Scandinavian supermarkets are at the forefront of the growth trend of exotics. “You see more and more exotics on the shelves in their supermarkets, including the discounters”, says Mike Looije of Yex.
Yex is a Dutch produce wholesaler. The retail sector up north is the trendsetter when it comes to exotics. The trend began there and has gradually made its way through Germany to the Netherlands. “You can often predict what is going to happen in the Dutch market based on what you see happening in Scandinavia. That actually applies to all exotics”, says Jeroen Groenewegen, Brand Manager at Yex. So, it is a good sign that Scandinavian retailers are making space for the mangosteen. “The mangosteen needs to become better known to Dutch and German retailers. We have, however, noticed that the German supermarkets are showing a marked interest in this product”, says Mike. In Yex’s test store in the Markthal, Rotterdam, the mangosteen is among the toppers in the range.
Christmas dessert, recipes and celebrities
“It is not known as the queen of fruits for nothing”, adds Jeroen. “Consumers say it is the best tasting exotic. Our own consumer panel also rated it as the best.” Words like “sweet”, “refreshing”, “juicy” and “comparable to pineapple or peaches” are used when describing the taste.
The fact that consumers like the taste is a small step in the right direction. “Many consumers, when they encounter this exotic in the supermarket, do not know how to eat it”, says Mike. Jeroen adds, “You have to break the mangosteen open in order to experience its taste. Exotics have always been impulse buys. We see consumers often ignore the exotics because they do not know what to do with them.” This presents a challenge for traders and supermarkets. They need to adequately educate consumers about the product, on the shop floor.
To this end, Yex has developed new packaging. They are also investing in promotions outside of the shops in order to better place these exotics on the map. “We have started a collaboration with TV-Chef, Mathijs Vrieze of the Dutch media company, RTL. He is going to use the mangosteen in a Christmas dessert. “Top athlete, Dafne Schippers, also has a passion for our exotics. She shares this via social media and her food blog, Dafnelikes.com. As a result, there was an immediate increase in traffic to our website”, says Jeroen. “Recipes are most-often searched for on our site.” This is changing the function of this trader. “The sector is still predominantly product-oriented. We are, however, convinced that you need to see things from the consumer’s point of view. We do a lot of research around this. We use the insights gained in our concepts and packaging.”
More product available
“Retailers are using exotics more and more to distinguish themselves from, for instance, the discounters”, continues Jeroen. “We are involved in an increasing number of partnerships with supermarkets. Together we are trying to tell the story of exotics and increase consumption.” Percentage-wise, the market for mangosteens is increasing rapidly. Volumes, however, are not yet comparable to that of the mango, avocado or sweet potato. These are, traditionally, best-sellers in the exotics assortment.
The mangosteen is available year-round, but the market has a significant peak around the holiday season. “In this past year, there were supply problems due to bad weather. This resulted in small sizes, which are not suited for export. This was recently solved. The supply from Indonesia began a few weeks ago”, explains Mike. There is guaranteed year-round availability because they receive product from, among other countries, Vietnam, Thailand, Colombia and Guatemala. “The peak around the holiday season is because consumers are prepared to spend a bit more to have something new on the dinner table.”
“Presently, there is sufficient availability. After Indonesia, other countries will enter the market. Availability will then only increase”, says Mike. “Increased availability will not mean a drop in price. This will remain stable.” This is partially due to the fact that the majority of the volume is then destined for the countries of origins' local markets. “Small volumes are sent here, meaning the mangosteen remains an exclusive exotic.”
More information:
Yex
Jeroen Groenewegen
[email protected]
www.yex.nl
Mike Looije
[email protected]
www.yex.nl
Christmas dessert, recipes and celebrities
“It is not known as the queen of fruits for nothing”, adds Jeroen. “Consumers say it is the best tasting exotic. Our own consumer panel also rated it as the best.” Words like “sweet”, “refreshing”, “juicy” and “comparable to pineapple or peaches” are used when describing the taste.
The fact that consumers like the taste is a small step in the right direction. “Many consumers, when they encounter this exotic in the supermarket, do not know how to eat it”, says Mike. Jeroen adds, “You have to break the mangosteen open in order to experience its taste. Exotics have always been impulse buys. We see consumers often ignore the exotics because they do not know what to do with them.” This presents a challenge for traders and supermarkets. They need to adequately educate consumers about the product, on the shop floor.
To this end, Yex has developed new packaging. They are also investing in promotions outside of the shops in order to better place these exotics on the map. “We have started a collaboration with TV-Chef, Mathijs Vrieze of the Dutch media company, RTL. He is going to use the mangosteen in a Christmas dessert. “Top athlete, Dafne Schippers, also has a passion for our exotics. She shares this via social media and her food blog, Dafnelikes.com. As a result, there was an immediate increase in traffic to our website”, says Jeroen. “Recipes are most-often searched for on our site.” This is changing the function of this trader. “The sector is still predominantly product-oriented. We are, however, convinced that you need to see things from the consumer’s point of view. We do a lot of research around this. We use the insights gained in our concepts and packaging.”
More product available
“Retailers are using exotics more and more to distinguish themselves from, for instance, the discounters”, continues Jeroen. “We are involved in an increasing number of partnerships with supermarkets. Together we are trying to tell the story of exotics and increase consumption.” Percentage-wise, the market for mangosteens is increasing rapidly. Volumes, however, are not yet comparable to that of the mango, avocado or sweet potato. These are, traditionally, best-sellers in the exotics assortment.
The mangosteen is available year-round, but the market has a significant peak around the holiday season. “In this past year, there were supply problems due to bad weather. This resulted in small sizes, which are not suited for export. This was recently solved. The supply from Indonesia began a few weeks ago”, explains Mike. There is guaranteed year-round availability because they receive product from, among other countries, Vietnam, Thailand, Colombia and Guatemala. “The peak around the holiday season is because consumers are prepared to spend a bit more to have something new on the dinner table.”
“Presently, there is sufficient availability. After Indonesia, other countries will enter the market. Availability will then only increase”, says Mike. “Increased availability will not mean a drop in price. This will remain stable.” This is partially due to the fact that the majority of the volume is then destined for the countries of origins' local markets. “Small volumes are sent here, meaning the mangosteen remains an exclusive exotic.”
More information:
Yex
Jeroen Groenewegen
[email protected]
www.yex.nl
Mike Looije
[email protected]
www.yex.nl