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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

Estonia                    20    17            35       34          31  28
Malta                        0      0            15       10          14  12
Cyprus                      0      0              8       10          12  14
Greece                   436  566           567     706         n.a.  n.a.


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: marketinfo@cbi.euwww.cbi.eu/disclaimer
Centre for the Promotion of Imports from Developing Countries

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