Sector Trend Analysis – Fish and seafood trends in the Netherlands

Trade overview

In 2021, the Netherlands represented the tenth largest global market for fish and seafood imports, with a 2.8% market share. In 2021, the Netherlands imported US$4.5 billion. The value of Dutch seafood imports increased by a CAGR of 2.8% from 2017 to 2021.

Canada was the fourteenth largest market for fish and seafood in 2021, with imports of US$3.4 billion, accounting for 2.1% of the market.

The Netherlands has a diverse supply network of fish and seafood products. In 2021, the top three suppliers of fish and seafood to the Netherlands were Iceland, which represented a 14.9% market share (US$674.5 million), Norway, which represented a 9.3% market share (US$421.2 million), and Germany, which had a 7.3% market share (US$329.9 million). Canada was the Netherlands' twenty-third largest supplier, with a 1.0% market share in 2021. In 2021, Canada exported US$44.5 million worth of fish and seafood. The value of Canadian seafood exports to the Netherlands has been growing at a CAGR of 5.3% from 2017-2021, increasing from US$ 27.8 million in 2017.

The Netherlands' total fish and seafood imports grew by a CAGR of 2.3% from 2017-2021, as imports increased from US$4.3 billion in 2017 to US$4.5 billion in 2021. In 2021, the largest fish and seafood import category was frozen shrimps and prawns, with US$507.5 million in imports, representing an 11.2% share of the market. These were followed by prepared or preserved tunas, shipjack, or Atlantic bonito, which in 2021 represented US$395.0 million in imports, representing an 8.8% share of the market. The third largest category in 2021 was fresh or chilled Atlantic and Danube salmon, with US$354.2 million in imports with a 7.8% market share.

Top five global fish and seafood suppliers by top three products to the Netherlands, in US$ millions, historical

Canada's performance

Canada was the Netherlands' third largest supplier of seafood in 2021. The Netherlands imported US$44.5 million from Canada in 2021, an increase from US$27.8 million in 2017. From 2017 to 2020, Canada's seafood exports to the Netherlands grew at a CAGR of 5.3%, although this growth has not been smooth, with significant year-to-year variations. Canada exported

Canada's top fish and seafood exports to the Netherlands were frozen lobsters (HS: 030612), with a value of US$9.6 million in 2021, or 412.1 metric tonnes. Frozen lobster had a 21.6% share of Canada's seafood exports to the Netherlands. The next largest export category was fats and oils (HS: 150420), with a value of US$7.5 million in 2021 (684.4 metric tonnes, 18.9% market share), and the third largest were scallops and other molluscs (HS:030729), with US$7.5 million in value (255.9 metric tonnes, 16.9% market share).

Consumer and retail and market trends

Dutch consumer expenditure on fish and seafood was equal to US$1.8 billion in 2017 and had grown to US$2.1 billion in 2021, having grown at a CAGR of 3.8%. Consumer expenditure is expected to continue to rise, reaching US$3.0 billion in 2030 (CAGR of 3.9% 2022-2030), and US$4.0 billion in 2040 (CAGR 3.3% 2031-2040). In 2021, consumer expenditure on fish and seafood made up 4.6% of consumer expenditure on food in the Netherlands, and 0.5% of total consumer expenditure.

The Netherlands is a net-exporter of fish and seafood, with a large aquaculture sector. Between 2008 and 2018, Dutch exports increased by 48%, while imports increased 34%. The Netherlands ha s a strong aquaculture sector, with 17% of all fish and seafood production in 2018 coming from aquaculture.^{Footnote 1}

Dutch consumers tend to regard seafood as a healthier alternative to meat products. It was recently estimated that total seafood consumption per capita was 21 kilograms, a figure that is expected to grow, due to product innovation and a greater variety of options, including those marketed as healthy. Many recent Dutch seafood products involve pairing seafood with salads. The most popular seafood products in the Netherlands were fresh salmon, followed by canned tuna, fresh herring, frozen fish fingers, and smoked salmon.^{Footnote 2}

Sustainability is a key concern of Dutch consumers of fish and seafood. Dutch consumers value certification that their food is sustainable. Two labels that Dutch consumers tend to value are certifications from the Marine Stewardship Council (MSC) and Aquaculture Stewardship Council (ASC). In 2020, of the there were 2,719 ASC certified products selling in the Netherlands. However, although these labels are more established, certification by the Global Sustainable Seafood Initiative (GSSI) is gradually gaining popularity. Restaurants often only sell seafood that are recommended as sustainable by a sustainability guide. The "Good Fish Foundation" is a Netherlands based organisation that works actively with restaurants to ensure sustainability and publishes the "Good Fish Guide". According to the website for the "Good Fish Foundation", it currently has 536 restaurants in the Netherlands that "aim for Good Fish on their menu."^{Footnote 3}

Sales of fish amounted to US$1,678.7 million in 2021, while molluscs saw US$502.8 million in sales in 2021, and crustaceans saw US$ 413.3 million in sales. Processed seafood sales amounted to US$369.9 million, including shelf stable seafood (US$151.3 million), chilled processed seafood (US$128.6 million), and frozen processed food (US$90.0 million). Shelf stable seafood is expected to grow the fastest of all categories, reaching US$197.9 million in 2026, and growing at a CAGR of 6.6% from 2022-2026. Sales of molluscs and cephalopods are also expected to grow quickly, reaching US$ 617.9 million in 2026, after growing t a CAGR of 4.1%.

Total retail sales of fish and seafood in the Netherlands amounted to US$2,864.6 million in 2021, of which US$2,447.2 million (87.6%) were distributed through supermarkets. Supermarkets grew at a CAGR of 5.5% from 2017-2021. Discounters made up the second largest category of grocery retailers, with $US147.3 million in sales, followed by hypermarkets, with US$125.6 million in sales. E-commerce has been gaining popularity as a platform for the distribution of fish and seafood sales.

E-commerce is the category that grew the fastest over the historic period. E-commerce had US$70.0 million in seafood sales 2021 up from US$31.0 million in 2017 and has grown at a CAGR of 22.6% from 2017-2021. E-commerce saw explosive growth in the year 2020, growing by a CAGR of 65.6%.

Traditional grocery retailers, meanwhile, saw the greatest decline, growing by a CAGR of −6.5%, with independent small grocers growing at a CAGR of −6.0%, and other grocery retailers growing at a CAGR of −10.5%. Forecourt retailers also contracted sharply, growing by a CAGR of −5.1%.

Competitive landscape

The processed seafood market in the Netherlands was made up mostly of brand labels, with brand labels holding a 64.2% market share, and private labels making up the remaining 35.8%. Nomad Foods Ltd and its brand Iglo was the largest processed seafood company in 2021. Nomad Foods Ltd sells frozen processed seafood, and saw US$ 62.4 million in sales in 2021. The next largest company was Mitsubishi Corp and its brand Princes, which sell shelf stable seafood. Mitsubishi Corp saw 49.0 million in sales in 2021.

Shelf stable seafood was the largest category, with US$151.3 million in sales in 2021, while chilled and processed seafood saw US$128.6 million in sales, and frozen processed seafood saw US$90.0 million in sales. The Bolton Group saw the fastest growth from 2017-2021 of large companies, with the retail value of sales growing at a CAGR of 6.0%.

New product launch analysis

According to Mintel's Global New Products Database (GNPD), there were 1,095 fish and fish products as an ingredient launched in France between January of 2017 and December of 2021. Of those products, 839 (76.6%) were food products, while 255 (23.3%) were pet products, and one (0.1%) was released as a beverage product.

2018 and 2019 saw the largest number of new product launches, with 237 and 247, respectively. By far the largest sub-category was fish products, with 545 new launches from 2017-2021. The second largest was wet cat food, with 99, and the third largest was cat snacks and treats with 62.

The three top claims all had to do with sustainability and the environment. The three top claims were environmentally friendly, sustainable, and environmentally friendly packaging, with 598, 592, and 262 claims, respectively. The largest package type was tray with 381 launches, followed by flexible with 144, and can with 117. Top flavours (including blend) were unflavoured/plain with 301, followed by smoke with 93, and salmon with 76.

Examples of new product launches

Opportunities for Canada

In 2021, the Netherlands represented the tenth largest global market for imported seafood with SS$4.5 billion in seafood imports, and imports grew at a CAGR of 2.3% from 2017. In 2021, Canada was the Netherlands' twenty-first largest supplier of seafood, supplying US$44.5 million, or about 1.0% of the market. Canada's top 3 exports to the Netherlands were frozen lobster, (HS: 030612), fats and oils, (HS: 150420) and scallops (HS: 030729). The values of these exports were US$ 9.6, 8.4, and 7.5 million, respectively. Exporters to the Netherlands are encouraged to visit the PLMA International, the largest retail focused Private Label show in North-western Europe, for opportunities to meet with retailers and their suppliers.

Although Canada's market share in the Netherlands is small, there remains significant opportunity for Canadian exporters, particularly after the increased market access afforded by the Canada-European Union Comprehensive Economic and Trade Agreement (CETA).

About CETA, The Comprehensive Economic and Trade Agreement (CETA)

With CETA, 98% of EU tariff lines are now duty-free for Canadian goods, and an additional 1% will be eliminated over seven years. Tariff elimination provides enhanced export opportunities into the EU market for Canadian producers, processors, and manufacturers, as well as for agricultural and agri-food products, fish and seafood, forestry goods, and the full range of industrial goods.

How does CETA benefit Canadian fish and seafood exporters? (Global Affairs Canada, 2021)

• Under CETA, almost 96% of EU tariff lines for fish and seafood products have become duty-free. 100% of these tariff lines will be duty-free after seven years.
• Before the CETA, EU tariffs for fish and seafood averaged 11% and could be as high as 25%.

For more information, please visit Opportunities and Benefits of CETA for Canada's Fish and Seafood Exporters.

In addition, please consult the Canada Tariff Finder to explore tariff information for the CETA market, and other countries with which Canada has a free trade agreement.

For more information

The Canadian Trade Commissioner Service:

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Find a Trade Commissioner

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For additional information on Seafood Expo Global, please contact:

Ben Berry, Deputy Director
Trade Show Strategy and Delivery
Agriculture and agri-food Canada
ben.berry@agr.gc.ca

Resources

• Centre for the Promotion of Imports (Netherlands Ministry of Foreign Affairs), Which trends offer opportunities or pose threats to the European fish and seafood market?, August 2021
• Centre for the Promotion of Imports (Netherlands Ministry of Foreign Affairs), What is the demand for fish and seafood on the European market?, August 2021
• Euromonitor International
• Global Affairs Canada, About CETA
• Global Affairs Canada, Opportunities and Benefits of CETA for Canada's Fish and Seafood Exporters
• Global Trade Tracker, 2021
• Good Fish Guide
• Mintel Global New Products Database, 2021
• Organisation for Economic Co-operation and Development, Fisheries and Aquaculture in Netherlands, January 2021
• United States Department of Agriculture, The 2020 Dutch Seafood Industry Report, November 2020

Sector Trend Analysis – Fish and seafood trends in the Netherlands
Global Analysis Report

Prepared by: Brendan Dwyer (Co-op Student)

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2022).

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