Rusks, toasted bread and similar toasted products market in the Netherlands

Earlier Report Observations

The Dutch market for rusks and toasted bread was influenced by the phased implementation of the Warenwetbesluit Meel en Brood regulation, which introduced new rules on product naming and composition for bakery items from mid-2020. While rusks were partially exempt from certain requirements, producers adjusted labeling and production processes to comply. The COVID-19 pandemic in 2020 shifted consumer behavior towards longer-lasting pantry staples, temporarily supporting demand for rusks despite supply chain disruptions.

Market volume in physical terms saw significant fluctuations, with a sharp contraction in 2023 driven by evolving consumer preferences and heightened competition within the European Union. This decline was followed by a partial recovery in 2024, sustained by enduring demand for traditional and high-quality Dutch rusks. In value terms, the market showed steady growth, reflecting a consumer shift towards authentic and artisanal products that commanded higher prices.

The market structure remained stable, dominated by established family-owned producers like Bolletje, with no major entries or exits of production facilities reported. The Netherlands maintained its position as a leading EU exporter of rusks, supported by consistent production capacity and adherence to European packaging regulations, including Regulation (EU) 2022/1616 on food contact materials, which affected recycling and traceability requirements.

Production rusks, toasted bread and similar toasted products in the Netherlands

In value, 2018-2021, M $ US

Production of rusks, toasted bread and similar products in the Netherlands has increased for the second consecutive year. In 2021, output reached 117.6 million US dollars, marking a 3.4% increase compared to the previous year. Over the period from 2018 to 2021, production grew by 4.2%, which translates to an annualized rate of 1.4%. The lowest value was recorded in 2019 at 111.4 million US dollars, with the largest decline of 1.3% occurring that same year.

Annual dynamics of production in the Netherlands in value, 2018-2021, M $ US

In kind, 2018-2021, K t

In 2021, the Netherlands produced 92.0 thousand tonnes of rusks, toasted bread and similar products, representing an 8.7% decrease from the previous year. From 2018 to 2021, production fell by 10.4%, equating to an annualized decline of 3.6%. The largest increase was recorded in 2020 at 1.0%.

Annual dynamics of production in the Netherlands in kind, 2018-2021, K t

Exports rusks, toasted bread and similar toasted products from the Netherlands

Exports in kind, t

Exports of rusks, toasted bread and similar products from the Netherlands have risen for the third consecutive year. In 2021, exports stood at 28 936 tonnes, showing a modest increase of 1.8% compared to the previous year. Between 2018 and 2021, exports grew by 34.4%, with an annualized rate of 10.4%.

Annual dynamics of product's exports from the Netherlands in kind, 2018-2021, t

From 2018 to 2021, Belgium, Germany, and the United States formed the core of exports in kind, accounting for 34.8%, 20.8%, and 6.9% of total exports, respectively. Together, these three countries represented 62.5% of all export flows.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from the Netherlands in kind, 2018-2021

Exports in value, K $ US

The value of exported rusks, toasted bread and similar products from the Netherlands has increased for the third year in a row. In 2021, exports reached 74 211 thousand US dollars, reflecting a substantial gain of 18.5% year-over-year. Over the 2018-2021 period, exports rose by 36.6%, with a compound annual growth rate of 11.0%.

Annual dynamics of product's exports from the Netherlands in value, 2018-2021, K $ US

Between 2018 and 2021, three key markets—Belgium, France, and Germany—collectively accounted for 52.3% of the total export value of rusks, toasted bread and similar products from the Netherlands.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from the Netherlands in value, 2018-2021

Imports rusks, toasted bread and similar toasted products to the Netherlands

Imports in kind, t

In 2021, imports of rusks, toasted bread and similar products into the Netherlands totaled 13 837 tonnes, indicating a slight uptick of 2.4% compared to 2020. Over the 2018-2021 period, imports increased by 26.8%, with a compound annual growth rate of 8.2%. The highest import volume was recorded in 2019 at 14 386 tonnes, which saw the largest increase of 31.9% that year. The largest decline occurred in 2020 at 6.1%.

Annual dynamics of product's imports to the Netherlands in kind, 2018-2021, t

From 2018 to 2021, Italy, Belgium, and Germany were the main sources for imports in kind, representing 24.0%, 18.7%, and 14.4% of total imports, respectively. Together, these three countries accounted for 57.1% of all import flows.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to the Netherlands in kind, 2018-2021

Imports in value, K $ US

In 2021, imports of rusks, toasted bread and similar products into the Netherlands amounted to 40 090 thousand US dollars, showing an advance of 11.6% compared to 2020. Over the 2018-2021 period, imports grew by 30.2%, with a compound annual growth rate of 9.2%. The largest decline was recorded in 2020 at 6.8%, while the largest increase occurred in 2019 at 25.1%.

Annual dynamics of product's imports to the Netherlands in value, 2018-2021, K $ US

Throughout 2018-2021, Italy, Belgium, and the United Kingdom consistently led the import structure in value terms, accounting for 28.5%, 24.5%, and 8.8% of total imports, respectively. Together, these three countries represented 61.8% of all import flows.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to the Netherlands in value, 2018-2021