BRUSSELS, 4 OCTOBER 2012 HANS-CHRISTOPH BEHR, AMI, BONN
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1 The Demand for fresh Tomatoes in Europe BRUSSELS, 4 OCTOBER 2012 HANS-CHRISTOPH BEHR, AMI, BONN
2 Agenda Fresh Tomato Consumption in different European Countries Development of Tomato Consumption in Germany - Seasonality - Where do Consumers buy Tomatoes - Different Tomato segments Local production in Germany Conclusions and Outlook
3 Agenda Fresh Tomato Consumption in different European Countries Development of Tomato Consumption in Germany - Seasonality - Where do Consumers buy Tomatoes - Different Tomato segments Local production in Germany Conclusions and Outlook
4 Quantities bought by private Households: Top 5 in Fresh Vegetables (2010) No D AT F NL 1 Tomatoes Tomatoes Tomatoes Tomatoes 2 Carrots Onions Carrots Cucumbers 3 Cucumbers Carrots Belg. EndiveOnions 4 Onions Leafy Veg. Courgette Cauliflower 5 Pepper Cucumbers Leafy Veg. Carrots No UK I E B 1 Carrots Tomatoes Tomatoes Tomatoes 2 Tomatoes Leafy Veg. Onions Carrots 3 Onions Courgette Leafy Veg. Onions 4 Cauliflower Carrots Pepper Belg. Endive 5 Cucumbers Onions Courgette Leafy Veg. Source: Kantar Worldpanel, GfK, published by different professional and public institutions
5 AMI kg/cap Fresh htomatoes: Quantities bought and average Consumer Price (2010) EUR/kg 16 14, ,5 8 5,7 6 4,7 3,8 3, ,1 2 0 NL AT UK D F I E kg/cap EUR/kg Source: GfK, Kantar Worldpanel l 3,50 3,00 2, ,00 1, ,00 0, ,00
6 Germany France AMI Fresh Tomatoes: Evolution of Quantities bought, Consumer Spending and Price Price Spending -0,8 08 Quantity %p p.a. 08 0,8 1,5 2,2 2,3 2,9 Italy -1,9 0,2 2,1 Spain 1,2 1,6 2, Source: GfK, Kantar Worldpanel, AMI
7 AMI Fresh Tomatoes: Penetration in % * (2010) Netherlands 88,4 UK 86,6 France 95,1 Germany 92, % Source: GfK, Kantar Worldpanel, AMI * Share buying the product at least once a year
8 AMI Fresh htomatoes: How often does a buying household buy per year? (2010) Netherlands 15,4 UK 25,4 France 16,5 Germany 16,1 Source: GfK, Kantar Worldpanel, AMI Shopping trips
9 AMI Fresh Tomatoes: Quantity bought per shopping trip in kg Netherlands 0,51 UK 0,43 France 0,87 Germany 0,67 Source: GfK, Kantar Worldpanel, AMI 0 0,2 0,4 0,6 0,8 1 kg
10 AMI Where do Consumers buy Tomatoes? % of Quantity ,8 60, ,6 7,1 6,9 19,2 25,3 7,4 0 Discount Big Superm. Small Superm. Other Germany Spain Source: GfK, Kantar Worldpanel, AMI
11 % of Quantity AMI What type of Tomatoes do Consumers buy?* 63,5 55, ,2 36,5 29, ,1 0 On the Vine Not on the Vine Cocktail Cherry Germany France Source: GfK, Kantar Worldpanel, AMI * the first two Categories add up two 100 %
12 Agenda Fresh Tomato Consumption in different European Countries Development of Tomato Consumption in Germany - Seasonality - Where do Consumers buy Tomatoes - Different Tomato segments Local production in Germany Conclusions and Outlook
13 1000 t AMI Fresh Tomatoes: Quantities bought and average Consumer Price in Germany (Jan-Aug) EUR/kg 3,00 2,50 2,00 1,50 1,00 0, Quantity Price Source: AMI on Basis of GfK Consumer Panel 000 0,00
14 1000 t AMI Fresh Tomatoes: Quantities bought by Households in Germany Av E. Coli Crisis Quelle: AMI Analysis on Basis of GfK Consumer Panel
15 % of Quantity AMI Season of Tomato Demand of private Households (2010) Jan Feb Mar Apr May Jun Germany Italy Spain Source: GfK, CSO,Kantar Worldpanel, AMI Jul Aug Sep Oct Nov Dec
16 AMI Where do German Consumers buy Fresh Tomatoes? (Quantity in %) 100% 90% 10,0 8,8 9,1 9,0 8,3 8,2 8,0 7,6 7,4 80% 22,7 22,9 20,8 20,9 20,9 19,9 19,2 19,4 19,2 70% 60% 17,2 16,9 16,1 15,8 15,3 15,3 15,4 15,4 15,6 50% 40% 30% 5 57,6 57,8 50,1 51,4 53,9 54,3 55,5 56,7 57,4 20% 10% 0% Discount Big Superm. Small Superm. Other Source: AMI on Basis of GfK Consumer Panel
17 AMI What Type of Tomatoes do German Consumers buy? (Quantity in %) 100% 6,8 5,3 5,1 4,8 4,9 4,1 5,7 5,8 4,8 5,3 Unknown 90% 4,7 4,3 3,9 3,6 3,8 80% 15,4 12,2 12,7 Elongated 70% 20,1 17,9 Beef 60% 33,4 29,4 27,1 28,8 29,5 50% Normal round 40% 30% 20% 10% 0% 37,2 37,9 40,3 41,2 43, Cockt./Cherry On the Vine, normal Source: AMI on Basis of GfK Consumer Panel
18 % AMI Germany: Product tsegmentation ti (Basis Quantitiy bought) Source: AMI-Analysis A on Basis of fgfkp Panel
19 AMI Germany: Fresh Vegetable Purchases by Age Group (Quantity in %) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 31,1 38,1 30,8 30,4 19,2 18,8 18,1 21,9 19,5 20,1 19,6 17,7 17,9 13,8 17,7 18,1 12,4 8,5 12,6 13,7 65 years + 55 to to to 44 to 34 years Source: AMI on Basis of GfK Consumer Panel
20 AMI Origin of Tomatoes bought in Germany (Quantity in %, Jan-Aug) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Imports Domestic Source: AMI on Basis of GfK Consumer Panel
21 Agenda Fresh Tomato Consumption in different European Countries Development of Tomato Consumption in Germany - Seasonality - Where do Consumers buy Tomatoes - Different Tomato segments Local production in Germany Conclusions and Outlook
22 EUR/5kg AMI Wholesale Prices for Tomatoes in the Vine Domestic Import Netherlands Source: AMI, BLE Week
23 Supply Balance for fresh Tomatoes in Germany v Imports Production Protected Open Field Export Losses Calculated Consumption in kg/capita 7,6 7,5 7,5 7,9 8,1 Degree of Self Sufficiency 8,0 8,3 8,6 8,9 9,4 Source: Stat. Bundesamt, AMI.
24 SVG in % AMI Germany: Degree of Self Sufficiency in some Fruit Vegetables Tomatoes Cucumbers (Bell) Peppers Source: Stat. Bundesamt, AMI
25 1000 t Tomato Sales of German Producer Organisations AMI EUR/100 kg 250,00 200,00 150,00 45,9 53,3 100, ,6 26,7 26,3 25,2 24,4 27,7 22,1 23,7 50, t EUR/100 kg Source: AMI Statistics of Producer Markets 000 0,00
26 % 25,0 AMI Tomatoes: Supply Season of German Producer Organisations (2010/2011) 20,0 15,0 10,0 5,0 00 0,0 Source: AMI -Market Statistics of Producer Markets
27 Agenda Fresh Tomato Consumption in different European Countries Development of Tomato Consumption in Germany - Seasonality - Where do Consumers buy Tomatoes - Different Tomato segments Local production in Germany Conclusions and Outlook
28 Tomatoes are the most important fresh vegetable, consumption is rather stable Consumer expenditure increased due to segmentation of the tomato market Consumption patterns in Europe differ widely, supermarkets are not gaining g everywhere. Due to a low level of self sufficiency and an increasing consumer preference for regional produce production in Germany is rising i
29 Contact Looking for Market Information on Horticulture, Organic Production, Consumer Research? Dr. Hans-Christoph Behr Tel (0228)
30 Thank you for your patience!
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