The end of a sharp decline in chicory consumption in the Netherlands

Published 2022년 1월 21일

Tridge summary

A recent study by GfK Belgium has revealed a 25% decrease in chicory consumption in Belgium over the past twenty years, with the average Belgian now buying only 3 kilos per year, down from over 4 kilos two decades ago. The decline is more pronounced among younger generations, and Belgium's auction house, BelOrta, has launched a marketing campaign to reverse the trend. The Netherlands has also seen a decrease in chicory consumption, which has remained stable in the past three years but has fallen slightly in the past five. The number of Dutch companies cultivating chicory has decreased by almost half in over twenty years, but this is offset by the scaling up of larger companies. Belgium, Italy, and Germany are the top three sales countries for Dutch chicory, accounting for over 85% of total sales abroad.

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Original content

The consumption of chicory in Belgium has fallen by a quarter in the past twenty years. This is apparent from a recent study by market research agency GfK Belgium, commissioned by the Flemish Center for Agro and Fisheries Marketing. The study shows that the average Belgian nowadays only buys 3 kilos of chicory per year, compared to more than 4 kilos twenty years ago. In addition, the decline in chicory consumption among our southern neighbors is increasing every year. And that doesn't seem to be changing, since younger consumers under 40 in particular are increasingly leaving chicory on the shelves, the research agency concludes. The results of the study by GfK Belgium have prompted the Belgian auction BelOrta to launch a marketing campaign to combat the declining chicory consumption. This promotion is not surprising when you consider that BelOrta accounts for more than half of the chicory sold in Belgium. Chicory, or chicory, continues to be an important (export) product for the ...

Source: Nieuwe Oogst