BRUSSELS, 4 OCTOBER 2012 HANS-CHRISTOPH BEHR, AMI, BONN

The Demand for fresh Tomatoes in Europe BRUSSELS, 4 OCTOBER 2012 HANS-CHRISTOPH BEHR, AMI, BONN

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

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

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

AMI 2012 - www.ami-informiert.de kg/cap Fresh htomatoes: Quantities bought and average Consumer Price (2010) EUR/kg 16 14,1 14 12 10 9,5 8 5,7 6 4,7 3,8 3,9 4 31 3,1 2 0 NL AT UK D F I E kg/cap EUR/kg Source: GfK, Kantar Worldpanel l 3,50 3,00 2,50 200 2,00 1,50 100 1,00 0,50 000 0,00

Germany France AMI 2012 - www.ami-informiert.de Fresh Tomatoes: Evolution of Quantities bought, Consumer Spending and Price Price Spending -0,8 08 Quantity 2003-2011 2011 %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 2,8-3 -2-1 0 1 2 3 4 Source: GfK, Kantar Worldpanel, AMI

AMI 2012 - www.ami-informiert.de Fresh Tomatoes: Penetration in % * (2010) Netherlands 88,4 UK 86,6 France 95,1 Germany 92,2 80 85 90 95 100 % Source: GfK, Kantar Worldpanel, AMI * Share buying the product at least once a year

AMI 2012 - www.ami-informiert.de 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 0 10 20 30 Shopping trips

AMI 2012 - www.ami-informiert.de 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

AMI 2012 - www.ami-informiert.de Where do Consumers buy Tomatoes? % of Quantity 70 60 57,8 60,7 50 40 30 20 10 15,6 7,1 6,9 19,2 25,3 7,4 0 Discount Big Superm. Small Superm. Other Germany Spain Source: GfK, Kantar Worldpanel, AMI

% of Quantity 70 60 AMI 2012 - www.ami-informiert.de What type of Tomatoes do Consumers buy?* 63,5 55,8 50 40 30 44,2 36,5 29,1 20 10 9,1 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 %

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

1000 t 3.500 3.000 2.500 2.000 1.500 1.000 500 AMI 2012 - www.ami-informiert.de Fresh Tomatoes: Quantities bought and average Consumer Price in Germany (Jan-Aug) EUR/kg 3,00 2,50 2,00 1,50 1,00 0,50 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Quantity Price Source: AMI on Basis of GfK Consumer Panel 000 0,00

1000 t 60 50 AMI 2012 - www.ami-informiert.de Fresh Tomatoes: Quantities bought by Households in Germany Av. 04-09 10 11 12 E. Coli Crisis 40 30 20 10 0 Quelle: AMI Analysis on Basis of GfK Consumer Panel

% of Quantity 16 14 12 10 8 6 4 2 0 AMI 2012 - www.ami-informiert.de 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

AMI 2012 - www.ami-informiert.de 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% 2003 2004 2005 2006 2007 2008 2009 2010 2011 Discount Big Superm. Small Superm. Other Source: AMI on Basis of GfK Consumer Panel

AMI 2012 - www.ami-informiert.de 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 43,9 2007 2008 2009 2010 2011 Cockt./Cherry On the Vine, normal Source: AMI on Basis of GfK Consumer Panel

% 80 70 60 50 40 30 20 10 0 AMI 2012 - www.ami-informiert.de Germany: Product tsegmentation ti (Basis Quantitiy bought) 1993 1996 2000 2003 2006 2009 2011 Source: AMI-Analysis A on Basis of fgfkp Panel

AMI 2012 - www.ami-informiert.de 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 64 45 to 54 35 to 44 to 34 years Source: AMI on Basis of GfK Consumer Panel

AMI 2012 - www.ami-informiert.de Origin of Tomatoes bought in Germany (Quantity in %, Jan-Aug) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 89 89 90 89 88 88 87 86 83 84 11 11 10 11 12 12 13 14 17 16 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Imports Domestic Source: AMI on Basis of GfK Consumer Panel

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

EUR/5kg 20 18 16 14 12 10 8 6 4 AMI 2012 - www.ami-informiert.de Wholesale Prices for Tomatoes in the Vine 2010 2011 2012 2 Domestic Import Netherlands 0 13 17 21 25 29 33 37 41 45 49 14 18 22 26 30 34 38 42 46 50 15 19 23 27 31 Source: AMI, BLE Week

Supply Balance for fresh Tomatoes in Germany 2007 2008 2009 2010 2011v Imports 705 695 687 712 706 Production 64 66 68 74 78 - Protected 63 65 67 73 77 - Open Field 1 1 1 1 1 Export 40 40 34 32 21 Losses 103 102 102 106 105 Calculated Consumption 626 619 619 648 658 -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.

SVG in % 16 14 AMI 2012 - www.ami-informiert.de Germany: Degree of Self Sufficiency in some Fruit Vegetables 06 07 08 09 10 11 12 10 8 6 4 2 0 Tomatoes Cucumbers (Bell) Peppers Source: Stat. Bundesamt, AMI

1000 t 60 50 40 30 20 Tomato Sales of German Producer Organisations AMI 2012 - www.ami-informiert.de EUR/100 kg 250,00 200,00 150,00 45,9 53,3 100,00 10 23,6 26,7 26,3 25,2 24,4 27,7 22,1 23,7 50,00 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 1000 t EUR/100 kg Source: AMI Statistics of Producer Markets 000 0,00

% 25,0 AMI 2012 - www.ami-informiert.de 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

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

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

Contact Looking for Market Information on Horticulture, Organic Production, Consumer Research? Dr. Hans-Christoph Behr Tel ++49 228 33805 250 Hans-Christoph.Behr@AMI-informiert.de (0228) 33 80 5-0 info@ami-informiert.de www.ami-informiert.de

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