Purchasing share vine tomatoes fallen sharply

REWE has many different kinds and formats of shops in Germany. From the shops with a size of 1,000 to 2,900 m2, the retailer has over 2,500. “Vegetable consumption in Germany has remained fairly stable in recent years,” Johannes von Eerde of REWE said during the Tomato Conference in Antwerp. “This is around 70 kilograms per person per year. Tomatoes are the vegetable consumed most often, consumption is around 25 kilograms per person per year.” 

Notable development is that the share of cocktail and cherry tomatoes has risen sharply on the shelves from 2007. At that time the purchasing share of cocktail and cherry tomatoes was still 12 per cent. In 2012 it was 27 per cent. The purchasing share of vine tomatoes has fallen sharply because of this: from 59 per cent in 2007 to 40 per cent in 2012. The share of small tomatoes continued growing after that.

REWE considers several factors which might influence customers’ purchasing behaviour. “Our challenge is to have the widest possible selection so that each customer can find something to his or her liking. We want to avoid customers not returning.” Von Eerde continues: “One aspect we must consider is the increasing share of single-householders. Furthermore, there are more families without children, and the number of elderly is increasing. It is also important that the way of life is becoming more ‘hectic,’ and eating is taking up less time because of that.”

REWE has introduced an assortment pyramid which goes from basics to specialties. Prices are, of course, much higher with basics than with more exclusive, high-quality products. According to Von Eerde quality is important to all customers. “Besides, people are consuming more consciously and healthier but people want flavour.” German consumers prefer local products. “Products from their own region are seen as trusted, yet quality is most important. If a regional product does not taste well, people would rather prefer a different product with a better flavour.”