Consumption of pears - ... Stimulating consumption of pears How pears are promoted in Europe: •...

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  • Ferrara, Italy - 19 November 2015

    Consumption of pears

    Daphne van Doorn

    Interpera - 19 November 2015

  • Ferrara, Italy - 19 November 2015

    Agenda

    1. Trade trends

    2. Effects Russian embargo

    3. General consumption trends

    4. Promotion campaigns

    5. Country examples

  • Ferrara, Italy - 19 November 2015

    Intra EU trade • Some facts:

    • EU production in 2014 was ± 2,5 million T

    • EU intra trade is almost 900.000 T in 2014, which accounts for about 36%. EU exports was about 15%, so half of the pear production is consumed locally.

    EU intra trade by supplier 2014

    Netherlands 388.214

    Belgium 147.319 Italy 123.679

    Spain 79.431 Portugal 65.885 Germany 27.640

    France 19.406 Latvia 13.163

    Poland 8.407 Estonia 4.420

    Others 19.855

    EU trade by receiver 2014

    Germany 153.137

    United Kingdom 141.059

    France 112.952

    Lithuania 101.420

    Belgium 53.875

    Italy 48.204

    Poland 46.288

    Spain 34.853

    Sweden 33.970

    Netherlands 26.465

    Others 145.196

  • Ferrara, Italy - 19 November 2015

    Imports into the EU

    EU imports by partner 2014

    South Africa 98.982

    Argentina 86.758

    Chile 40.548

    China 6.302

    Uruguay 1.201

    New Zealand 1.131

    Turkey 970

    United States 919

    Others 1.099

    Total EU imports from third countries were almost 240.000 T in 2014 of which the majority came from South Africa, Argentina and Chile.

    EU imports by destination

    Netherlands 105.224

    Italy 56.429

    United Kingdom 22.576

    Germany 13.519

    France 11.961

    Spain 7.403

    Portugal 6.700

    Greece 4.054

    Others 10.044

  • Ferrara, Italy - 19 November 2015

    Export trade is increasing

    0

    20 000

    40 000

    60 000

    80 000

    100 000

    120 000

    140 000

    EU exports by exporting country (2014 in T) incl. re-export

    0

    50 000

    100 000

    150 000

    200 000

    250 000

    300 000

    350 000

    400 000

    450 000

    500 000

    2010 2011 2012 2013 2014

    EU exports to third countries

    Average 10-13 Average 10-13 /14

    374.141 26,1%

    Exports are up 26% in 2014 compared to the average 2010-2013

    Although only 15% of EU production

    goes to international trade

    EU Country 2014 exports Av 10-13/ 14

    Belgium 133.731 -13,9%

    Lithuania 39.690 148,0%

    Netherlands 65.004 7,4%

    Portugal 37.854 62,9%

    Spain 40.922 36,5%

    Poland 27.931 18,4%

    Italy 16.042 57,7%

    France 5.343 -21,0%

    Slovenia 2.556 56,7%

    Greece 2.290 -4,8%

  • Ferrara, Italy - 19 November 2015

    Effects Russian embargo Pear exports to Russia (volume T)

    Years 2010 2011 2012 2013 2014

    Total EU exports 343.383 398.522 404.298 350.361 471.732

    EU exports to Russia 243.516 254.840 254.397 200.958 154.725

    % Russian market 70,9% 63,9% 62,9% 57,4% 32,8%

    Russia has been a substantial market for the exported pears. But new market opportunities (i.e. BE access to Canadian market, NL access to Brazil).

  • Ferrara, Italy - 19 November 2015

    Effect of Russian embargoes on EU market prices

  • Ferrara, Italy - 19 November 2015

    Reactions Russian embargo

  • Ferrara, Italy - 19 November 2015

    General consumption trends Gross consumption of pears

    Kg / capita Reporter AV 2009-2013

    Italy 11,17

    Portugal 10,20

    Netherlands 7,65

    Austria 7,52

    Denmark 7,33

    Spain 7,19

    Greece 6,28

    Belgium 5,34

    Cyprus 4,20

    Luxembourg 4,10

    France 4,00

    AVERAGE EU-28 3,96

    Sweden 3,82

    Slovenia 3,45

    Estonia 3,40

    Romania 3,01

    Croatia 2,50

    Malta 2,46

    United Kingdom 2,43

    Ireland 2,26

    Germany 2,25

    Finland 2,23

    Latvia 1,80

    Hungary 1,56

    Czech Republic 1,35

    Slovakia 1,04

    Poland 1,00

    Lithuania 0,81

    Bulgaria 0,40

    EU average

    4 kg

    Large consumption IT, PT, NL, AT

    DK, ES 7 - 11 kg

    Medium consumption EL, BE, CY, LU,

    FR 7 - 4 kg

    Small consumption SE, SL, ES, RO,

    CR, MT, UK, IR, DE, FI 2 - 4 kg

    Negligible consumption: LT, HU, CZ, SK,

    PL, LI, BG less than 2 kg

    Major discrepancies in the consumption pattern

    • Higher producing countries also higher consumption

    • Mainly West/ Southern EU countries higher consumption

    • Central & Eastern Europe are smaller consumers

    • European average stands at 4 kg

    • Figures based on supply (not sales)

  • Ferrara, Italy - 19 November 2015

    General consumption trends

    Average 03-12 Average 03-12/ 13

    4,15 -8,2 %

    Average 08-12 Average 08-12/ 13

    4,00 -4,8 %

    0,00

    0,50

    1,00

    1,50

    2,00

    2,50

    3,00

    3,50

    4,00

    4,50

    5,00

    Evolution of pear consumption in the EU

    2003 – 2008 relatively stable between 4 – 4,5 kg Last five years more fluctuation

    • Like fruit and vegetables in general, pears a under some pressure • Over the last 10 years a downward trend of 8,2% for fresh pears. • Over the last 5 years it was a decline of 4,8% • Pears represent in 2013 ca 5,2% of total fresh fruit basket • => Competition also within the category

  • Ferrara, Italy - 19 November 2015

    Pears in the supermarket • A mix of bulk and pre-pack across Europe

    • Domestic sourcing prevails in more than 50% of the cases

    • Less segmentation than apples as number of varieties are usually around 3 or 4

    • Mixed opinion of consumers on taste, texture, price, flavour. Indicating the need to understand the consumer’s expectations and reasons for buying/ not buying

  • Ferrara, Italy - 19 November 2015

    Stimulating consumption of pears

    How pears are promoted in Europe: • Promotion on prices

    • Consumption tips

    • On-site promotion and tasting

    • Special display on-site

    • Health and nutrition arguments upcoming

  • Ferrara, Italy - 19 November 2015

    Packaging • To take care of the product

    • To facilitate ripe and ready-to-eat fruit to be supplied

    • To provide recipes, PGI information, organic information, other labelling etc.

  • Ferrara, Italy - 19 November 2015

    Promotion campaigns

    • Examples of specific promotion campaigns

    • Traditionally pears are conventional & unbranded branding is (not) as important for pears as for apples

    • Limited segmentation compared to other fruit (apple, citrus - varieties)

    • Some initiatives:

    – Club: Sweet Sensation,…

    – Organic: Some new developments for niche

    – PGI-PDO: Mainly in Southern Europe

  • Ferrara, Italy - 19 November 2015

    Consumption & promotion detail: BE

    • After Russian embargo social media campaigns #ShareAPear & #ToffePeer. Active on Radio as well.

    • In Aug-Nov 2014 there were 80% more pears sold than the year before

    • Based on sales (not supply)

    Consumption BE pears kg/capita

    Year Kilo pears

    2010 3,35

    2011 3,12

    2012 3,02

    2013 2,76

    2014 3,56

    0,00

    0,02

    0,04

    0,06

    0,08

    0,10

    0,12

    W 32

    W 33

    W 34

    W 35

    W 36

    W 37

    W 38

    W 39

    W 40

    W 41

    W 42

    W 43

    W 44

    W 45

    W 46

    W 47

    W 48

    W 49

    W 50

    W 51

    W 52

    BE Consumption pears

    Week 32-52 2013 Week 32-48 2014

  • Ferrara, Italy - 19 November 2015

    Consumption detail - NL

    • Prices low, clear media attention, especially for Conference

    • Period Aug-Dec 2014, more consumers bought pears than the year before (+47%)

    Consumption NL pears kg/capita

    Year Kilo pears Conference

    2010 5,95 3,35

    2011 5,69 3,28

    2012 4,55 2,90

    2013 3,97 2,49

    2014 5,40 3,19

    1%

    1%

    -8%

    0%

    7%

    -4%

    -2%

    -15%

    -23%

    -9%

    -5%

    -25% -20% -15% -10% -5% 0% 5% 10%

    TOTAL FRESH VEGETABLES

    Tomatoes

    Onions

    Carrots

    Cucumbers

    Paprika

    TOTAL FRESH FRUIT

    Apples

    Elstar

    Pears

    Conference

    Price/ kilo first half 2015 vs.2014 in % Source GfK/GroentenFruit Huis

  • Ferrara, Italy - 19 November 2015

    Campaign example NL & BE

    • Combined promotion campaign for Conference pears to Germany (2012-2015). Continuation project 2015-2016.

    • 1.500 tastings at many retailers (i.e. Rewe