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Quick Stats

Quick Stats

Organics Dashboard From Passport

  • The organic segment in the Netherlands is led by Arla Foods Amba with a value share of 5.5% in 2021, followed by Ecotone (formerly Koninklijke Wessanen NV) with a value share of 4.5% and Stichting Merkartikel Bio+ with a share of 4.4%

 

  • Organic products in the Netherlands registered a market size of US$1,332.4 mn in 2021, representing 2.2% of global demand, with a per capita expenditure of US$76.25.
  • Organic growth is expected to remain resilient over the forecast period, with an expected forecast value CAGR of 4.2% for the period 2021-2026.
Qualitative Analysis

Qualitative Analysis

Quick Facts
  • Organic packaged food and beverages in the Netherlands registered a value growth of 3.8% over the 2020-2021 period, reaching a market size of US$1.3 bn.  
  • Organic beverages grew 3.9% to reach US$232 million in 2021, supported mainly by a strong upturn in organic fruit/herbal tea. 
  • Organic dairy was the main engine of growth within organic packaged food in 2021, with sales increasing 7.5%.
Market Trends
  • Organic packaged food and beverages in the Netherlands have gained prominence among young consumers in recent years. Most organic packaged food sales come from metropolitan areas, as grocery stores in urban locations usually offer a wider variety of products. The adoption of organic products will continue to increase, especially among the millennial population, due to their concern for healthier, cleaner, and more sustainable lifestyles and their ability to afford such products.
  • Covid-19 has reinforced the ongoing trend of health and wellbeing among Dutch consumers. They are increasingly looking for ways to strengthen their immune system, improve their general health and be careful about weight gained during Covid-19 restrictions.  
  • Dutch Consumers are increasingly aware of the role that health and wellness beverages and packaged food have to play in adopting a healthier lifestyle. These products are also gaining increasing importance regarding the notable shift towards vegan, vegetarian, or flexitarian diets among a segment of the Dutch population, and those with allergies or intolerances.
Competitive Landscape
  • Organic packaged food in the Netherlands is led by Aria Foods Amba, with a value share of 6.7% in 2021, followed by Stichting Merkartikel Bio+ (with 5.0% of market share in 2021) and Udea BV (with a market share of 3.4% in 2021).
  • Ecotone (formerly Koninklijke Wessanen NV) dominates the organic beverages market, holding 20% market share in 2021 amid continued strength of its tea brand Clipper. East West Tea Co LLC was ranked second with a 6.2% market share, followed by IMS Hollinger GmbH with 5.4%. 
  • Albert Heijn’s private label AH is the dominant brand, with 22.5% share across organic packaged food and beverages. Arla (owned by Arla Foods BV) is ranked second with a market share of 5.5%, followed by Bio+ (owned by Stichting Merkartikel Bio+) with a market share of 4.4%. Together, the top three brands have shown an average historic 2016-21 CAGR of 8.3%, with Arla leading the way at 12.1%.
  • The biggest category, organic dairy, is expected to continue growing during the forecast period. Royal FrieslandCampina is already on the lookout for more organic milk suppliers for the coming years in order to satisfy the growing demand for organic dairy. This suggests that there is room for growth within organic dairy, as well as for new entrants.
Prospects And Growth Opportunity
  • Better for you beverages is projected to see healthy growth, both in value and volume, during the forecast period. Better for you beverages profited significantly from increased home consumption as Covid-19 related restrictions forced consumers to study and work from home. However, a shift back to the on-trade is anticipated, and consumers will return to normal life, thereby reducing at-home consumption occasions.
  • During the forecast period, a shift was observed from regular carbonates to reduced sugar carbonates. “Zero” and light variants have become the leading variants of the portfolio of all major carbonate brands. Therefore, better for you soft drinks is set to post faster retail volume and value growth rates than regular soft drinks throughout the forecast period, with reduced sugar carbonates, reduced sugar flavoured bottled water, reduced sugar concentrates and reduced sugar RTD tea among the categories set to perform well.
  • Reduced sugar energy drinks are expected to witness robust growth during the forecast period, despite the shift back to the on-trade. Leading players in energy drinks such as Coca-Cola Enterprises Nederland and Red Bull Nederland will focus on developing this segment. The category is forecast to achieve stronger growth during 2021-2026 compared to most types of better for you beverages.
General Health And Wellness Trends
  • Health and wellness beverages and packaged food is set to grow in the forecast period due to increasing health consciousness among consumers. It is expected that consumers will continue to show interest in food and drinks products that will help them to stay healthy.
  • The pandemic has led to a continued and permanent change in consumer behaviour and attitude. However, the total growth of health and wellness beverages is likely to be lower than it was during the review period as many categories are already mature, and the on-trade, which was hit hard during the lockdown period, is likely to recover. Health and wellness packaged food is also projected to witness a general slowdown in volume sales compared to the review period. This is a result of the higher demand for the different health and wellness packaged food categories in 2020 immediately following the outbreak of the COVID-19 pandemic, followed by a drop in 2021 as sales volumes were normalized.
General Economics And Demographic Landscape

Economy: 

  • Real GDP growth in the Netherlands stood at 4.3% in 2021, and the economy is set to expand further in 2022 at a pace of 3.0%.
  • Private final consumption rebounded by 6.0% in 2021, with a growth of 4.5% expected in 2022. 
  • The consumer price index registered 2.7% in 2021 and is expected to average 3.0% across 2022.

 

Population demographics: 

  • The population of the Netherlands is 17.5 million in 2021 and it is projected to rise to 17.9 million by 2025.
  • Population between the age of 0 to 14 is set to continue gradually declining (from 2.71 million in 2021 to 2.67 million in 2025), whereas population aged 65+ is forecast to increase (3.46 million in 2021 to 3.79 million in 2025). 
  • The median age in 2021 was recorded at 42.7 years, where it has remained since 2019. It is expected to creep up to 43.0 by 2025. 

 

Income & expenditure: 

  • The savings ratio in the Netherlands was 20.1% of disposable income in 2021 and it forecast to drop to 18.7% by 2025.
  • Consumer expenditure per capita climbed to US$23,748 in 2021, and it is expected to reach at US$25,855 in 2025.
  • Disposable income per capita is set to reach US$29,615 in 2021, after a growth of 6.1% compared to 2020. Disposable income per capita is projected to show 1.5% CAGR 2020-30.
Data

Data

Organic Packaged Food And Beverage Data

Data type

Unit

2018

2019

2020

2021

2022

2023

2024

2025

CAGR
(18-21)

CAGR
(22-25)

Health & wellness products consumption [1]

USD million

7,951.4

8,333.3

8,921.3

9,283.1

9,592.9

9,920.1

10,267.3

10,628.7

5.3%

3.5%%

Organic packaged food and beverages consumption

USD million

1,075.9

1,165.4

1,283.7

1,332.4

1,379.2

1,428.0

1,489.3

1,560.1

7.4%

4.2%

Organic packaged food consumption

USD million

892.1

967.4

1,060.4

1,100.3

1,140.3

1,182.7

1,237.5

1,301.6

7.2%

4.5%

Organic beverages consumption

USD million

183.7

198.0

223.3

232.1

238.8

245.3

251.8

258.4

8.1%

2.7%

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

%

13.5

14.0

14.4

14.4

14.4

14.4

14.5

14.7

-

-

 

[1] Health and Wellness Definition: Health and wellness is the aggregation of organic packaged food and beverages, fortified/functional packaged food and beverages, naturally healthy packaged food and beverages, better for you packaged food and beverages and food intolerance products. The above definition and more can be referenced from the definitions table at the end of the report.

Economic And Demographic Data

Data type

Unit

2018

2019

2020

2021

2022

2023

2024

2025

Total population

million

17.2

17.3

17.4

17.5

17.5

17.6

17.7

17.9

% Middle and upper class of total population

%

31.3

31.3

31.3

31.4

31.4

31.4

31.5

31.5

% Population aged 65+

%

18.9

19.2

19.5

19.8

20.2

20.5

20.8

21.2

% Population aged 0-14

%

16.1

15.9

15.7

15.5

15.3

15.2

15.1

15.0

% Population with higher education degrees

%

30.7

31.0

31.3

31.6

31.8

32.0

32.2

32.3

Average number of children per household

children

0.4

0.4

0.4

0.4

0.4

0.4

0.4

0.4

GDP per capita

USD per capita

53,288.4

55,650.8

54,369.2

58,086.3

59,598.0

60,561.7

61,158.1

61,592.7

Consumer expenditure per capita (US$)

USD per capita

23,131.1

23,860.9

22,501.4

23,747.9

24,744.4

25,174.7

25,534.1

25,855.1

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

USD per capita

2,614.1

2,705.3

2,780.4

2,843.9

2,867.7

2,925.6

2,975.3

3,008.8

 

Retailer And City Data

Top 5 Cities By Population

Data category

Rank

City/retailer

Population
(millions)

Top cities by population (2021)

1

Amsterdam

2.8

Top cities by population (2021)

2

Rotterdam

1.7

Top cities by population (2021)

3

The Hague

1.1

Top cities by population (2021)

4

Utrecht

0.8

Top cities by population (2021)

5

Eindhoven

0.8

 

Top 5 Grocery Retailers By Sales

Data category

Rank

City/retailer

Top grocery retailers by sales (2021)

1

Koninklijke Ahold Delhaize NV

Top grocery retailers by sales (2021)

2

Jumbo Supermarkten BV

Top grocery retailers by sales (2021)

3

Schwarz Beteiligungs GmbH

Top grocery retailers by sales (2021)

4

Aldi Group

Top grocery retailers by sales (2021)

5

Sperwer Holding BV

 

United States Department Of Agriculture Global Agricultural Trade System Data

Top 5 Export Commodities To Netherlands

Year

Country

Rank of
Product/Commodity

Product/Commodity

Export Value (US$)

2021

Netherlands

1

Organic Coffee Roast Not Decaf

284,591

2021

Netherlands

2

Organic Asparagus Fr/Ch

162,157

2021

Netherlands

3

Organic Lettuce Not Head Fr/Ch

155,520

2021

Netherlands

4

Organic Broccoli Fr/Ch

90,017

2021

Netherlands

5

Organic Vinegar and Substitutes

35,632

2021

Netherlands

Total

Total Organics*

727,917

2020

Netherlands

1

Organic Strawberries Fresh

834,096

2020

Netherlands

2

Organic Asparagus Fr/Ch

730,185

2020

Netherlands

3

Organic Carrots Fr/Ch

422,400

2020

Netherlands

4

Organic Coffee Roast Not Decaf

381,514

2020

Netherlands

5

Organic Lemons Fr/Dr

325,716

2020

Netherlands

Total

Total Organics*

2,977,770

2019

Netherlands

1

Organic Asparagus Fr/Ch

745,758

2019

Netherlands

2

Organic Carrots Fr/Ch

675,072

2019

Netherlands

3

Organic Coffee Roast Not Decaf

556,017

2019

Netherlands

4

Organic Strawberries Fresh

345,851

2019

Netherlands

5

Organic Broccoli Fr/Ch

36,511

2019

Netherlands

Total

Total Organics*

2,432,978

2018

Netherlands

1

Organic Carrots Fr/Ch

887,040

2018

Netherlands

2

Organic Coffee Roast Not Decaf

366,478

2018

Netherlands

3

Organic Cherry Tomato Fr/Ch

123,528

2018

Netherlands

4

Organic Limes Fr/Dr

67,267

2018

Netherlands

5

Organic Asparagus Fr/Ch

52,311

2018

Netherlands

Total

Total Organics*

1,584,312

 

Note : Total organics is the sum of all exports to a country within a year

Definitions

Definitions

Term

Definition

Health and Wellness

Health and wellness is the aggregation of organic packaged food and beverages, fortified/functional packaged food and beverages, naturally healthy packaged food and beverages, better for you packaged food and beverages and food intolerance products.

Organic packaged foods and beverages

This category includes packaged food & beverages that are certified organic by an approved certification body. Organic production is based on:

• A system of farming that maintains and replenishes soil fertility without the use of toxic and persistent pesticides and fertilizers.
• Organic food & beverages are minimally processed without artificial ingredients, preservatives or irradiation.
• The use of GMOs (Genetically Modified Organism) is prohibited. “Certified Organic” means the item has been grown according to strict uniform standards that are verified by independent state or private organizations.
• Depending on the country, such products are called ‘organic’, ‘biological’ or ‘ecological’: For organic products to be included under Euromonitor definitions, the organic aspect needs to form part of positioning/marketing of the product. This is an aggregation of organic baby food, bakery, confectionery, dairy, ice cream, oils and fats, ready meals, rice, sauces, dressings and condiments, snack bars, soups, spreads, sweet and savory snacks and other organic food.

Note that fresh food products or individual ingredients are not included in this definition.

Compound annual growth rate (CAGR)

The compound annual growth rate (CAGR) is the average annual growth rate over a specified period of time. For instance, the CAGR consumption of from 2018 – 2021 will be the average growth rates across these three years.

USDA GATS data clarification

The data presented in table 2.4 represents the dollar values of the top 5 organic commodities as well as of the total organic exports of the trade partner for the period 2018-2021 as per the United States Department of Agriculture’s Global Agricultural Trade System, a database consisting of international agricultural, fish, forest and textile products trade statistics dating from the inception of the Harmonized coding system in 1989 to present.

Policy Information

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.

This consolidated version repeals and replaces previous organic regulations and contains the basic legislative act plus amendments and corrections that set the rules on organic production and labeling of organic products: EU 2018/848 (pdf in English) 

Key secondary acts not included in consolidated EU 2018/848 include: 

  • Retroactive recognition for the purpose of conversion, the production of organic products and information to be provided by EU countries: EU 2020/464 (pdf in English)
  • Conditions for authorization and lists of authorized products and substances for use in organic production: EU 2021/1165 (pdf in English)
  • Supplemental rules on the official control, traceability and mass balance checks for operators and groups of operators: EU 2021/771 (pdf in English)

A full list of basic legislative act and secondary acts are available here.

Date of Implementation: 1992

Regulation and/or Standard Scope:

EU standards cover crop, livestock, processing, and certification of groups of operators. 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, sprouted seeds, chicory heads, wine, mushrooms, and salt. 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

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. EU requires that imported products must be from countries that have been recognized by the EU (third-countries) and certified by recognized control bodies (certifiers); or countries with bilateral equivalency arrangements (Canada, Japan, Korea, New Zealand, U.S.); or countries with equivalency agreements (Chile, Switzerland, UK).

List of third countries and the list of control authorities and control bodies recognized for the purpose of importing organic products into the EU: EU 2021/2325 (pdf in English)

Requirements have been established for importers, operators responsible for the consignments, first consignees and consignees for the import of organic and in-conversion products into the EU.

Documents and notification required EU 2021/2307 (pdf in English)

Beginning February 3, 2020, port of entry health authorities will only endorse a certificate of inspection if the certifier issued it prior to export. Certain sections of the certificates (boxes 13, 16, and 17) may be filled in with provisional information, since certifiers can not verify all of the data before the product is exported. The provisional information must be confirmed/updated within 10 days, and before the certificate can be endorsed at the port of entry.

Exports from the U.S. to EU must adhere to the EU procedures and require an EU Certificate of Inspection (COI). A USDA-accredited certifying agent must complete an electronic COI through the European Union's Trade Control and Expert System (TRACES) link before the product leaves the U.S. Certain edits to the COI may only be made within 10 days of issuing the original COI.

EU Trade in Organics

Certification and Accreditation

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

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

The EU has unified the control systems that Member States and control bodies implement for investigations, non-compliance, mediation, testing, reporting, exclusion from organic sale, emergency treatments and appeals.  Required reports, records and certificates are submitted in electronic format through the use of the Organic Farming Information System.  

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

Requirements for recognition of control authorities and control bodies: EU 2021/1698 (pdf in English)

Use of Organic Farming Information System and templates for annual reports: EU 2021/1935 (pdf in English)

Record keeping and declaration requirements from operators and groups of operators EU 2021/2119 (pdf in English)

List of control authorities and control bodies for equivalence 

Control bodies in the European Union

Additional Information

FiBL Country reports
U.S. International Trade Administration

USDA’s GAIN Report Retail Foods The Dutch Food Retail Report (2019)
USDA’s GAIN Report The Organic Market in the Netherlands (2021)
USDA’s GAIN Report Netherlands Food Service Hotel Restaurant Institutional (2021)
USDA’s GAIN Report COVID-19 Impact on the Dutch Foodservice-HRI Industry (2020)
USDA’s GAIN Report Netherlands Exporter Guide (2021)
USDA's GAIN Report Netherlands Food Processing Ingredients (2021)
USDA's GAIN Report Netherlands Retail Foods (2020)
USDA's GAIN Report Overview of the Dutch Beer Market (2021)
USDA’s GAIN Report Food and Agricultural Import Regulations and Standards Country Report (2021)
USDA’s GAIN Report Food and Agricultural Import Regulations and Standards Export Certificate Report Annual (2021)
USDA’s GAIN Report Netherlands Food and Agricultural Import Regulations and Standards Country Report (2021)

USDA’S GAIN Report Update on Changing EU Import Conditions for Composite Products (2022)
USDA’S GAIN Report COVID-19 Boosts Organic Food Sales in the EU (2022)
USDA’S GAIN Report European Commission Launches Public Consultation on the Revision of EU Food Labeling Requirements (2022)
USDA’S GAIN Report New EU Labeling Rules for Wines (2022)
USDA’S GAIN Report Continuing Good Prospects for US Organic Exports to the EU (2021)
USDA’S GAIN Report New EU Organic Regulation Entering Into Force in 2021 Regulatory Update (2020)
USDA’S GAIN Report EU Launches Consultation on Future Organics Action Plan (Sept. 2020)
USDA’S GAIN Report Food Labeling Initiatives in the EU Farm to Fork Strategy (2020)
USDA’S GAIN Report Pesticides Initiatives in the EU Farm to Fork Strategy (2020)
USDA’S GAIN Report Good Prospects for US Organic Exports in the EU (2020)
USDA’s GAIN Report Food and Agricultural Import Regulations and Standards Country Report (2021)
USDA’s GAIN Report Food and Agricultural Import Regulations and Standards Export Certificate Report Annual (2021)
USDA’s GAIN Report EU Food and Agricultural Import Regulations and Standards - Certification (2020)