Processed Fruit and Vegetables in Dominican Republic

PROSPECTS

Processed fruit and vegetables sees slower growth

Annual growth rates for processed fruit and vegetables have slowed somewhat as the category is comprised of several mature products in canned presentations: tomatoes, sweet corn, beans, among others. The fastest rates of growth are to be found in frozen and chilled products, in retail and also the foodservice channel.

Dominican consumers prefer fresh fruit and vegetables

Although the canned format is most prevalent in processed fruit and vegetables, Dominican consumers prefer fresh or minimally processed fruit and vegetables in general. For example, canned beans are available throughout all of the major distribution channels, however most households purchase the beans fresh or dried, and will prepare them at home.

Frozen items see growth in foodservice channel

Frozen fruit and vegetables are not as widely consumed in the country as those in canned format, with some being used specifically within the foodservice channel. Indeed, the majority of frozen processed potatoes are used within the foodservice channel.

COMPETITIVE LANDSCAPE

Distribuidora Corripio CxA leads the category in 2018

Processed fruit and vegetables is dominated by local brands, which includes important players such as Victorina Agroindustrial, carried by Distribuidora Corripio, the Linda brand carried by Transagrícola SA, Peravia Industrial with La Famosa, and Industrias Empacadoras Dominicanas with the Jaja brand. The leadership of these brands is reflected in their respective regions.

Most advertising focuses on brands as opposed to products

Within processed fruit and vegetables, advertising is often carried out at the brand level, focusing on various products including canned processed fruit and vegetables. In terms of promotions, price discounts and special sales are frequently held, followed up by shelf space purchases in the modern channel to better display products.

Competition is strong within the standard segment

Competition remains quite fierce within the standard segment, so it is recommended that new players wishing to enter the category target either the premium or low-price segment, where there are more opportunities for new brands. In addition, they should be aware that a strong distribution network is a must in processed fruit and vegetables.

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