With the exception of shelf stable tomatoes, all categories within processed fruit and vegetables are set to record higher retail value growth in 2020 compared to 2019. Increasing unit price growth, far above the country’s rate of inflation, continues to drive value sales of products such as shelf stable beans, despite negative retail volume growth.
Urban consumers remain the largest audience for frozen processed fruit and vegetables. Demand is increasingly being driven by lifestyle changes with many consumers becoming less connected to traditional home cooking using fresh ingredients and turning to products that offer both novelty and a time-saving benefit.
Macromex SRL is set to retain its lead in processed fruit and vegetables in 2020 as Kaufland Romania SCS records very strong retail value growth to move into second position above Bonduelle Central Europe Kft. Mega Image SRL, in fifth-ranked position, is also continuing its strong growth trend to edge closer to fourth-placed Contec Foods SRL.
Retail value sales of processed fruit and vegetables at constant 2020 prices are expected to grow much more slowly in 2021 compared to the end of the review period, with several areas, including frozen processed fruit and vegetables, set to record marginally negative value growth. Additionally, with the exception of frozen fruit, which is set to record healthy retail volume growth, all categories within processed fruit and vegetables are set to record negative volume growth in 2021, followed by marginal or low growth over the forecast period.
Processed fruit and vegetables is expected to record lower retail value growth at constant 2020 prices over the forecast period compared to the review period as consumers generally prepare fewer meals at home. While the smallest category of frozen fruit is likely to offer the best prospects, both frozen and shelf stable varieties are set to grow more slowly.
As consumers prepare and cook fewer meals at home following the COVID-19 pandemic, players must continue to offer convenient products aimed at simplifying and aiding the process of cooking at home. While shelf stable processed fruit and vegetables is set to remain the largest category, these varieties typically face greater competition from fresh produce compared to their frozen equivalents, with the latter frequently positioned as being closer to fresh produce.
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Understand the latest market trends and future growth opportunities for the Processed Fruit and Vegetables industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Processed Fruit and Vegetables research and analysis database.
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