EU MARKET SURVEY 2002 EU MARKET SURVEY EU MARKET SURVEY 2002 PRESERVED FRUIT & VEGETABLES IN CONSUMER & CATERING VOLUME II PACKS VOLUME II PRESERVED FRUIT & VEGETABLES IN CONSUMER & CATERING PACKS IN CONSUMER & CATERING FRUIT & VEGETABLES PRESERVED Mailing address: P.O. Box 30009, 3001 DA Rotterdam, The Netherlands Phone: +31 10 201 34 34 Fax: +31 10 411 40 81 E-mail: [email protected] Internet: http://www.cbi.nl CENTRE FOR THE PROMOTION OF IMPORTS FROM DEVELOPING COUNTRIES Office and showroom: WTC-Beursbuilding, 5th floor 37 Beursplein, Rotterdam, The Netherlands EU MARKET SURVEY 2002 PRESERVED FRUIT & VEGETABLES IN CONSUMER & CATERING PACKS Compiled for CBI by: ProFound ADVISERS IN DEVELOPMENT in collaboration with Ir. A.F. Eshuis September 2002 DISCLAIMER The information provided in this survey is believed to be accurate at the time of writing. It is, however, passed on to the reader without any responsibility on the part of CBI or the authors and it does not release the reader from the obligation to comply with all applicable legislation. Neither CBI nor the authors of this publication make any warranty, expressed or implied, concerning the accuracy of the information presented, and will not be liable for injury or claims pertaining to the use of this publication or the information contained therein. No obligation is assumed for updating or amending this publication for any reason, be it new or contrary information or changes in legislation, regulations or jurisdiction. Update of EU Market Survey Preserved Fruit & Vegetables in Consumer & Catering Packs (2001). Photo courtesy: ProFound CONTENTS REPORT SUMMARY 6 1PRODUCT CHARACTERISTICS 9 1.1 Product groups 9 1.2 Customs/statistical product classification 10 2 INTRODUCTION TO THE EU MARKET 11 3 CONSUMPTION 13 3.1 Market size 13 3.2 Market segmentation 18 3.3 Consumption patterns and trends 19 4PRODUCTION 21 5IMPORTS 24 5.1 Total imports 24 5.2 Imports by product group 28 5.3 The role of the developing countries 33 6 EXPORTS 35 7TRADE STRUCTURE 38 7.1 EU trade channels 38 7.2 Distribution channels for developing country exporters 39 8 PRICES AND MARGINS 40 8.1 Prices and margins 40 8.2 Sources of price information 40 9 OPPORTUNITIES FOR EXPORTERS 41 APPENDICES 42 1 Nomenclature 42 2 Detailed import/export statistics 44 3 Standards organisations 51 4 Sources of price information 53 5Trade associations 54 6Trade fair organisers 56 7Trade press 57 8 Business support organisations 58 9 Other useful addresses 59 10 List of developing countries 61 11 List of Netherlands importers and most important EU importers 62 12 Useful Internet sites 66 5 REPORT SUMMARY This survey profiles the EU market for preserved fruit sales channel or customer you should use/develop a and vegetables in consumer and catering packs. classification or score system. The emphasis of the survey lies on those products, which are of importance to developing country For more detailed information on market research suppliers. The major national markets within the EU for reference is made to CBI’s Export Planner (2000). those products are highlighted. The survey includes contact details of importers, trade associations, Product groups and other relevant organisations. The preserved fruit and vegetables discussed in this Furthermore, statistical market information on survey fall in the following categories: consumption, production and trade, and information • canned fruit & vegetables on trade structure and prices and margins is provided. •dried fruit • jam and marmalade As an exporter you need this information in order to •preserved mushrooms & truffles formulate your own market and product strategies. • candied fruit To assist you with this, CBI has developed a matching EU Strategic Marketing Guide ‘Preserved Fruit and This is not the complete list of preserved fruit and Vegetables in Consumer & Catering Packs’. It offers a vegetables, as other product groups such as frozen fruit practical handbook for exporters engaged, or wishing to & vegetables and dried vegetables, are mainly used by engage, in exporting preserved fruit and vegetables in the industrial sector for further processing (see CBI EU consumer & catering packs to the European Union. Market Survey ‘Preserved Fruit and Vegetables for It aims to facilitate exporters in formulating their own Industrial Use’). markets and product strategies, through the provision of practical information and a methodology of analysis Consumption and ready-to-fill-in frameworks. The latest information available shows that, in 1997, total EU consumption of dried fruit in the retail sector As mentioned above, statistical market information on amounted to 451 thousand tonnes, representing a consumption, production and trade, and information on decrease of 3 percent since 1992. The major EU trade structure and prices and margins, which is markets for dried fruit are France, Germany, Spain and required for the ready-to-fill-in frameworks, can be the United Kingdom. Sultanas are the most popular found in this EU Market Survey. dried fruit in the EU, followed by other raisins, dates, prunes, apricots and figs. Market research This EU Market Survey and the EU Strategic Exact figures on the total consumption of canned fruit Marketing Guide serve as a basis for further market and vegetables in the EU are not available. research: after you have read this survey and then filled Nevertheless, information shows that canned fruit is in the frameworks in the strategic marketing guide, it is consumed in relatively small proportions of total important to further research your target markets, canned food when compared to canned vegetables. sales channels and potential customers. In spite of canned food’s old-fashioned image of being processed, compared to fresh and frozen foods, Market research depends on secondary data (data that canned vegetables are relatively more popular among have been compiled and published earlier) and primary young consumers. France, Germany, data (information that you collect yourself). and the United Kingdom are the main EU markets for An example of secondary data is this EU Market both canned fruit and canned vegetables. Survey. Primary data are needed when secondary data fall short of your needs, for example when researching In 2000, the consumption of jam and preserves in the your specific type of consumer about the acceptance of EU amounted to almost 500 thousand tonnes, which your specific product. Sources of information are, represented an average per capita consumption of among others, (statistical) databanks, newspapers and 1.34 kg per year. Sweden has by far the highest per magazines, market reports, (annual) reports from capita consumption, amounting to almost 4 kg in 2000, branch associations, but also shops in target countries, while Germany is the main EU market in terms of total products or catalogues from your competitors, volume sales. and conversations with suppliers, specialists, colleagues and even competitors. After you have Germany is the biggest consumer market of fresh and received/collected your information, you should analyse preserved mushrooms in the EU, while Belgium has the it. In order to judge the attractiveness of the market, highest per capita consumption. In France, however, 6 the market for preserved mushrooms is particularly high increased between 1998 and 1999, but decreased and the main part of the national mushroom production between 1999 and 2000. is used by the processing industry. In the United Kingdom, on the other hand, fresh mushroom The share of developing countries in imports (in value) consumption accounts for 90 percent of the market. by EU member countries of preserved fruit and vegetables in consumer and catering packs amounted to Trends which have an impact on the demand for food some 30 percent in 2000. Leading developing country products and, consequently, on the demand for suppliers are Turkey (canned fruit & vegetables, preserved fruit and vegetables include: increasing dried fruit, jam), China (canned fruit & vegetables, preference for safe and healthy food, more fruit and preserved mushrooms, candied fruit), Thailand (canned vegetable consumption (contain vitamins and natural fruit & vegetables, candied fruit) and South Africa oxidants), increasing interest in organic products, (canned fruit, dried fruit), Peru (canned vegetables) and more convenience meals (ready meals), interest in Morocco (canned vegetables). exotic and ethnic food and ‘grazing’ (i.e. eating more snacks in between the usual meals). Exports In 2000, the EU exported almost 4.3 million tonnes of Production preserved fruit and vegetables in consumer and catering The only two countries in the EU supplying notable packs, representing a value of US$ 4.3 billion. volumes of dried fruit are Greece (raisins) and France The leading exported product group was canned (prunes). The Netherlands is the leading supplier of vegetables accounting for 48 percent of total exports in fresh mushrooms, whereas canned fruit is mostly terms of value in 2000, followed by canned fruit (26%), produced in southern European countries. France is the jam (11%), preserved mushrooms (7%), dried fruit leading producer of canned vegetables, generating (7%) and candied fruit (1%). almost 1.3 million units of 850 ml in 2000, followed by The Netherlands (453 thousand, Spain (341 thousand) Trade structure and Italy (251 thousand). Greece, on the other hand, Preserved fruit and vegetables in consumer and catering was the leading producing country of canned fruit, packs can reach their final destination by passing with production amounting to 454 thousand units of through different trade channels. The selection of the 850 ml in 2000, followed by Spain (341 thousand), trade channel and the trade partner depends on the France (259 thousand) and Italy (202 thousand). product and services to be delivered by the potential In 2000, the production of jam, marmalade and jelly in trade partner. the EU was estimated at 648 thousand tonnes. The three leading producers, Germany, the United Kingdom and The following major business partners can be France, accounted for about two thirds of total EU jam distinguished for exporters of most preserved fruit and production in 2000.