The free annual Trend Report published by FRUIT LOGISTICA provides expert analysis of the industry’s most important trends and key developments and is now available for download on the website.
One day before the start of FRUIT LOGISTICA, which takes place in Berlin from 8 to 10 February, the leading trade show for the fresh produce business publishes ist Trend Report. It discusses the challenges of the fruit and vegetable industry and contains free and valuable information about the future and what it means for businesses.
Entitled “What next for fresh produce? Key trends for the fruit and vegetable business in 2023”, the report contains a series of interviews about important topics like cost inflation, climate change, ethical trade, food waste, branding, category growth, and the application of new and exciting technologies.
The exclusive, in-depth interviews feature experts who understand the industry’s most significant trends, the challenges those trends present, and how companies can take advantage of them.
The outlook for consumption of fresh fruit and vegetables remains under pressure in the European Union. These are the conclusions from the latest consumption trends discussed in Freshfel Europe through a review of trends in Member States, covering 75 % of the EU population. Despite a very positive momentum for consumption growth, many barriers are severely impacting the move towards a healthier and more sustainable diet for European consumers.
The latest findings from the Freshfel Europe Consumption Monitor reveal that the average consumption for fresh produce stands at an average of 364 g/capita/day for 2021, a figure that could decline by ca 10 % in 2022 once the final data for last year is known. This is particularly worrying at it stays well below the minimum 400 gr. recommendation of WHO. These figures are driven by the low level of consumption by millennials and the youngest generations, which are tomorrow’s consumers. Under the difficult economic conditions, the consumption among the low-income population is also of particular concern. Informing and engaging with consumers to choose healthy, affordable and sustainable diets was identified as a priority not only for Freshfel Europe but also for retailer organisation EuroCommerce and the consumer organisation BEUC who attended the meeting to share their perspectives.
The economic crisis impacting all Member States following the war in Ukraine and growing protectionism in the world is severely impacting consumer purchasing power and limiting their food expenditure. In times of crisis, these consumers tend to move towards a less healthy diet, which is perceived to be more energy satisfactory and a cheaper food option. Freshfel Europe General Delegate Philippe Binard underlined, “Consumers have a basic misperception about fruit and vegetable prices on the shelf in supermarkets. Fruit and vegetables are the most affordable products and have also undisputed health and environmental assets. Price and value of fresh produce are both very attractive in the food assortment”. He added, “Compared to other food categories, rises in fruit and vegetable prices have been lower than the average inflation. A diet with 5 portions a day or half of the plate with fruit and vegetables can be achieved by EUR 1 or EUR 2 per person per day. Comparatively, for public expenditure of social security, the cost of unhealthy diets results to be twice as high of the total food market value, corresponding to EUR 6 trillion expenditure for social security in the EU according to the World Economic Forum”.
There is a need for the sector to bridge the gap between awareness of the benefits of fresh produce and concrete actions to be undertaken by authorities as well as by consumers. According to Eurostat survey, only 12 % of consumers across the EU reach their 5 portions per day and alarmingly 33 % do not eat fruit and vegetables every day. It is important now to build on the renewed interest of consumers during the COVID-19 pandemic to take time to prepare, cook and eat a wide diversity of fruit and vegetables.
Fresh produce has been demonstrated to be an essential segment of the food assortment and is part of the solution to the objectives of the European Green Deal (contribution to carbon neutrality and low CO2 emissions), the Farm to Fork Strategy (move towards a plant diet) and the EU Beating Cancer Plan (preventive role of fruit and vegetables for non-communicable diseases).
Mr. Binard commented, “Regretfully, policy makers fail to be coherent in the implementation of these strategies and lack ambition in their measures, which should use fresh produce as an essential driver for success for their strategies”. Efficient promotion policy towards generation Y (millennials) and Z as well as education programmes in schools for generation alpha are crucial. The sector also has an important role to play in accompanying consumers to convert their awareness of the health benefits of fresh produce into concrete eating behaviours. In addition, better communication with consumers on expectations regarding societal concerns, price and image misperception will remain key while providing attractive tastes, diversity and convenience of products. This is an essential sector’s responsibility to compete with other food categories.
The latest consumption trends indicate that consumption levels are in decline. The purchasing power of consumers is under pressure due to inflation and high household energy bills. This is changing purchasing patterns away from premium quality and organic products, towards searching for promotions and discount prices, as well as reducing purchase quantities. Mr. Binard emphasized, “In this changing environment it is important to continue to build value for our products despite price becoming the sole priority of consumers. The affordability of fresh produce needs to be reminded to consumers and put in perspective of other food as being a cheap and healthy option. Consumers will have also to take their share of the rising costs for producers and other stakeholders in the supply chain to guarantee profitability and survival of the essential fruit and vegetable sector.”
In 2021, the market size for fresh fruit and vegetables amounted to 75 Mio T out of which comprises 11,6 Mio T in Italy, 11 Mio T in Germany, 10 Mio T in France, 9 Mio T in Spain and 7,2 Mio T in Poland. The most consumed fruit in Europe are apples, bananas, oranges, tables grapes and peaches/nectarines, while blueberries is the segment that is experiencing the most dynamic growth in many members states such as Germany and Poland. For vegetables, tomatoes, cabbages, carrots, cucumbers and sweet peppers are the most consumed products respectively.
In their review of the latest drivers of consumption, Freshfel Europe members confirmed that price is predominantly influencing the decision of consumers in recent months across Europe and consumers are buying less alimentary items. Mr. Binard further clarified, “This trend is impacting the frequency and place of buying, where a concentration of purchase is occurring in the beginning of the month along with a reduction of ingredients and items purchased. Premium labels and organic sales are those segments declining more”. Besides, Association members also reconfirmed that consumers remain adamant to buy local and seasonal, are eager to be informed about origin, variety, method of production, sustainable practices and when appropriate preparation or consumption tips.
Freshfel Europe members remain confident that fresh produce consumption can be stimulated in the coming months by building partnerships across the supply chain with all actors, providing quality and affordable products, and giving confidence to retailers to build the share of the category as an essential part of a sustainable and healthy diet for European consumers in 2023.
As per the report by Global Market Insights, Inc. “Worldwide Processed Fruits & Vegetables market was valued USD 320 billion in 2022 and will surpass a revenue collection of USD 585 billion by 2032 with an annual growth rate of 5.5 % over 2023 to 2032.”
In addition, the accelerating consumer inclination towards a healthy lifestyle and the subsequent rise in the popularity of veganism globally are likely to propel market growth over the forecast period.
The COVID-19 pandemic impacted the industry quite negatively due to stringent lockdowns and supply chain disruptions. However, the potential side effects of SARS-COV-2 on the human immune system encouraged many people to increase their fruit and vegetable intake, which, in addition to the flourishing retail sector, is helping the industry’s revival.
Moreover, the major players in the industry have been focusing on diversifying their product ranges by strategically associating themselves with leading food manufacturers to meet consumer expectations and strengthen their business standing in the market, thus creating a positive growth outlook for the processed fruits and vegetables industry.
For instance, in February 2022, Sysco Corporation, a premier food distribution & marketing firm, completed the acquisition of The Coastal Companies, a leading distributor and processor of fresh produce to extend the company’s customer reach while bolstering its ready-to-eat capabilities.
The processed fruits & vegetables market has been bifurcated in terms of type, product, processing equipment, and region.
Based on type, the industry has been bifurcated into fruits and vegetables. The vegetables segment is estimated to amass substantial gains by 2032 on account of the increased cognisance of the benefits of consuming nutrient-rich healthy food on human health and well-being. Also, significant demand for organic vegetables among the vegan population is fueling segment growth.
With respect to the product, in 2022, the frozen fruits & vegetables segment garnered about USD 14 billion in revenues. The segment growth can be attributed to the convenience, freshness, sensory quality, nutrient retention, and extended shelf-life associated with frozen fruits and vegetables. Besides, the expanding cold storage infrastructure due to the increasing rollouts of food security initiatives is set to boost frozen fruits & vegetables demand.
Under processing equipment, the processing equipment segment was valued at USD 99 billion in 2022 and is foreseen to depict remarkable growth through 2032. Processing equipment helps maintain the flavour, colour, texture, and nutrition while increasing the shelf-life of perishable fruits and vegetables. The surging availability of fully automatic and semi-automatic equipment used in the fruit and vegetables processing industry is also driving the segment growth.
In the regional context, in 2022, the processed fruits & vegetables market in Europe clocked more than USD 95 billion. The imports of processed fruit and vegetable are anticipated to grow substantially in the European region. Also, the positive outlook of the retail sector in the UK has resulted in an increased demand for packaged and ready-to-eat food, thus, fostering the regional market growth.
Meanwhile, the processed fruits & vegetables industry in Latin America exceeded USD 30 billion in revenue in 2022 as a result of rising urbanization and snowballing organised markets in the rural sector of developing economies of the LATAM region.
The Processed Fruits & Vegetables market consists of U.S. Foods, Sysco Corporation, Total Produce, Dole Foods, Bonduelle, and Agrana
Natalie’s Orchid Island Juice Company will showcase it’s variety of award-winning citrus juices and meticulously-crafted, exotic lemonades and blends at the 2021 Anuga Food and Beverage Trade Fair in Cologne, Germany from Saturday, October 9 through Wednesday, October 13, 2021. Known for sourcing only the highest quality ingredients to produce their juices, Natalie’s delivers on authentic freshness that customers can trust.
Natalie’s Juice Company is a top selling brand in the United States and sells to over 34 countries globally including Japan, Germany, Panama, Qatar, France, South Korea, and more. Headquartered in Fort Pierce, Florida (U.S.), the family run business meticulously juices hand-selected, fresh fruits and vegetables in small batches during the peak season, and then flash-freezes them immediately at – 27 °F so they will retain freshness during transportation around the world. All products have a 3-Year Shelf-Life (Frozen) /40-Days (Defrosted).
Natalie’s Juices includes a fresh line of one ingredient products: Orange Juice, Grapefruit Juice, Tangerine Juice, Blood Orange Juice, Lime Juice and Lemon Juice. Each is squeezed fresh and minimally processed with no preservative, artificial ingredients or GMOs. Exotic fruit blends include Orange Beet Juice, Orange Mango Juice, and Orange Pineapple Juice. All produced with the highest quality fruits available.
“Natalie’s has become the pinnacle of quality for some of the highest ranked resorts, hotels, restaurants and retailers around the world. Our world-class products have allowed our partners to provide a product that will not only satisfy their most demanding customers, but exceed expectations, consistently,” said Aron Levi, Manager of International Sales. “Our international partners revel in supplying a catalog of flavours that are never from concentrate, preservative free, and meticulously produced to a consistent high standard, with every drop. When combining the premium aspects of our lineup in a frozen form, we can ensure minimal shrinkage and maximum satisfaction with every defrosted-on-demand bottle. Sometimes frozen really is fresher.”
Anuga is the leading trade fair for the global food and beverages industry. It features ten trade shows under one roof, 11 food trends and focus themes, many presentations, workshops, and panel discussions. With the largest number of exhibitors, the trade fair provides a global market overview of the entire food and beverage industry.
About Natalie’s Orchid Island Juice Company Natalie’s Orchid Island Juice Company is a woman-owned and family-operated business that has been committed to producing only the highest quality, authentically fresh juices for the past 30 years. All of Natalie’s juices are squeezed fresh in small batches using hand-picked fruits and vegetables from Florida Farmers or American growers. The juices are distributed in 32 states across the U.S. and over 41 different countries worldwide.
For a sustainable citrus supply chain
They serve as fragrant fertilizer, basis for vegan meat substitutes and even raw material for sustainable fashion: the peels and fruit fibers left over from pressing orange juice. They are already being recycled – but not by default. The “ImPUlSe” project, led by the University Duisburg-Essen (UDE, Germany), wants to change that and also aims to render the entire suppy chain for citrus fruits in the Mediterranean region more sustainable. A total of € 1.3 million in funding will be provided*, € 530,000 from the Federal Ministry of Education and Research will go to the UDE. Kick-off is on September 9.
“Innovation in the by-product supply chain of citrus in the Mediterranean area”, or ImPUlSe for short, is coordinated by the Centre for Logistics and Traffic (ZLV) at the UDE. From planting the seeds on the plantations to transporting them to the local supermarkets and recycling the peels and fibers – the international team wants to analyze and improve the processes by following the “triple bottom line” approach: All changes should be sustainable on an ecological, economic and social level.
The four pilot projects are located in Algeria, Egypt, Tunisia and Turkey. Besides the UDE as coordinator, research institutions and companies from all countries are involved, as well as a research partner from France: “Different disciplines are working hand in hand here. Thus, we will not only improve existing products, but also develop new supply chains for citrus by-products and open up new markets for producers from the Mediterranean region. Eventually, we will publish our results on an online platform and make them available to everyone, especially consumers”, explains spokesperson Dr. Ani Melkonyan-Gottschalk, executive director of the ZLV.
This innovation platform is expected to encourage exchange between all participants – even beyond the duration of ImPUlSe. It is also a basis for researchers to assess the sustainability of the changes they have initiated. “We are developing an evaluation system that simulates different scenarios to facilitate work for decision-makers in agriculture, food processing, trade and politics”, says Melkonyan-Gottschalk.
In the long term, the interdisciplinary project aims to use and reuse resources more efficiently, develop digital solutions and establish more effective market mechanisms. As a result, the employment rate and quality of life in the Mediterranean region are expected to increase.
*EU funding within “Partnership for Research and Innovation in the Mediterranean Area” (PRIMA).
New study finds that vitamins and bioactives in 100 % orange juice help shore up natural immunity and fight immune-sapping inflammation in the body
A new research review, published in Frontiers in Immunology1, has found that a simple glass of citrus juice – for example orange or grapefruit – contains key nutrients and bioactive substances that help our immune system to work efficiently.
Scientists examined evidence from nearly 200 different studies and reports, and concluded that vitamin C, folate and polyphenol compounds in citrus juices have the capacity to impact on immune health, fight inflammation and improve our defence against bacteria and viruses.
Co-author, Philip Calder, Professor of Nutritional Immunology at Southampton University, said: “A weak immune system increases susceptibility to infections and allows these to become more severe. One component of the immune response is inflammation. Where inflammation is excessive or uncontrolled it can damage body tissues, sometimes irreparably, and affect our ability to fight infections. Having a diet rich in antioxidant foods and drinks is one way to control inflammation and ensure the body can mount an effective immune response. Trials in humans confirm that orange juice consumption reduces inflammation.
“Citrus fruit juices are particularly good sources of vitamin C and folate, which have roles in strengthening the gut and skin barriers which are our first line of defence against viruses and bacteria. In addition, these nutrients – which are absorbed well from fruit juices –support the function of many types of immune cells including phagocytes, natural killer cells, T-cells and B-cells.
“Another area of research is the bioactive polyphenols found in citrus fruit juices which include hesperidin, narirutin and naringin. These not only have anti-inflammatory effects but could also have direct anti-viral effects according to emerging data from modelling studies”.
Dr Carrie Ruxton, from the Fruit Juice Science Centre, comments: “The evidence about the positive role that fruit juices play in the diet continues to build. We know from several large studies that a daily glass of pure fruit juice provides vitamin C, folate and potassium, can help to lower blood pressure, and reduces the risk of stroke. Now it’s clear that citrus juices can also contribute to immune health which is crucial as we all get back to our normal lives”.
The supply of early citrus fruits was increasing in São Paulo State (SP) in late March, while the demand from juice processors was lower, and businesses were facing a new period of restrictive measures to fight covid-19 in Brazil.
Although estimates do not point to an extremely high availability in April, supply should still be higher than that in March, since more early oranges should reach the ideal maturation stage to be harvested this month. As for demand, besides the new restrictive measures, logistic issues were constraining purchases from wholesalers and retailers in Brazil.
Among the major changes in food services during the covid-19 pandemic are the halt in school meals, which highly demands in natura oranges, and the closure of bars and restaurants, where the demand for juice is high. Thus, in March, fruits were mostly sold to supermarkets.
PRICES – Although orange prices were still high in March, underpinned by lower supply, they decreased late in the month. The average price for pear oranges in March was 38.71 BRL per 40.8-kilo box, on tree, 2.7 % down compared to that in February. For hamlin oranges (early variety), the average closed at 29.48 BRL/box, on tree, practically stable in the same comparison.
According to Cepea collaborators, some farmers anticipated the harvesting of pear oranges, aiming to take advantage of the current price levels – these agents are aware of the forecasts for higher supply of early oranges in the market from April onwards and, thus, fear quotes may drop in the coming weeks.
In the Brazilian market of tahiti lime, which is also largely sold to bars and restaurants, the decrease in the demand and the slightly higher supply pressed down quotes in March. Besides, the pace for exports and crushing slowed down.
The average price for tahiti lime closed at 20.60 BRL per 27-kilo box, harvested, 32.8 % down from that in February. However, despite this devaluation, prices are currently higher than that last year, due to lower production this season.
SHAFFE – The Southern Hemisphere Association of Fresh Fruit Exporters will launch its very first Annual Southern Hemisphere Fresh Fruit Trade congress at the 25th of March 2021. With the defining theme “Keeping the world supplied”, this first edition will be dedicated to give exclusive insights and market intelligence on the current production & trading situation for key temperate fruit crop under pandemic conditions with contributions from all eight Southern Hemisphere suppliers: Argentina, Australia, Brazil, Chile, New Zealand, Peru, Uruguay and South Africa. Southern Hemisphere exporters contribute with 11 million T of exported temperate fruit with a market value of $ 14 billion USD to nearly ¼ of global fruit supply and play a significant role to the availability of healthy food choices.
The 1st virtual Southern Hemisphere Fresh Fruit Trade congress will be taking place at the 25th of March 2021, providing for the first time in the associations history exclusive market insights from all eight big Southern Hemisphere exporting nations with regard to crop trends, production and trade outlook for the year ahead. “We want to contribute towards more predictability and market know-how during these difficult times – and allow our trading partners in the Northern Hemisphere countries better planning for the year ahead”, says passing SHAFFE president Anton Kruger, Fresh Produce Exporters’ Forum (FPEF), South Africa. He adds “We receive many requests to share our market intelligence with a broader public – something we normally had done individually during one of the many annual trade shows throughout the year. This year we are teaming up, to show our common value and how we ensure supply security in our countries!”
“In order, to allow as many of our trading partners in the Northern Hemisphere to participate to the congress, we have decided to run two passages in one day, one at 11.00 am, to target our Asian trading partners and one run-up at 5.00 pm, to allow Northern American and European partners to join. With its globalized trading network, SHAFFE operates in an incredibly unique and international environment – a challenge we are happy to take for the congress!”, says SHAFFE Secretary General Nelli Hajdu. The program will encompass outlook reflections from all SHAFFE member associations (Fedecitrus, Argentinan Blueberry Committee, CAFI, Citrus Australia, Abrafrutas, Chilean Fruit Exporter Association (ASOEX), New Zealand Apple and Pears, ProCitrus, Upefruy, Fruit SA), detailed analysis of global temperate fruit trade developments and insights on changing consumer patterns for fruit consumption and purchase in key markets such as the U.S., China, Germany, U.K. and Russia. The secretariat is working with high speed towards the launch of the program. The registration-link is already open and participation will be free.
Over the past months Freshfel Europe has been advocating in cooperation with its members for more flexibility from the UK when it comes to the obligation for EU fresh produce exports to the UK to carry phytosanitary certificates from 1 April. In an announcement (March 11th) by the UK government about the adjustment of the timelines in the introduction of controls for EU imports, made in a written statement by RT Hon Michael Gove, Chancellor of the Duchy of Lancaster and Minister for the Cabinet Office, is therefore warmly welcomed by Freshfel Europe and the fruit and vegetables sector as a crucial relief to enable the sector to smoothly adapt to Brexit in the ever-challenging context of the ongoing COVID-19 pandemic.
In the announcement, the UK agrees to postpone the introduction of phytosanitary certification obligations for most fresh produce, considered low risk plant products, until January 2022, when documentary checks will start to apply. Physical checks at Border Control Posts on fresh produce will only be applied from March 2022. Freshfel Europe General Delegate Philippe Binard emphasized that, “Freshfel Europe has been voicing strong concerns over the last months and we consider that this postponement is essential to ensure the supply of the UK market and the continuation of trade flows through the Channel, across which the EU27 exports over 3 million tonnes of fresh fruit and vegetables a year”. Currently EU supply represents 40 % of the UK’s internal demand for fresh produce.
Following this welcome news, the sector further calls EU and UK authorities to make the most of this extended 9- month transition to speed-up preparations to ensure the smooth running of operations in 2022. The challenge remains enormous – over 750,000 phytosanitary certificates will be required on an annual basis to sustain EU-UK trade in fresh produce, a substantial economic and administrative burden, and a threat to the capacity of the industry to continue ‘just in time’ operations if administrative procedures are not sped-up. Freshfel Europe Director for Trade and Market Access Natalia Santos-Garcia Bernabe, highlighted that, “In Freshfel Europe and FPC’s letter to the RT Hon Michael Gove, the sector reiterated the need for electronic certification transmission between the EU and the UK to be up and running before the end of the year through the e-Phyto hub”. The postponement will give more time on both side of the Channel to work on digitalization and the successful introduction of electronic certification in 2022.
The global pectin market is estimated to reach USD 1.87 billion by 2026 and is anticipated to grow at a CAGR of 6.4 % from 2018 to 2026. Pectin market is projected to witness significant growth over the forecast period. Increasing health consciousness among consumers and various health benefits of pectin products is expected to drive the global market over the forecast period.
Pectin are plant-derived compounds, a structural heteropoly saccharide that is contained in primary cell walls of the terrestrial plants. It is mainly extracted from citrus fruits, apples, apricots, cherries, oranges, and carrots. Commercially, it is available in the form of white to light brown powder. The industry is characterized by companies characterized by medium level of integration in the value chain. Packaging and shipping play an important role in integrating the value chain. This helps the companies to incorporate their businesses in a cost-effective way.
Suppliers include companies which are involved in the production & distribution of processes raw materials such as apple, citrus, and others. The rising shortage of raw materials and increased import for Brazil and European countries is resulting in high bargaining power to the suppliers. In addition, low threat of backward integration from manufacturers, except some of the major and giant market players is also resulting in high bargaining power of suppliers.
The pectin market witnesses an external threat of substitution from natural gum and Citri-fi. Citri-fi is natural functional fibers, which are derived from citrus fruits. They offer hydrocolloidal properties, which is significant for high water holding capabilities. There are also some synthetic alternatives such as polyurethane, but these are usually not considered suitable for skin contact applications. However, the various advantages of pectin over these products are expected to lower the threat.
Pectin extracted from this raw material are used for high cholesterol high blood pressure, & blood sugar, joint pain, weight loss, prevent colon & prostate cancer, high triglycerides, gastroesophageal reflux disease (GERD) and diabetes. In addition, some people also use pectin to prevent poisoning caused by strontium, and other heavy metals.
Despite the shortage in the supply of raw material, some of the major players are also trying to increase their production capacity to meet the demand. For instance, Cargill acquired FMC’s plant to boost their pectin production capacity. The market is highly fragmented and competitive. In addition, it also experiences the presence of small-scale as well as giant players. The key and major companies are investing in R&D activities and frequently involved in merger and acquisition to increase their market share and product portfolio. Some of the companies that have a significant influence in the industry include DuPont Nutrition & Health, FMC Corporation, CPKelco, Herbstreith & Fox, Devson Impex Private Limited, Cargill Incorporated, B&V srl. and Yantai Andre Pectin Co. Ltd.
Growth in food & beverage industries, in emerging economies, is expected to drive the Asia Pacific market. The market is projected to grow rapidly in the Asia Pacific region, owing to the changing lifestyle of consumers in emerging economies including, China and India. The rising health consciousness among consumers and the presence of major players in North America is projected to positively drive the growth of the market over the forecast period.
Freshfel Europe published its 2020 Consumption Monitor, the Association’s analysis for fresh fruit and vegetables production, trade and consumption trends in the EU-28. This latest and highly anticipated edition of Freshfel Europe’s Consumption Monitor shows that in 2018 daily fresh fruit and vegetable consumption per capita has increased by 4 % from 2017 levels to 363.76 g per capita per day. While still below the WHO recommended minimum daily consumption of 400 g, this represents a 5.1 % increase compared to the previous five years (2013-2017) and halts previous consumption stagnation.
Freshfel Europe released its much-anticipated 2020 Consumption Monitor. Analysing fresh fruit and vegetable production, trade and consumption trends for the EU-28, Freshfel Europe’s 2020 Consumption Monitor examines the latest sector data from 2018. While aggregate consumption remained below the WHO recommended minimum daily consumption of 400 g, fresh produce consumption in the EU showed a strong positive increase of 4 % compared to 2017 levels. Representing a 5.1 % increase compared to the previous five years (2013-2017), this significant improvement can be attributed to a 9.5 % rise in fresh fruit consumption to 211.82 g per capita per day, which also compensated for a slight overall decrease in vegetable consumption to 151.94 g per capita per day.
This indication of a strong positive increase in EU consumption has coincided with increased sector efforts to raise awareness of the importance of fresh produce consumption over the last few years. Freshfel Europe General Delegate Philippe Binard commented on the publication emphasizing, “The findings of Freshfel Europe’s 2020 Consumption Monitor are highly encouraging and clearly illustrate that the sector’s heightened efforts to boost consumption above the WHO recommended minimum of 400 g per capita per day are being paid off. While we will continue to observe the stability of this recovery, we need to investigate this new discrepancy between fruit and vegetable consumption”. Mr Binard encouraged the sector to continue its efforts adding, “The fresh fruit and vegetable sector must capitalize on 2021 being the UN International Year of Fruits and Vegetables. Continued reinforcement of the important role of fresh produce in a balanced healthy and sustainable diet is essential to maintain and boost this latest positive consumption trend”. Freshfel Europe is active in consumption promotion activities at EU-level. Freshfel Europe’s ‘Follow me to be healthy with Europe’ EU promotion campaign is now in its third year, and alongside its longstanding online #FruitVeg4You campaign this year Freshfel Europe is conducting a specific campaign, #SpeakUp4FruitVeg, to encourage support for the sector by EU policy-makers and boost consumption to celebrate the International Year of Fruits and Vegetables 2021.
The 143-page Freshfel Europe 2020 Consumption Monitor consists of three parts:
total gross supply of fruit and vegetables in the EU-28, including trends in production, exports and imports of fruit and vegetables (2013-2018),
a comparative review of consumption trends across the EU-28 (2013-2018), and
a review of the total net supply and trends exports and imports of fruit and vegetables in the EU-28 (2013-2018).
Freshfel Europe members receive the full report free of charge. The 2020 Consumption Monitor is also available for purchase for non-members at a rate of 1000 EUR. All information about the Freshfel Europe Consumption Monitor is available via the Freshfel website (www.freshfel.org).
Tridge, the global sourcing and market intelligence hub for food buyers and suppliers, has predicted how the La Nina weather system is likely to impact tropical fruit crops – avocado, mango, and pineapple – in parts of South America, Asia, and Australasia. These predictions can help food buyers globally to mitigate the risks of La Nina on their supply chains.
La Nina is a weather phenomenon that occurs every few years including 2020. During La Nina, changes in Pacific Ocean temperatures impact tropical rainfall patterns from Indonesia to the west coast of South America.
Avocado – New Zealand could suffer where Peru could succeed
La Nina is expected to have both positive and negative effects on Avocado.
New Zealand’s avocado growers have been suffering a prolonged dry spell and eagerly awaiting rainfall for 20 months. However, the heavy rain likely because of la Nina could be detrimental to their avocado yields.
Abhishek Dudejja, Engagement Manager at Tridge New Zealand, said, “It only takes two to three days of rainfall for avocado trees suffering from water stress to recover. Although avocado trees need plenty of water, too much can quickly tip the balance and cause problems such as root rot and asphyxiation. The impacts of this include reduced yields, and smaller and lower quality fruits with a shorter shelf life.”
In contrast, Peru, with a favorable geographical and climatic condition in South America could benefit from La Nina. The colder temperatures this weather system causes could help avocados mature more effectively. Irrigation levels are also currently at the right level for a good harvest.
Cinzia Riccio, Engagement Manager at Tridge Peru, commented, “While la Nina might cause later avocado flowering than normal, the cooler temperatures that are likely should reduce the level of pests, protecting crops. On balance, Peru Avocado appears to be a winner from La Nina.”
Mango – problems expected in Peru and Southeast Asia
For Mangos, the prognosis looks poor in several regions. Prolonged dry spells in Peru, added to an already dry 2020 could impact Mango productivity and prices. In Piura, northern Peru, the country’s top mango growing region, there have been ongoing water shortages and 50 % of its reservoir is depleted.
Jin Woo Lee, Market Analyst at Tridge, said, “This year we’re expecting Peruvian mango to be at least 15 % lower than in 2019, which will increase prices.”
In Southeast Asia, Vietnam and Thailand are experiencing typhoons and facing the prospect of more heavy rain and flooding. This could cause several issues for mango crops, including decreased productivity, internal rotting, canker, and fruit fly, which could mean suspension of exports for phytosanitary reasons.
Pineapple – Costa Rica feels the dual pressures of C-19 and La Nina
Costa Rican pineapples may be scarcer than normal in importing countries such as the US due to reduced demand and supply caused by COVID-19 and la Nina combined. 86 % of US pineapple imports are from Costa Rica, valued at 616 Million USD in 2019.1
Tridge’s Jin Woo Lee said, “COVID-19 has made reefer containers for pineapple shipping to the US scarce. Added to this, heavy rainfall over the past few weeks is affecting the quality of the fruit.”
Since October 2020, Costa Rica’s principal pineapple farming regions, Alajuela and Heredia, have seen well over two and a half times average rainfall2 leading to reduced yield and quality.
One US buyer of Costa Rican pineapples commented, “pineapples are normally sold at retail with a greenish-yellow exterior, which indicates full ripeness. However, over the past month, we’ve been receiving products which are either too ripe or not ripe enough to be sold properly, as pineapples stop ripening after they are picked.”
Despite this drop in supply, export prices to the US have decreased, because COVID-19 has caused reduced demand from US buyers. Equally, the heavy rainfall worsened by la Nina is unnerving Costa Rican suppliers about the quality of their product and therefore its value.
According to Jason Kong, Operations Managers at Tridge, “12kg of Costa Rican MD-2 Pineapples were traded at $6.2 in October 2020 but now they are at $5.0.”
Hoshik Shin, CEO of Tridge, commented: “La Nina will cause a turbulent end to an already difficult year for many fruit growers. It is another reminder of why both food growers and buyers globally need to be prepared for change and disruption and be ready to adapt or switch their supply lines and routes to market quickly using digital trading platforms and expert partners. At Tridge we’re supporting an increasing volume of organisations on both sides of the food supply chain who are seeking this agility.”
About Tridge Tridge is a global trade ecosystem where buyers and suppliers of agricultural and food products can find everything they need to understand their markets with just a simple search. Using a combination of the latest digital technology and the latest insights gathered through a human network, they provide a very powerful global-scale platform for buyers and suppliers to connect and do business with each other more confidently. Using a global network covering over 150 countries worldwide, Tridge has developed a comprehensive data set of 300,000,000+ prices and 1,600,000,000+ trade data points covering 1000+ items in the agriculture and food sector and successfully facilitates the B2B and B2C trading of these items. Tridge aims to achieve digitalization and globalization of the trade industry.
The Digital trade fair for the fresh produce industry, a three-day event for professionals with B2B meetings and buyers from all over the world, will take place from 8 to 10 September 2020, hosted by the Natlive platform. An absolute novelty in the trade fair scene of the industry.
Macfrut 2020 goes Digital. From 8 to 10 September 2020, Italy’s international showcase for the fresh produce industry will offer business opportunities through a digital platform that will bring together buyers from all over the world, opening up new international markets for the sector. This innovative project makes Macfrut the first digital trade fair for the fruit and vegetable industry.
The uncertainty surrounding the current health emergency has made it difficult to organise the traditional trade fair, now in its 37th edition, in the usual way. Italy is striving to reaffirm its leading position in the sector, and this approach is in line with the current possibilities offered by state-of-the-art technology, which provides a unique opportunity for the fruit and vegetable sector.
Hence the launch of Macfrut Digital, a professional, simple and effective virtual trade fair for the fruit and vegetable sector, which will be fully online. This virtual event will not replace the physical one, but given the current situation it is intended to give all professionals involved the opportunity to do business in the global market. Thanks to this interactive platform, exhibitors will be able to interact with the buyers and sector professionals who will “participate” in this three-day virtual event.
How Macfrut Digital will take place
All visitors, from all across Italy and from all over the world, will be able to access and participate in this three-day virtual trade fair by using a personal device (PC, tablet or smartphone).
This system has three strengths: it is effective, since it allows participants to reach out to a large number of customers and markets directly from their workstation; it is simple, since it uses a platform that has been designed also for computer illiterate people; and it is inexpensive, free of charge for visitors and affordable for exhibitors.
But let’s go into detail. Macfrut Digital will consist of two areas: the Exhibition and the Forum. To log in, please register on macfrutdigital.com (registration is free of charge). Once logged in, visitors will be able to view an interactive map broken down by product sector and explore all the virtual “stands” to find out more about an exhibitor’s product range, request information, and hold and live stream B2B meetings.
There are plenty of advantages for exhibitors: an agenda of scheduled meetings with buyers and the opportunity to interact, also face-to-face with live streaming, with professionals from all over the world.
More than 500 buyers, invited by the organisers, will be selected in collaboration with the ICE-Agency (Italian Trade Agency), with which Macfrut has been working together with excellent results for many years through its well-established network of foreign sales agents.
Buyers and business meetings are therefore at the heart of Macfrut Digital. Moreover, the costs for exhibitors are rather low: a virtual stand costs from 1,000 euros (the package includes a video presentation, a multimedia brochure, B2B live streaming, and an agenda of meetings with buyers).
In addition to covering the business side, Macfrut Digital will host Technical Forums. The international trade fair for the fruit and vegetable sector has always been an event rich in content and technical insights on key topics in the industry. As part of this long-standing commitment, during these three days Macfrut Digital will host a series of live-streamed conferences, which can be viewed on the Natlive platform, after registering free of charge. The topics covered will include innovations in horticulture, innovations in the greenhouse sector, Acquacampus and innovations in irrigation, and the Biostimulant Forum. The platform will also be available to exhibitors for dedicated events.
Watch the interview with Renzo Piraccini, President of Macfrut, where he presents the Digital Trade Fair:
The EU legislation requires the setup of an EU catalogue of varieties of fruit plant propagating material and fruit plants based on Member States’ national catalogues. Today the Commission’s new Fruit Reproductive Material Information System (FRUMATIS) for the management of these national catalogues went online.
FRUMATIS provides information on the identification of the variety, its registration, the registration validity period, intellectual property rights, and optional information such as the breeder and maintainer of the variety. FRUMATIS is an easily consultable database aiming to increase the confidence in varieties marketed throughout the EU. The estimated value of fruit plant propagating material and fruit plants produced in the EU is above € 760 million. Two billion plants are produced on a surface of over 11.400 ha in the EU.
FRUMATIS currently lists more than 14.000 varieties of fruit plant propagating material and fruit plants. This new system allows Member States to manage themselves the publication of their national catalogues on the Commission’s website. FRUMATIS uses semantic technologies that allow it to connect to publicly available structured data sources. The Commission intends to create a central hub of catalogues of agricultural and vegetable species, fruit genera/species and vine varieties.
The availability of citrus fruits should increase in the in natura market of São Paulo State in November. Besides the harvesting of late oranges, the supply of tahiti lime should also grow until late November, after the rains in late October (despite the small amount). The warmer weather in November, however, should boost the demand for these fruits, which may underpin quotes, at least in the first fortnight of the month.
As regards orange, the supply of late oranges should increase sharply – the harvesting of valencia oranges started in August (a month before the usual period) and for natal oranges, in mid-October. The wilted-leaf variety should also be available starting November, as it reaches the ideal maturation stage to be traded in the in natura market. According to growers consulted by Cepea, quality has been higher for these varieties than for pear oranges, which should favor sales in the in natura market.
Concerning mid-season varieties, the amount of high quality fruits is becoming lower and lower, due to the dry and hot weather in September and October (when many oranges wilt and crystallize). Thus, in October, pear orange prices averaged 22.99 BRL per 40.8-kilo box, on tree, 17.8 % up compared to that from September.
Citrus growers from SP have also reported losses of mature fruits, due to recent rains, which came along with strong winds in some areas. According to recent reports from citrus growers consulted by Cepea, the groves in regions near Catanduva and Jales may have been the most damaged by winds.
TAHITI LIME – The availability of tahiti lime in early November should be even lower, but it may gradually increase in irrigated groves. According to agents, rains in late October, although occasional, may have favored tahiti lime growth, which should be harvested from the second fortnight of November.
The volume, however, may be smaller than that previously estimated, since in October, high price levels for this variety led some growers to harvest the fruits at a small-size and out of the ideal maturation stage (these fruits would only be ready in November). In October, tahiti lime prices averaged 83.64 BRL per 27-kilo box, harvested, 33.3% up compared to that in September.
Higher supply should also favor tahiti lime exports, which have been low since July, due to the price rises for the variety in the Brazilian market and the low supply of fruits in the required standard for the international market. It is worth to mention that, despite the slower pace, the performance of Brazilian tahiti lime exports has been positive this year, with record volumes registered (until September).
Mexifrutas and ct Finance AG (with its subsidiary Frutco AG) have signed an agreement for close collaboration in various fields.
Mexifrutas is working in the field of processing of tropical fruits in Mexico and Costa Rica. Mexifrutas will open a new factory for banana puree and pineapple juice NFC as well as -concentrate in Costa Rica in early 2020. Mexifrutas main market is North America.
ct Finance AG is managing a group of companies, which are working in the field of farming, farm management, processing and marketing of raw material and retail products. ct Finance AG main market is Europe.
In the first step, Frutco AG as subsidiary of ct Finance AG, will market banana puree of Mexifrutas in Europe and Middle East. Customers who were previously served directly by Mexifrutas will continue to be supported on this journey. In Summer 2020 Frutco will open as well a processing plant for banana puree In Colombia. Both groups have control over large plantations of bananas to fulfill the request of multinational customers to secure resources for them.
For the customers these two origins have a great advantage:
Risk reduction because of Storms, Political issues, Force Majeure
Best Customer Service by language, at place just in time
Both parties have hands on the raw material – security of supply – transparent supply chains and food safety.
Creating flexible packaging from virgin grade material derived from plastic waste is now taking a step towards reality in a pilot project called ChemCyclingTM
Leading global packaging and paper group Mondi, in cooperation with chemical producer BASF and COROOS, one of the biggest European companies in the preservation of fruits, vegetables and pulses for premium A-brands and private label products, have cooperated on a state-of-the-art pilot project. Together they produced a stand-up pouch that is safe for food contact partly made with raw material which was derived from chemically recycled plastic. Until now, recycling plastic has chiefly been mechanical, limiting the scope of plastics that can be recycled and limiting the number of products that can be created with recycled material, in particular for the strict legal European regulations in place for food packaging.
Mondi believes that packaging should be sustainable by design, using paper where possible, and plastic when useful. For food protection and extending shelf life, plastic is often the best choice because of its barrier properties. These requirements make it difficult to use mechanically recycled plastic due to potential impurities and plastic flaws that can occur in the layers, limiting the applicability for food contact. “BASF is working on advancing the chemical recycling of plastic waste, because this will make it possible to process and reuse plastics that are currently difficult to recycle such as mixed plastics. This prototype packaging which is based on pyrolysis oil derived from waste plastic shows that the life cycle of consumer plastics, including multilayer packaging, could become a closed loop,” explained Christoph Gahn, who is responsible for the polyamide business at BASF.
As a leader in the flexible packaging market, Mondi partnered with BASF to produce this virgin grade material into a multi-layer laminate for food packaging for COROOS private label products and their own A-brand Servero. In the manufacturing, 100 % of the fossil feedstock was replaced by pyrolysis oil derived from mixed recycled material for one of the inner layers (oriented polyamide, OPA-12 mm). In total 12 % of the packaging weight is made of ChemCycled material. The recycled material was allocated via a certified mass balance approach. Graeme Smith – Sustainability Manager for Mondi Consumer Packaging – explained more about the pilot project: “It is important to show proof of concept when establishing breakthrough developments, and for chemical recycling it is an essential part of the roadmap to commercialising this process in the future.”
Sustainable solutions are not just a priority for Mondi, but across the entire value chain: “COROOS is partnering in this project because we care about sustainability and are looking into different options to improve our footprint, e.g. by using packaging from recycled materials, packaging materials being recyclable and/or by being re-usable” shared Elke Schroevers, the Marketing Manager of COROOS. With this development, the way is paved for plastic waste to become a new resource for flexible packaging while replacing fossil fuels.
Stand applications for ASIA FRUIT LOGISTICA 2019 are closing soon, and exhibitors looking to secure their space at this year’s event on 4 – 6 September at AsiaWorld-Expo Center, Hong Kong, must register by 28 February. Any applications received after this date are accommodated on a first come, first served basis.
Representatives from around 20 different countries have already signed up to exhibit at ASIA FRUIT LOGISTICA 2019, and the range of products on display has been expanded this year beyond fresh fruit and vegetables.
Last year, ASIA FRUIT LOGISTICA attracted more than 13,000 industry professionals from over 70 different countries who took in a vast array of products and services from 826 exhibitors representing 46 nations. An expanded product range this year presents even greater sourcing and marketing opportunities for servicing Asia’s growing demand for wholesome, healthy produce.
In line with the guiding principle “Turning the best out of nature into Multi-Sensory & Nutritional Excellence”, Doehler will present pioneering ingredients, ingredient systems and integrated solutions which reflect the core topics of naturalness, plant-based nutrition, Nutritional Excellence and Multi-Sensory Experiences® to visitors at the SIAL trade show, held from 21 to 25 October.
Unique taste explosions in beverages
Doehler will present inspiring product ideas for beverages based on the best and natural ingredients for unmistakable taste experiences. Smoothies have been innovation drivers in the beverage aisle for many years. But they are no longer only about puréed fruit. The new generation of smoothies offers a lot more than just pure nutrients, with their sensory properties also part of the impressive package! Tropical fruits, such as goldenberry and guava, add a fresh and fruity taste, chia and flax seeds create an extra-crunchy mouthfeel, while turmeric provides a highly natural shiny colour. That makes the “superfood smoothies” a real highlight in the beverage aisle and a unique indulgence for all the senses!
Through years of experience, comprehensive industry expertise and global networking, Doehler develops customised concepts for the different consumer target groups. At SIAL, Doehler presents its extensive portfolio of Adult Soft Drinks which are specifically tailored to the consumer requirements of the 25+ age group. The innovative Brewed Sodas or Kombucha impress thanks to their reduced sweetness and extraordinary flavours.
Healthy nutritional value through the power of nature
Less sugar – same full taste. Foods and beverages with optimised nutritional value that are exactly in line with a modern, healthy lifestyle are what many consumers want. Doehler will present new beverage concepts at SIAL featuring healthy added value and fewer calories and ranging from innovative energy drinks to premium reduced-sugar lemonades and reduced-calorie fruit and vegetable juices. The company will also introduce its new range of MultiSense® Flavours in addition to numerous sweetening solutions that enable the reduction of sugar content by up to 100%. The MultiSense® Flavours range can be used to achieve significant sugar reduction without having to use sweeteners or to significantly improve the taste and mouthfeel of reduced-sugar products. MultiSense® Flavours create a balanced overall impression for soft drinks and dairy-based beverages and are therefore perfect for a broad range of innovative products.
Botanical diversity – Doehler offers its customers a comprehensive portfolio of high-quality botanical plant extracts and full spectrum powders which provide health-promoting additional benefits, unlock unique taste experiences and are 100% natural. The portfolio includes, among other things, African extracts from baobab, moringa leaves and honeybush. The high-quality extracts impress thanks to a naturally fresh taste, and also provide inspiration for healthy and trendy product positionings. Thanks to state-of-the art processing technology, it is possible to use botanic ingredients in a wide range of applications, from clear, near-water beverages, such as Aqua Plus, up to full-bodied yoghurts or food products, such as cereal bars.
Doehler also offers plant-based proteins, such as pea and rice protein blends, that supply the body with all the essential amino acids it needs, and taste good, too. Thanks to the use of proteins from high-quality raw materials, supported by natural flavour compositions, the end products – from cereal bars to snack drinks – are characterised by outstanding multi-sensory properties.
Be it on health grounds or due to particular beliefs, more and more people are cutting out animal products and choosing a purely plant-based diet. Whereas just a few years ago, plant-based alternatives were the preserve of select specialist shops, they are now a staple found in almost any supermarket.
Based on Doehler’s broad portfolio on plant-based ingredients such as protein, fruit and vegetable ingredients, or dairy-free ingredients from oats, almonds, rice or coconut, the company creates numerous inspiring product concepts that reflect current lifestyles and the spirit of the times. Delicious plant-based desserts with fresh fruit preparations and flavours ranging from apple, pineapple, blueberry or mango that provide a delicious plant-based alternative to traditional yoghurts or creamy plant-based ice cream based on coconut with the subtle taste of turmeric. The new generation of plant-based drinks also create new and exciting taste experiences based on dairy-free ingredients, such as delicious cold brew coffee drinks with plant-based proteins, or fruity rice drinks with exotic tastes.
Hall 5a, Stand H218
EU-28 production of peaches and nectarines in MY 2018/19 is estimated at 3.5 million MT, 12 percent lower compared to the previous campaign due to unfavorable weather conditions in most of the major producing countries.
Total cherry production in MY 2018/19 is projected to grow to 793,058 MT, a 30 percent increase compared with last season. This increase is supported by expected strong growth in Poland and Germany.
The value of EU-28 stone fruit exports continues to decline as a result of the 2014 Russian embargo imposed on agricultural and food products, including stone fruit, from the European Union. During MY 2017/18, EU imports of U.S. cherries increased significantly, valued at $ 9.4 million, and reinstated the United States as the fourth largest non-EU supplier of cherries. …
Citrus utilized production for the 2017-18 season totaled 6.13 million tons, down 20 percent from the 2016-17 season and 66 percent lower than the record high production of 17.8 million tons for the 1997-98 season. Florida accounted for 36 percent of total United States citrus production; California totaled 59 percent, and Texas and Arizona produced the remaining 5 percent.
Florida’s orange production, at 45.0 million boxes, is down 35 percent from the previous season. Grapefruit utilization in Florida, at 3.88 million boxes, is down 50 percent from last season’s utilization. Florida’s total citrus utilization decreased 37 percent from the previous season. Bearing citrus acreage, at 400,900 acres, is 9,800 acres below the 2016-17 season.
Utilized citrus production in California decreased 7 percent from the 2016-17 season. California’s all orange production, at 45.4 million boxes, is 6 percent lower than the previous season. Grapefruit production is down 9 percent from the 2016-17 season and tangerine and mandarin production is down 19 percent. Utilized production of citrus in Texas is up 9 percent from the 2016-17 season. Orange production is up 37 percent from the previous season but grapefruit production was unchanged. Lemon production in Arizona is down 35 percent from last season.
The value of the 2017-18 United States citrus crop decreased 7 percent from last season, to $3.28 billion (packinghouse- door equivalent). Total value of production for 2017-18 is lower for all citrus crops. Orange value of production decreased 9 percent from last season and grapefruit value is down 14 percent. Tangerine and mandarin value of production is 1 percent higher than last season but lemon value of production is down 6 percent. Beginning in 2016-2017, tangelos are included in tangerines and mandarins for Florida.
Overall comparisons discussed above are based on similar fruit types. The revised production and utilization estimates are based on all data available at the end of the marketing season, including information from marketing orders, shipments, and processor records. Allowances are made for recorded local utilization and home use. Estimates for the 2017-18 California Valencia oranges and grapefruit are preliminary, since the marketing season is not complete at publication time. Revisions to the utilized production estimates for all citrus for the 2017-18 season will be published in the April 2019 Crop Production. …
Shot-sized health-boosting juice launches take off
Consumers are increasingly interested in naturally-functional food and drinks. This increase in health consciousness, coupled with busy on-the-go lifestyles, has fuelled innovation around smart, nutrient-rich snacking solutions. Tapping into this trend, health-promoting juice shots provide a quick, natural boost of nutrition in small to-go bottles. Though still niche, the share of juice shots in total juice launches in Europe has increased sixfold over the past four years.
Nordic countries take a leading role in innovation
Nordic countries, led by Denmark, take a prominent role in juice shot launch activity in Europe. Of all juices described as shots/boosters launched between October 2015 and September 2017 in Europe, 39 % were launched in Denmark. Germany, Norway and Sweden follow with 13 % of launches each. Repeatedly referred to as “the healthiest countries in the world”, Nordic countries put a strong focus on wholesome, nutrient-rich and naturally functional diets.
Ginger dominates the scene, but probiotic-rich ingredients on the rise
Using concentrated doses of fruits, vegetables, plant extracts and herbs, juice shots are designed as a preventive measure to boost consumers’ overall wellbeing, but can also address specific health issues…
Many consumers want unique and premium-quality products which complement their modern lifestyle and mindful approach to eating. They prefer foods and beverages that are rich in fruit, delicious, and offer variety. WILD Flavors & Specialty Ingredients (WFSI), a business unit of Archer Daniels Midland (ADM), has developed new attention-generating concepts for still drinks and juices. They feature different juice contents and distinctive blends of fruits and vegetables, customized to specific target groups and consumption situations.
Many people are paying more and more attention to what they eat and what enhances their well-being. They spend more time reading about both positive and negative product characteristics, and their goal is a conscientious and healthy diet. On the one hand, they want foods that are delicious and feel familiar, and on the other hand, they are increasingly open to new taste experiences beyond the tried.and-true classics.
Vegetables are growing in popularity – both at home and on the go
According to the Mintel market-research institute, over the past five years new product launches with fruits and vegetables have nearly quintupled in the European juice sector. Whereas there were 62 new products in 2011, in 2015 the number had grown to 296 fruit and vegetable blends on the shelves. Great Britain, Germany, and Poland are leading the way. In addition to beverages with carrot, which has been popular for years, more and more modern kinds of vegetables have established themselves and given fruit juices new flavor profiles: examples include beet, cucumber and pumpkin.
WFSI has been focusing on fruit-and-vegetable combinations for many years now: this ADM business unit developed the first multivitamin ACE drink nearly 20 years ago, has been intimately familiar with the juice segment for decades, and creates new trends and standards on a regular basis. Its “Fruit&Veggie” product portfolio combines the very best that vegetables and fruits have to offer: healthy ingredients and beautifully balanced flavors. WFSI has now composed several new “Fruit&Veggie” concepts for still drinks as well as beverages with a high juice content. All of these innovations have a great flavor, combine the classic and the new, and are compelling in their distinctiveness. This gives manufacturers a way to distinguish themselves from their competitors and appeal to a large target group.
Still drinks: juicy, fruity, refreshing
For those who want an exciting non-carbonated drink with an assortment of additional flavor notes, the current portfolio of WFSI’s Fruit&Veggie concepts has plenty to offer. These beverages are delicious, full of fruit and have a subtle hint of vegetable that will stir up people’s curiosity. They have a fruit content of 27 % and 3 % vegetable, and the options available include for example orange, pumpkin and ginger, as well as beet with strawberry. The fruits are harmoniously complemented by the right kind of vegetable, creating a fruity non-carbonated beverage with a touch of vegetable. The concept also provides other appealing choices, such as integrating the ever-popular flavor of ginger or a refreshing hint of mint. The product range is also available as a low-calorie option with steviol glycosides derived from the stevia plant. This satisfies consumers’ desire for lower-calorie products and a focus on naturalness with a sweetener from a plant source. The phrases “natural” and “no artificial flavors and colors added” can be stated on the product label. These drinks can also be enriched with vitamins.
Juice: endless opportunities to customize products
WFSI’s product palette has new brilliantly-colored concepts for everyone who enjoys juice often and wants to try innovative new flavors. The company’s selection of beverages with a high juice content is diverse and combines several different kinds of fruits and vegetables in green, red, purple, yellow and orange. Consumers can select blends made of concentrates or not-from-concentrate juices with options such as cucumber, kiwi and spinach, or apple, beet and black currant. The vegetable content ranges from 10-38 %. If the drink profile is supposed to be more “vegetable-y,” WFSI also has juice concepts with 50 % fruit and 50 % vegetables. The product range includes delicious choices such as apple, pear, parsnip and yellow carrot or beet, black currant and chili. Certain product options can highlight a special added touch, such as a hint of chili or a peppery note. The bonus feature for the product label: each portion can be counted towards the “five a day” recommendation about fruits and vegetables, thus irrefutably making it part of a balanced diet.