USDOC, International Trade Administration

 SOURCE:       USDOC, International Trade Administration
 PROGRAM:     Market Research Reports
 UPDATE:      Monthly
 ID NUMBER:   IT MARKET 111108940
 END YEAR:    1992
 UPDATED:     09/17/92
 | 9106
 | CC421
 | ISA
 | ISA9106
 | SPT
 | EC
 | EEC
 This article is derived from a report titled:  "The Pleasure Boating
 Equipment and Supplies Market in The Netherlands", dated June 1991, prepared
 by Ben Kennedy, American Embassy, The Hague.  This article consists of 10
 pages and contains the following subtopics:
 The Dutch and European pleasure boating equipment and supplies markets are
 enjoying a growth surge, with an estimated 8 percent annual growth rate over
 the next three years.  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
 those sold to the marine aftermarket.  The Netherlands has boat builders of
 all sizes.  There are some 410,000 boats presently in use, 110,000 sailing
 boats, 300,000 motor boats and other types, 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".
 In 1990, sales of pleasure boating equipment and supplies in The Netherlands
 amounted to $140 million.  Part of this was fitted on new boats and
 subsequently reexported.  The West European market in this segment is
 estimated at about $1.5 billion, ten times as large as the Dutch market.
 The most important marine equipment trade show in Europe, the Marine
 Equipment Trade Show (METS), is held annually in November in The
 Netherlands.  This event has grown remarkably to achieve its number one
 position in just three years.
 The Netherlands has many rivers, small lakes, canals and coastal waters.
 Twelve mph speed limits are about to be introduced in many of these areas to
 prevent shoreline erosion.  This will also be done so as not to obstruct
 commercial traffic and to protect the safety of various watersports.
 Total Dutch spending in 1990 on all aspects of watersports amounted to over
 $1 billion.  Polyester boats, especially sail boats, are popular, but the
 majority of Dutch boats are diesel powered, steel, displacement type,
 freshwater, family boats, averaging 26 feet to 36 feet in length.
 Many types of boating equipment and supplies are selling well.  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, versatile screen displays
 and interfacing.  Other types of less sophisticated basic boat parts,
 equipment, and supplies are also enjoying good sales.
                   (US DOLS MILLIONS)     (PERCENT GAIN)
                                  Est.    Est. Avg. Annual Real
                   1989   1990    1991    Growth - Next 3 Years
 Import Market     146    160     174      9%
 Local Production   48     50      52      4%
 Exports            66     70      74      5%
 Total Market      129    140     151      8%
 Imports from U.S.  19     21      23      8%
 Exchange Rate:    one dollar equals two guilders
 Future Inflation Rate Assumed for this Calculation: 0%
 1990 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
 The chairman of the Dutch Watersports Industry Association, HISWA, recently
 stated that today's economic climate is ideal for U.S. boating equipment and
 supply firms to start or expand export activities to The Netherlands and
 elsewhere in Europe.  He described the process of getting to know exporting
 and monitoring markets as hard work but fun.
 There are four main reasons why the Dutch and the European pleasure boating
 equipment market may be opportune for U.S. firms: 1) it is large; 2)
 transportation and communication in Europe is good; 3) the exchange rates
 are favorable; 4) an enormous watersports industry is emerging in Eastern
 Europe, which can be supplied by West 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 and sold in the Netherlands or
 exported.  They 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 total Dutch market for marine equipment and
 supplies is $140 million, one tenth of all West European boating equipment
 and supply sales which are estimated at $1.5 billion.
 During the 1980's there was a surge in the number of pleasure crafts sold.
 This trend has boosted demand for the best types of maintenance, the latest
 equipment, the safest parts, and products for comfort on board in a climate
 which is often gray, damp and cool.  The importance to the Dutch economy of
 the watersports and sportsfishing industries is illustrated by the following
 table which shows 1990 Dutch spending in millions of dollars:
 Boating equipment and supplies           140
 Purchase of pleasure vessels              96
 Mooring costs                             70
 Miscellaneous watersports spending       336
 Watersports day trips by the Dutch        77
 Watersports day trips by foreigners       87
 Boating holidays by the Dutch             67
 Boating holidays by foreigners            45
 Watersports training                       2
 Spending on sportsfishing                161
 Total 1990 watersports spending       $1,081 million
 It is estimated that there are 410,000 boats in The Netherlands, of which
 110,000 are sailing boats and 300,000 are motor boats and other types.
 Since inland waterways are numerous but not large, the majority of all boats
 are about 32 feet in length.  Roughly half of all Dutch boats are moored in
 about 1,000 marinas.  The rest are tied up along shorelines.  During the
 past five years some 250 new marinas have been built.  Marina occupancy is
 about 85%.  Current expansion plans will add another 15,000 moorings.  About
 half of all marinas are professionally operated, the other half are club
 owned and run.  The average annual mooring fee for a 32 foot boat is about
 $500.  The boat charter business is growing in importance.  Some 250 firms
 rent about 3,000 motor and sailing vessels.  Seventy percent of its business
 comes from Germany, 10% from other nationals and 20% from the Dutch.  Total
 turnover is estimated at $20 million.
 An extensive interest and needs survey conducted during METS '90, the marine
 products trade show in The Netherlands, indicated the following best sales
 Clothing and supplies            Navigation equipment
 Engines                          Inflatables, canoes,
                                          rowing boats
 Electrical equipment             Ropes, masts, sails
 Anchors, propellers              Maintenance products
 Computer systems                 Fittings and furniture
 It should be emphasized that this listing does not rule out many other
 products which will market well.  One of the most prominent areas is marine
 electronics, which penetrates every aspect of a modern vessel including
 controlling, measuring, guarding, communicating, navigating, timing,
 signalling, searching, warning and entertaining.
 Other areas of interest are 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 such as 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.
 One of the factors why the Dutch marine equipment trade show, METS, is so
 successful is because it is held in a country where there is not a strong
 indigenous marine equipment and supplies industry.  By comparison, the U.K.,
 France, Scandinavia and to a lesser degree Germany, where this industry is
 strong, 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.
 Imports of most marine products are good.  There is 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, is becoming stronger.  This trend is being fueled by the
 approach of European unification in 1992 and is expected to continue for
 some time thereafter.  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.
 1992 is of great importance to the European Community.  In that year the
 unified internal market should be virtually complete.  By the end of 1992
 there will be no further internal trade barriers of any description, whether
 technical or nontechnical.  This will also affect boat builders and later,
 manufacturers of marine equipment and supplies.  Efforts are being made to
 speed 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.  Europe will be one single market with a
 population of 325 million.  Many European firms are not experienced in
 dealing in such a large scale economy.  This can be an advantage for
 American firms.
 Product liability: EC legislation affects all of Europe.  Safety and
 seaworthiness come foremost.  Certification: Can be obtained in two ways, 1)
 on all end products, or 2) through company certification.  Lloyds is helping
 firms obtain this certification by advising them on how to set up their
 quality control systems.  Standards: Each country has its own standards.
 ICOMIA is leading the search for a solution that would bring about unified
 worldwide standards.
 On the financial front, reputable Dutch importers warn against fly-by-night
 distributors 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.  So 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 gloomy and consumers are not thinking of watersports.
 Following is a breakdown of the number of boats in Europe.  When compared
 with the U.S. statistics shown below, the European market appears to offer
 great promise for increased boat and boating equipment sales.
 Country           Total boats (1,000)         Boats         Population
                            sail     motor &   total         per million
                            others             1000
 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
 Several measures which are likely to affect the Dutch watersports industry
 have been reported in the press of late.  To protect shorelines from eroding
 and to safeguard the safety of watersports on the smaller inland waterways,
 the Dutch Government is planning to limit the speed of pleasure vessels in
 those areas to 12 mph.  Larger bodies of water and coastal waters will
 remain unaffected.  Furthermore, there is talk of instituting a registration
 system for all boat owners which, it is feared, will result in a boat
 ownership tax being levied.  Such tax measures, if they become a fact, will
 hit the less affluent the hardest.
 Regarding changes 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 below in
 the key importer contacts.  Shipping to individual importers in different
 countries has been customary.  With the expanding European Market and demand
 to group larger shipments, the trend is more toward dealing with
 multi-country distributors from central European warehousing.
 Following is a listing of marine products associations, publications and key
 importer contacts:
                           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
 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
 interests of recreational sailors)
 Delftsewallen 14
 2712 AS Zoetermeer, Netherlands
 Contact: Ms. J.E.C. Roelink-Bedijn, Secretary
 Tel: 31-79-165004
 interests of motorboat owners)
 Vredenburg 24-IV
 3511 BB Utrecht, Netherlands
 Contact: Mr. K. Zandhuizen, Secretary
 Tel: 31-30-315882
                           Watersports Publications
 VAARVAK (circulation 4,000)
 Business monthly for all types of firms engaged in watersports, published by:
 HISWA Watersports Association
 Jan Nieuwenhuizenplein 12
 1135 WV Edam, Netherlands
 Fax: 31-2993-71528
 Tel: 31-2993-72620
 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
 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)
 Consumer oriented 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
                Key Pleasure Boating Products Importer Contacts
 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
 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
 E.W. Driessen B.V.
 Oude Haagseweg 47
 1066 B.V. Amsterdam, Netherlands
 Fax: 31-20-176784
 Tel: 31-20-151508
 Contact: Mr. E.W. Driessen, 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
 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
 W.H. Den Ouden N.V.
 Fokkerstraat 57
 3125 BD Schiedam, Netherlands
 Fax: 31-10-4152634
 Tel: 31-10-4377700
 Contact: Mr. T. Baas, Deputy Director
 METS '91 is the International Marine Equipment Trade Show which will be held
 November 12-14, 1991, at the RAI Exhibition Center in Amsterdam, The
 Netherlands.  Having been held only three times, since its inauguration in
 1988 the annual METS show has grown spectacularly to become already the
 number one trade marine equipment show in Europe.  METS '91 will attract
 large national pavilions from the U.S., the U.K., Denmark, Sweden, Italy and
 France.  The latter has discontinued its own SIPEN show in favor of METS.
 Starting this year, future METS shows will be organized under auspices of
 ICOMIA.  Formerly this privilege was reserved for the EMTEC show in Hamburg.
 At METS '90, covering 110,000 square feet, some 440 companies from 19
 countries presented the latest marine products.  The event attracted 5,210
 visitors, 23% of whom were foreign, from 34 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%), marine manufacturers (22%), dealers (14%), importers
 (13%), marine designers (5%), marine retailers (5%) and others (13%).
 An American pavilion, organized by the National Marine Manufacturers
 Association (NMMA) with American Embassy support, housed 41 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 is
 becoming the primary market place for marine equipment for all of Europe".
 This year METS promises to be bigger and to attract a much larger percentage
 of international visitors.  Every conceivable type of boating equipment
 supplies and marine services for both pleasure boats and the small
 commercial boating industry are exhibited for OEM's and for the marine
 aftermarket.  METS '91 will be held concurrently with Europort '91, the
 world's largest international maritime exhibition, also at the RAI in
 Other marine shows in The Netherlands:
 HISWA (indoor): A consumer show held annually in March in Amsterdam
 featuring small boats, inflatables, clothing, accessories.  It is
 increasingly becoming tourism services oriented.
 NATTE HISWA (in-water): A consumer boat show held annually in September in
 Amsterdam, which is gaining in importance as a boat show.
 BOOT HOLLAND (indoor): A relatively new consumer oriented boat and
 accessories show held annually in Leeuwarden in February which is growing
 IMTEC CHICAGO: For the second year running the American Embassy in The
 Netherlands will organize a Dutch delegation to visit IMTEC in Chicago.
 Between 50-75 Dutch firms are expected to travel to IMTEC '90.  This
 opportunity for U.S. exhibitors to meet Dutch foreign buyers is initiated by
 the American Embassy in cooperation with the NMMA (IMTEC) and the Dutch RAI,
 the organizer of METS in Amsterdam.
 FURTHUR INFORMATION: Please contact: 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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