It seems that centuries have passed since the explosion of household consumption generated by the pandemic. An abnormal situation which, they said, would mean we would come out better off the other side. This has not been the case. At least, not regarding fruit and vegetable consumption. The figures had returned to ‘normality’ by mid-2021, but they have continued dropping in Europe, pushed by inflationist pressure and the decrease in household spending, particularly since April of last year.
How has the ‘Current panorama of fruit and vegetables in Europe’ evolved? Hans-Christoph Behr, Head of Consumer Research at AMI, analysed it at Rijk Zwaan’s Premiére, which, as it does every year, brought the sector together, bringing it into line, offering information about market trends and publicising the value proposals that they will take to Fruit Attraction.
Owing to the increases in inputs and wages since 2021, the prices of the different types of tomato have increased on all the links of the chain, until reaching consumers.
The important trends such as the preference for cocktail or cherry tomatoes or for regional produce are being maintained, but consumers are not prepared to spend as much money as before. The most expensive segments (+8€/kg) are suffering badly, but this does not mean that the cheaper ones are winning out. Consumers will no longer settle for round, loose tomatoes. The ‘simple premium’ ranges (4-8€/kg), are the ones that are going to see the best evolution, Behr affirmed.
In the case of cucumbers, where the segmentation is less pronounced, the trend towards smaller sizes has slowed down since 2021.
In the ecological segment, the erosion of the market share has been curbed in recent months. The higher demand is concentrated over the winter months, when the offer of ecological tomatoes, cucumbers and peppers is greater, due to the availability of the Spanish offer.
In the discount chains, the most expensive references are more present even than in other supermarkets. And the fact is that the most expensive products are where they earn more due to the price spread margin.
Regarding discount stores in Germany, when they devote more space to a specific product, the consumption increases considerably. A clear example is that of conical red peppers. To the contrary, the California-type peppers, which although they continue to dominate the market, are losing market share.
“Change the story”
In this context, the sector is facing up to the great challenge of continuing to adapt to the new market demands with highly competitive proposals. Rijk Zwaan is contributing to this with a wide range of vegetables full of colour and flavour that put the accent on health, sustainability and the fight against food waste, keeping the youngest consumers and the ‘emotional’ factor of the purchases clearly in mind.
Ricardo Ortiz, Business Manager at Rijk Zwaan, and Alberto Cuadrado, Chain Manager, detailed the company’s proposals to face up to the new challenges of European consumption. Challenges that demand “being proactive and giving the new generation of consumers what it is asking for. Looking for new moments of consumption, experiences and the fact that these consumers are sensitive to subjects such as sustainability,” Ortiz recalled.
He also urged the sector to “not just look up and look down (due to the competition from Holland and Morocco), but also to the sides. Other sectors advertise ultra processed products, hijacking the benefits of fruit and vegetables.” For this reason, he urged “changing the story” to stop the drop in consumption and give this produce the status it deserves.
MiniCue and MyCubies
This year Rijk Zwaan will promote the MiniCue at Ifema. Mini cucumbers with very high quality, in an ideal format for eating in one go and therefore, avoiding any waste. They are also launching a new campaign for the MyCubies snacks ‘Isotonic Cucumber Snacks’, spotlighting their properties. A true ‘natural restorative’.
Tatayoyo and Sweet Palermo
After the success of the emblematic Sweet Palermo, Rijk Zwaan wants to extend its pepper range with Tatayoyo. With an intensely sweet taste and great aroma (it has 25 volatile substances) and with a characteristic shape, it means a new experience in the category. It has very few seeds and it is ideal as a snack. It won the FLIA 2023 award in February
Candy Ball, Tropical Honey and more
Amongst the latest proposals from Rijk Zwaan is the mini watermelon Candy Ball, more affordable for end consumers, and the yellow-fleshed Tropical Honey, with a tropical aftertaste that surprises consumers.
The Lechuga Snack (which is used as a base for preparations), GreenTense the sweeter stringless beans and the pink salad tomato, Tip Top have all now been widely consolidated. José Álvarez, the chef from the restaurant La Costa focused on all these products, with proposals that were as tasty as they were surprising.
Actions at Fruit Attraction
Elisabet Expósito, a Marketing Specialist, explained the actions that they will take to Fruit Attraction (9D23): a gastronomic route covering 18 stands belonging to partner companies, the prize draw of two experiences in a 3 Michelin Star restaurant with Sweet Palermo and tastings of Lechuga Snack with the campaign ‘The Cool Spoon’.
