers of avocados, pineapples, pears, melons and plums. Bananas are the fourth largest product in terms of import value; most of them (93%) are destined to other countries (Belgium and Germany). South Africa is the largest supplier of grapes and oranges. Brazil holds a strong position in the imports of mangos and guava, lemons and limes. The fruits that experienced the largest growth in import value from developing countries are avocados, pineapples, watermelons, bananas and minors such as passion fruit, pitahaya and starfruit. From 2001 to 2005, total import value from developing countries increased by 3%.
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Table 2.2 Dutch imports of fresh fruit and leading supplying countries with their market shares, by value in million euro, shares in % value 2005, in brackets import value from developing countries Product 2003 2005 Leading suppliers in 2005 Share (share of total import value in %) (%) Intra EU: Italy (6%), Greece 95%), Belgium 20% (3.2%) Extra EU Australia (1%) 1% excl DC*: DC* South Africa (29%), Chile (22%), 79% 276 260 Brazil (13%), Namibia (3.6%), Egypt Grapes (214) (205) (2.9%), Argentina (2.5%) Intra EU: Spain (28%), Belgium (3.3%), 37% Germany (1.7%) Extra EU USA (0.5%), Australia (0.4%), Israel 3% excl DC*: (0.1%) DC* South Africa (29%), Egypt (9%), 60% 204 186 Morocco (8%), Zimbabwe (4.3%), Oranges (102) (112) Uruguay (4.3%), Argentina (3.4%) Intra EU: France (12%), Belgium (7%), 25% Germany (2.8%) Extra EU New Zealand (26%), USA (0.5%) 27% excl DC*: DC* Chile (18%), South Africa (10%), 48% 271 213 Brazil (8%), China (6%), Argentina Apples (154) (103) (5%), Uruguay (0.7%) Intra EU: France (4.0%), Spain (2.6%), 9% Belgium (1.0%) Extra EU USA (6%), Israel (2.3%), Switzerland 10% excl DC*: (1.0%) DC* Brazil (51%), Peru (12%), Ivory 81% 100 85 Coast (3.2%), Costa Rica (3.0%), Mangos and guavas (89) (68) Ecuador (2.8%), South Africa (1.8%) Intra EU: Spain (14%), Belgium (1.7%), 20% Germany (1.7%) Extra EU USA (0.4%), Israel (0.2%), 1% excl DC*: Switzerland (0.1%) DC* Brazil (30%), Argentina (24%), South 79% 68 67 Africa (10%), Mexico (8%), Turkey Lemons and limes (51) (53) (4.4%), Uruguay (1.73%) *DC: Developing countries Source: Eurostat 2006
Vegetables Dutch vegetables imports were 7% of EU import value in 2005. The largest products were tomatoes, sweet pepper, beans, cucumbers, lettuce and peas. The largest imports from developing countries were beans, peas, asparagus, garlic and sweet pepper (Table 2.3). From 2001 to 2005, import value from developing countries increased by 7%.
African countries such as Kenya, Egypt and Morocco have a strong position in the supply of beans and peas. These countries often have large estates where production takes place with hired labour. Production is integrated in a professional supply chain to be able to comply with the EU food safety standards and to ensure reliable supply to the EU market. Kenya is also the largest supplier of peas. Peru is by far the largest supplier of asparagus. China has a strong position in the supply of garlic.
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Table 2.3 Dutch imports of fresh vegetables and leading supplying countries with their market shares, by value in million €, hares in % of value, in brackets import value from developing countries Product 2003 2005 Leading suppliers in 2005 Share (share of total import value in %) (%) Intra EU: Spain (22%), France (8%), Belgium 40% (5%) Extra EU 0% excl DC*: DC* Kenya (16%), Morocco (15%), Egypt 60% 42 45 (13%), Senegal (12%), Tanzania Beans (23) (27) (1.6%), Dominican Rep. 0.6%) Intra EU: Belgium (11%), Germany (6%), 19% United Kingdom (1.5%) Extra EU 0% excl DC*: DC* Kenya (39%), Guatemala (21%), 81% 23 28 Zimbabwe (9%), Peru (6%), Tanzania Peas (17) (23) (2.2%), Egypt (1.6%) Intra EU: Greece (9%), Belgium (6%), Spain 26% (5%) Extra EU 0% excl DC*: DC* Peru (68%), Thailand (4.9%), Mexico 74% 23 22 (0.7%), Serbia Montenegro (0.2%), Asparagus (14) (16) Chile (0.1%), Argentina (0.1%) Intra EU: United Kingdom (14%), Spain (8%), 33% Germany (4.0%) Extra EU 0% excl DC*: DC* China (56%), Argentina (7%), Egypt 67% 10 15 (1.4%), Turkey (1.0%), Zimbabwe Garlic (4.9) (10) (0.4%), Chile (0.3%) Intra EU: Spain (37%), Belgium (11%), France 62% (5%) Extra EU Israel (33%) 33% excl DC*: DC* Egypt (1.2%), Turkey (1.1%), 5% 102 110 Thailand (0.9%), Uganda (0.5%), Sweet pepper (4.9) (5.0) Morocco (0.3%), Surinam (0.2%) *DC: Developing countries Source: Eurostat 2006
Exports In 2005, Dutch fruit exports were €1.7 billion, 14% of the EU total. From 2001 to 2005, fruit exports increased by 33% in value, with the largest growth in intra-EU exports. Grapes are the major export product with 20% of total value in 2005, followed by apples (13%) and pears (12%). Main destinations of the fruit exports were Germany (35%), United Kingdom (11%) and France (10%).
Exports of vegetables amounted to €2.7 billion in 2005, which is 30% of the total EU exports. The Netherlands is the second largest exporter of vegetables after Spain. From 2001 to 2005, export value increased by 8%. Most important export products were tomatoes (34% of total in 2005), sweet peppers (23%), and cucumbers (12%). Most important destinations were Germany and the United Kingdom, together accounting for almost 60% of total value.
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Opportunities and threats The Netherlands is a major point of entry for many fruits imported from developing countries. Fruits such as grapes and oranges are imported mainly out of the European season, as well as apples and pears. Many exotics are imported throughout the year, although respecting certain seasonal patterns. Consumption of pineapple for example picks up towards December. The Netherlands also imports substantial amounts of beans, peas and asparagus from developing countries which are partly exported to other EU countries.
Useful sources • EU Expanding Exports Helpdesk - http://export-help.cec.eu.int/ • Eurostat – official statistical office of the EU - http://epp.eurostat.cec.eu.int
3. Trade structure
Infrastructure The port of Rotterdam is the largest port of Europe and one of the largest in the world. It is also one of the largest fruit and vegetable ports. There are many haulage companies, fruit traders, customs offices, inspection companies, and auctions located in and near the port of Rotterdam. There is an extensive network of highways for further transport by road to other European countries. Two major rivers meet the North Sea in Rotterdam: the Rhine connecting to Germany and central Europe and the Meuse (Maas) connecting with Belgium and France. Rotterdam is also connected to Antwerp by water.
Fresh fruits and vegetables are increasingly transported by air, especially perishable and high value products such as mangos, beans and peas. The airport of Schiphol has excellent facilities for the storage and transport of fresh products.
Trade channels The trade in fruits and vegetables is mainly done by import companies. These companies supply the greengrocers, food service, processing industry and also the (buying organisations of) multiple retailers. These companies may export fruit and vegetables as well, both domestic and imported produce. The Greenery (http://www.thegreenery.com) is one of the largest traders of fruits and vegetables in the Netherlands. They market fruit and vegetables of Dutch producers but also import from other countries to supply their customers a complete range of fruits and vegetables throughout the year. Superunie (http://www.superunie.nl), Laurus (http://www.laurus.nl) and Bakker Barendrecht (http://www.bakkerbarendrecht.nl) are the largest buying companies for the multiple retailers in the Netherlands.
Retail trade Consumers buy most fruit and vegetables in supermarkets. In 2005, supermarkets (including some hypermarkets) accounted for 80% of fresh fruit and vegetables sales (Figure 3.1). In the Netherlands there are as yet only few hypermarket stores, due to restrictive government policies that aim to protect the city centres. After several decades of declining shares, street markets and greengrocers only account for 9 and 7 percent of the market.
Trends Supermarkets have been gaining market share in fruit and vegetables due especially to the increased popularity of one-stop-shopping. Consumers find it convenient to buy fresh products such as fruit and vegetables at the same time as other groceries. Supermarkets are able to offer all of these products in one place. Although greengrocers and street markets are losing market share to the supermarkets, they are likely to remain an important outlet for fruit and vegetables. Greengrocers offer high quality, fresh products that supermarkets are unable to take into their assortment (due to limited supply). The number of speciality shops offering exotics such as Indonesian shops (often a variety of Asian food) and Islamic shops (halal food) is growing.
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Figure 3.1 Retail outlets of fresh fruit and vegetables in the Netherlands, 2005, % of volume
Green- Other grocers 5% 7% Street markets 9%
Super- markets 79%
Source: Commodity Board for Horticulture 2006
For more information on trade structure, see the CBI market survey ‘The fresh fruit and vegetables market in the EU’, which can be downloaded from http://www.cbi.nl/marketinfo.
Useful sources • FrugiVenta, Dutch fruit and vegetables trade association – http://www.frugiventa.nl • The Greenery – http://www.thegreenery.com • Holland Fresh Group - http://www.hollandfreshgroup.com
4. Prices and margins
From 2001 to 2005, the average import price of fruit decreased by 3.4%, to €0.79 per kg. The average import price of fruit from developing countries fell by 7.4% to €0.82.
Guavas, mangos and mangosteens imported from developing countries experienced the largest decline in average import price: -22% to €0.84 per kg. This average price is 20% lower than the average import price of guavas, mangos and mangosteens from developing countries. Import prices of apples decreased by 7% to €0.75. The average import price from developing countries increased for: grapes +3.8, €1.53; oranges +3.8%, €0.46; and lemons and limes +4.6%, €0.68. Import prices of bananas increased by 55%.
From 2001 to 2005, the average import price of vegetables of total imports and imports from developing countries increased by 10%, to €0.92 per kg. However, the average price of vegetables from developing countries decreased by 7% to €1.29.
Capsicum species, including sweet and chilly peppers, imported from developing countries experienced the largest decrease in price: -40% to in €0.87 per kg. Import prices of peas decreased by -7% to €3.09. Average import prices from developing countries increased for: beans +6, €1.47; asparagus +7%, €3.45; and garlic +7%, €0.65.
Importers and agents can give up-to-date information on the price levels of individual products.
Useful sources • Freshplaza: a website with wholesale prices of a large number of fruit and vegetables. http://www.freshplaza.com.
5. Market access requirements
As a manufacturer in a developing country preparing to access the Netherlands, you should be aware of the market access requirements of your trading partners and the Dutch government. Requirements are defined through legislation and through labels, codes and management
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Page 8 of 10 CBI MARKET SURVEY: THE FRESH FRUIT AND VEGETABLES MARKET IN THE NETHERLANDS systems. These requirements are based on environmental, consumer health and safety and social concerns.
Legislative requirements National legislation in EU countries is compulsory for all products traded within the country concerned. Therefore, as an exporter in a developing country you have to comply with the legislative requirements that are applicable to your products. For information on legislation for fresh fruit and vegetables go to the CBI website at http://www.cbi.nl/marketinfo, select your market sector and the EU country of your interest in the category search, click on the search button and click on legislative requirements for an overview of all documents on legislation in your country of interest.
Non-legislative requirements Social, environmental and quality related market requirements are of growing importance in international trade and are often defined by European buyers through labels, codes of conduct and management systems. For information on non-legislative requirements applicable to fresh fruit and vegetables, go to the CBI website at http://www.cbi.nl/marketinfo, select your market sector and the EU country of your interest in the category search, click on the search button and click on your subject of interest under non-legislative requirements for an overview of all documents on the subject concerned in your country of interest.
Packaging, marking and labelling Requirements for packaging and labelling are subject to the EU marketing standards of fresh fruit and vegetables. You can download information on these requirements for the CBI website. Go to http://www.cbi.nl/marketinfo.
Tariffs and quota Access for fruit and vegetables to the European market is regulated through EU Regulation EC 2200/96, on the common organization of the market in fruit and vegetables. This regulation states, among other things, the arrangements regarding trade with third countries. For many fresh fruit and vegetables an import duty has to be paid. For some product, also an entry price or tariff quota may be applied. Countries that are part of the Generalised System of Preferences (GSP) of the EU can make use of the preferential duty rates which are substantially lower than the normal rates. More information on the GSP system can be found at the EU Export Helpdesk for Developing Countries, http://export-help.cec.eu.int.
For fresh fruit and vegetables, the reduced VAT rate of 6% is applicable.
6. Business practices
Selecting a suitable trading partner The Netherlands has a strong position in the international trade of fruits and vegetables. The country has a long history of trading. There are many importers and wholesalers for fresh fruit and vegetables.
The business environment in the Netherlands is professional but the way of doing business can be informal. Punctuality and follow up in agreements are important. Dutch people are often said to be upfront and come quickly to business.
For information on selection of suitable trading partners, please consult the CBI Market Survey Fresh Fruit and Vegetables Market in the EU 2006, at http://www.cbi.nl/marketinfo. For general information, go to CBI’s publication ‘Export Planner’, at http://www.cbi.nl/marketinfo.
Coming to terms with your trade partner Fresh produce is imported either on free commission or in a (long-term) supply contract that often states a minimum price to be paid, volume to be supplied and time of delivery.
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For information regarding different payment methods and delivery terms, please refer to CBI’s Export Planner, and CBI’s Market Survey Fresh Fruit and Vegetables Market in the EU 2006. Both documents can be downloaded from the CBI website at http://www.cbi.nl/marketinfo.
Sales promotion Visiting or participating in a trade fair is an important tool for approaching potential trading partners. Relevant trade fairs for producers and exporters of fresh fruit and vegetables to the Netherlands include: • Innofresh, Rotterdam, 10-12 February 2007. • Fruit Logistica, Berlin.
Trade journals, professional websites and newsletters are important sources to gain up-to-date information on developments in the Netherlands fresh produce sector. The most relevant magazines for exporters of fresh fruit and vegetables to the Netherlands are: • Vakblad AGF. http://www.reedbusiness.com. • Freshplaza, website with news on Dutch market of fresh fruit and vegetables. http://www.freshplaza.com.
7. References Commodity Board for Horticulture. 2006. http://www.tuinbouw.nl.
Eurostat. 2006. Statistical Office of the European Communities, COMEXT database on external trade, available at http://fd.comext.eurostat.cec.eu.int/xtweb/.
FAO. 2006. FAOSTAT, Statistical Database on Agricultural Production. Available at http://faostat.fao.org.
This survey was compiled for CBI by Mercadero in collaboration with Bureau Leeters.
Disclaimer CBI market information tools: http://www.cbi.nl/disclaimer
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