Fruit and vegetable trends: top changes impacting the market

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Global Fruit & Vegetable Industry


The world fruit and vegetable market is expected to exceed $735 billion by 2015, representing 25% growth over five years, reports MarketLine. By 2015, the market is predicted to reach over 690 million tons in volume, up 5% compared with 2010. Exports of fruit and vegetables generate around $45 billion, reports the Food and Agriculture Organization of the United Nations (FAO).


The global fruit and vegetable market is concentrated, with the 50 top companies accounting for 70% of revenue. The industry includes goods under various forms like canned, frozen, concentrated and dehydrated products. Fruit and vegetables are processed to make juices, jams, chutneys, pickles and jellies. Vegetables represent almost 65% of the overall market, according to research from MarketLine.


Key Segment


  • The world fruit and vegetable juice market is predicted to near 65 billion liters by 2015, according to Global Industry Analysts. The market is driven by increasing awareness surrounding health and nutrition. Juices provide stiff competition in the face of Ready to Drink beverages, bottled water and sports/energy drinks.


  • Following a lull due to the global financial crisis, the juice market is expected to rebound, led by natural juices and fortified juices. Natural beverages are leading the market, with growing demand for beverages made from organic ingredients. In more recent trends, juice manufacturers are using ingredients such as fibers, probiotics and plant sterols in their drinks. Consumers are opting for drinks with these ingredients in a bid to boost healthy digestion and lower cholesterol. Drinks are also being fortified with additional minerals, vitamins and antioxidants. Juices has been receiving bad press due to their high-fructose corn syrup content, and consequently juice manufacturers are offering juices without high-fructose corn syrup.


  • Another promising category is that of diet drinks, as increasing cases of obesity and diabetes see a general trend toward diet products. Similarly, sugar-free fruit-flavored drinks are enjoying rising demand.


  • Demand for fruit-flavored juices is proving a preference over fruit juices in regions such as Latin America and Asia. Drinks manufacturers are targeting developing economies like India and China through aggressive marketing campaigns and by localizing products to appeal to regional consumer bases.



Regional Market Share


  • The US, the EU and China are leading exporters and importers of processed fruits and vegetable. A large amount of imports come from Brazil, Thailand, China, Canada and Mexico.


  • The EU is the single-largest regional market, followed by the US. Asia-Pacific is expected to show the fastest growth moving forward, at an annual rate of over 4.5%.


  • The US fruit and vegetable processing market spans around 1,300 firms, generating almost $65 billion in yearly revenue. Key players include Ocean Spray, Del Monte, Heinz and JR. Divisions of food companies including General Mills and ConAgra are also important within the industry.


  • Asia-Pacific represents more than 45% of the world fruit and vegetables market, according to MarketLine.


  • Mature markets continue contributing to global demand, with per capita consumption in 2009 lead by the US, followed by Canada and Japan. Orange juice continues to dominate the overall market.



Industry Leaders


Within the US, important players on the fruit and vegetable market include Ocean Spray, Del Monte, Heinz and JR. Elsewhere, leading packaged fruit and vegetable companies include Canada’s McCain Foods, AGRANA in Austria, La Doria in Italy and France-based Bonduelle.



Market Outlook


The global fruit and vegetable market was hit during the global recession, with consumers spending less money on food products in general. The industry has begun to recover, and demand is picking up globally, though it is to continue growing at a faster rate in developing economies such as China and India due to a rise in income and economic growth.


Technological advances and superior ingredients will allow manufacturers to boost the quality of processed fruit and vegetable products. Health-conscious consumers will opt for sugar-free products, especially in the EU, Australia and North America. Major exporting nations, such as the US, may experience production constraints as companies seek to grow their profit margins.



Leading Industry Associations


See how the fruit and vegetable industry is projected to evolve in the next decades. Get the most recent studies and data.
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