Aonghus Ó Drisceoil, Bord Bia, Amsterdam Office

Jumbo, the no. 2 retailer in the Netherlands, this week launched a second store of its ‘Foodmarkt’ concept in Amsterdam Noord. Following the 2013 launch of the flagship store in Breda, the Amsterdam launch sees Jumbo add to its profile in the capital, having traditionally been stronger in the south of the country. Jumbo plan to have 10 Foodmarkt stores open within the next 5 years.

The Foodmarkt concept emphasises the fresh offering and engages consumers with an in store butcher, sushi counter and fishmonger. There is also an onsite foodservice outlet. Low sight lines and wide aisles allow for a much more spacious store, usually not possible in the more cramped city centre outlets of Albert Heijn and others.

Ekoplaza have also launched a new store concept this week with a 1,000 square metre store in Amsterdam city centre. Ekoplaza focus on organic and free from products, and have over 60 stores in the Netherlands.

Competition within Amsterdam itself is fiercer than ever before. Despite the economic crisis of recent years, the number of supermarkets in Amsterdam has grown by 13% since 2007. The average Amsterdam resident now has 4.8 grocery stores within 1 mile of their home, up from 3.8 in 2008. Nationally, 90% of the population live within a 10 minute walk of a supermarket. This lends itself to smaller, more frequent shopping trips, often by foot or by bike.

As well as the Foodmarkt launch, Jumbo have just recently launched their online webshop. They had been lagging behind Albert Heijn in this regard. Both of the big two retailers are seeking to consolidate their market share against the rise of the discounters, Lidl & Aldi.

The new Jumbo and Ekoplaza stores will be part of the Market Study Visit to Amsterdam on February 17th 2015.

Contact Amsterdam@bordbia.ie for more information.