New Report Available: Processed Fruit and Vegetables in Chile

Awareness of processed fruit and vegetables remained high in Chile in 2015 as consumers are looking for convenience products. Even if there is a wide presence of fresh food in both modern and traditional channels, and also street vendors called "ferias" that gather once or twice per week at specific places, consumers continued to purchase frozen types, which are convenient. A wide range of processed vegetables includes mushrooms, beans, prepared salads, corn, asparagus, while increasing varieties of processed fruit include pineapple, strawberries, blueberries and custard apples. Even if frozen products are more expensive than their fresh counterparts, consumers purchase them all year, since depending on the season, some fresh food may not be available, creating a habit of consuming frozen fruits and vegetables as a part of a regular diet. Chilean consumers consider such products healthy, and a niche of premiumisation is developing through organic varieties of some products, especially corn – one of the most popular processed vegetables.

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Competitive Landscape

Alimentos y Frutos SA led with 25% of retail value sales, worth CLP100.0 billion in 2015. Its brand Minuto Verde is well positioned as a quality brand among Chilean consumers, since the company innovates and develops new products continuously, and offers affordable prices, wide distribution and good quality. Private label ranked second – products are widely available since modern grocery retailing is well developed in Chile. Private label frozen fruit and vegetables products are perceived as lower quality but more affordable, and represent strong competition for brands such as Minuto Verde and Frutos del Campo.

Industry Prospects

Retail value and retail volume sales in processed fruit and vegetables are set to continue to increase over the forecast period but at a slower pace compared with the review period. Busier lifestyles will continue to strengthen consumer appreciation for the convenience of these products. However, average unit prices are expected to align with inflation rates to keep prices low to retain customer interest. Products must compete with fresh food, which is always more affordable and accessible to many Chileans thanks to wide distribution, through modern and traditional channels, and ferias. As a result, shelf stable and frozen processed fruit and vegetables are increasingly easier to substitute with the fresher alternatives and thus the price points of these products have to be kept low to help them stay competitive. Frequent price promotions and other marketing activities will help to sustain the positive volume sales growth of the entire category. Higher unit prices are tied to packaging innovation and premiumisation trends.

Report Overview

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