Inflation and pressure on purchasing power are reshaping the fresh-cut (IV gama) sector. This is confirmed by Primaflor, one of Spain’s leading operators in fresh and processed products, which in recent years has consolidated its position as a strategic supplier of private label brands. Currently, 65% of its total production is allocated to this channel, including fresh produce, IV gama, peeled garlic, Delifood, and other complementary products.
“Price sensitivity remains the main purchasing driver in this category, favouring the growing presence of private label brands on supermarket shelves,” they explain. This trend is especially evident in their convenience product line, which has seen above-market growth in volume.
Bowls: new consumption opportunities
At the same time, the salad category is showing signs of stagnation, particularly the “complete salad” format. “Strong pressure from private labels, which compete with very aggressive prices, has slowed the growth of branded options in this segment,” they note.
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Aware of this situation and the opportunities it presents, Primaflor is working on a new conceptualisation of the category. “A new concept aligned with emerging consumption moments and opportunities that consumers are demanding—without losing sight of sustainability, efficiency, and the gastronomic value of the recipes, always crafted by the invaluable hand of green Michelin-starred chef Rodrigo de la Calle.”
The challenges of convenience
“Consumption of ready-to-eat products is evolving. To understand the new challenges, we need a holistic view of consumers and how their habits are changing—not just in terms of when they eat a salad, but also the ingredients in their diets and where they consume them. Price continues to be a key battleground in winning over consumers, although we believe they’re willing to pay for a good salad, as long as it fits their needs. The market is changing, and salads must change too, offering options that truly deliver value to the ‘convenience consumer’ at a price that fits their expectations.”
One of the main challenges is surprising the consumer at the point of sale with new, healthy, tasty, and everyday recipes that promote responsible and sustainable consumption.
