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SOURCE: USDOC, International Trade Administration
SOURCE KEY: IT
PROGRAM KEY: IT MARKET
PROGRAM: Market Research Reports
UPDATE: Monthly
ID NUMBER: IT MARKET 111100912
TITLE: NETHERLANDS - PLEASURE BOATING EQUIPMENT AND SUPPLIES - ISA9303
DATA TYPE: TEXT
END YEAR: 1993
UPDATED: 05/14/93
KEYWORDS 1:
| 9303
| BEST|PROSPECTS
| CC421
| COMPETITION
| DISTRIBUTION
| END|USERS
| ISA
| ISA9303
| MARKET|ACCESS
| MARKET|ASSESSMENT
| NETHERLANDS
| PLB
| PLEASURE BOATS AND ACCESSORIES
| PLEASURE|BOATING|EQUIPMENT
| PLEASURE|BOATING|SUPPLIES
| STATISTICS
| TRADE|CONTACTS
| TRADE|PROMOTION
COUNTRY:
| NETHERLANDS
| EC
| EEC
| EUROPE
| EUROPEAN COMM.
| EUROPEAN COMMUNITY
| EUROPEAN ECONOMIC COMMUNITY
| OECD
| ORGANIZATION FOR ECONOMIC COOPERATION & DEVELOPMENT
| ORGANIZATION FOR ECONOMIC COOPERATION AND DEVELOPMET
| WEST EUROPE
| WESTERN EUROPE
| WESTERN EUROPEAN COUNTRIES
TEXT
NETHERLANDS - PLEASURE BOATING EQUIPMENT AND SUPPLIES - ISA9303
SUMMARY
This article is derived from a report titled: "The Pleasure Boating
Equipment & Supplies Market in the Netherlands", dated March 1993, prepared
by Ben Kennedy, American Embassy - The Hague. This article consists of 12
pages and contains the following subtopics:
OVERVIEW
STATISTICAL DATA
MARKET ASSESSMENT
BEST SALES PROSPECTS
COMPETITIVE SITUATION
MARKET ACCESS
TRADE PROMOTION OPPORTUNITIES
A. OVERVIEW
Although OEM marine supply sales are facing stiff head winds in some
international markets, the aftermarket for pleasure boating equipment and
supplies in the Netherlands is continually expanding with every new boat
sold. The economically less sensitive aftermarket is largely responsible
for the 6 percent annual growth over the next three years which the Dutch
pleasure boating equipment and supplies market is expected to enjoy. This,
together with the large rise in recent years in the number of pleasure boats
in the Netherlands and the rest of Europe, has created a major market for a
wide array of marine products used by boat builders, as well as for those
sold to the marine aftermarket.
Dutch spending on pleasure boating equipment and supplies amounted to $168
million in 1992. (A minor share of these products were subsequently
reexported after having been fitted on new boats.) The Netherlands has
numerous reputable boat builders of all sizes. The West European market in
this sector is about $1.6 billion, roughly ten times the size of the Dutch
market. The total outlay in 1992 on all forms of watersports in the
Netherlands amounted to $1.2 billion. (This not only includes equipment but
also spending in new boats, mooring fees,, boat rentals, sports fishing,
etc.). Supplies for polyester boats, especially sail boats, are popular,
but the majority of Dutch boats, especially motor boats, are of the
displacement type, made of steel and diesel powered. These family boats are
typically used for inland water boating and average 26 feet to 36 feet in
length.
In the Netherlands there are some 410,000 boats presently in use, including
110,000 sail boats, 300,000 motor boats and other types of vessels, and
about 250,000 surf boards. For a number of years now the dollar/guilder
exchange rate has been favorable for U.S. exports and many American
companies are entering the European market through the Netherlands. Holland
is often referred to as the "Gateway to Europe."
A wide variety of recreational boating equipment and supplies are selling
well, especially aftermarket products. Marine electronics are in great
demand. There is interest in global positioning systems, system C marine
communications, direct dialing communication systems, fluxgate compasses,
electronic charting products, versatile screen displays and interfacing.
Other types of less sophisticated basic boat parts, equipment, and supplies
are also enjoying good sales.
Waterways and lakes have largely shaped the Netherlands into what it is
today. Holland has many rivers, small lakes, canals, as well as North Sea
coastal waters. Twelve mph speed limits have been introduced in many of
these inland areas to prevent shoreline erosion by excessive waves, as well
as to increase the safety of slower forms of watersports. Extensive
commercial barge traffic found in many parts of the Dutch inland waterway
system is given the right of way.
The most important recreational marine equipment trade show in Europe, the
Marine Equipment Trade Show (METS), is held annually in November at the RAI
Exhibition Center in Amsterdam. This event has grown remarkably to achieve
the number one position over similar shows in Europe within the first three
years of its 5 year existance.
B. STATISTICAL DATA
(FIRST IN GUILDERS, THEN IN DOLLARS)
(GUILDERS MILLIONS)
(PERCENT GAIN)
Est. Est. Avg. Annual Real
1991 1992 1993 Growth - Next 3 Years
Import Market 313 342 369 8%
Local Production 93 97 105 4%
Exports 132 136 147 5%
Total Market 274 303 327 6%
Imports from U.S. 41 47 51 8%
(US DOLS MILLIONS)
(PERCENT GAIN)
Est. Est. Avg. Annual Real
1991 1992 1993 Growth - Next 3 Years
Import Market 174 190 205 8%
Local Production 52 54 58 4%
Exports 74 76 82 5%
Total Market 151 168 181 6%
Imports from U.S. 23 26 28 8%
Exchange Rate: one dollar equals one guilder eighty
Future Inflation Rate Assumed for this Calculation: 0%
1992 Import Market Share (Percent for USA and Major Competitors):
France 25% U.K. 20% USA 15% Scandinavia 15% Far East 10%
Receptivity Score: Extremely receptive
C. MARKET ASSESSMENT
Waterways and lakes, which have largely shaped the Netherlands into what it
is today, have had an important impact on the economy, especially the
seagoing and barge traffic, but the watersports area as well. Attracting
watersports tourism to the country creates a large source of revenue. While
the European leasure boating supplies market is likely to see a temporary
leveling off of sales following a slowdown in the major European economies,
Holland's boating supplies market still offers opportunities for U.S.
boating equipment and supply firms looking to start or expand their export
activities to the Netherlands and elsewhere in Europe.
While there are numerous reasons why the Dutch and the European pleasure
boating equipment market offer opportunities for U.S. firms, four come
immediately to mind: 1) the market is large; 2) transportation and
communication systems in Europe are good which makes doing business in
Europe relatively easy; 3) exchange rates are favorable; 4) in the long run
a significant watersports industry will emerge in Eastern Europe, which will
be supplied largely by Western European companies.
The Dutch boating equipment and supplies market consists of both domestic
and, because the Dutch are important boat exporters, indirect export
outlets. Products are fitted to boats which are sold in the Netherlands or
exported. These products also reach clients through the marine aftermarket.
Similarly, Dutch importers sell to distributors elsewhere in Europe and to
foreign boat builders. According to ICOMIA (International Council of Marine
Industries Associations), the 1992 Dutch market for marine equipment and
supplies was $168 million, or about one tenth of all of West European
boating equipment and supply sales which were estimated to be $1.6 billion
for the same year.
During the 1980's, there was a surge in the number of pleasure crafts sold
in the Netherlands. This trend has boosted the demand for quality
maintenance services and the latest equipment and parts to increase comfort
and safety on board in a climate which is often gray, damp, windy and cool.
The importance to the Dutch economy of the watersports and sportsfishing
industries is illustrated by the following table which shows 1992 Dutch
spending in millions of dollars:
Boating equipment and supplies 168
Purchase of pleasure vessels 104
Mooring costs 76
Miscellaneous watersports spending 370
Watersports day trips by the Dutch 83
Watersports day trips by foreigners 94
Boating holidays by the Dutch 72
Boating holidays by foreigners 49
Watersports training 10
Spending on sportsfishing 174
Total 1992 watersports spending $1,2 billion
It is estimated that there are 410,000 boats in the Netherlands, including
110,000 sail boats and 300,000 motor boats and other types of vessels.
While steel boats are still prominent, there is a growing trend towards
fiberglass boats.
Since inland waterways are numerous but not large, the majority of all boats
are about 32 feet to 36 feet in length. Roughly half of all Dutch boats are
moored in about 1,000 marinas. The rest are tied up along shorelines,
although this custom is gradually being discontinued by local
municipalities. During the past five years some 250 new marinas have been
built. Marina occupancy is about 90 percent. Expansion plans call for
another 30,000 marina moorings by the year 2,010. About half of all marinas
are commercially operated, 35 percent are run by associations, and the
remaining 15 percent by municipalities and other groups. The average annual
mooring fee for a 32 foot boat is about $1,000.
The boat charter business is growing in importance. Some 250 firms rent a
total of about 3,000 motor and sailing vessels. Many charter companies are
small with no more than 5 to 25 boats. Seventy percent of their business
comes from Germany, 10 percent from other nationals, and 20 percent from the
Dutch. Total annual rental turnover is estimated at $20 million.
D. BEST SALES PROSPECTS
Surveys conducted during the Amsterdam METS marine equipment trade shows
have indicated a number of best sales prospects as shown below:
Boat winter covers Navigation equipment
Boat cradles Inflatables, canoes,
220 volt Power systems Ropes, masts, sails
Anti theft systems Boat safety products
Fiberglass repair kits Mooring assists
Restoration products Marine electronics
Anchors, propellers Environmental products
Computer systems Fittings and furniture
Galley supplies Communication equipment
Marina equipment
The marine electronics best prospects penetrate every aspect of a modern
vessel including the functions of controlling, measuring, guarding,
communicating, navigating, timing, signalling, searching, warning and
entertaining.
Boaters are also interested in global positioning systems; system C marine
communications; direct dialling automatic communication systems; fluxgate
compasses; electronic charting; versatile screen displays and interfacing.
Less sophisticated systems, equipment, and accessories also offer excellent
opportunities. These products include: super light anchors and winches,
new material clothing and sailcloth, hull plastics, synthetic fiber ropes,
titanium fittings, and hundreds of products which focus on easy maintenance
and comfort on board.
E. COMPETITIVE ASSESSMENT
One of the reasons why the Dutch marine equipment trade show, METS, is so
successful is because it is held in a country which does not have a strong
indigenous marine equipment and supplies industry. By comparison, the U.K.,
France, Scandinavia and to a lesser degree Germany -- countries where the
marine industry is prominent -- have or had marine equipment and supplies
trade shows. But because Dutch domestic production in this sector is not
dominating, the European boat making and marine products industry is
increasingly choosing to exhibit at and visit the Dutch METS trade show,
making it the most important show of its kind in Europe.
The import outlook for most marine products is good in the Netherlands.
There has been a relatively strong surge in American interest in the Dutch
and European market for both boats and boating equipment and supplies. The
overall U.S. share of the market, which used to be insignificant, has become
stronger. This trend has been fueled by the 1992 European unification
process and is expected to continue for some time to come. The absence of a
strong Dutch marine parts and accessories industry, in combination with a
healthy market and the renowned Dutch export mentality, makes the
Netherlands an attractive country for American firms to establish a foothold
in the European market.
F. MARKET ACCESS
On January 1, 1993, the Single European Market came into being. Most
remaining internal trade barriers, whether technical or nontechnical, will
be gradually eliminated. This will also affect boat builders and later,
manufacturers of marine equipment and supplies. Efforts are being made to
speed up the process of developing an EC directive on recreational craft for
free trade of boats, equipment and supplies across national borders in
Europe and around the world. This will enable buyers to shop around in
Europe and take advantage of cross-border shopping. Many European firms are
not experienced in dealing in such a large scale economy (the EC has a
population of 325 million) which can be an advantage for American firms
which are accustomed to a continent-size home market.
EC legislation on product liability applies in all EC countries with safety
and seaworthiness as the guiding principles. Certification of products can
be obtained in two ways: 1) On all end products, or 2) through company
certification. A number of companies are helping firms obtain this
certification by advising them on how to set up their quality control
systems. With regard to standards, each country has had its own over the
years. ICOMIA is leading the search for a solution that would bring about
unified worldwide standards. The National Marine Manufacturers Association
(NMMA) in the U.S. is an active participant in this process.
When looking for foreign distributors, reputable Dutch importers warn
against fly-by-night firms in the watersports industry. American exporters
are urged to seek security from new clients. A 90-day or 120-day Letter of
Credit is recommended as is a good shipping agent who can work out
considerable savings on shipping costs. It is also noteworthy that
distributors tend to place their annual orders late in the season in January
and February when the weather is often foul. At a time when consumers are
hardly thinking of watersports, the dealers are planning ahead.
The number of boats in use in Europe is shown in the following 1991
breakdown. When compared with U.S. statistics, the European market appears
to offer great promise for increased boat and boating equipment sales.
Country (times 1,000) Boats
sail motor & per Population
boats other total 1,000 millions
Germany (former) 146 385 531 9 61
Italy 70 325 395 7 58
UK 120 398 518 9 57
France 230 490 720 13 56
Netherlands 110 300 410 27 15
Denmark 30 13 43 9 5
Norway 50 750 800 200 4
Sweden 133 1,005 1,138 142 8
Finland 18 590 608 121 5
Switzerland 42 58 100 17 6
Europe total 949 4,414 5,263 19 276
USA total 1,260 14,313 15,573 60 248
The Dutch government has taken or is proposing a number of measures which
are likely to affect Dutch watersports. For example, it has introduced a
speed limit for pleasure vessels on many inland waterways of 12 mph to
protect the shorelines from eroding and to provide greater safety to the
slower forms of watersports. Larger bodies of water and coastal waters will
remain unaffected, and selected areas have been approved for fast boating
and water skiing.
Boaters will also be hard hit by proposed heavy boating taxes. Looking for
new sources of revenue, the Dutch government appears bent on enforcing boat
registration, which will be followed by the introduction of a new boat
owners tax which will mean, on average, a $300 levy for a 32 foot boat.
In addition, the government has announced it will increase the price of
recreational diesel fuel by 83 percent to $0.70 per liter next year. These
tax measures will hurt the less affluent and retirees the hardest, who form
a large core of Dutch boaters, and may over time have a negative effect on
boating equipment and supplies sales in an otherwise healthy industry. In
the meantime, thousands of boaters are joining forces with the watersports
associations in protest against the proposed tax measures.
As changes take place in the expanding European marine market, several large
European marine products distributors have formed a new group, named MEDIA,
to cooperate in the distribution of marine accessories. The fact that
Europe is one of the largest markets in the world, but hampered by language
problems, prompted the participants to create a network of international
distributors. The Dutch partner in MEDIA, Boomsma B.V., is listed in this
analysis under Key Importers.
Shipping to individual importers in different countries has been the
custom. With the expanding European Market and demand to group larger
shipments, the trend is now more toward dealing with multi-country
distributors from central European warehousing.
Following is a listing of Watersports Associations, Watersports Publications
and Key Importers:
Watersports Associations
HISWA ASSOCIATION (Association to promote the interests of all types of
companies engaged in the watersports industry)
Jan Nieuwenhuizenplein 12
1135 WV Edam, Netherlands
Contact: Mr. A. Vink, General Secretary
Fax: 31-2993-71528
Tel: 31-2993-72620
KONINKLIJKE NEDERLANDSE WATERSPORT VERBOND (KNWV) (Association to promote
the interests of all aspects of watersports and water recreation)
Runnenburg 12
3980 CB Bunnik, Netherlands
Contact: Mr. E. van Lagerweij, Management
Fax: 31-3405-64783
Tel: 31-3405-70524
NEDERLANDSE VERENIGING VAN TOERZEILERS (NVVT) (Association to promote the
interests of recreational sailors)
Gerhard Voethstraat 5
6824 AR Arnhem, Netherlands
Tel: 31-85-231435
KONINKLIJKE NEDERLANDSE MOTORBOOT CLUB (KNMC) (Association to promote the
interests of motorboat owners)
Zoomstraat 7
3431 HK Nieuwegein, Netherlands
Fax: 31-3402-53834
Tel: 31-3402-39935
Watersports Publications
WATERSPORT AKTUEEL (circulation 20,000)
Weekly newspaper for both consumers and businesses in watersports, published
in cooperation with the HISWA boating association by:
Kluwer Technische Tijdschriften
POBox 23
7400 GA Deventer, Netherlands
Fax: 31-5700-43015
Tel: 31-5700-48777
WATERKAMPIOEN (circulation 51,000)
Consumer oriented bi-weekly for all watersports, published by:
ANWB Tourism Association
Wassenaarseweg 220
2596 EC The Hague, Netherlands
Fax: 31-70-3242509
Tel: 31-70-3147247
WATERSPORT (circulation 55,000)
(Consumer oriented monthly for all watersports, published for the KNWV
watersports association by:
Hollandia B.V. Watersports Press
POBox 70
3740 AB Baarn, Netherlands
Fax: 31-2154-11431
Tel: 31-2154-18941
MOTORBOOT (circulation 17,000)
Consumer oriented monthly for motorboat owners
Goudsesingel 86
3011 KD Rotterdam, Netherlands
Tel: 31-10-4125708
HISWA HANDBOOK
Extensive marine address book and mailing label service, published annually
for HISWA members and for sale by:
Hollandia Watersports Press
POBox 70
3740 AB Baarn, Netherlands
Fax: 31-2154-11431
Tel: 31-2154-18941
WEEKBLAD SCHUTTEVAER (circulation 12,000)
Semiprofessional weekly covering extensive topics on commercial and tourism
marine topics, published by:
Uitgeverij Kluwer
POBox 23
7400 GA Deventer, Netherlands
Fax: 31-5700-11365
Tel: 31-5700-48777
VAARVAK (circulation 4,000)
Business monthly for all types of firms engaged in watersports, published by:
Mervac Maritiem
Kogendijk 26
1862 XD Bergen, Netherlands
Fax: 31-2208-94755
Tel: 31-2208-97909
Key Importers
Acqua Realty Europe B.V.
POBox 466
8243 PK Lelystad, Netherlands
Fax: 31-3200-61354
Tel: 31-3200-60237
Contact: Mr. J. Hobbs, Director
Allpa B.V.
POBox 31005
6503 CA Nijmegen, Netherlands
Fax: 31-80-560688
Tel: 31-80-566666
Contact: Mr. P. Rutgers, Director
Belship
Merwedeweg 3c
3621 LP Breukelen, Netherlands
Fax: 31-3462-65475
Tel: 31-3462-65544
Contact: Mr. R. Jeltes, Director
Boomsma's Handelmaatschappij B.V.
Industrie Terrein De Steiger 74
1351 AE Almere, Netherlands
Fax: 31-3240-11519
Tel: 31-3240-11524
Contact: Mr. P. Boomsma, Director
Borsumij Sport B.V.
Postbus 96
4870 AB Etten-Leur, Netherlands
Fax: 31-1608-37718
Tel: 31-1608-39911
Contact: Mr. G. van der Graaf, Director
Ben van Haarlem B.V.
POBox 448
3190 AJ Hoogvliet, Netherlands
Fax: 31-10-4385505
Tel: 31-10-4382600
Contact: Mr. B. van Haarlem, Director
Kubus B.V.
Amsterdamsestraatweg 19
1411 AW Naarden, Netherlands
Fax: 31-2159-49782
Tel: 31-2159-48338
Contact: Mr. R. Kurpershoek, Director
Lankhorst/Taselaar B.V.
POBox 502
8200 AM Lelystad, Netherlands
Fax: 31-3200-31912
Tel: 31-3200-74611
Contact: Mr. J. de Rapper, Director
Mastervolt Holland
Lemelerbergweg 23
1101 AJ Amsterdam, Netherlands
Fax: 31-20-6966181
Tel: 31-20-6966789
Contact: Mr. T. van der Meij
Nebim Handelmaatschappij B.V.
POBox 195
3641 AD Mijdrecht, Netherlands
Fax: 31-2979-87364
Tel: 31-2979-80111
Contact: Mr. H. van Barneveld, Director
Neptunus Watersport
Boeierspad 6
1081 KE Amsterdam, Netherlands
Tel: 31-20-44519
Contact: Mr. C. Weber, Director
Vetus den Ouden N.V.
Fokkerstraat 57
3125 BD Schiedam, Netherlands
Fax: 31-10-4621286
Tel: 31-10-4377700
Contact: Mr. T. Baas, Deputy Director
G. TRADE PROMOTION OPPORTUNITIES
The Marine Equipment Trade Show, METS, is THE leading, trade-only show of
its kind in Europe. It is held at the Amsterdam RAI Exhibition Center in
the Netherlands. METS '93 is scheduled for November 16-18, 1993.
Inaugurated in 1988, the annual METS show will be held for the sixth time
this year, during which time it has grown spectacularly to become the number
one trade-only show in Europe for recreational marine equipment and
supplies. METS does not exhibit boats, but it does feature all conceivable
types of recreational and small commercial boat parts, accessories, supplies
and services from OEM to the aftermarket.
METS '92 attracted large national pavilions from the U.S., the U.K.,
Denmark, Finland, Sweden, Italy and France, Canada, Australia and Taiwan.
France discontinued its own SIPEN show in favor of METS. Starting in 1991,
METS shows have been organized under the auspices of ICOMIA. Formerly this
privilege was reserved for the EMTEC show in Hamburg.
At METS '92, covering 170,000 square feet, 540 companies from 19 countries
presented the latest marine products. 72 Percent of the exhibitors were
international. The event attracted over 6,500 visitors, 23 percent of whom
were foreign, from 45 countries. Most came from the U.K., Scandinavia,
Germany, Belgium, the U.S. and France. Fifty-four percent of the visitors
held an executive position. Attendees consisted of shipbuilders (28
percent), marine manufacturers (22 percent), dealers (14 percent), importers
(13 percent), marine designers (5 percent), marine retailers (5 percent) and
others (13 percent). METS is also unique in that only uniform booths are
obtainable, thereby presenting all exhibitors equally and substantially
reducing booth construction costs.
The American pavilion, organized by the National Marine Manufacturers
Association (NMMA) which was 44 percent larger than the American pavilion at
the previous METS show, housed 45 American companies, with 6 U.S. firms
exhibiting individually. After the show, an NMMA spokesman stated that
"METS is good business for the NMMA and all of the exhibitors represented in
the USA Pavilion. The show provides a great concentration of industry
buyers, both wholesale and retail. METS has become the primary market place
for recreational marine equipment for all of Europe."
This year's 1993 METS is expanding into a new area to include marina
equipment, materials, systems and services. It promises to be bigger and to
attract an even larger percentage of foreign visitors as the event continues
to become increasingly international. The US and Foreign Commercial Service
(US&FCS) of the American Embassy in the Netherlands is proposing to
cooperate with the NMMA at METS '93 to further serve the American exhibitors.
Other Marine Shows in The Netherlands
HISWA (indoor): A consumer show which has been rescheduled to be held each
year in December in the Amsterdam RAI Exhibition Center, featuring small
boats, inflatables, clothing, aftermarket products accessories and
increasingly, Dutch and international watersports tourism.
NATTE HISWA (in-water): A consumer boat show, also organized by the RAI,
held annually in September in an attractive Amsterdam dock area, which is
gaining in importance as an international boat show.
The NMMA IMTEC Show in Chicago
Once again US&FCS of the American Embassy in the Netherlands will organize a
Dutch delegation to visit IMTEC in Chicago. Between 50-75 Dutch visitors
are expected to travel to IMTEC '93 in a group as well as individually.
This opportunity for U.S. exhibitors to meet Dutch foreign buyers is
initiated by the US&FCS in cooperation with the NMMA, the Dutch Kluwer
publisher of Watersport Aktueel, a leading watersports magazine, the HISWA
association and the Dutch RAI Exhibition Center, the organizer of the METS
Trade show in Amsterdam.
FURTHER INFORMATION: Please contact the American Embassy, U.S. Foreign
Commercial Service, Lange Voorhout 102, 2514 EJ The Hague, Netherlands, fax:
31-70-3632985, tel: 31-70-3109209
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