Frozen potatoes and veg performing well despite crisis
The frozen potato and vegetable sectors have been performing well despite the consumption and price…The frozen potato and vegetable sectors have been performing well despite the consumption and price policy issues of the past five years.
Between 2010 and 2015, the Italian processed, frozen and packaged potato and vegetable market experienced an increase in total volumes and sales. Volumes went from 299 thousand tons to 310 thousand (+3.7%), while the value rose from €934 million to €1,002 million (+7.3%).
In 2015, 85% of sales were represented by frozen vegetables, and the remaining 15% by frozen potatoes.
Between 2010 and 2015, frozen vegetables performed well, with an increase of 5.4% in volumes and 7.6% in value.
Frozen potatoes have seen a 1.8% decrease in volumes and a 5.3% growth in sales.
86% of the total sales in 2015 were via modern distribution channels (supermarkets, hypermarkets, discounts, convenience stores), while the remaining 15% went through small grocery shops and home-shopping. See below for the data re market shares of the different frozen potato brands.
According to Ufficio Studi e Ricerche di Fondosviluppo S.p.A, an increase is expected in volumes from 2015-2020 (+2.6%), which may, it is thought, be counterbalanced by a decrease in sales (-8.8%).
The global frozen potato and vegetable market
In 2015, the United States were confirmed as the leading frozen potato market with total sales worth $2,215 million. The UK is the second largest market with almost $1,194 million. Ireland holds the record for per capita sales.
Italy is the leading European market for frozen veg (as well as leading the market in per capita sales) and is only surpassed at a global level by the US, which in 2015 registered sales worth $3,213 million.
Source: 'I surgelati: patate e verdure - mercati e tendenze' in Export & Mercati, n°6 - giugno 2016. Report realizzato dall'Ufficio Studi e Ricerche di Fondosviluppo S.p.A. per Confcooperative, Dipartimento per le Politiche di Sviluppo -Ufficio per le Politiche di Internazionalizzazionee Mercati.
