Processed fruit and vegetables posts positive performance in 2020, owing this performance to COVID-19-related lockdowns leading to an uptick in home-cooking, in addition to such products being suitable for stockpiling. This has positively benefitted both shelf stable and frozen variants, with a noted trend that consumers have been favouring larger-size packs for stockpiling purposes.
During the lockdown, e-commerce channels increased exponentially as Swiss consumers avoided physical trips to the supermarkets. As a result, online platforms such as LeShop (Migros Genossenschaftsbund eG) and coop@home (Coop Genossenschaft) were in such high demand that they experienced issues such as shipping delays and limited stock.
Private label player Migros Genossenschaftsbund eG maintains a strong lead in frozen fruit and vegetables, thanks to its wide and varied portfolio which offers products from economy to premium, catering for all consumer groups. The player also continues to expand its organic and sustainable product ranges, which are in line with health and wellness trends, along with concentrating on its range of locally produced products which are recognisable by the Swiss flag printed on the packaging, thus fitting in with the key “Swissness” market trend.
Over the forecast period, processed fruit and vegetables is expected to continue to show positive performance, mainly due to convenience factors and the fact that Swiss consumers typically lead busy lifestyles. Frozen processed fruit and vegetables is set to be a particularly strong performer, thanks to manufacturers’ efforts to promote the health benefits of frozen processed food products and their compatibility with health and wellness trends, along with the convenience factors of storage and offering a long shelf life.
Shelf stable fruit and vegetables, on the other hand, will be negatively impacted by connotations of poor quality and low nutritional value. Unlike frozen variants, which capture the vitamins and nutrients at the point of fresh-freezing, shelf stable variants continue to lose in popularity as they do not fit so well with health and wellness trends.
Private label players are expected to continue accounting for the majority of sales in processed fruit and vegetables. The category is, in essence, rather unsophisticated and consumers do not place a high degree of importance in named brands.
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Understand the latest market trends and future growth opportunities for the Processed Fruit and Vegetables industry in Switzerland 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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