Processed fruit and vegetables is not a particularly popular product in Tunisia, with limited brand awareness. Processed fruit and vegetables are mainly available via modern grocery retailers, i.
Kraft Heinz is set to maintain its value share leadership in the processed fruit and vegetables in 2021, a position the company has held throughout the review period. The company benefits from its expansive product portfolio and its effective distribution platforms that allow its trusted and highly-recognised Heinz branded products to maintain top-of-mind reference among local consumers.
After being enticed in recent years by the convenience of processed fruit and vegetable products—retail volume sales and current value sales of processed fruit and vegetables recorded strong CAGRs during the review period—price-conscious consumers in 2021 are now increasingly reverting to less expensive and widely available fresh fruit and vegetables. Others are turning to domestic producers and brands that emphasise the combination of good quality with reasonable prices.
Processed fruit and vegetables will register moderate constant value growth over the forecast period. As society gradually opens up, and people eat out more again, some value spend will revert to foodservice channels.
Despite reductions in spending on food by price-conscious consumers over the forecast period, there will nevertheless continue to be ongoing demand by higher-income Tunisians and expats for high-quality and more expensive processed fruit and vegetables. Looking to secure their value share, branded players will not only invest in initiating new product development efforts but they will also invest in programmes meant to raise consumers’ perceptions about the health and wellness attributes of their processed product ranges.
Over the forecast period, value sales of processed fruit and vegetables at constant 2021 prices are expected to rise gradually. Growth will be supported, at least in part, by greater awareness, a result of increased investments by players in information and marketing campaigns, conducted via conventional mass media channels and, increasingly, via digital channels.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Processed Fruit and Vegetables
This is the aggregation of processed shelf stable fruit and vegetables and processed frozen fruit and vegetables.See All of Our Definitions
This report originates from Passport, our Processed Fruit and Vegetables research and analysis database.
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