The European market for fresh-cut fruits and vegetables has come through the recent economic downturn remarkably well, according to new research published by the Food & Agri Research Department of Netherlands-based financial services cooperative Rabobank.
'The EU fresh-cut fruit and vegetable segment has weathered the global economic downturn rather well,' commented Food & Agri research analyst Cindy van Rijswick. 'Consumers' ongoing demand for convenience and healthy foods has kept consumption of fresh-cut fruit and vegetables growing.'
In researching its report, Rabobank found that companies involved in the fresh-cut produce sector had responded to changes in consumer behavior in various ways, most notably by rationalising their supply chains and by proactively marketing their product ranges.
Rabobank also estimated annual growth within the EU fresh-cut fruit and vegetable market would progress at around 4 per cent during the coming year.
'The companies best placed to capitalise on growth opportunities have good control of the supply chain and their own processes and know how to hold on to their customers,' Ms Van Rijswick concluded. 'As a result, the future competitive landscape will contain fewer, but larger and stronger players.'
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