The Dutch tomato has gained market share in the EU due to year round supply (lighting), a quality advantage over Spain and Morocco and creating added value (assortment, packaging and brands). These points do not apply to Dutch peppers, cucumbers and aubergines. Spain has taken over the market leadership in many European countries or is close to doing so (ie in the United Kingdom).
Export focus by countries 2005-2015. Figures in millions of kilos; incl. re-export
Fruiting vegetables are the most consumed vegetables globally with tomatoes generally in first place. The Netherlands is a global player in the trade of fruit and vegetables. As instructed by the Federation of Fruiting Vegetable Organisations (FVO), GroentenFruit Huis has created an analysis in which the competition positions of the main Dutch fruiting vegetables tomato, pepper, cucumber and aubergine have been mapped out. What is their position now? What was it ten years ago? And what can be expected in ten years? The Netherlands, Spain, Morocco, Poland and Turkey are included in the analysis.
Growth market
An important conclusion is that the Dutch product is losing importance on various sales markets, partially due to the extension of the Spanish cultivation season combined with a lower cost prices and an improvement in quality. Courgette wasn't taken into account in this analysis due to a small Dutch role and a limited amount of data.
85 percent of the Dutch production of fruiting vegetables goes over the border. This share varies slightly by product, with cucumber being sold most on the domestic market relative to the other three. 99 percent of the cucumber export remains within the EU.
Germany most important
Almost three quarters of the export of fruiting vegetables is focused on Germany, the United Kingdom, France and Sweden. Of the four main products pepper finds its way to countries outside of the EU best: the United States (6%), Norway (3%), Japan (2%) and the United Arab Emirates (1%). Canada is back as a sales market for Dutch peppers as of 2016. Due to a high tax there was no export to Canada in the period 2009-2015. The export to the United Sates is rising and it is possible to export pepper to China from 2017.
Germany most important
Almost three quarters of the export of fruiting vegetables is focused on Germany, the United Kingdom, France and Sweden. Of the four main products pepper finds its way to countries outside of the EU best: the United States (6%), Norway (3%), Japan (2%) and the United Arab Emirates (1%). Canada is back as a sales market for Dutch peppers as of 2016. Due to a high tax there was no export to Canada in the period 2009-2015. The export to the United Sates is rising and it is possible to export pepper to China from 2017.
Tomatoes: Morocco is coming
The export of Moroccan tomatoes has more than doubled in the past ten years. Tomatoes from Spain have lost market share due to competition from Morocco and the Netherlands. Growing good quality vine tomatoes all year round in Spain remains difficult. Spain has clearly focused more on the cultivation of cucumbers, peppers and aubergine in recent years. This is strongly apparent in the export figures. The Spanish pepper season is getting longer and longer and the areas of these products continue to grow in Spain. The export of Dutch aubergine has increased in recent years, but the export of pepper and cucumber is lacking.
In the period of 2005 to 2015 the export of tomatoes from Turkey has doubled. The largest share by far is sold in countries outside of the EU such as Russia, Iraq and the Ukraine. The main EU countries that import Turkish tomatoes are Bulgaria and Romania. There is hardly any export to Western Europe. The export growth of Turkish peppers is mainly down to sales in Russia. The Polish export of tomato increased to Belarus in particular.
2025 expectation: the market will change strongly
The competition analysis also offers an insight to 2025. The expectation is that the European market will grow in limited volumes and more in value over the coming ten years. The fruiting vegetable sector has its future in its hands. With a number of step the Netherlands can improve its market position in the coming years, for instance by playing into opportunities in the area of distribution and sustainability. Think of the themes of energy, water and crop protection. By making use of these and carrying them out the Netherlands can further build its position.
2025 expectation: the market will change strongly
The competition analysis also offers an insight to 2025. The expectation is that the European market will grow in limited volumes and more in value over the coming ten years. The fruiting vegetable sector has its future in its hands. With a number of step the Netherlands can improve its market position in the coming years, for instance by playing into opportunities in the area of distribution and sustainability. Think of the themes of energy, water and crop protection. By making use of these and carrying them out the Netherlands can further build its position.
Read the full analysis here
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