Last week, GroentenFruit Huis held a members meeting. Here, this Dutch association shared the trends and developments within the Dutch, German, and Polish market. This market totals 138 million consumers.
Representatives from GroentenFruit Huis, GfK, and Wageningen Economic Research gave presentations about the consumer market. These presentations gave participants a wealth of information about consumers' preferences and habits as well as market developments.
Saskia Smulders is the Fruit and Vegetable Sector Specialist at GfK. GfK is Germany's largest market research institute. She shared information about the so-called hurried consumer. The average Dutch person likes saving time and, then, costs are less important. "If you want to remain successful as a business, you must focus on convenience, convenience, convenience, convenience, and, once again, convenience," was her message. She supported this message with market figures.
Consumers' eating habits is the missing link in the available data about the market. The question is 'What is being eaten with what, when, and by whom'? Marleen Onwezen, Senior Project Manager at Wageningen Economic Research, researched this.
Together with GroentenFruit Huis, she developed the Foodprofiler app. She used this to follow the consumption pattern of more than 11,000 respondents. Marleen discussed the most important results and the difference in consumption patterns between the Netherlands, Belgium, Germany, and the United Kingdom. These patterns made it clear, for example, on which days of the week the consumption of fruit and vegetables can be encouraged.
In recent years, the banana surpassed the apple as the most popular fruit in Germany. Market analyst, Wilco van den Berg of GroentenFruit Huis, briefly discussed the most important trends in Germany. The tomato is, by far, the most popular vegetable in that country.
However, the consumption of loose and truss tomatoes in under pressure from other major products. These include potatoes, apples, bananas, grapes, strawberries, and asparagus. Bell peppers and tomatoes have enjoyed a growth in consumption. The latter, thanks to snack tomatoes.
Poland is the Netherlands fifth largest market. It has shown good growth figures. It is a large, stable market with a lot of potential for fruit and vegetable sales. About half of the consumers in that country value a healthy diet and lifestyle. This is according to GfK Poland's Commercial Director, Magdalena Zimna.
It is also a difficult market. Retail is dominated by Biedronka, the largest discount supermarket chain in Poland. The market is also very fragmented. Many local sellers offer fruit and vegetables at low prices. This makes it difficult for overseas sellers to be successful in Poland.
Articles over the speakers' presentations will be published in the near future.
This members meeting was held in De Kas in Woerden, the Netherlands.
Anneke van Nieuwenhoven and Nicole Boer of Van Oers United catching up in De Kas
Colleagues Paul Sosef and Pieter Verduijn of Combilo
A conversation between Jan Willem Tolhoek (Veiling Zaltbommel), Sandra van der Veer (Van Nature), and Rob van der Bas (Combilo)
Jagoda Hogebrug (Combilo), Sabina Dziecielska (Roveg Fruit), and Barbara Forys (Levarht) all have Polish roots
Ivo Luijckx (Jasa Packaging) and Wim Karelse (Van Meir Uien & Potatoes) enjoying the view from De Kas
Gert-Jan Tamerus (Harvest House) and Hugo A-Tjak (Cooperatie Door) feel at home in a greenhouse
Marc van der Zandt (Roveg Fruit) and Lobke van Oorschot (GF Groothandelshuis)
Sophie van der Geest and Lisanne Wapenaar of Nature's Pride with Niels van Horen (GroentenFruit Huis)
Driscoll's' Sabina Maas and Nienke Tijssen
Desmond Jas (Levarht) with Hugo A-Tjak (Cooperatie Door)
Danielle Rodenburg and Leroy Yung of Redstar
Monique Adegeest (Greenco) with Ronald van Dalen and Sebastiaan Hogervorst from Jaguar
Wilma van den Oever (GroentenFruit Huis) and Magdalena Zimna (GfK Poland)