A recent survey carried out by the Chilean Kiwifruit Committee has revealed that the fruit’s main weakness is still its inconsistency in terms of flavour and fruit condition.
The market perception study analysed the strengths, weaknesses, opportunities and threats for Chilean kiwifruit based on a survey of importers, distributors and supermarket retailers in the UK, Germany, Italy, Spain, South Korea, China, Taiwan and the US.
According to the research, New Zealand kiwifruit is perceived as a better product in comparison to Chilean kiwifruit although Chile can differentiate itself on pricing, according to the Committee.
“The main factor of differentiation is price – the fact that Chilean kiwifruit is cheaper than kiwifruit from other sources – rather than fruit condition, quality, volume, service or arrival time,” the report said.
The survey also concluded that the ‘market of the future’ for Chilean kiwifruit lies in Asia given the important growth in population, the emerging middle class and a relatively low consumption level of kiwifruit.
The study was initially designed to guide the future marketing and promotional activities for the Committee.
However, when asked how Chilean kiwifruit can improve its participation on the international market in five to 10 years, exporters and producers agreed that firstly the consistency and flavour of the fruit must be improved before investing resources in developing marketing strategies and advertising campaigns.
“Although we are not going to do any promotions in supermarkets or create a brand for Chilean kiwifruit, we are spreading the message and promoting the creation of the Committee,” explained Christian Carvajal, the Committee’s marketing manager.
“We have a tremendous challenge ahead but we are working together to improve the condition of the fruit and to be able to compete equally with other Southern Hemisphere kiwifruit-producing countries.”
