Chile's Kiwi Committee

"Consumers are starting to need fruits like kiwis"

According to the Kiwi Committee's latest Crop Report, the Chilean kiwi season is in its final stretch and 95.7% of the estimated total volume has already been exported.

“Despite the initial outlook's lack of clarity due to the looming appearance of COVID-19, the season has been good. The campaign was shorter, there were lower volumes and a clearer market. As a result, marketing prices were higher than in 2019,” the Committee stated. The early end of stocks in Europe, influenced by Italy's lower production, allowed the Chilean kiwi to reach a favorable market.

The committee highlighted that this fruit had benefited during the pandemic thanks to the appreciation of its nutraceutical conditions. “Consumers have started to need fruits like kiwi. Its properties and benefits have positioned it in the minds of consumers, increasing their desire to buy it. It's very easy to project that this will be more than a temporary trend, that it will be part of a cultural and permanent change in the eating habits of consumers globally,” the Committee stated.

The season was a success because of the changes there have been in the population's eating habits towards healthy products, purchasing frequencies, and marketing channels, where e-commerce had outstanding growth.

As in previous seasons, Chilean kiwi exports are concentrated in Latin America. This season, however, exports to Latin America had a 7% drop over the same period in 2019. Exports to Europe and the United States are already declining and are close to ending, while exports to the Far East have practically stopped; India was the only active destination in the last week.



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