Kiwifruit, as a fruit widely popular with consumers, always enjoys high sales on the market. However, a problem consumers frequently face after purchasing the fruit is that it is too tart and firm to consume straight away, so many are used to leaving them for a few days after the purchase. This means that consumers often need to wait and more often than not the kiwifruit becomes overripe.
As a result, many consumers choose to purchase imported kiwis that they can consume immediately, but the prices for these products are four to five times that of locally grown kiwis. Fortunately, a locally-grown ready-to-eat product has recently made its way to the market. Hema sales data shows that within one month of the launch, the daily sales volume of this product has doubled 12 times. In the third week after this product became available, sales in many Hema stores exceeded those of foreign brands that were leading in sales before. Industry insiders say that this is an unprecedented breakthrough in the industry where locally grown kiwis may break the dominance of overseas brands in the Chinese market.
It is reported that this ground-breaking new product was launched in early October. Data shows that the repurchase rate of this kiwifruit ranks top among all kiwifruit categories in Hema stores. In the third week after the launch, sales exceeded all foreign brands of the same category. It is reported that the ready-to-eat concept that materialised a few years ago has not yet been widely tested by the market in China.
Traditionally, locally-grown kiwis in China could not be consumed straight away, so despite the lower prices, the eating quality was unimpressive. On the other hand, imported kiwifruit, such as Zespri, which is better in taste and ready to eat but expensive, has a large market share. Ready-to-eat and taste are the key factors for this market gap. Especially with the expansion of the fresh food market and the changes in consumption and eating habits, waiting for the fruit to become ripe is becoming less and less acceptable to consumers. This new ready-to-eat product has earned the recognition of Chinese consumers for the first time with its price advantage and a taste that is in no way inferior to foreign brands.
Source: Chongqing Morning Post