Since the arrival of COVID-19, demand for canned corn and frozen processed vegetables has increased slightly owing to a brief stockpiling spell and ongoing concern regarding the virus that is prompting more regular purchasing of such products. In Taiwan, everyday life has mostly remained normal since the advent of COVID-19 without any quarantine required or any stores being ordered to shut.
Frozen processed vegetables remains the most dynamic area of processed fruit and vegetables in 2020. While demand for shelf stable vegetables is constrained by a limited offer and consumer perceptions that such products lack the nutritional value of fresher alternatives, frozen processed vegetables is benefiting from its capacity to provide nutrition and convenience.
General Mills Taiwan’s brand, Green Giant, continues to lead the shelf stable vegetables category, and thus overall sales of processed fruit and vegetables, in 2020. Green Giant has seen its value share of shelf stable vegetables slightly increase in the year, owing to the stockpiling triggered by COVID-19.
While footfall in foodservice outlets has dropped off in 2020, resulting in a mild fall in foodservice sales of processed meat and seafood, 2021 should see consumers become gradually less wary of venturing out to public places and this will lead to volume growth in the channel returning from 2022. While retail sales growth is poised for deceleration in 2021 following the heightened demand in 2020, rates should stabilise from 2022 and remain consistent over the forecast period.
A rise in the number of people in Taiwan following a low-carb, high-protein diet is leading to increasing demand for frozen cauliflower rice as it is low in carbs and calories. Many young female consumers are likely to use it to replace regular rice when they want to go on a diet.
The frozen processed vegetables category is poised to maintain its positive trajectory over the forecast period, remaining the fastest-growing within overall processed fruit and vegetables. Costco has become the key retailer for introducing frozen processed vegetables to consumers.
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Understand the latest market trends and future growth opportunities for the Processed Fruit and Vegetables industry in Taiwan 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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