Smaller packaging, optimal communication and compostable packaging. A picture of what is going on in the onion specialties segment. Also, according to Bas Poeltuyn, of Gourmet, organics will take over the market.
Gourmet is a company devoted to cultivation, which also specialises in the processing, packaging, supply and distribution of shallots, onions and garlic. "We market over 20 different products. This includes the usual yellow and red onions, but also many niche products. Due to the fact that we manage the entire chain, as well as the size of our customer base, we are able to make these products more accessible and affordable," states Bas Poeltuyn, of Gourmet. "To differentiate ourselves, we try to focus mainly on supplying the optimal quality. It is all down to how high you are willing to aim with your products."
Impulse
The onion specialist is committed to sharing as much information as possible about the products. For Gourmet, anything with a different colour, taste or shape is interesting. "Consumers are not going to stand for hours in front of the onion shelf; they decide quickly. The impulse should therefore be maximised. We are actually always looking for ways to attract consumers through both the products and packaging," he explains. "Cooperation with the supermarket is essential in this. Sharing knowledge and experience is generally the formula for the best partnerships, which is what supermarkets are aiming for. There is plenty of choice, with four main packaging lines (budget, basic, premium and selection) and various customised private label solutions."
Packaging
When it comes to packaging, current trends, according to Bas, favour the smaller formats, with optimal communication and unity in the line. As for materials, he affirms that the use of film is significantly losing ground. "It allows for a quick packaging process, but it does not contribute to a good shelf-life. Furthermore, consumers still find net packaging more authentic for onions." He sees a clear rise in the popularity of fully certified compostable packaging, which has no impact on visual appeal.
Presentation
The presentation of onions also differs by country. Some markets offer the onions loose for an optimal and nostalgic traditional market feel. "Not the most convenient option, if you ask me. Consumers are forced to rummage and this has a negative impact on the product's presentation. It requires a lot of maintenance. It is a conscious choice, but net packaging formats are generally always good. This is also consistent with the authentic image that consumers look for. Ultimately, it comes down to how good the turnover per package is, which you can boost by working with small containers and mixed boxes. Furthermore, this allows you to maximise shelf space at the supermarket. There are also beautiful hanging packaging formats, but there is not enough room for them. We are now studying how we can provide more information with EPS containers; a kind of Lego system that doesn't compromise logistics efficiency in any way."
Uses and trends
Same as with potatoes, more and more emphasis is being placed on how to use the onions. While onions are always a by-product, there are some differences in taste, which make certain varieties, for example, more suitable for a salad, while others are better for frying. "You can achieve a lot simply through communication. There is definitely a European trend towards diversification, but in practice this is still quite difficult, due to the limited shelf space," explains Bas. "You get a permanent place for some specialties, and this makes it easier to introduce changes. You see more and more emphasis being placed also on seasonal and regional. An onion from a specific region in Sicily is more appealing than just an Italian onion. There are plenty of such products and we constantly keep our eyes open for these niches. Take the Thai and Grey shallot, or Elephant garlic, for example; these are products with plenty of character."
Sorting
In most packages, Gourmet includes many calibres, but with a maximum of up to 5 millimetres. Bas: "Visual quality is really an aspect that makes us stand out. We actively look for rounder varieties to ensure a more attractive appearance. Because we have many different kinds of customers, it is possible to customise, depending on their needs, and to offer everyone a great, but also affordable, packaging format."
Organic
A greater number of organic specialties will gradually be introduced. Bas expects many organic niches to be created in the next few years. He believes it is possible for some supermarkets to pursue differentiation in the future by capitalising on these organic niches. Gourmet also intends to focus on organics in the coming years. "We will definitely not abandon the regular varieties, but we also aim to offer a wide and stable range of organic products."