Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
The implementation of the Canada-EU Comprehensive Economic and Trade Agreement (CETA) is expected to make fish and seafood one of the most promising market opportunities in the European Union (EU) for Canadian fish and seafood exporters. Most tariffs will be phased out gradually within 3, 5, or 7 years. See the chapter-by-chapter guide to the key provisions of the Agreement.
The Netherlands is the thirteenth largest fish and seafood importer in the world and the second largest in the EU28. Dutch fish and seafood imports were valued at Can$3.3 billion in 2022, an increase of 30% over the past 5 years. The Netherland's import suppliers are diversified, with fish and seafood products imported from 130 different countries. The Netherlands' top suppliers in 2022 were Iceland (14.3%), Norway (8.4%), Germany (7.0%) and Belgium (6.6%).
In 2022, the Netherlands' primary fish and seafood imports included frozen shrimp (Can$567.6 million), Atlantic Salmon (Can$529.6 million), prepared Skipjack and Atlantic bonito Tuna (Can$272.7 million), frozen cod fillets (Can$247.2 million), and frozen cod (Can$186.6 million).
Imports from Canada were valued at Can$56.2 million and Canada was the twelfth largest non-EU supplier of fish and seafood in 2022. Over 2018 to 2022, imports of Canadian fish and seafood to the Netherlands have increased 12.6% annually, with imports of top species growing by double digits. Top seafood products imported from Canada were frozen Lobster (Can$19.3 million), fish fats and oils (Can$8.3 million), scallops (Can$7.7 million), and frozen flat fish (Can$4.6 million).
Canadian performance
Canada was the twelfth largest non-EU supplier of fish and seafood to the Netherlands in 2022, with sales of Can$56.2 million. This represents an increase of 61.0% from 2018 resulting from large increases in imports of seaweed, scallops, frozen flat fish, frozen lobster, frozen fish nowhere else specified, and frozen crabs. Local competition from northern European suppliers continue to affect Canadian supply, but the implementation of CETA, is expected to help fill key EU opportunities including frozen cold water shrimp, frozen scallops and frozen cod. Most tariffs will be phased out gradually within 3, 5, or 7 years. See the chapter-by-chapter guide to the key provisions of the Agreement.
The Netherlands was Canada's tenth largest export market for fish and seafood, exporting approximately 1.0% of total fish and seafood exported to the world in 2022. Overall, fish and seafood was Canada's fourth largest export to the Netherlands after oilseeds, beverages, and processed fruits, and vegetables. The sector represented 1.2% of all Canadian merchandise exports to the Netherlands in 2022.
Consumption trends
According to a study by the European Market Observatory for Fisheries and Aquaculture Products (EUMOFA), Dutch per capita consumption of fish and seafood is estimated at almost 21 kilograms per year (2021). The United States Department of Agriculture (USDA) estimates the ten most popular fish products in the Netherlands by volume are fresh salmon, canned tuna, fresh herring, fish fingers, smoked salmon, jarred herring, frozen Alaska Pollack, smoked Mackerel, frozen pangasius, and frozen salmon. According to the EUMOFA study, regular fish and seafood buyers tend to be those aged 40 years and older. Young consumers are the least frequent buyers.
According to USDA, Dutch consumers are increasingly seeing fish as a healthy alternative to red meat and poultry products with consumers eating consuming more value-added products than fresh and unprocessed fish and seafood. Food companies have introduced innovative frozen and fresh meals and meal components containing fish. For example, salads with seafood have grown in popularity and the popularity of sushi has further contributed to an increase in consumption. Traditional Dutch delicacies are herring and 'kibbeling.' - deep fried pieces of breaded white fish. Traditionally, 'kibbeling' are made from cod, however, cod is often being replaced by Alaska Pollack because it is easier to source and cheaper.
By the numbers
| HS code | Description | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
|---|---|---|---|---|---|---|---|
| World | 3,847.4 | 4,040.6 | 4,032.9 | 4,362.4 | 5,274.7 | 8.2 | |
| 030617 | Frozen shrimps | 362.9 | 350.2 | 401.9 | 482.5 | 567.6 | 11.8 |
| 030214 | Atlantic salmon | 139.4 | 192.4 | 228.7 | 336.4 | 529.6 | 39.6 |
| 160414 | Prepared skipjack and Atlantic bonito tuna | 236.3 | 305.2 | 406.5 | 363.0 | 272.7 | 3.7 |
| 030471 | Frozen cod fillets | 209.1 | 241.8 | 249.1 | 233.1 | 247.2 | 4.3 |
| 030363 | frozen cod | 167.5 | 170.8 | 176.7 | 133.1 | 188.6 | 3.0 |
| 030289 | fresh or chilled fish, nowhere else specified | 42.0 | 42.1 | 48.3 | 87.6 | 156.9 | 39.0 |
| 030444 | Fillets of fish | 83.6 | 123.4 | 90.9 | 136.8 | 150.8 | 15.9 |
| 030562 | Cod | 108.0 | 118.0 | 110.6 | 115.9 | 138.1 | 6.3 |
| 030475 | frozen Alaska pollack fillets | 65.4 | 83.2 | 93.1 | 85.4 | 137.4 | 20.4 |
| 030354 | frozen mackerel | 74.3 | 69.2 | 94.9 | 115.0 | 128.2 | 14.6 |
|
Source: Global Trade Tracker 2023 *CAGR: Compound Annual Growth Rate |
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Top ten fish and seafood suppliers to the Netherlands in 2022
- Imports from Iceland
- Cod fillets: Can$202.6 million
- Frozen cod fillets: Can$158.7 million
- Cod: Can$134.6 million
- Atlantic salmon: Can$134.2 million
- Salted cod fillets: Can$77.4 million
- Imports from Norway
- Atlantic salmon: Can$205.5 million
- Frozen cod: Can$88.1 million
- Dried cod: Can$80.2 million
- Salted cod: Can$44.7 million
- Frozen mackerel: Can$25.9 million
- Imports from Germany
- Frozen herrings: Can$39.5 million
- Prepared fish: Can$33.0 million
- Shrimps: Can$28.1 million
- Frozen shrimp: Can$25.9 million
- Mussels: Can$40.3 million
- Imports from Belgium
- Frozen shrimps: Can$67.2 million
- Prepared fish: Can$52.2 million
- Pacific salmon: Can$36.2 million
- Fish, nowhere else specified: Can$32.4 million
- Flat fish fillet: Can$28.1 million
- Imports from Denmark
- Fresh or chilled fish, nowhere else specified: Can$53.5 million
- Flat fish: Can$32.2 million
- Cod: Can$29.4 million
- Frozen cod fillets: Can$13.9 million
- Atlantic salmon: Can$12.9 million
- Imports from Russia
- Frozen Cod: Can$92.8 million
- Frozen Cod fillets: Can$77.9 million
- Frozen Alaska pollack fillets: Can$54.2 million
- Frozen Haddock fillets: Can$6.3 million
- Frozen plaice: Can$5.9 million
- Imports from Vietnam
- Frozen shrimps: Can$68.5 million
- Prepared shrimps: Can$49.5 million
- Frozen catfish fillets: Can$42.2 million
- Prepared shrimps in air tight containers: Can$24.4 million
- Frozen tuna fillets: Can$13.6 million
- Imports from Faroe Islands
- Atlantic salmon: Can$76.4 million
- Salted fish fillets: Can$50.7 million
- Frozen mackerel: Can$24.2 million
- Frozen coalfish fillets: Can$18.3 million
- Frozen pacific salmon fillets: Can$14.7 million
- Imports from Spain
- Prepared skipjack and atlantic bonito: Can$74.3 million
- Frozen turbot: Can$15.0 million
- Frozen shrimps: Can$9.9 million
- Fish fats and oils: Can$7.8 million
- Frozen hake fillets: Can$6.1 million
- Imports from Sweden
- Atlantic salmon: Can$162.1 million
- Cod: Can$5.2 million
- Pacific salmon: Can$3.3 million
- Carp fillets: Can$1.1 million
- Fresh or chilled fish, nowhere else specified: Can$0.7 million
Source: Global Trade Tracker 2023
| HS code | Description | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 |
|---|---|---|---|---|---|---|---|
| Total | 34.9 | 25.5 | 28.6 | 40.1 | 56.2 | 12.6 | |
| 030612 | Frozen lobsters | 7.2 | 5.7 | 4.0 | 9.6 | 19.3 | 27.8 |
| 150420 | Fish fats and oils | 9.9 | 4.2 | 7.6 | 7.0 | 8.3 | −4.3 |
| 030722 | Scallops | 1.1 | 1.5 | 2.1 | 5.2 | 7.7 | 63.7 |
| 030339 | Frozen flat fish | 1.1 | 0.7 | 0.5 | 0.8 | 4.6 | 41.4 |
| 030729 | Preserved scallops | 0.4 | 2.9 | 5.3 | 6.9 | 2.7 | 56.8 |
| 030389 | Frozen fish, nowhere else specified | 1.1 | 1.3 | 0.5 | 0.9 | 2.5 | 24.3 |
| 030471 | Frozen Cod fillets | 1.0 | 1.4 | 1.1 | 0.9 | 1.6 | 12.3 |
| 030614 | Frozen crabs | 0.9 | 0.3 | 0.3 | 1.3 | 1.5 | 14.7 |
| 160521 | Prepared shrimps | 4.7 | 0.4 | 1.1 | 3.0 | 1.5 | −25.0 |
| 030542 | Smoked herring | 0.9 | 0.8 | 0.9 | 0.9 | 1.1 | 6.2 |
|
Source: Global Trade Tracker 2023 *CAGR: Compound Annual Growth Rate |
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Fish and seafood product analysis
Shrimp
Frozen shrimp imports are the largest fish and seafood imports to the Netherlands, represented 10.8% of total fish and seafood products imports valued at Can$567.6 million in 2022, which is an annual increase of 11.8% annually over the past five year period. The Netherlands ranks Third behind Spain and France in frozen shrimp imports to the EU. Top non-EU suppliers of frozen shrimp to the Netherlands are India, Vietnam, and Venezuela. Imports from Canada are negligible; however, with the implementation of the Canada-EU Comprehensive Economic and Trade Agreement (CETA), tariffs on Canadian frozen shrimp were eliminated in 2017.
Atlantic Salmon
Atlantic salmon imports were Can$529.6 million in 2022, which is an annual increase of 39.6% over the past five years and represents 10.0% of total fish and seafood products imports. Dutch salmon imports ranks seventh among salmon imports to EU countries. EU countries dominate as suppliers of salmon to the Netherlands with imports from Canada and non-EU countries being negligible. With the implementation of the CETA, tariffs on Canadian salmon have been phased out.
Tuna
Tuna imports (Prepared skipjack and Atlantic bonito tuna) to the Netherlands represented 5.2% of all fish and seafood products imports with Can$272.7 million in 2022, which is an annual increase of 3.7% over the past 5 years. Dutch tuna imports are fifth largest in the EU behind Spain, Italy, France, and Germany. The largest non-EU import sources are Ecuador and Papau New Guinea. Canada is not currently a large player in this market, however, with the implementation of the CETA, tariffs on prepared or preserved tunas or skipjack (24%) will be phased out by 2024.
Frozen Cod Fillets
Frozen cod fillet imports were Can$247.2 million in 2022, an annual increase of 4.3% over the past five year period. Dutch imports are the largest in the EU and third largest in the world, after the U.S. and UK. Canada was the eighth largest supplier to the Netherlands and fourth largest non-EU supplier in 2022, behind Russia, Norway, and China. With the implementation of the CETA, key frozen cod tariffs of 7.5% will be phased out by 2024 (duty-free access under tariff rate quota (TRQ) during elimination period).
Market sizes
Shelf stable seafood is the largest category with sales of US$154.5 million in 2022, which is forecast to grow 3.6% annually over 2023-2027, followed by chilled processed seafood (3.6%) and frozen processed seafood (2.3%).
| Category | 2018 | 2022 | CAGR* % 2018-2022 | 2023 | 2027 | CAGR* % 2023-2027 |
|---|---|---|---|---|---|---|
| Processed seafood | 325.1 | 378.8 | 3.9 | 420.7 | 478.8 | 3.3 |
| Shelf stable seafood | 132.7 | 154.5 | 3.9 | 172.6 | 198.9 | 3.6 |
| Chilled processed seafood | 113.4 | 132.3 | 3.9 | 146.2 | 168.3 | 3.6 |
| Frozen processed seafood | 79.0 | 92.0 | 3.9 | 102.0 | 111.6 | 2.3 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
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Iglo, Princes, John West, and Ouwehand are the top four brands in the Dutch fish & seafood sector. While Iglo accounted for a value share of 17.0% in 2022, Princes, John West and Ouwehand held value shares of 13.1%, 10.2%, and 6.2% respectively.
| Brand Name (global brand owner) | 2018 | 2019 | 2020 | 2021 | 2022 |
|---|---|---|---|---|---|
| Iglo (Nomad Foods Ltd) | 16.7 | 16.5 | 16.6 | 16.9 | 17.0 |
| Princes (Mitsubishi Corp) | 13.2 | 13.1 | 13.5 | 13.2 | 13.1 |
| John West (Thai Union Frozen Products PCL) | 10.6 | 10.5 | 10.9 | 10.8 | 10.2 |
| Ouwehand (Ouwehand Rederij en Visverwerking BV) | 5.9 | 6.0 | 6.1 | 6.1 | 6.2 |
| Rio Mare (Bolton Group, The) | 4.7 | 4.9 | 5.0 | 4.9 | 5.2 |
| Deep Blue (Mitsui & Co Ltd) | 3.2 | 3.2 | 3.3 | 3.3 | 3.7 |
| Farne (Lur Berri Coopérative Agricole) | 2.8 | 2.8 | 2.8 | 2.9 | 2.9 |
| Fish Tales (Fish Tales BV) | 2.0 | 2.0 | 2.0 | 2.0 | 2.3 |
| Eismann (Eismann Tiefkühl-Heimservice GmbH) | 0.3 | 0.3 | 0.3 | 0.3 | 0.3 |
| Bofrost (Bofrost Dienstleistungs GmbH & Co KG) | 0.4 | 0.3 | 0.3 | 0.3 | 0.3 |
| Queens (Queens Products BV) | 0.2 | 0.2 | 0.2 | 0.2 | 0.2 |
| Private label | 33.3 | 33.4 | 32.6 | 32.8 | 32.7 |
| Others | 6.7 | 6.7 | 6.3 | 6.1 | 5.7 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
|
Source: Euromonitor International, 2023 *CAGR: Compound Annual Growth Rate |
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Distribution channels
The vast majority of fish and seafood products in the Netherlands are distributed through store-based retailing. Grocery retailers represent 98.6% of distribution, out of which 83.4% represent supermarkets. Supermarkets on average sell, depending on their size, a variety of fresh, frozen, convenience, and ready-to-eat seafood products. Some of the major retail chains which handle fish and seafood in the Netherlands include Albert Heijn, Superunie, Schuitema, Aldi and Super de Boer.
| Outlet type | 2018 | 2019 | 2020 | 2021 | 2022 | CAGR* % 2018-2022 | Share % 2022 |
|---|---|---|---|---|---|---|---|
| Retail Channels | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
| Grocery Retailers | 98.7 | 98.6 | 97.9 | 97.6 | 97.5 | 98.7 | 98.6 |
| Convenience Retail | 1.2 | 1.1 | 0.9 | 0.9 | 0.8 | 1.2 | 1.1 |
| Convenience Stores | 0.4 | 0.4 | 0.3 | 0.3 | 0.3 | 0.4 | 0.4 |
| Forecourt Retailers | 0.8 | 0.8 | 0.6 | 0.6 | 0.6 | 0.8 | 0.8 |
| Supermarkets | 83.1 | 83.4 | 83.3 | 85.5 | 86.3 | 83.1 | 83.4 |
| Hypermarkets | 5.8 | 5.6 | 5.5 | 4.4 | 3.6 | 5.8 | 5.6 |
| Discounters | 6.0 | 6.0 | 6.0 | 5.1 | 5.4 | 6.0 | 6.0 |
| Small Local Grocers | 2.5 | 2.4 | 2.2 | 1.7 | 1.4 | 2.5 | 2.4 |
| Retail E-Commerce | 1.3 | 1.4 | 2.1 | 2.4 | 2.5 | 1.3 | 1.4 |
|
Source: Euromonitor International, 2023 *CAGR: Compound Annual Growth |
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For more information
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For additional information on the Anuga in Cologne, Germany contact:
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Trade Show Strategy and Delivery
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ben.berry@agr.gc.ca
Resources
- Euromonitor International – Processed meat, seafood and alternatives to meat in the Netherlands November 2022
- Global Trade Tracker, 2023
- United States Department of Agriculture - Netherlands: Dutch Seafood Market Overview 2022
Sector Trend Analysis – Fish and seafood trends in the Netherlands
Global Analysis Report
Prepared by: Kris Clipsham, Market Analyst
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