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Fish and Seafood Sector Profile
The Netherlands
March 2003
Canadian Embassy in the Hague
Sophialaan 7
2514 JP The Hague, Netherlands
Contact: Diederik Beutener, Commercial Officer
Tel.: (31-70) 311-1600
Fax: (31-70) 311-1682
E-mail: diederik.beutener@dfait-maeci.gc.ca
Internet: www.canada.nl
MARKET OVERVIEW
The Netherlands' fish and seafood industry, a key player in the European Union (EU) fish and seafood market, is primarily driven by foreign trade. Two thirds of fish processed in the Netherlands is imported. According to World Trade Atlas, the Netherlands imported just over $1.5 billion of fish and seafood in the first nine months of 2002, a 10% increase from the same period in the previous year. However, only a small percentage of total imports remain in the country--approximately 80% are re-exported to Belgium, Germany, France, Italy and Spain.
The most prominent types of fish and seafood caught by Dutch fisheries include sole, plaice, cod, mackerel, Dutch herring, North Sea shrimp and Zeeland mussels. In 2001, Dutch production of fish and seafood--including fish and seafood imports--neared $2.5 billion; only 22% was supplied by Dutch fisheries. Over 500 000 tonnes (t) of mussels valued at over $83 million were exported to the Netherlands' European neighbours in 2001. Furthermore, just over $61.5 million of revenue was generated from 11 million kilograms of landed Dutch shrimp from the North Sea.
Total supply of fish and seafood by Dutch fisheries is anticipated to decline as the European Commission continues to implement regulatory limits. The European Commission monitors and controls levels of fish stocks by limiting the amount each member state can catch. In 2001, lower fish stocks resulted in significantly smaller quotas. For instance, lower levels of cod in the North Sea limited state catches from 8600 t in 2000 to roughly 4700 t in 2001--a 45% decrease. Smaller cod catches by Dutch fisheries are expected to lead to increased cod imports. Morever, despite decreased volumes, the popularity of cod is expected to continue to increase cod sales.
Demand for other types of fish and seafood has also increased. Fresh, chilled or frozen fish fillets account for 23% of total fish and seafood imports. Frozen fillets lead this market with a value of $426.8 million in 2001. With a 60% share, frozen salmon fillets dominate frozen fillet imports, followed by cod and swordfish.
Market Trends
The Netherlands has a growing, ageing population--an estimated one third of its population of 16 million is between the ages of 40 and 64. These consumers have a higher propensity to eat and purchase healthier foods.
Health and safety issues confronting European meat producers (such as bovine spongiform encephalopathy [BSE] and foot and mouth disease) have also prompted Dutch consumers to scrutinize what they eat and seek potential alternatives to meat. As a result, the demand for fish and seafood products, which are believed to be healthy, low-fat options to meat, has flourished in the Netherlands. In 2001, Dutch consumers spent over $1.2 billion on seafood products, nearly a 9% increase from the previous year. Per-capita consumption of seafood was over 16 kg.
Moreover, there is growing trend toward convenient and easy-to-prepare fish goods. As such, the demand for frozen fish products is expected to increase.
OPPORTUNITIES
The Netherlands' heavy reliance on imports in the fish and seafood sector provides Canadian exporters with a wide range of opportunities. Fish and seafood imports help Dutch fisheries and fish processing companies survive and strengthen their position within the European market. A highly efficient and well-developed distribution system with other European countries and access to one of the world's largest ports--Rotterdam--makes the Netherlands a good point of entry for companies seeking to sell to the European fish and seafood market. Canadian exporters interested in entering the Dutch seafood market should focus on the regions where the fish and seafood industry is prominent: Urk, IJmuiden, Yerseke (primary trading place for shellfish) and Spakenburg (headquarters to many wholesalers).
While competition is high from EU countries, there are opportunities for Canadian-made products such as frozen fish soup, seafood snacks (e.g. coated prawns), fish pâté, marinated seafood, fresh/frozen squid, salmon, prawns, shrimp, lobster and soft shell crabs.
The European Commission's program to increase/maintain fish stocks through the implementation of fishing quotas has accelerated the demand for fish and seafood imports. An evaluation of cod stocks in 2002 revealed that regulatory measures imposed by the European Commission have not helped restore levels of cod in the North Sea. As levels are quite low, Dutch fisheries may be exposed to an impending threat of a complete fishing ban on cod. This would present an opportunity for Canadian exporters to supply cod to a number of large Dutch fish processing companies. Supply opportunities also emerge due to the Netherlands exporting the majority of its seafood supply (including imports).
Promotional campaigns highlighting the health benefits of seafood have been initiated by the Dutch Seafood Product Board and the Dutch Fish Marketing Bureau. These campaigns and the rising health and food safety concerns among consumers have heightened Dutch suppliers' awareness about product quality. Dutch fish processing and exporting companies are continuously looking for long-term partnerships with foreign suppliers to help them maintain their position in the local and European fish and seafood markets.
Trade Shows
Event:
European Seafood Exposition
May 6-8, 2003
Brussels Exhibition Centre
Brussels, Belgium
Buyers from every European country are typically represented at this show
- Organiser:
Diversified Business Communications
PO Box 7437
Portland, ME 04112-7437
Tel.: (207) 842-5504
Fax: (207) 842-5505
E-mail: food@divcom.com
Internet: www.euroseafood.com
KEY PARTICIPANTS
As the fish and seafood sector in the Netherlands is primarily driven by trade, foreign suppliers play a key role in the Dutch fish and seafood market. Iceland is the largest single supplier of fish and seafood products, accounting for 13% of total imports. Collectively, EU countries represent over one third of seafood imports, with the majority of EU imports coming from Germany. Denmark is the second-largest EU exporter, followed by the United Kingdom and Belgium. EU suppliers benefit from lower transport rates, no-tariffs and a common currency.
A number of Dutch fish and seafood importers specialize in specific fish and seafood products. For instance, ISPC bv, DeMeulemeester bv and Verwijs' Kreefetenparken bv import live lobster. Frozen lobster and crab products are imported by Prime Fish Holland bv, Klaas Puul & Zoon bv, Slothouber Seafood bv, in addition to other importers in the market. Key local importers of frozen cod include Zeevishandel Bertus Dekker bv and Norpesca bv, while W.Kok Spaarndam bv, Wylax International bv and Europort Food primarily import frozen salmon. For more information on local importers of fish and seafood products, Canadian exporters are encouraged to contact the Canadian Embassy in the Netherlands.
Three Dutch harbours are home to the Dutch shrimp market. In 2001, boats from these harbours caught 85% of the total Dutch market; imports accounted for the balance. Lauwersoog Harbour, the largest Dutch shrimp supplier, yielded approximately $22.2 million in revenues, which represented 36% of the market. Den Oever Harbour is the second-largest supplier, with 26% of the market and $16.1 million in revenues, followed by Harlingen Harbour, holding 23% of the market with a turnover of just over $4 million.
As a world leader of farmed salmon, the Netherlands' Nutreco produces 20% of the global market share. Sixty percent of its salmon is found in large grocery chains. The future outlook of Nutreco's product line includes higher-priced value-added products such as sushi and fillets. Recently, the increased demand for cod has encouraged the company to enter the farmed cod market. In 2001, it acquired 56% of Cod Culture Norway, and expects its first supply of cod for distribution will be available in 2004.
PUBLIC-SECTOR CUSTOMERS
In the Netherlands, all fish are sold via the Dutch auction system. Primary buyers include wholesalers, fish processors and retailers.
It is common for Dutch wholesalers to import fish and seafood products for the purpose of re-exporting them to EU countries. Currently, there are approximately 120 companies that focus on purchasing imported products for redistribution to foreign countries. Most of the seafood trans-shipped through the Netherlands is brought in through the Port of Rotterdam.
Supermarkets dominate fish and seafood sales, constituting 60% of the market. Generally, fish and seafood represent only 1-2% of supermarket revenues. The majority of fish sales is for fresh fish, accounting for 61% of supermarket fish sales. The second-largest fish product is frozen fish, with 25% of total sales, followed by canned/tinned fish at 14%. Continued growth in the demand for fish products will lead to higher supermarket sales of fish, specifically fresh and frozen fish, and convenience items. Prominent grocery chains with high fish sales include Konmar, Albert Heijn, Lidl, Aldi and Nieuwe Weme. Albert Heijn leads supermarket sales with several locations throughout the Dutch community. As a strong industry leader in the retail market, Albert Heijn is typically a demanding client who is difficult to sell to.
Although fish retail stores and stalls at fish markets are losing market share each year, they are still key customers in the Dutch fish and seafood sector. While they account for only 15% of the retail market, there are approximately 1800 specialized fish outlets in the Netherlands--half of which are mobile.
KEY CONTACTS
Canadian Contacts
Canadian Embassy in the Netherlands
Sophialaan 7
2514 JP The Hague, Netherlands
Contact: Diederik Beutener, Commercial Officer
Tel.: (31-70) 311-1600
Fax: (31-70) 311-1620
E-mail: diederik.beutener@dfait-maeci.gc.ca
Internet: www.canada.nl
Agriculture and Agri-Food Canada
International Markets Bureau
930 Carling Ave., 10th Floor
Ottawa, ON K1A 0C5
Contact: Sylvain Wilson, International Market Development Officer
Tel.: (613) 759-7726
Fax: (613) 759-7506
E-mail: swilson@agr.gc.ca
Internet: www.agr.gc.ca
Canadian Food Inspection Agency
59 Camelot Drive
Ottawa, ON K1A 0Y9
Tel.: 1-800-442-2342 or (613) 225-2342
Fax: (613) 228-6125
Internet: www.inspection.gc.ca
Department of Foreign Affairs and International Trade
125 Sussex Dr.
Ottawa, ON K1A 0G2
Internet: www.dfait-maeci.gc.ca
Market Support Division (TCM)
Contact: Elizabeth Cahill, International Market Analyst
Tel.: (613) 996-5562
Fax: (613) 943-1103
E-mail: elizabeth.cahill@dfait-maeci.gc.ca
Western Europe Division (REO)
Contact: Jean Bourassa, Desk Officer
Tel.: (613) 996-7544
Fax: (613) 995-5772
E-mail: jean.bourassa@dfait-maeci.gc.ca
Dutch Contacts
Royal Netherlands Embassy
Constitution Square Building
350 Albert St., Suite 2020
Ottawa, ON K1R 1A4
Tel.: (613) 237-5030
Fax: (613) 237-6471
E-mail: ott@minbuza.nl
Internet: www.netherlandsembassy.ca
Agricultural Economic Research Institute (LEI)
Fishery Department
PO Box 29703
2502 LS The Hague, Netherlands
Tel.: (31-70) 383-3011
Fax: (31-70) 361-5624
E-mail: informatie@lei.wag-ur.nl
Internet: www.lei.wageningen-ur.nl
Dutch Fish Marketing Board
PO Box 72
2280 AB Rijswijk, Netherlands
Tel.: (31-70) 336-9655
Fax.:(31-70) 395-2950
E-mail: info@dutchfish.nl
Internet: www.dutchfish.nl
Dutch Fish Product Board
PO Box 72
2280 AB Rijswijk, Netherlands
Tel.: (31-70) 336-9600
Fax: (31-70) 399-9426
E-mail: info@pvis.nl
Internet: www.pvis.nl
Ministry of Agriculture, Nature Management and Fisheries
Department of Trade and Industry
PO Box 20401
NL-2500 EK The Hague, Netherlands
Tel.: (31-70) 378-6868
Fax: (31-70) 378-6123
E-mail: pbih@ih.agro.nl
Internet: www.minlnv.nl/international
BIBLIOGRAPHY
Canada. Eurostat. World Trade Atlas. "Netherlands Imports of Fish and Seafood [HS Code 03]," 2001.
------. "Netherlands Export of Fish and Seafood [HS Code 03]," 2001.
Dutch Fish Marketing Board. "FishNews," 3rd edition, No. 4. November 2002. Downloaded from sitecontrol.dutchfish.nl/www/english/index.cfm?intLanguageID=2 on January 24, 2003.
Dutch Fish Product Board. "Total Landings and Import of Dutch Fishing Sector Value Going to 2 Billion Euro in 2001," 2001. Downloaded from www.pvis.nl/engels/pages/Pressrelease_20020423.html on January 23, 2003.
Dutch News Digest. "The Netherlands Generates $44.4 Mln Euro Turnover from Shrimps in 2001," February 20, 2002.
Het Financieele Dagblad. "Cod farms help as stocks plunge," January 8, 2003.
United States. Department of Agriculture. The Netherlands: Fishery Products Annual. 2001.
------. The Netherlands: Exporter Guide Annual. 2002.
------. The Netherlands: Fishery Products Annual. 2002.
Useful Internet Sites
- Department of Fisheries and Oceans:
www.dfo-mpo.gc.ca - Department of Foreign Affairs and International Trade:
www.dfait-maeci.gc.ca - Dutch Fish Product Board:
www.pvis.nl/engels/home.html - ExportSource:
exportsource.gc.ca - InfoExport:
www.infoexport.gc.ca - Netherlands Central Bureau of Statistics:
www.cbs.nl - Seafood.com:
www.seafood.com
1. All monetary amounts are expressed in Canadian dollars unless otherwise indicated. The conversion rate to Canadian dollars is based on IDD Information Services, Tradeline, January 2003.
| Date Modified: 2005-01-31 | Important Notices |