Processed Fruit and Vegetables in Lithuania

PROSPECTS

Frozen categories are gaining pace

Processed fruit and vegetables demonstrated substantial growth in value terms but stagnated in retail volume in 2018. Shelf stable fruit and vegetables generated a sizeable value share of processed fruit and vegetables, but value growth was much stronger in frozen processed fruit and vegetables.

Dual health and wellness effects

Demand for processed fruit and vegetables is rising due to the continuous health and wellness trend. According to nutritionists in popular Lithuanian mass media, fruit and vegetables should be included in one’s daily diet as much as possible as the main source of various vitamins, minerals and microelements.

Demand for higher value products

Due to the improving economy, consumers’ disposable incomes are growing. Local consumers are willing to spend more money on quality, purchasing higher priced, premium products, thus promoting the average unit price growth in 2018.

COMPETITIVE LANDSCAPE

New food processing technique

There was no strong competition between manufacturers in innovation terms in 2018. Canned is the most popular type of packaging for shelf stable fruit and vegetables, which has a negative connotation among Lithuanian consumers as not being particularly healthy to preserve food.

Private label strengthens its position

The main competition in processed fruit and vegetables is by various price promotions, thus creating opportunities for private label. Maxima LT UAB, Palink UAB and Rimi Lietuva UAB are all well placed amongst the top players for the category, with Maxima ranking highest in second position.

Securing leadership

Viciunai & Ko retained its strong leadership of processed fruit and vegetables in 2018, gaining further value share. The company covers frozen processed fruit and vegetables with a wide product portfolio.

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