Article: Preserved Fruit & Vegetables Market: EU -
12 Jan 2008
1 INTRODUCTION TO CBI’S MARKET INFORMATION CBI provides a wide range of documents containing EU market information. All CBI market information is intended for developing countries. For the definition of developing countries used in CBI market surveys see annex B: List of developing countries.
Sector-specific market information CBI publishes market information for about 37 market sectors. For each market sector, the following kinds of information are available:
• CBI market surveys on the EU market in general, focusing on developments and trends in the field of market size (consumption, production and trade), distribution and prices in the EU. E.g. ‘The fresh fruit and vegetables market in the EU’.
• CBI market surveys on the market in specific EU countries, focusing on developments and trends in the field of market size, distribution and prices in the EU country concerned. E.g. ‘The fresh fruit and vegetables market in Spain’. On average, about 20 documents per market sector are available. Those EU countries responsible for the highest share of total EU imports from CBI target countries are discussed in documents of about 10 pages. EU countries with a smaller share of the import market are discussed in fact sheets of about 2 to 3 pages.
• CBI market surveys on a specific product or product group within the market sector concerned, focusing on developments and trends in the field of market size, distribution and prices in the EU and a number of specific EU countries as well as on business practices. E.g. ‘The EU market for papaya’.
• EU export marketing guidelines, explaining how to conduct an external analysis (market audit), an internal analysis (company audit) and a SWOT analysis, and how to go through the decision-making process whether or not to export to the EU.
• Information on market access requirements, focusing on legislative and non-legislative requirements based on environmental, consumer health and safety and social concerns in the EU and in specific EU countries.
General trade-related information Besides information – on specific market sectors, CBI also publishes more general trade related information, the so-called Export manuals. The following Export manuals are currently available:
• Exporting to the European Union – trade-related information on the EU
• Export planner – how to plan your export process
• Your guide to market research – practical and low cost research methods
• Your image builder - how to present yourself on the EU market
• Your show master – selection, preparation and participation in trade fairs
• Digging for gold on the Internet – internet as a source for market information
• Website promotion – how to promote your website in the EU
These Export manuals can be downloaded from the CBI website at http://www.cbi.eu/marketinfo. Go to ‘Search CBI publications’. How to use the different CBI market information tools If you are new on the EU market, it is advised to start by consulting the more general Export manuals, such as ‘Exporting to the European Union’ and ‘Export planner’, before consulting sector specific information. If you are a more experienced exporter, you can use these manuals as reference material while focusing on the specific information for your market sector.
Concerning the sector-specific information, you are advised to start with the information on the EU market in general and the EU export marketing guidelines. After consulting this information, you should have gained a better idea on which surveys on the market in specific EU countries would be most pertinent for your purposes. It is advised also to check if a survey on your specific product or product group is available. And it is strongly advised always to check the documents on market access for your product. Finally it is stressed that CBI market information should not be used in isolation: it serves as a basis for further research, so after consulting the CBI information, you should further explore your EU target markets to obtain more detailed information related to your specific situation.
The preserved fruit and vegetables market in the EU This CBI market survey covers the EU market for preserved fruit and vegetables. It focuses on those products that are of importance to developing country suppliers. Statistical market information on consumption, production and trade is provided, as well as information on trade structure, prices and market access, opportunities and threats for developing country suppliers are highlighted and sources for more information are provided. For information on how to get involved in the EU marketplace reference is made to the EU export marketing guidelines. These can be downloaded from http://www.cbi.eu/marketinfo and are especially interesting for more experienced exporters. Go to ‘Search CBI database’ and select the market sector concerned and the EU. A starting exporter is advised to read this survey together with CBI’s ‘Export planner’ and to use the interactive tool ‘EMP Document Builder’ on the CBI website. CBI market surveys covering the market in specific EU countries or specific products or product groups, and documents on market access requirements can be downloaded from the CBI website. Go to ‘Search CBI database’ on http://www.cbi.eu/marketinfo and select the market sector concerned and an EU country.
2 INTRODUCTION TO THE EU MARKET The European Union (EU) is the current name for the former European Community. Since January 1995 the EU has consisted of 15 member states. Ten new countries joined the EU in May 2004. Negotiations are in progress with a number of other candidate member states. In this survey, the EU referred to is the EU25, unless otherwise stated.
For general information on EU member states, reference is made to CBI’s Export manual ‘Exporting to the European Union’ (2006). Information can also be found at the official EU website http://europa.eu/abc/governments/index_en.htm or the free encyclopaedia Wikipedia http://en.wikipedia.org/wiki/Portal:Europe. Monetary unit: Euro On 1 January 1999, the Euro became the legal currency within eleven EU member states: Austria, Belgium, Finland, France, Germany, Italy, Ireland, Luxembourg, the Netherlands, Spain, and Portugal. Greece became the twelfth member state to adopt the Euro on 1 January 2001. In 2002, circulation of Euro coins and banknotes replaced the national currencies in these countries. Denmark, the United Kingdom and Sweden have decided not to participate in the Euro. In CBI market surveys, the Euro (€) is the basic currency unit used to indicate value.
Table 2.1 Exchange rates of EU currencies in €, average yearly interbank rate Country Name Code Average 2005 Average 2006 Cyprus Pound CYP 1.74102 1.74133 Czech Republic Crown CZK 0.03363 0.03532 Denmark Crown DKK 0.13424 0.13407 Estonia Crown EEK 0.06390 0.06390 Hungary Forint HUF 0.00404 0.00380 Latvia Lats LVL 1.43853 1.44130 Lithuania Litas LTL 0.28962 0.28962 Malta Lira MTL 2.32918 2.33703 Poland Zloty PLN 0.24906 0.25748 Slovakia Crown SKK 0.02596 0.02694 Slovenia Tolar SIT 0.00419 0.00418 Sweden Crown SEK 0.10778 0.10812 United Kingdom Pound GBP 1.46271 1.46725
4 CONSUMPTION In this chapter, data are used from the Prodcom database, as supplied by Eurostat. Apparent consumption is calculated as the sum of production and imports minus exports. Variations in inventory are not taken into account. When using these data, two difficulties may occur. In some cases, a negative consumption is calculated when exports are higher than production and imports combined. In that case, data are treated as not available. Furthermore, data sometimes show a discrepancy between years, e.g., a large fall or extraordinary growth. These data are not sufficiently accurate for decision-making and should be used in conjunction with further market research.
4.1 Market size
In 2005, the EU market for preserved fruit and vegetables, excluding edible nuts, measured €30 billion and 29 million tonnes (Table 4.1). From 2001 to 2005, value increased by 4% and volume by 36%. For a long time, Germany had the largest consumption of preserved fruit and vegetables in the EU. In 2005 however, the United Kingdom took over the first position in the list of largest consumers in the EU (Table 4.1). UK consumption increased by 9% in both value and volume. In Germany however, consumption decreased by 10% in value and 15% in volume. In terms of consumption per person, the United Kingdom is by far the largest consumer in the EU with €99 and 78 kg (EU average €63 and 63 kg per person). In Germany, the consumption per person in terms of volume is the same as in the United Kingdom but the value is considerably lower (€69 per person). Other consumers above EU average are Italy, the Netherlands, Finland, Denmark, Spain and Austria. All new member states have consumption levels is below the EU average.
Table 4.1 Consumption of preserved fruit and vegetables in EU member countries, 2001-2005, € million / 1,000 tonnes 2001 2003 2005 value volume value volume value volume EU Total 28,307 21,432 30,574 25,549 29,500 29,240 United Kingdom 5,471 4,281 5,546 4,874 5,968 4,682 Germany 6,300 7,386 6,862 7,767 5,695 6,274 Italy 4,952 n.a. 5,646 n.a. 5,164 4,907 France 3,969 3,585 3,691 3,434 3,870 3,266 Spain 2,465 2,720 2,650 2,969 3,074 3,600 The Netherlands 1,424 1,198 1,353 844 1,283 954 Poland n.a. n.a. 681 1,279 959 1,442 Belgium 576 449 585 503 652 1,000 Austria 435 566 534 650 578 653 Sweden 669 n.a. 629 556 470 412 Finland 422 374 409 383 410 384 Denmark 321 314 350 309 394 337 Portugal 244 270 289 297 276 325 Czech Republic 82 175 121 169 165 326 Hungary 144 369 211 421 143 339 Ireland 176 117 204 137 135 87 Slovenia 62 62 48 47 47 40 Slovakia 59 69 44 54 44 43 Luxemburg 38 14 43 15 41 14 Lithuania 17 38 27 38 41 61 Latvia 25 38 26 43 34 40
Opportunities and threats for exporters from developing countries The best opportunities for exporters from developing countries are in:
• growing consumption in new EU member countries
• expanding market for processed food, value-added products and convenience food (easy-to-prepare, ready-to-eat and long storage life)
• growing interest in new and exotic products (experience)
• organic, fair-trade and health-promoting products
• speciality products, which are not easily copied by competing companies
• comparative advantage in production costs (mainly labour costs)
________________________________________________________________________________________________________ Source: CBI Market Information Database • URL: www.cbi.eu • Contact: firstname.lastname@example.org • www.cbi.eu/disclaimer Centre for the Promotion of Imports from Developing Countries
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