Open to Imports

OTA estimates total organic market consumer sales of Netherlands at about $ 1 billion USD per year.

  • The total market size for organic packaged food and beverages in the Netherlands in 2015 is US$701.5mn, making it the 9th largest market in the world by value.
  • Per capita spending on organic packaged food and beverages in the Netherlands is US$41.4, which ranks as the 7th largest spending per capita in the world.
  • The largest company by sales in organic packaged food and beverages is Stichting Merkartikel Bio+, which maintains 7.2% of total sales. It is followed by Royal FrieslandCampina and Koninklijke Wessanen NV.
  • Organic packaged food and beverages in the Netherlands will see moderate year-on-year growth of close to 6% in 2015. This is higher than the rest of the Western Europe region, which will experience approximately 4% year-on-year growth in 2015.
  • The Netherlands maintains a market size for organic packaged food and beverages of US$701.5mn in 2015, which is 2.0% of global category sales.
  • Within the Western Europe region, Germany, France, the UK, Italy, and Denmark all surpass the Netherlands in total value sales of organic packaged food and beverages.
  • Despite the large market size, the Netherlands will experience slow forecast growth of sales of organic packaged food and beverages, at 4.1% from 2015–2020.

QUALITATIVE ANALYSIS

Quick Facts

  • The total market size for organic packaged food and beverages in the Netherlands in 2015 is US$701.5mn, making it the 9th largest market in the world by value.
  • Dutch consumers’ increasing health consciousness and demand for products with environmentally responsible production methods will fuel growth; new products, notably private-label products, will emerge to satisfy demand.
  • Organic dairy leads in terms of sales value among organic food categories, and organic soft drinks top the list among organic beverage categories.

Market Trends

Competitive Landscape

  • The organic packaged food and beverage landscape in the Netherlands is fragmented and competitive.
  • Despite the fragmentation, Netherlands-based Stichting Merkartikel Bio+ has carved out the second-largest share of the organic food market and the largest share of the organic beverage market.
  • Netherlands-based Albert Heijn BV, with its private-label products, has the largest share of the organic food market. 

Prospects and Growth Opportunity

  • Sales of organic packaged food and beverages are projected to see growth in coming years, albeit at slower rates than in previous years.
  • This growth will be fuelled by Dutch consumers’ increasing health consciousness and demand for products with environmentally responsible production methods. New products, many of them private-label products, will emerge to satisfy this demand.
  • Organic sauces, dressings, and condiments, and sweet and savory snacks are projected to record higher sales growth than other organic foods in the near term. Organic 100% juice is projected to have the highest sales growth rate among organic beverages.

General Health & Wellness Trends

General Economic & Demographic Landscape

Economy: 

  • Real GDP has been growing slowly since 2013, and growth is projected to be subdued but steady in the near term. Growth will be supported by rising wages and a nascent recovery in the housing market, but hampered by lower natural gas production and high household debt.
  • Due to the Netherlands’ small population, the economy is export-oriented, which makes it especially vulnerable to external shocks and dips in foreign demand.
  • The unemployment rate was 7.4% in 2014, and that figure is expected to fall in the near term.

Population demographics: 

  • In 2014 the population of the Netherlands was 16.9 million, up from 14.1 million in 1980.
  • The Dutch population is aging; the median age in 2014 was 42.0 years, and the fertility rate has been below replacement level since 1980. 
  • Unless immigration increases, the Dutch population will continue to age, which could put strains on government finances and the economy.

Income & expenditure: 

  • After several years of decline, annual disposable income is projected to grow at an average annual rate of 1.4% through 2030.
  • Consumer expenditure declined between 2009 and 2013, but is projected to grow at an annual average rate of 1.5% through 2030.

QUANTITATIVE ANALYSIS

Organic packaged food & beverage data

Data type

2012

2013

2014

2015

2016

2017

2018

CAGR
(12-15)

CAGR
(15-18)

                   

Health & wellness products consumption

6,390.6

6,443.2

6,576.5

6,718.2

6,798.8

6,865.6

6,928.4

1.7%

1.0%

Organic packaged food and beverages consumption

558.7

610.7

657.1

701.5

736.4

768.9

799.6

7.9%

4.5%

Organic packaged food consumption

459.4

503.9

542.3

577.5

604.7

630.0

653.9

7.9%

4.2%

Organic beverages consumption

99.3

106.9

114.8

124.0

131.7

138.9

145.7

7.7%

5.5%

Organic packaged food and beverages consumption as a % of total health & wellness products consumption

8.7%

9.5%

10.0%

10.4%

10.8%

11.2%

11.5%

-

-

Economic & demographic data

Data type

2012

2013

2014

2015

2016

2017

2018

               

Total population

16.7

16.8

16.8

16.9

17.0

17.1

17.1

% Middle and upper class of total population

43.4%

43.4%

43.4%

43.3%

43.3%

43.2%

43.2%

% Population aged 65+

16.2%

16.8%

17.3%

17.8%

18.2%

18.6%

19.0%

% Population aged 0-14

17.3%

17.2%

16.9%

16.7%

16.5%

16.3%

16.2%

% Population with higher education degrees

27.5%

27.7%

27.9%

28.1%

28.3%

28.5%

28.6%

Average number of children per household

0.5

0.5

0.5

0.4

0.4

0.4

0.4

GDP per capita

42,768.4

43,019.2

43,677.2

44,473.8

45,017.7

45,610.5

46,177.5

Consumer expenditure per capita (US$)

18,943.1

19,066.6

19,314.5

19,541.7

19,857.8

20,118.2

20,386.3

Consumer expenditure per capita on food and non-alcoholic beverages (US$)

2,269.7

2,313.9

2,310.6

2,331.6

2,363.4

2,384.3

2,405.2

Retailer & urban area data

Data category

Rank

Urban Area/retailer

Population
(mns)

       

Top urban areas by population (2015)

1

Amsterdam

1.5

Top urban areas by population (2015)

2

Rotterdam

1.4

Top urban areas by population (2015)

3

The Hague

0.8

Top urban areas by population (2015)

4

Utrecht

0.8

Top urban areas by population (2015)

5

Groningen

0.5

Top grocery retailers by sales (2015)

1

Albert Heijn

-

Top grocery retailers by sales (2015)

2

Jumbo

-

Top grocery retailers by sales (2015)

3

Lidl

-

Top grocery retailers by sales (2015)

4

Aldi Markt

-

Top grocery retailers by sales (2015)

5

Plus

-

USDA GATS data

Rank

2015

2014

2013

2012

1

Pears

Carrots

Brocolli

Brocolli

2

Peas

Tomato Sauce

Carrots

Strawberries

3

Grapefruit

Coffee Roast

Head Lettuce

Carrots

4

Tomato Sauce

Strawberries

Strawberries

Apples

5

Coffee Roast

Cauliflower

Cauliflower

Coffee Roast

Policy Information

Government Agency(s)/Competent Authority

Authorized Government Agency(s): 

European Union (EU) Member States retain the authority to determine additional requirements for production within their country. They can also determine exceptions due to catastrophic circumstances, but cannot restrict access to products in compliance with EU regulations. In addition, the EC delegates most authority for the administration of organic programs to the Member States.

Organic Regulations and/or Standards

Name(s) of Regulation and/or Standard: 

The European Union has an Equivalency Agreement with the United States.

General requirements; repeal of previous organic regulations: EC 834/2007 (.pdf in English)

Detailed rules on production, labeling and control including its first amendment on production rules for organic yeast: EC 889/2008 (.pdf in English)amended by (EU) No 1358/2014 (see below).

Rules concerning imported products: EC1235/2008 (.pdf in English)
Feburary 2013 amendment concerning imported products: (EU) No 125/2013 (.pdf in English)

Rules on organic aquaculture and seaweed production - Amendment in 2009 - implemented in 2010: EC 710/2009 (.pdf in English) 
Organic aquaculture and seaweed production updates (EU) No 1358/2014 effective January 1, 2015.

Detailed rules on organic wine: Regulation No 203/2012 (web; in English)

Date of Implementation: 

1992

Regulation and/or Standard Scope: 

EU standards cover crop, livestock and processing. Farm and handling plans are required, as well as detailed record keeping and detailed livestock feed standards.  Specific standards are included for aquaculture, seaweed, yeast, bees, and mushrooms. Criteria for determining allowed materials include consistency with the objectives and principles of organic farming, and materials must be of plant, animal, microbial or mineral origin. Synthetic substances, however, may be used when they replicate the natural sources and when they are approved for organic production in the EU.

Imported Products Requirements

Imported Products: 

EU requires that imported organic products meet EU standards. Non-EU organic products must include country of origin labeling if they wish to use the EU organic logo. Use of the EU organic logo is not required for products from outside the EU.

Certification and Accreditation

Certification: 

The EC requires organic certification for all those involved in production and handling, including importers. EC requires ALL processing operations to be certified, even if those products are below the 95% threshold for the "Organic" label.

EC delegates the authority for investigations, non compliance, mediation, and testing, as well as reporting, exclusion from organic sale, emergency treatments and appeals to the Member States in accordance with their respective control system plans.

The EC allows private sector standards for the product categories, such as cosmetics and textiles, which are not fully regulated by the EC.  In the EU certifiers (control bodies) can require additional organic crop, livestock and processing standards in association with the use of their certification seal.

List of control authorities and control bodies operating in third countries
Other control bodies

Accreditation: 

Each EU Member State accredits certification bodies.

Additionally, the EU vests the authority for exchanging information on "infringements and irregularities" (enforcement) to certifiers through the Member State control systems as the vehicle to remove non-compliant product from the marketplace.  However, it is not clear how, or when, an organic certificate can or will be revoked.

In addition to the EC organic regulations for certification and accreditation procedures, the requirements of EN 45011 and ISO Guide 65 for accreditation must be met.

Definitions

Review definitions of terminology included in this website.