With great interest Hans Hoogeveen, director in general of Agro & Nature of the Ministry of Economics together with Dr. Hans-Christophe Behr of market research bureau AMI presented a market report on Fresh Convenience in Germany at Fruit Logistica 2016. Convenience fruits and vegetables are a slow growth market that offers opportunities for Dutch companies. Actively informing on and improving the image of fresh convenience are points of attention.
Dr. Hans-Christoph Behr of Agrarmarkt Informations-Gesellschaft mbH (AMI)" handed over the first copy of the market report on Fresh Convenience in Germany to director in general Hans Hoogeveen during Fruit Logistica 2016 in Berlin. The study was carried out as commissioned by the Ministry of Economics through the market research bureau AMI in collaboration with GroentenFruit Huis and the Hochschule Geisenheim. There is a big difference in consumption of fresh convenience products between the Netherlands and Germany.
In the Netherlands over a third of the vegetables bought are freshly cut. The Netherlands is the leader in Europe in this. In Germany this share is only 3.7%. The Agriculture Attaché Network (LAN) in Germany and the Dutch fruit and vegetable sector signal opportunities for growth for these products despite the low share on the German market. This was also confirmed by the market development. In Germany there is a rising line in the market share of fresh convenience, whilst the market in the Netherlands seems almost saturated.
According to the study the difference in the share of fresh cut fruit and vegetables in Germany compared to its neighbouring countries can be explained by differences in consumption patterns and a one sided supply in German supermarkets. Compared to the Netherlands, more salad is eaten in Germany and less soups and wok dishes. This can be seen in the supply of fresh convenience in the supermarket, which mainly consists of freshly cut lettuce. The report also shows that the freshly cut lettuce is mainly consumed by young singles, couples and families. Freshly cut vegetables are mainly bought by double earners.
Four points stood out in the market report:
- The faith of German consumers in the safety and quality of the fresh convenience products is low, especially when it comes to pre-packaged products such as cut lettuce. The consumer has more faith in fruit that is cut fresh in the supermarket.
- The German consumer isn't convinced of the added value of freshly cut fruit and vegetables compared to uncut fruit and vegetables. Fresh convenience is seen as easier, but not as time saving: the packaged vegetables are often washed again at home.
- Fresh convenience products have a bad image in Germany. According to the research consumers in Germany would prefer not to admit to friends and acquaintances, as they expect to be judged critically by others.
- The supply and presentation of freshly cut fruits and vegetables in German supermarkets needs to be improved according to the report. There should be more attention to the positioning and presentation of the products.
Better communication and information on fresh convenience recommended
The study ordered better information for the consumer on fresh convenience. It is important to highlight the advantages of freshly cut products, such as ease of use, time saving and less food waste. An image campaign, which emphasises the quality of the products, could support this. According to the report the supermarket chains could also be involved in this, so that the presentation of the supply is more attractive.
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Source: Agroberichten buitenland
