The consumption of sprouts in Germany has been reasonably stable for 15 years and at a low level. The average annual purchase per household is less than 1 kg. More than 90 percent of imports comes from the Netherlands. The German consumer is interested in innovations with sprouts. Some consumers are interested in a sweeter sprout. Also more recipes are welcome. This according to research by Productschap Tuinbouw.
Market leader
The Dutch sprout is market leader in the German market. This clearly shows a direct connection between the Dutch export to Germany and the household purchase. For the Dutch sprout, Germany is by far the most important sales market. 70% of the export goes to Germany. The annual local production amounts to 10 to 15 million kgs. whilst about 30 million kgs. is imported from the Netherlands.
Health predominates
According to the German consumer sprouts are healthy and tasty. These are the associations mainly mentioned. Also the feeling of winter scores high. Consumers, who do not buy sprouts, think mainly of healthy but after that 'bitter', 'revolting' and 'I do not like them' are the most heard reactions. November and December are the most popular months to buy sprouts. Also January and February score reasonably high. In March interest decreases quickly.
Variation in sprouts
The taste of sprouts is judged 8.2 by buyers. Despite this good figure more than half of German buyers of sprouts would like to try a mild, sweet sprout. In principle the varieties can already now be divided in a mild sweet or classical variation, but they are not as yet available in the shop. Also people look forward to a purple sprout. On the English market this sprout is available in limited quantities. It is sweeter than the normal green sprout. 60% is prepared to try the purple sprout, 10% is not interested and twenty five percent is not yet sure. Even among non-buyers of sprouts part of the consumers is curious about the purple sprout.
Increased consumption possible
Increased consumption possible
The most effective consumption increasing measures are according to the consumer
to issue more recipes and have more price actions. One third says that no single action increases consumption. Mainly non-buyers are of this opinion. Almost half of the non-buyers of sprouts say, that no action whatsoever will make them buy sprouts. The other half is not so sure. As most important actions the following are mentioned: the supply of more recipes, to offer a sweeter sprout and more information on how to prepare them.
to issue more recipes and have more price actions. One third says that no single action increases consumption. Mainly non-buyers are of this opinion. Almost half of the non-buyers of sprouts say, that no action whatsoever will make them buy sprouts. The other half is not so sure. As most important actions the following are mentioned: the supply of more recipes, to offer a sweeter sprout and more information on how to prepare them.
Source: Productschap Tuinbouw, www.tuinbouw.nl