In 2020, processed fruit and vegetables registered double-digit volume growth. In 2021, volume growth is expected to be significantly lower through volume sales are still expected to be higher than before the pandemic, as with foodservice still not fully operational, a large of proportion of volume sales are going through retail channels.
Processed fruit and vegetables continues to be led by Kerevitas in 2021 and it expected to increase its value share further, whereas second placed Tamek Gida ve Konsantre Sanayi is expected to lose value share, as is third placed discounter BIM. Kerevitas offers the popular brand Superfresh, which leads in frozen higher priced processed fruit and vegetables and also has a strong offering in shelf stable.
Frozen processed potatoes is showing dynamic growth because of new launches and increased demand during the pandemic. With the slowdown of foodservice, consumers are buying frozen processed potatoes to enjoy at home instead.
Processed fruit and vegetables will register moderate constant value growth over the forecast period. While consumers have always prioritised health and wellness, the COVID-19 pandemic has intensified this focus and consumers are prioritising healthy eating and part of this is looking for the most natural and unprocessed ingredients possible.
Currently there are only a few brands of frozen processed vegetable available in Turkey. However private label brands, especially through discounters, are beginning to appear and there will be healthy volume growth over the forecast period.
Increasing health concerns will push consumers towards more natural and less processed products. This could dampen volume sales of shelf stables products in particular, as they contain additives.
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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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