Return to Recreational Boat Building Industry Home Page
SOURCE: USDOC, International Trade Administration
SOURCE KEY: IT
PROGRAM KEY: IT MARKET
PROGRAM: Market Research Reports
UPDATE: Monthly
ID NUMBER: IT MARKET 111108940
TITLE: NETHERLANDS - PLEASURE BOATING EQ. -INDUSTRY ANALYSIS -ISA9106
DATA TYPE: TEXT
END YEAR: 1992
UPDATED: 09/17/92
KEYWORDS 1:
| 9106
| ANCHORS
| BEST|PROSPECTS
| CANOES
| CC421
| CLOTHING
| COMPETITION
| ENGINES
| FINANCE
| ISA
| ISA9106
| MARKET|ACCESS
| MARKET|ASSESSMENT
| NAVIGATION|EQUIPMENT
| NETHERLANDS
| PLEASURE|BOATING|EQUIPMENT
| PLEASURE|BOATING|SUPPLIES
| PROPELLERS
| ROWING|BOATS
| SPORTING AND RECREATION GOODS
| SPT
| STATISTICS
| TRADE|CONTACTS
| TRADE|PROMOTION
COUNTRY:
| NETHERLANDS
| EC
| EEC
| EUROPE
| 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 EQ. -INDUSTRY ANALYSIS -ISA9106
SUMMARY
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:
OVERVIEW
STATISTICAL DATA
MARKET ASSESSMENT
BEST SALES PROSPECTS
COMPETITIVE SITUATION
MARKET ACCESS
TRADE PROMOTION OPPORTUNITIES
A. OVERVIEW
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.
B. STATISTICAL DATA
(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
C. MARKET ASSESSMENT
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.
D. BEST SALES PROSPECTS
An extensive interest and needs survey conducted during METS '90, the marine
products trade show in The Netherlands, indicated the following best sales
prospects:
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.
E. COMPETITIVE ASSESSMENT
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.
F. MARKET ACCESS
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
KONINKLIJKE NEDERLANDSE WATERSPORT BOND (KNWB) (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)
Delftsewallen 14
2712 AS Zoetermeer, Netherlands
Contact: Ms. J.E.C. Roelink-Bedijn, Secretary
Tel: 31-79-165004
KONINKLIJKE NEDERLANDSE MOTORBOOT CLUB (KNMC) (Association to promote the
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
HISWA HANDBOEK
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
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
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
G. TRADE PROMOTION OPPORTUNITIES
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
Amsterdam.
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
fast.
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.
Return to Recreational Boat Building Industry Home Page