Open to Imports
  • The total market size for organic packaged food and beverages in the Netherlands in 2017 is US$835.4mn, 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$48.88, which ranks as the 7th largest spending per capita in the world.
  • The largest company by sales in organic packaged food and beverages is Royal FrieslandCampina, which maintains 6.3% of total sales. It is followed by oninklijke Wessanen NV and Stichting Merkartikel Bio+.
  • Organic packaged food and beverages in the Netherlands will see moderate year-on-year growth of 5%-6% in 2018, which is on par with the rest of the Western Europe region.
  • The Netherlands maintains a market size for organic packaged food and beverages of US$835.4mn in 2017, which is 2.1% of global category sales.
  • Within the Western Europe region, Germany, France, the UK, Italy, and Sweden 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 a 3.7% CAGR from 2017–2022.

QUALITATIVE ANALYSIS

Quick Facts

  • The total market size for organic packaged food and beverages in the Netherlands in 2017 is US$835.4mn, 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 non-cola carbonates 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.
  • Netherlands-based Royal FrieslandCampina NV is the market leader with 6.3% value share in 2017, followed closely by fellow Dutch company Koninklijke Wessanen NV with 6.2%.
  • Private label products accounted for 43.7% of sales value in 2017.

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, particularly ready meals, will emerge to satisfy this demand.
  • Organic edible oil is projected to record higher sales growth than other organic foods in the near term. Organic non-cola carbonates are projected to have the highest sales growth rate among organic beverages.

General Health & Wellness Trends

General Economic & Demographic Landscape

Economy:

  • Real GDP will grow by 2.5% in 2018—down from 3.2% in 2017.
  • Inflation was 1.4% in 2017 and is projected to be 1.5% in 2018.
  • The unemployment rate was 4.9% in 2017, and that figure is expected to fall in the near term.

Population demographics:

  • In 2017 the population of the Netherlands was 17.1 million, up from 15.9 million in 2000.
  • The median age in 2017 was 42.6 years—5.3 year older than in 2000 and above the regional average.
  • Unless immigration increases, the Dutch population will continue to age, which could put strains on government finances and the economy.

Income & expenditure:

  • The aging Dutch society could eventually have a profound effect on many consumer markets since most of the elderly have accumulated considerable wealth and enjoy generous pensions.
  • Per capita consumer expenditure was US$20,752 in 2017 and is projected to increase by 1.6%in 2018.

QUANTITATIVE ANALYSIS

Organic packaged food & beverage data

Data type

Unit

2014

2015

2016

2017

2018

2019

2020

CAGR
(14-17)

CAGR
(17-20)

 

 

 

 

 

 

 

 

 

 

 

Health & wellness products consumption

USD million

     6,731.5

     6,863.5

     6,937.1

     7,153.3

     7,271.9

     7,369.6

     7,448.2

2.0%

1.4%

Organic packaged food and beverages consumption

USD million

        671.5

        723.8

        778.4

        835.4

        880.5

        918.0

        950.5

7.6%

4.4%

Organic packaged food consumption

USD million

        544.3

        586.5

        631.6

        676.9

        713.2

        742.5

        767.4

7.5%

4.3%

Organic beverages consumption

USD million

        127.1

        137.4

        146.8

        158.6

        167.3

        175.5

        183.1

7.7%

4.9%

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

%

            0.1

            0.1

            0.1

            0.1

            0.1

            0.1

            0.1

-

-

Economic & demographic data

Data type

Unit

2014

2015

2016

2017

2018

2019

2020

 

 

 

 

 

 

 

 

 

Total population

million

          16.8

          16.9

          17.0

          17.1

          17.2

          17.2

          17.3

% Middle and upper class of total population

%

            0.4

            0.4

            0.4

            0.4

            0.4

            0.4

            0.4

% Population aged 65+

%

            0.2

            0.2

            0.2

            0.2

            0.2

            0.2

            0.2

% Population aged 0-14

%

            0.2

            0.2

            0.2

            0.2

            0.2

            0.2

            0.2

% Population with higher education degrees

%

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

            0.3

Average number of children per household

children

            0.5

            0.4

            0.4

            0.4

            0.4

            0.4

            0.4

GDP per capita

USD per capita

   44,400.1

   45,576.0

   46,639.0

   48,209.7

   49,181.2

   49,939.2

   50,601.2

Consumer expenditure per capita (US$)

USD per capita

   19,378.1

   19,792.7

   20,184.4

   20,752.0

   21,090.3

   21,380.9

   21,683.9

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

USD per capita

     2,245.6

     2,321.4

     2,384.7

     2,451.0

     2,489.9

     2,522.5

     2,554.5

Retailer & City Data

Data category

Rank

City/retailer

Population
(mns)

 

 

 

 

Top cities by population (2017)

1

Amsterdam

             1.5

Top cities by population (2017)

2

Rotterdam

             1.4

Top cities by population (2017)

3

The Hague

             1.1

Top cities by population (2017)

4

Utrecht

             0.7

Top cities by population (2017)

5

Eindhoven

             0.4

Top grocery retailers by sales (2017)

1

Albert Heijn

 -

Top grocery retailers by sales (2017)

2

Jumbo

 -

Top grocery retailers by sales (2017)

3

Lidl

 -

Top grocery retailers by sales (2017)

4

Aldi

 -

Top grocery retailers by sales (2017)

5

Plus

 -

USDA GATS data

Rank

2017

2016

2015

2014

  Export Value (US$, thousands)

1

Brocolli

57.0

Brocolli

Pears

129.0

Carrots

803.0

2

Strawberries

Carrots

645.0

Peas

112.0

Tomato Sauce

192.0

3

Carrots

923.0

Head Lettuce

47.0

Grapefruit

73.0

Coffee Roast

100.0

4

Apples

Strawberries

19.0

Tomato Sauce

45.0

Strawberries

68.0

5

Coffee Roast

25.0

Cauliflower

Coffee Roast

30.0

Cauliflower

65.0

Total

1,490.0

 1,164.0

419.0

1,235.0

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.