The Dutch market potential for fresh fruit and vegetables

The Netherlands is a good market for developing-country suppliers, in particular for exporters of tropical fruit such as avocados, mangoes, bananas and small exotic fruits for re-export. Its dominant hub function and growing domestic consumption make the Netherlands a promising export market. As a supplier, you can benefit from this by paying attention to sustainable production and offering specific market-focused solutions.

1. Country description: the Netherlands

The Netherlands, also referred to as Holland, is a small populous country in the north-west of Europe. The country plays a key role in the fresh fruit and vegetable trade. It borders Germany, the largest consumer market for fresh fruit and vegetables in the European Union.

• Population: 18 million (2025);
• GDP: €1,196 billion;
• GDP per capita: €63,000 (#4 in the EU);
• Language: Dutch;
• Important regions: Rotterdam area (port), Amsterdam (capital and main airport), The Hague (government).

Figure 1: Location of the Netherlands in Europe

Source: The World Factbook 2021. Washington, DC: Central Intelligence Agency

Other facts:

• Largest importer of non-European fresh fruit and vegetables;
• Largest exporter of fresh fruit and vegetables in Europe;
• Fifth-largest vegetable producer in the EU (2024);
• Main trading partners in fresh fruit and vegetables: Germany, Belgium and the United Kingdom.

2. What makes the Netherlands an interesting market for fresh fruit and vegetables? 

Dutch importers form a main trade hub for fresh fruit and vegetables. About 18% of the total value of fresh produce from developing countries finds its way into Europe through the Netherlands. 

The Netherlands is an important trade hub

The Netherlands plays an important role in the trade of fresh fruit and vegetables. The country is responsible for almost one-fifth of all fresh fruit and vegetables imported into Europe. Most products are distributed throughout the rest of Europe. Exporters can use the Netherlands as a commercial or logistical trade hub.

In 2024, the Netherlands had an import value of €9.7 billion, €5.2 billion of which came from non-European suppliers. Together with domestic production, the Netherlands was able to export almost €15 billion worth of fresh produce. According to the Fresh Produce Centre in the Netherlands, these values are even higher (see Figure 2). Both import and export values are increasing. Compared to 2023, the Netherlands imported 4% more goods in 2024, with exports increasing by 3%.

Most fresh products are (re-)exported, adding value. Rotterdam is home to the largest seaport in Europe. In this area, you will find logistical service providers such as Cool Control, LBP and Lineage and a large number of trading companies. These companies offer a wide selection of services, from simple reselling to packing (and re-packing), fruit ripening and distribution. Amsterdam Airport Schiphol is a gateway for air-freighted fruit and vegetables, including exotic fruits, fresh herbs and fine vegetables with a short shelf life.

The main destinations of Dutch exports and re-exports are countries in northern Europe, with Germany being by far the largest. At the same time, Dutch supply to countries in Eastern Europe (for example Austria, Romania, Hungary, Slovakia and Greece) is increasing.

For these countries, the Netherlands is a key supplier of imported tropical fruit and fresh vegetables from both local and exotic origins. For exporters of off-season fruit and vegetables or more exotic varieties, Dutch traders offer an interesting distribution network in northern Europe and beyond.

Figure 2: Total trade of fruit and vegetables in the Netherlands, annual figures 2024

Source: Fresh Produce Centre/Eurostat/Fruit and Vegetables Facts

Dutch imports from developing countries are growing

The Netherlands is the largest European importer of fruit and vegetables from developing countries. It occupies a central position in the European market, and it is the main destination for suppliers from developing countries.

When exporting to the Netherlands, you will find the most opportunities in fresh fruit. It is by far your biggest entry point in Europe. In 2024, the import value of fresh fruit from developing countries exceeded €4.1 billion. In vegetable imports, it is the fiftieth-largest importer in Europe, with a value of €530 million. Europe is much more self-sufficient in terms of vegetables than it is in terms of fruit. Imports of both fruit and vegetables from developing countries have shown an upward trend over the past five years (see Figure 4). The increase in value is partly due to higher purchase prices and logistical costs.

The biggest changes in value came from countries that are already important suppliers to the Netherlands (and Europe). Avocados, blueberries and fresh garlic showed some of the strongest import growth in 2024: 

• Avocados, blueberries and sugar snaps from Peru: Peru continues to increase the value of its supply of avocados and blueberries. Although 2024 was challenging in terms of volumes, this was compensated by higher prices;
• Avocados from Colombia, Kenya and Tanzania: Dutch imports of avocados from Colombia and Kenya are increasing rapidly. South Africa and new supplying countries (such as Tanzania) also profited from the Dutch avocado trade, with its increasing values;
• Garlic from China: China was responsible for the increased import value of garlic in 2024;
• Various products from Morocco: Morocco has performed very well in a range of products, including tomatoes, avocados, blueberries, green beans and sweet peppers;
• Mangoes from Brazil: Brazil experienced a very good year for mangoes. Together with Peru, they dominate a large share of the supply of mangoes to the Netherlands and the rest of Europe;
• Bananas from Ecuador: Ecuador has further strengthened its position in bananas over the past five years. The main European port for bananas is located in Vlissingen, in the south of the Netherlands.

Source: ITC Trade Map

Source: ITC Trade Map

Dutch traders play a crucial role in product availability

One prevailing trend across Europe is the increasing preference for locally sourced fruits and vegetables. At the same time, climate challenges and rising production costs are becoming more significant. The European market will continue to be dependent on importing fruit and vegetables. The Netherlands is well-positioned to manage product availability through imports. Dutch traders possess a strong international orientation, frequently working with a variety of sources.

Because of the international orientation, many fruits and vegetables are available year-round in the Netherlands. Only typical local seasonal products (such as strawberries and white asparagus) are much less available in the off-season. At the international level, the Netherlands will continue to play a role in the distribution of fresh produce.

More potential sourcing from Africa

In the near future, experts anticipate growth in imports from Africa. It is a logical source, due to its geographical proximity. Morocco has very strong ties to Spain and France, but most countries in eastern and southern Africa export mostly through the Netherlands. 

For this trade to gain further traction, it will be important to overcome several challenges in terms of both compliance and logistics. For example, despite the distance, sea freight from Latin America continues to be more efficient. Pesticide residues and phytosanitary risks also threaten specific products (such as fresh beans and peas from Kenya). 

Regulations and standards in Europe are strict. With this in mind, the Netherlands may not always be the most appealing market for exporters. Exporters may achieve higher prices with less hassle in the Middle East or Asia. Industry experts in the Netherlands have expressed concerns that Europe may be pricing itself out of the market.

3. Which products offer the most opportunities on the Dutch market?

The most-consumed fruits and vegetables in the Netherlands are bananas, apples, oranges, mandarins and tomatoes. Bananas, oranges and grapes are the most commonly imported non-European products. The value of avocados is much higher than bananas, however, and the value of blueberries exceeds that of oranges and grapes. For suppliers from developing countries, tropical fruits and vegetables (such as mangoes and sweet potatoes) are relevant as well.

Source: Eurostat (July 2025)

Avocado: A Dutch success story

Avocados have become a major success story for the Netherlands in the past decade. It is the second-largest importer of avocados in the world (after the USA), and the third-largest exporter, without having any domestic production. Approximately 60% of all avocados imported into Europe pass through the Netherlands. Dutch traders and ripening companies play a key role in the European distribution of avocados. 

The avocado trade has evolved into a logistical specialisation of Dutch importers and ripening companies. Experience in fruit handling and ripening technologies (such as Softripe) can help in the process. Leading importers such as Nature’s Pride and TFC Holland ripen and pack avocados. Many foreign avocado companies also have a presence in the Netherlands, such as Mission Produce, Westfalia Fruit and the Peruvian Camposol. 

In 2024, the Netherlands imported a total of 518 thousand tonnes of avocados, 480 thousand tonnes of which came from outside the European Union. Peru, Colombia, South Africa, Kenya and Chile are the largest non-European suppliers. Morocco, Tanzania and Brazil are upcoming import origins. With a total value of more than €1.5 billion in 2024, avocados have by far the highest value of all imported fruit and vegetables. Prices have increased gradually in the past three years, partly due to the influence of higher costs, as well as temporary shortfalls in producing countries (such as Peru and Spain). 

Avocado consumption in the Netherlands should be close to the European average of approximately 1.7 kg/capita. The share of ripened avocados is increasing, now accounting for 57% of total consumption. Given its active role in the avocado trade, consumption could be higher. At the same time, consumption is difficult to calculate accurately. In the future, global production volumes and prices will have a strong influence on Dutch consumption, which develops slowly, even as trade continues to grow. 

The Netherlands continues to strengthen its position in Europe in terms of avocados. Consumption in many European countries is still on the rise, despite an increase in attention to sustainability issues linked to avocado production, such as scarce water resources and deforestation. Traders are also focusing more on additional certifications (such as Rainforest Alliance). Main export destinations include Germany, France, Spain, Poland, Belgium and Denmark. About 84% of Germany’s avocados and 81% of Denmark’s avocados are supplied by or through the Netherlands. Germany is catching up in terms of consumption, creating more opportunities to export through the Netherlands.

Figure 6: Dutch imports of avocados, in 1,000 tonnes and € million

Source: Eurostat (July 2025)

Figure 7: Example of ready-to-eat avocados in the Netherlands

Source: ICI Business

Banana: Specialised logistics

Bananas are the most popular tropical fruit in Europe. Trade is relatively stable, and Dutch import volumes are showing gradual, long-term growth. The Netherlands is a main entry point for bananas into Europe. This is largely due to the ports of Vlissingen and Rotterdam, which are specialised in banana logistics. 

The port of Vlissingen is in the south of the Netherlands, near Belgium. Logistical companies such as Kloosterboer and ZZColdstores offer climate-controlled storage and handling facilities. Reefer operators such as Seatrade offer direct connections to several countries in South America. Chiquita has its own dedicated container service. For them, Vlissingen is the main entrance point into Europe. Another large importer is Dole plc (a merger between Dole and Total Produce), which uses Antwerp (Belgium) as its main entry point.

Bananas are also in the top three of imported food products in Rotterdam, Europe’s largest port, with logistical service providers and a high concentration of fruit trading companies. Just south of Rotterdam, the discount retailer Lidl manages the largest banana-ripening facility in Europe. 

Bananas are a typical product from developing countries. Ecuador, Costa Rica and Panama headed the list of suppliers to the Netherlands in 2024, each supplying more than 200 thousand tonnes. The (banana) trade from South America is also a high risk for shipments of drugs. When exporting bananas to Europe, make sure that your container is sealed and maintain good contact with trusted people in the supply chain.

Of the 1.2 million tonnes of bananas imported, about 80% are re-exported, mostly to Germany. The rest remain in the Netherlands. Although consumption of fruit and vegetables in the Netherlands decreased in 2024, bananas remain a widely consumed product. Together with apples, bananas are the most commonly sold fruit in Dutch supermarkets. Popular brands include Chiquita, Dole, Del Monte, Fyffes, Turbana and private labels. 

Social and sustainable certifications have become very common for bananas. Since the introduction of Fairtrade bananas by AgroFair, some supermarkets (such as PLUS and Coop) have chosen to sell only Fairtrade-certified bananas. Other retailers (including the SuperUnie purchasing cooperative) and large banana brands (such as Fyffes and Chiquita) followed with Fairtrade and Rainforest Alliance labels. These certifications ensure that bananas are produced using sustainable farming methods, benefiting both the environment and the workers involved. The market share of Fairtrade-certified bananas grew to 25% in 2021, and will continue to increase. The high adoption rate of these labels for bananas in the Netherlands reflects growing consumer awareness of and demand for sustainable products.

Figure 8: Dutch imports of bananas, in 1,000 tonnes and € million

Source: Eurostat (July 2025)

Figure 9: Example of Rainforest Alliance sticker on bananas

Source: smoothie-app via Open Food Facts, edited by ICI Business

Table grapes: Off-season import

The European table grape market is mature. The Netherlands plays a role in organising year-round availability. For that reason, most grape imports in the Netherlands are counter-seasonal. 

During the European season (July-November), Italian, Greek and Spanish grapes are available on Dutch retail shelves. Retail promotions are common, especially when supply is high. As soon as the European season finishes, Dutch imports increase significantly, when non-European grape producers start supplying Europe through the Netherlands. Germany, Poland and Belgium are major destinations for grapes that pass through ports in the Netherlands.

The grape market is very competitive. Supplying countries follow each other in quick succession. South Africa (171kT), India (94kT) and Peru (77kT) were responsible for three-quarters of off-season supply in 2024. The rest of the off-season is secured mainly by Namibia and Brazil early in the off-season, and Egypt and Chile in the late season. In this mature market, you can expect gradual growth. Peaks in consumption are mostly a result of overproduction and fierce promotions.

Dutch traders can work with different origins and grape varieties. As a supplier, you must always keep the preferences of the end market in mind. According to Voedingscentrum (Nutrition Centre), Dutch consumers eat an average of 8.6 grams of grapes per day. Supermarkets dominate sales of table grapes, mostly seedless white or red grapes in punnets. This channel is very demanding, and partners are highly recommended for servicing supermarkets. For example, Solar Grapes in Namibia has partnered with the Dutch company Hillfresh.

Dutch consumers are not very picky with regard to specific grape varieties, as long as they are seedless and crispy. Specialised shops and street markets may offer different packaging and varieties, with more focus on taste. This could be a good market for suppliers that like to differentiate or sell seeded varieties. You can find traders (such as Olympic Fruit or Fruit Masters) who import a range of varieties and cater to a variety of segments.

Figure 10: Dutch imports of table grapes, in 1,000 tonnes and € million

Source: Eurostat (July 2025)

Figure 11: Example of seedless grapes in clamshell packaging

Source: Wortelvreter via Open Food Facts

Blueberries: Popular healthy snack

Blueberries have become one of the most valuable fruits in the Dutch import market, as well as in domestic retail sales. Soft fruit in general has performed very well over the past years.

Blueberry imports experienced very strong growth. The total import value of these and other berries of the Vaccinium family increased from €473 million in 2020 to €741 million in 2024. Peru, Chile and Spain are the main suppliers to the Netherlands, followed by South Africa. Morocco and Zimbabwe are also emerging as non-European origins. Supply was hampered by high prices in 2023 and 2024 due to bad weather conditions in Peru (El Niño), Morocco and Spain. Local and nearby sources are often preferred, because carbon footprint is becoming an important consideration. When shipping blueberries from far away, try to reduce the environmental impact by avoiding airfreight. Also find packaging solutions that reduce the amount of plastic used.

Blueberries have become a popular snack fruit in the Netherlands. Domestic consumption is roughly 33 thousand tonnes of imported blueberries and 9 thousand tonnes of locally produced blueberries and bilberries. Although the popularity of blueberries in the Netherlands is still strong, higher prices may negatively impact consumption over time.

Blueberries often arrive in bulk and are repacked for retailers upon arrival. Like many other fruits, most blueberries are re-exported. In 2024, 114 thousand tonnes of blueberries were transported to Germany, Poland, Belgium and other European markets.

Figure 12: Dutch imports of blueberries and other fruits of the genus Vaccinium, in 1,000 tonnes and € million

Source: Eurostat (July 2025)

Figure 13: Example of a snack-sized pack of blueberries

Source: Kiliweb via Open Food Facts

Citrus: Mandarins perform better than oranges 

Citrus fruits (such as oranges and mandarins) are some of the most-consumed fruits in the Netherlands, with year-round demand. They are a good source of vitamin C, fibre and antioxidants, and are ideal for health-minded consumers.

Each year, the Netherlands imports about half a million tonnes of oranges from non-European sources. The orange market is saturated, and usually does not show much growth. Consumption fluctuates according to available volumes and prices. Retail promotions (for example, selling two nets for the price of one) help push oranges into the market. Oranges are also very popular for making juice. In many Dutch supermarkets, consumers can squeeze their own fresh orange juice. Innovators (such as PeelPioneers) reduce waste by recycling orange peels to extract new ingredients (such as fibre and oil). As a supplier, you can also improve your profile by using biocontrol solutions in citrus farming or by implementing sustainable practices and packaging (like the Dutch company Eosta did with their suppliers). 

Although oranges are the most commonly imported citrus fruit, Voedingscentrum reports that mandarins have a slightly higher consumption rate, at least as non-processed fruit. Mandarins have shown positive growth in recent years (2023–2024), reaching a volume of nearly 200 thousand tonnes. ‘Easy-peelers’ with virtually no seeds (such as Clementines, Satsumas, Nadorcotts and Tangos) are popular varieties.

The principal countries supplying the Netherlands are Spain, South Africa, Egypt (oranges), Morocco and Peru (mandarins). The Netherlands will continue to play an important role, especially for overseas countries (such as South Africa and Peru). For Egypt and Morocco, Spain could become a more relevant transit country. Because Spanish suppliers are experiencing climate challenges, they could use their infrastructure for nearby producers. 

Figure 14: Dutch imports of oranges and mandarins (including hybrids), in 1,000 tonnes and € million

Source: Eurostat (July 2025)

Figure 15: Example of mandarins sold in a one-kilo net

Source: Wortelvreter via Open Food Facts

Mangoes: Netherlands transit country

The Netherlands is typically a transit country for mangoes from developing countries. Most mangoes do not stay in the Netherlands, but are distributed throughout Europe.

The Netherlands is responsible for more than 60% of all European imports. In 2024, the Netherlands registered a value of €339 million for imported mangoes. Import values have been relatively stable over the past few years. The total volume was much less in 2024, due to lower exportable production in Peru. According to Dutch traders, the mango trade remains unpredictable.

Mangoes are a key product for suppliers in developing countries. Brazil and Peru are the main partners for Dutch mango importers. Western Africa fills the supply during the European summertime. Demand is lower in summer due to the availability of domestic fruits, and supply from Western Africa tends to offer challenges in terms of quality and volumes. However, Dutch traders organise supply from different origins well. They could therefore be a suitable partner for many supplying countries. 

The average Dutch consumer buys around one kilo of mangoes annually. The introduction of ripened and freshly cut mangoes is supporting consumption in the Netherlands. For example, ready-to-eat mangoes have a 51% market share. The share of freshly cut mangoes in supermarket turnover increased from 29% in 2019 to 37% in 2023. Like in the rest of Europe, Dutch consumers prefer fibreless varieties.

Dutch companies re-export mangoes to various European countries. Approximately 70% to 80% of all mangoes are re-exported. Major destinations are Germany and France. The preferences of these destinations vary. Certain supply chains focus on sustainability and social responsibility in particular. For example, the Dutch company Eosta has successfully introduced Living Wage Mangoes in Germany and Austria. 

Figure 16: Dutch imports of mangoes, in 1,000 tonnes and € million

Source: Eurostat (July 2025)

Figure 17: Example of sun-ripened, freshly cut mango at the retailer Albert Heijn

Source: Fruit Consultancy Europe

4. Which trends offer opportunities or pose threats in the Dutch market? 

Dutch consumers often shop for fresh fruit and vegetables looking for value for money. With prices rising, people are more price-aware than ever. At the same time, they demand more sustainable products and fresh convenience. Strong marketing can help deal with inflation and make your product more appealing. Remember that the Netherlands is a trade hub, and trends in the rest of Europe are just as important. 

Strong preference for convenience products

The Dutch consumer is increasingly choosing fast and easy options for food. Processors of fresh fruit and vegetables have responded well to this trend, offering meal kits, freshly cut and ripened fruit. The Netherlands is one of the most developed countries in Europe when it comes to convenience food. 

In the Netherlands, ready-to-cook or freshly-cut vegetables account for 36% of all consumer spending on vegetables. This is in sharp contrast to other European markets, such as Germany (5%), France (8%) and Belgium (13%).

Fruitnet reports a 6% increase in supermarket sales of meal kits in 2024. Dutch households look for easy and economical options, spending less on pre-cut vegetables in favour of cheaper ingredient-based multipacks. Today, fresh meal kits are among the 10 most commonly purchased vegetables in the Netherlands.

In fruit sales, there is also a clear preference for convenience, as illustrated by ready-to-eat avocados and mangoes, seedless grapes and easy-to-peel mandarins. Pre-cut fruit is a growing segment, with a diverse range of freshly cut mango, pineapple, melon and apple. The demand for ready-to-eat snacks and fruit portions on the go is growing, driving the popularity of pre-cut fruit.

Table 1: Examples of fresh convenience products

It is important to realise that most processing takes place in the Netherlands. As a supplier, you can mainly make a difference by choosing your varieties wisely and making sure your supply is suitable for added value, such as ripening or cutting. Maturity and consistent quality are important characteristics. For small fruit, such as soft fruit (berries) and grapes, it can be an advantage to offer different packaging options.

Figure 18: Example of a meal kit and convenient fresh fruit in a Dutch supermarket

Sources: Bertus Den Droef via Open Food Facts (photo 1) and ICI Business (photo 2)

Value for money and high standards

The quality of fresh produce in the Netherlands is high, but it is also a cost-efficient and competitive market. Dutch consumers are very much focused on value for money. As a consequence, supermarkets often prioritise a long shelf life and a good-looking product over perfect taste.

Only when dealing with experienced buyers who appreciate premium quality can you distinguish yourself with superior quality and taste. If your products are marketed in a higher price segment, you should be sure to focus on consumer experience. Marketing and branding can be important tools to differentiate your product. This can be seen in the presentation of locally grown honey tomatoes, ready-to-eat avocados with the 'Eat Me' label, and premium club varieties such as Pink Lady apples. Specific regions can also be linked to quality. For example, Moroccan Groupe Tarifit tries to do this through the representation of Eurober.

Trade surpasses consumption

The intake of fresh fruit and vegetables in the Netherlands is around the European average, according to the Freshfel Consumption Monitor. According to national sources, overall fresh consumption in the Netherlands declined by 3% in 2024, with 2% fewer vegetables and 4% fewer fruits. There was less out-of-home consumption, which was not compensated by consumption at home. Inflation could be one of the reasons for this decline. Prices for fresh fruit and vegetables increased by 14% and 21% respectively in 2020–2024. Compared to highly processed food, fresh produce has less marketing power. The preference for smaller fruits (such as blueberries) over larger fruits could also explain the decrease in total consumption.

Despite this decrease, the sector maintained its role as a transit hub and traded more fruit and vegetables within Europe. According to the Fresh Produce Centre, the Netherlands accounts for 38% of all EU imports of fresh fruit and vegetables. When supplying Dutch importers, your product will very likely be re-exported to another European market. Product requirements are often strict so that traders can comply with different standards throughout Europe.

Table 2: Changes in consumption of fresh fruit and vegetables

Source: Fresh Produce Centre and various news sources, based on GFK and Foodstep data

Consumers expect a sustainable product

Dutch consumers expect you to have a sustainable approach to production and logistics. However, they have difficulty recognising sustainable products and put a lot of responsibility on the retailer. Professional buyers act on this by requiring transparency and certifications from your company. 

As a supplier, it is crucial to understand these requirements. Social and environmental certification schemes include actions to reduce and register the use of pesticides, focus on the safety and well-being of employees and limit the use of water. Companies such as Mavuno in Kenya have made sustainability part of their communication strategy.

Consumers in the Netherlands spent €1.62 billion on sustainable fruit and vegetables in 2023. This was 10% more than in 2022. The most important label for sustainable fruit and vegetables is 'On the way to PlanetProof' (€732 million), which is currently active in western and southern Europe. Labels that are more relevant to non-European suppliers include 'Organic' (€312 million), 'Rainforest Alliance' (€355 million) and 'Fair Trade' (€86 million). In the Netherlands, the latter two are mostly used for bananas. Not all buyers require these labels. However, sustainability measures are not just relevant to labels. You will need to meet additional compliance rules, for example through GLOBALG.A.P. and Sedex SMETA certification.

One of the Dutch initiatives making fruit and vegetable imports sustainable is the covenant 'Sustainability Initiative Fruit and Vegetables' (SIFAV). Its new 2025 strategy focuses on reducing environmental footprint across the supply chain, improving working conditions and wages and strengthening due diligence reporting and transparency.

Remember that Dutch traders supply many other European countries. Each country has different expectations concerning sustainability. This is why Dutch traders may have different requirements when importing fruit and vegetables.

Source: Sustainable Food Monitor 2019, 2020, 2022 and 2023

Organic market share increases

A growing need for healthy and sustainable products is driving the gradual growth of organic fruit and vegetables in the Netherlands. The current market share (2025) of organic fruit and vegetables is around 6%, according to the latest Bionext trend report.

Most of the organic supply comes from within Europe, but increasing demand will also create opportunities for non-European growers. This is also true for tropical products with limited production possibilities in Europe, such as mangoes and avocados. For example, Fruiteq in Burkina Faso produces organic mangoes for the Dutch company Eosta. To supply organic products to Europe, you must be able to produce according to strict European standards. Organic products in the Netherlands are recognisable by the labels 'EU organic', 'EKO' or 'Demeter' for biodynamic products.

Supermarkets are the most important channel, selling 75% of all organic products (2023). According to the Pesticide Action Network Netherlands (PAN-NL), the organic assortment in supermarkets has increased for the first time in eight years. The average number of fresh organic fruit and vegetable products on supermarket shelves grew from 24 to 35, an increase of 43% compared to 2024.

Albert Heijn leads in the organic assortment of fruit and vegetables, followed by Jumbo, Lidl and PLUS/Coop. The largest Dutch supermarket chain's turnover for organic fruit and vegetables increased by 16% in 2024. It aims to achieve an organic turnover share of 10% for the entire fresh produce department in 2026. This means that sales must grow by another 25%.

Organic sales will continue to grow alongside general demand for fresh products. However, high inflation in recent years and stricter EU organic rules are affecting prices in the organic segment as a whole. Some consumers may buy fewer organic products if prices become too high.

Figure 20: The 'EU organic', 'EKO' and 'Demeter' logos all indicate an organic product in the Netherlands

ICI Business carried out this study on behalf of CBI.

Please review our market information disclaimer.