Groceries in the Netherlands are cheaper than in Belgium: “Supermarket cannot become too expensive here”

Some examples: the AH winter carrot in Belgium costs 99 cents, but in the Netherlands only 39 cents. For AH whole wheat pitas you pay 1.98 euros in Belgium, while in the Netherlands they cost 75 cents. And a bag of radishes (200 grams) sells for 1.99 cents in Belgium, while in the Netherlands it costs 79 cents.

This is evident from a study by the Belgian price comparison agency Pingprice, which compared 11,000 products in the Dutch and Belgian Albert Heijn, which has existed since 2011. In summary, the researchers say that 48 percent of groceries in the Netherlands are cheaper than in Belgium. On the other hand, 30 percent of groceries in Belgium are cheaper, and 20 percent are keeping pace.

Products that are cheaper in the Netherlands cost on average 16.3 percent less. In many cases this concerns everyday foods, such as dairy, eggs, bread, vegetables, pasta and rice.

The Netherlands is cheaper

The outcome of the research differs greatly from the perception of many Dutch people, especially in the border region. There, people often point out lower food prices in Belgium. Wrongly, as research by the European statistical agency Eurostat from 2023 also shows. Dutch food prices are 4 percent below the European average. In Belgium, this level is approximately 3 percent above average.

The Netherlands is also cheaper than, for example, Italy, Austria and Germany. Bread and grains in particular are relatively cheap here: the price level for that product category is 13.6 percent below the European average. The Dutch pay almost 12.3 percent less for fish. Milk, cheese and eggs are 2.7 percent below the European price level.

Why are groceries cheaper in the Netherlands?

Sebastiaan Schreijen, analyst at Rabobank, speaks of a ‘persistent misunderstanding’ when it comes to that perception. He sees a number of reasons for the relatively cheap food in the Netherlands. “Due to our large agricultural sector, many products are produced in the Netherlands, or else they arrive in the port of Rotterdam, so products do not have to be transported far. Take Dutch cheese as an example, which is also sold in Germany, but has to travel far fewer kilometers.”

Competition keeps prices low

Schreijen sees a perhaps even more important reason in the fiercely competitive Dutch supermarkets and purchasing organizations, such as Albert Heijn, Jumbo, Superunie, Lidl and Aldi: “They all have to pay close attention to the price, which helps to keep the average price low. . Albert Heijn may be the market leader, but will have to continue to compete with all other stores in the village. The Netherlands really differs from the rest in this respect.”

Retail expert Bart Fischer states that supermarkets ‘continually keep an eye on each other’. “At the price level, they always look at what is and is not possible. If one adjusts its price, the other will follow. No supermarket can afford to become too expensive, but on the other hand, supermarkets cannot afford to become too cheap. Profit margins are narrow, standard 5 percent, sometimes even less. And that also applies to everyone.”

Products that are cheaper in Belgium are much cheaper

Where does that ‘persistent misunderstanding’ about expensive groceries in the Netherlands come from? Pingprice’s research helps find that explanation. Because compared to the 48 percent of groceries that are cheaper in the Netherlands, there is the 30 percent that you can find cheaper in Belgium.

And then it turns out that if Belgium is cheaper, products are also much cheaper, on average 23.5 percent. Here are some examples: the Nivea Cellular anti-age day cream SPF30 costs 32.49 euros in the Netherlands, but only 15.99 euros in Belgium. The AH Ricotta sells for 2.99 euros in the Netherlands, compared to 95 cents in Belgium, and the AH Balsamico costs 2.99 euros in the Netherlands and 0.99 cents in Belgium.

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In Belgium, for example, Zwitsal products are 45.5 percent cheaper, Nivea items are 38.8 percent cheaper and Sensodyne 28 percent cheaper.

Offers

Fischer speaks of the ‘Kruidvat effect’, after the drugstore chain known for offers. This concerns regular discounts, but also offers such as ‘2 for the price of 1’ or ‘get 3, pay for 2’. Supermarkets are also eagerly participating. More than a quarter of the groceries that Dutch people do are on sale; that number is much lower abroad.

It explains why Nivea products are so much cheaper in Belgium, says Fischer: “The Dutch love promotions. Almost everyone knows that you should buy shampoos or detergent on sale.” Or put differently: compared to the Netherlands, abroad often have lower basic prices, but the Netherlands does have many more products on offer.

What also plays a role, according to Fischer, is the more Burgundian nature of the Belgian. “For example, look at ricotta, which is already more common in Belgium, but in the Netherlands we see it more as a luxury product.”

‘If you don’t pay attention, you will slip’

Fischer states that it is ultimately about the mix of products: “Supermarkets offer some products more expensively, others cheaper and some items with a special offer. What matters is that you ultimately achieve a healthy profit margin. If you don’t pay close attention, you slip, like now at Jumbo where the profit margin has fallen below one percent.”

In a response, Albert Heijn states that ‘sales prices are always determined within the framework of the national market, because the competitive field can differ greatly here’. According to the supermarket chain, it is therefore impossible to compare price differences between countries. “Differences may occur due to legislation, such as different tax rates between countries.”

A cup of coffee at the gas station, a new pair of shoes or a beautiful plant at the garden center. Do you want to get rid of such impulse purchases? Journalist and writer Vincent Kouters shares six smart tips:

Source: A.D