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Monday, 21 July 2014 08:21

Opportunities in the Fruit and Vegetable Market

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The 16th AECOC Fruit and Vegetable Congress was held in Valencia last June. Roberto Butragueño, Client Business Partner from Nielsen, with his paper “Analysis of the Market and Consumer Trends”, pointed out the opportunities for growth in the fruit and vegetable market. 

The first point the speaker discussed is the fact that today’s consumer is very sensitive to price. In 2013, produce that accumulated a price increase of less than 5% experienced an increase in turnover of around 1%. However, produce with prices that rose by above 5% experienced a fall in turnover of over 3%. In view of this situation, the representative from Nielsen advised using prices expressed in round figures as well as prices per unit and not per kilo. 

Another of the factors to take into account is that today’s consumer spends more time at home and therefore cooks more frequently. The speaker pointed out that new consumer opportunities for breakfast, tea, appetizers, etc. must be developed. 

In view of the increase sustained by the elderly in Spain, he advised reinforcing communication that focuses on the healthy aspect of fruit and vegetables, as well as adapting formats to consumer requirements. 

In addition to the healthy aspect, Butragueño indicated the importance of promoting the association of eating fruit and vegetables with diets and keeping weight down, in order to capture potential consumers such as single people and young couples. 

Another opportunity to take into account in the fruit and vegetable market is to provide an easier way for children to eat fruit and vegetables, and a simpler way for the parents to purchase and prepare them. New concepts, attractive formats: in other words “innovation”.

The expert finished by pointing out the fact that there is a niche in the market that should be developed: gourmet produce. He emphasized the need to develop premium varieties, to be more committed to organic produce, and to promote local produce by using brands featuring the produce’s origin as a distinguishing attribute.

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