Both markets in Belgium and the Netherlands are quite stable at the moment, with regards to frozen food, according to sources contacted for this article, and similarly, the same challenges apply to frozen products, either fruit, vegetables, meat, or ready meals.Legislation-wise, there are virtually no differences between Belgium and the Netherlands, but the big factor that sets the two markets apart, and the consumer behavior as well, is that in Belgium the packaging for frozen food is larger than in the Netherlands, while in the latter, the number of shopping trips per week is higher.Consumer behavior is rather similarIn Belgium, a lot of customers go to the supermarket once per week and buy what they need in bulk, rather than sparsely purchase goods for one day or two. This is the opinion we got by talking to Katrien De Nul, ProductManager akkerbouw with VLAM, FLander’s Agricultural Marketing Board, a non-profit organization promoting the sale, the added value, the consumption and the image of products and services of the Flemish agriculture, horticulture, fishery and agroalimentary sector in Belgium and abroad. It is commissioned by the business community and by the Flemish government and cooperates actively with as many links in the food chain as possible.
“Remarkable in the Netherlands is that the segment of frozen fruit is more important that it is in Belgium. Therefore more variation can be found there. In terms of challenges, we are faced with the same ones that we had to deal with in the past: to convince consumers to purchase frozen vegetables and food instead of fresh and to increase the user moments for frozen food, to increase the type and manner of preparation, for example to use them in salads, in woks etc,” says De Nul.
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