Processed Fruit and Vegetables in Lithuania

PROSPECTS

Processed products suffer from a negative image as consumers prefer fresh produce

Consumer attitudes towards processed fruit and vegetables remain less than entirely positive in Lithuania. In particular, many people regard shelf stable fruit as inherently inferior in terms of quality, nutrition and consumption experience to fresh fruit.

Changing consumer perceptions boost growth in frozen processed vegetables

Public perceptions of frozen processed vegetables in Lithuania are changing. Historically, frozen processed vegetables were perceived as overly processed products that are inherently unhealthy and in no way fresh.

Single frozen vegetables remain more popular than vegetable mixes

At the end of the review period, Lithuanian consumers continued to exhibit a marked preference for single frozen processed vegetables over frozen vegetable mixes. The main reason for this is that the majority of consumers use frozen processed vegetables as ingredients in the preparation of dishes rather than as a side dish or the basis of an entire meal.

COMPETITIVE LANDSCAPE

Listeria care harms sales of Ingman Ledai UAB’s D’Aucy brand

2018 saw sales of Ingman Ledai’s frozen processed vegetables mixes brand D’Aucy withdrawn from sale due to a Listeria contamination scare. Official inspections of the brands may affect facilities revealed the possibility that products sold under the brand could be infected with the listeria bacteria, which can in some cases be fatal.

Private label remains a major player in frozen fruit

Private label remains a major player in frozen fruit in 2019, with several retailers very well positioned in the category. The leading private label player in the category in 2019 was Rimi with its eponymous private label line, which offers a very wide range of frozen fruit.

iki rebrands its private label products as Clever, in line with parent company REWE

During 2019, the iki chain of supermarkets rebranded its Cento private label range as Clever. This move brings the retailers private label range in line with those of the other retail chains owned by its German part-owner REWE Group.

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