Coffee in the Netherlands

The Netherlands is a small country, but has a relatively large population that per capita consumes a decent amount of coffee. The Netherlands is an interesting market for developing country (DC) exporters, in which certified and organic coffees are no longer confined to market niches.

Coffee in the Netherlands

The Netherlands as an important coffee trader

The Netherlands is a quite large coffee consumer, with consumption amounting to 55 thousand tonnes in 2009. Consumption decreased by 17% annually on average over the period 2005-2009, with especially large decreases of 42% in 2008 and again 30% in 2009 (ICO, 2010). This was mainly the effect of the economic crisis, which particularly decreased the out-of-home consumption. Per capita consumption amounted to 7.0 kg per year in 2008, which is higher than the EU average. Due to climatic reasons, coffee is not cultivated in the Netherlands. There are various coffee roasters present in the country, processing imported green coffee. The Netherlands is a medium-sized EU importer of green coffee, with imports amounting to 74 thousand tonnes / 185 million in 2010, accounting for 2.4% of total EU coffee imports. DCs accounted for 76% of Dutch imports of green coffee, which is significantly below the EU average of 88%. Dutch imports from DCs decreased by 20% annually on average during the period 2006 2010, being increasingly replaced by the rising coffee imports by Belgium, which now accounts for 15% of total EU green coffee imports. Brazil is the largest (DC) supplier of green coffee to the Netherlands, accounting for 33% of total imports in 2010. Another major DC supplier is Vietnam (15%). Intra-EU suppliers like Belgium, the second largest supplier accounting for 15% of total imports, and Germany (7.4 %), also play an important role. Imports from Belgium and especially Germany are growing rapidly, showing annual average increases of 10% and 187% respectively during the period 2006-2010, while imports from DCs are all decreasing; Vietnam in particular saw its exports to the Netherlands decreased by 21% during the review period. About 20% of the green coffee imported by the Netherlands is directly re-exported, mainly destined to Germany, accounting for 43% in 2010, and Portugal (15%). The Netherlands is the fourth largest EU re-exporter of green coffee, accounting for 2.4% of total exports. The Netherlands is the second largest EU importer of roasted coffee, accounting for 9.1% of total EU imports. However, roasted coffee is not imported from DCs, since processing is done within the EU. The main suppliers of roasted coffee to the Netherlands are Belgium, accounting for 55% in 2010, Germany (32 %), Switzerland (4.2%) and Italy (4%). Dutch roasted coffee imports increased by 15.5% annually on average during the period 2006-2010. The Netherlands accounts for 7.4% of EU exports of roasted coffee. These were mainly destined to Germany, accounting for 19% in 2010, its neighbouring country Belgium (15 %) and to Sweden (13%). Exports to Belgium increased by more than 55% annually on average during the review period. As calculated from trade statistics, the average import price of green coffee destined to the Netherlands increased by 2.8% annually on average in the period 2006 2010 Buyer requirements for coffee are provided in the module on compliance with EU buyer requirements.

Understanding the market

The Netherlands is increasingly importing roasted coffee, while the direct imports of green coffee from DCs are decreasing. However, the long tradition of Fair Trade products in the Netherlands has resulted in a large share of sustainable coffee on the coffee market, making it an interesting market for DC exporters. From coffee filter to coffee pet Coffee is the favourite warm drink in the Netherlands, mainly due to the increasing variety and quality of coffees. Arabica beans are most popular, accounting for over half of Dutch coffee imports, while Robusta coffee beans account for less than 30%.

Coffee in the Netherlands

Out-of-home coffee consumption is increasing, partly due to the growing number of coffee cafs, like Starbucks and DE Cafes. At-home coffee consumption trends have changed considerably since the introduction of coffee pet and espresso systems on the market, which clearly demonstrated that there is now the preference for single-serve facilities. This trend works at the expense of filter coffee, which used to be the most common form of coffee consumption in the Netherlands before the introduction of the innovative coffee preparation methods. The convenience of single service packages and the increase of product quality increased the consumption. The strong growth in single-service packages has also increased the retail price of coffee. Despite the economic crisis, Dutch consumers are willing to pay a higher price for coffee, if it meets their personal preference of taste, style and quality. Decreasing DC share in Dutch coffee trade The Netherlands increasingly imports green coffee from (neighbouring) EU countries, instead of directly from DCs. The share of total green coffee supplies from DCs decreased from 94% in 2006 to 76% in 2010. This development is mainly caused by the increased specialisation of the Rotterdam port in container goods, while the port of Antwerp in the neighbouring country Belgium is more specialised in piece-traded goods. Although the country has some large roasters, the Netherlands is a relatively large importer of roasted coffee, with only 57% of the total coffee imports volume accounting for green coffee, and 43% for roasted coffee in 2010. The volume of imports of roasted coffee increased by 16% annually on average during the review period, while imports of green coffee decreased by 16%. Fair Trade traditions Sustainable coffee already has a long history in the Netherlands, with the introduction of Fair Trade coffee by Max Havelaar in 1988. The Netherlands is nowadays one of the leading EU markets for Fair Trade coffee. Sales of organic coffee saw a similar development, which resulted in a relative stable market share of both Fair Trade and organic coffee. More than 30% of all coffee consumed in the Netherlands is labelled Utz Certified, mainly due to coffee suppliers as Ahold Coffee Company and Sara Lee/Douwe Egberts (DE) which joined the Utz Certified scheme. According to the TCC, about 40% (8,000 tonnes) of DEs certified coffee is consumed in the Netherlands. Another large Dutch company, Drie Mollen Holding, is the only coffee roaster which offers coffee brands with Rainforest Alliance, Utz certified, Fairtrade and 4C certification (Tropical Commodity Coalition, 2009).

Market entry
Coffee trade in the Netherlands is concentrated in the port of Amsterdam. All levels of the trade structure are present in the country, but traders, and roasters which import coffee themselves, are the most interesting trading partners for DC producers. Furthermore, agents representing importing companies in developing countries can play an important role, especially for DC producers not yet known by the large importers. The main players active in the Dutch conventional coffee market are: Douwe Egberts Nederland B.V - http://www.de.nl - roaster, market leader in the Netherlands coffee market. Cook & Boon Koffie - http://www.cookboon.com - roaster supplying the Benelux market. De Drie Mollen BV - http://www.driemollen.nl - largest European private label coffee roaster. Smit & Dorlas koffiebranders BV - http://www.smitdorlas.nl roaster of conventional, Fair Trade and Rainforest Alliance certified coffees.

Coffee in the Netherlands

Due to the continuing consolidation of coffee trade, large international players are increasingly dominating coffee trade. In the Netherlands, approximately 80% of the coffee roasting sector is dominated by 5 companies. Since these large companies work with many suppliers, they offer ample opportunities, especially to larger DC producers, but competition is fierce. Therefore, specialty products (high quality, specific origin or certification) offer most opportunities to developing country producers. Most importers of specialty coffees are not exclusively specialised in these products, but in organic products, or Fair Trade products, in general, or conventional products as well. Certified coffees are mainly sold through the traditional retail channels, like supermarkets, but also through organic retailers or specialty shops. Interesting players for DC exporters are: Algra Mocca D'Or Breda B.V. - http://www.moccador.com - roaster of premium, organic and Fair Trade coffee Neuteboom - http://www.neuteboom.nl Fair Trade and organic coffee roaster and supplier. Simon Lvelt - http://www.simonlevelt.nl Roaster of certified coffees and specialty coffee shop. Bocca Coffee - http://www.bocca.nl importer, trader and roaster of organic and Fair Trade coffees. J. th. Doqus koffie BV - http://www.douque.com trader of sustainable green coffee. Tradin - http://www.tradinorganic.com - is one of the EUs largest organics trading houses. Other useful sources for finding trading partners in the Netherlands are trade associations and international trade fairs, like: Vereniging van Nederlandse Koffiebranders en Theepakkers (VNKT) http://www.knvkt.nl - The Dutch Association of Coffee Roasters and Tea Packers. Beleef Koffie - http://www.beleefkoffie.nl - Trade fair for coffee and tea. Biofach - http://www.biofach.de International organic trade fair. EU-level sources are provided in the coffee, tea and cocoa sector module on finding buyers. More information about the trade structure of coffee can be found in the module on trade structure and channels for coffee.

This survey was compiled for CBI by ProFound Advisers In Development in cooperation with Joost Pierrot Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer