Pineapple promotions down by 50%

German consumers paid around 2.12 Euros per pineapple in supermarkets in mid-March. Which is roughly 40 percent more then previous year. According to Agricultural Market Information Company (AMI) these prices influenced the consumer demand. This price reduced demand for pineapples by around 60 percent. We asked Niels Rostren of Cobana Fruchtring, one of Europe’s largest fruit and vegetable companies, for a reaction and he could not confirm this: "The demand for pineapples remains almost unchanged. The amount that we are selling is not directly influenced by the high prices. This is partly because the supermarkets will not add the extra costs directly to consumer prices." The increased prices for pineapples will therefore only partly be passed on to the consumer.

Fewer promotions due to high prices
The increased prices do have an influence on promotions which decreased dramatically. In the month of March, only 19 pineapple promotions were published in German food retail magazines and flyers. In comparison, in 2014 there were approximately 29 - about 57 percent more and in 2013 there were 67 percent more promos. "Even importers have trouble to attain necessary supply for the supermarkets," says Rostren.

Weather conditions in the producing countries are to blame
Weather conditions in the producing countries and delayed shipping deliveries cause these troubles. "Especially Costa Rica, as a major exporter, currently produces fewer pineapples," says Niels Rostren. As a result, the supply for the German market has been decimated. "There is no solution in the near future," claims the importer, "There are signs that the demand will decrease somewhat from the end of April. But traditionally at this time the pineapple consumption decreases." In mid-March the wholesale selling price reached a short time high of 2.60 Euros per pineapple. Only once in the past 10 years the price was higher. "In the summer time, people generally eat less pineapple,” says Niels Rostren, "Perhaps this fact will lead to some relaxation of the market. But until the end of April, the fruit most likely will remain scarce. At the moment there is just not enough supply for the market."

Niels Rostren
Cobana Fruchtring GmbH & Co. KG
Neue Burg 2, 20457 Hamburg
040/30 30 5-222
nr@cobana-fruchtring.de
www.cobana-fruchtring.com