Processed Fruit and Vegetables in France - New Market Report

2014 and, more specifically, 2015 were not good years for processed fruit and vegetables in France. First, sales suffered from the excessively mild temperatures during winter and autumn 2014. Peaks in sales of processed fruit and vegetables usually correlate with the colder temperatures experienced during autumn and winter months and the subsequent limitations on the offer of fresh vegetables, not to mention unit price increases. During 2015, the category benefited from colder temperatures, although the clement weather and mild temperatures during late winter and spring during the first quarter of 2015 resulted in the category facing stronger than usual competition from fresh fruit and vegetables. Moreover, towards the end of the review period, most products in processed fruit and vegetables continued to experience difficulties shedding their old-fashioned image.

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Competitive Landscape

With a value share of 12%, Bonduelle Groupe was the category leader and one of the only branded players to challenge the supremacy of private label in processed fruit and vegetables in 2015. Even so, in a continuation of the trends which were evident in the category during the middle of the review period, the company recorded mixed results during 2014 and 2015. Amidst waning sales of shelf stable vegetables and shelf stable beans, its mid-priced brand Bonduelle continued to lose ground. Sales of its premium brand Cassegrain, meanwhile, remained more or less stable thanks to ongoing success of its Cassegrain Légumes du Soleil range of premium cooked and spiced Mediterranean vegetables packaged in squared smart cans. Bonduelle Groupe fared much better in processed frozen vegetables in 2014 and 2015 thanks to its new launches, with its success of the coming at the expense of other players, mainly private label.

Industry Prospects

The major challenge for the companies operating in processed fruit and vegetables during the forecast period will be to change the image of the category. Players are expected to attempt to rejuvenate the image of the category mainly by banking on new packaging types such as shelf-stable vegetables in Tetra Brik packaging from Tetra Pak, daypacks, berlingots (mini carton packs) or flexible flasks, targeting new consumer segments such as adults in categories such as shelf stable fruit. However, processed fruit and vegetables should continue to suffer from the fact that consumers perceive these products as offering inferior nutritional value and unnecessary amounts of fat, sugar and salt. More particularly, processed frozen fruit and vegetable is expected to continue suffering from saturation, with already very high levels of penetration within French households and the cannibalisation between grocery retailers, supermarkets, hypermarkets and frozen goods specialist retailers.

Report Overview

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