No additives/ preservatives launches at the forefront

Fruit
Executive Summary
2
•
Fruit accounted for 42% share of the global Fruit and Vegetables category tracked
launches in H2 2013. Fruit launches witnessed a CAGR of 27% over the past 5
years.
•
Asia and Europe are the top regions for Fruit; all regions show a positive trend, with
Middle East/North Africa and Asia showing highest growth in H2 2013 compared to
H2 2012.
•
Del Monte is the market leader in H2 2013 Fruit launches tracked. The top 7
companies account for 9% of the total H2 2013 sub-category launches tracked,
indicating a competitive market.
•
No Additives/Preservatives is the top positioning claim for Fruit in North America and
Australia/New Zealand; Ethical is the popular claim across other regions.
•
Apple is the overall top flavor during H2 2012 to H2 2013. However it does not
feature in the list of top flavors in Asia, the top region for Fruit. Plum is the most
popular flavor in Asia.
Methodology and Notes
3
•
This report is a product launch analysis for Fruit sub-category and initially presents a
brief analysis of the Fruit and Vegetables category. The report also dives deeper into
the product launch, positioning and flavor trends in the Fruit sub-category.
•
For the purpose of semi-annual trends, the analysis covers the last 3 bi-annual
periods: H2 2012 to H2 2013, where H2 2013 represents second half of 2013.
•
Geographic analysis covers six major regions - North America, Europe,
Asia, Australia/New Zealand, Latin America, and Middle East/North Africa
(MENA). MENA covers the following countries - Algeria, Bahrain, Egypt, Iran,
Israel, Kuwait, Morocco, Pakistan, Qatar, Saudi Arabia, Tunisia, Turkey,
United Arab Emirates.
•
Indexed product launch numbers are obtained by assigning ‘100’ to the start year
values and using 100 as the base calculating all later values in proportion to the
actual product launch numbers. CAGR stands for Compounded Annual Growth Rate.
Category Analysis
www.innovadatabase.com
•
5
Global tracked launches of Fruit have grown at 27.4% CAGR over the last 5 years.
The growth is in line with Fruit and Vegetables category.
Source: Innova Database tracked product launches
•
6
Fruit held about 40% share of overall Fruit and Vegetables category launches over the
last 3 half years. Vegetables is the larger sub-category.
Source: Innova Database tracked product launches
•
7
Fruit's share of Fruit and Vegetables category launches is highest in Asia.
Source: Innova Database tracked product launches
•
8
Fruit as a percentage of the overall category increased in Middle East/North Africa
from 37% to 51% between H2 2012 to H2 2013. Europe, Asia and Australia/New
Zealand also showed a positive trend.
Source: Innova Database tracked product launches
Sub-category Analysis
www.innovadatabase.com
•
10
Global Fruit launches showed an overall positive trend during the period H2 2011 to
H2 2013. The semi-annual growth peaked at 33% in H1 2013.
Source: Innova Database tracked product launches
•
11
Asia and Europe are the top 2 regions for Fruit launches. Asia and Middle East/North
Africa have shown the maximum growth in H2 2013 compared to H2 2012.
Source: Innova Database tracked product launches
•
12
Share of Asia in Fruit launches increased marginally during H2 2012 to H2 2013 while
that of Europe declined in the same period.
Source: Innova Database tracked product launches
•
13
Del Monte is the market leader in H2 2013 tracked Fruit launches. Lidl recorded the
highest year-on-year growth.
Source: Innova Database tracked product launches
Product Positioning Trends
www.innovadatabase.com
•
15
Ethical was the top positioning claim for Fruit sub-category in H2 2013. The other top
claim was No Additives/Preservatives.
Source: Innova Database tracked product launches
Top 5 positionings for Fruit, by region
•
No Additives/Preservatives is the top positioning claim in North America and
Australia/New Zealand; Ethical is the popular claim across other regions.
Positioning types as % of total sub-category product launches tracked per region
(H2 2012 - H2 2013)
Total Products
Ethical
No
Additives/Preser
vatives
935
7%
28%
8%
1%
21%
Europe
2,665
17%
12%
10%
0%
7%
Asia
2,673
11%
9%
8%
7%
6%
Australia/New
Zealand
149
13%
40%
0%
0%
14%
Latin America
648
19%
14%
1%
0%
18%
Middle East/North
Africa
328
14%
10%
1%
4%
12%
Region
North America
Vegetarian
Halal
Natural
Percentages may be greater than 100% due to multiple positionings per product
16
Source: Innova Database tracked product launches
Influential front-of-pack antioxidants claim
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Terrafertil Natures Heart Fusion
De Frutas Deshidratadas Y
Nueces: Wild Berry Mix
(Peru, Dec 2013)
Tribal Acai Organico Acai com
Guarana: Organic Acai with
Guarana
(Brazil, Nov 2013)
Description: Wild berry mix made
with dehydrated cranberries,
cherries and raisins, in a 28g foil
bag. Less than 100kcal per serving.
Natural source of fiber. No
cholesterol. Natural antioxidants.
Natural. Your healthy snack!
Description: Pasteurized frozen
organic acai pulp with guarana, in a
900ml plastic pot. 100% natural.
Organic. No preservatives.
Recyclable packaging. Gluten free.
Direct from amazon. More
antioxidant than red wine, slows
aging combat free radicals. Rich
source of fiber, omega 6 and 9.
Dole All Natural Blueberries
(Singapore, Jul 2013)
Description: All natural blueberries in a
340g resealable plastic pouch. Great for
toppings and smoothies. Super food for
your brain. Packed with antioxidants.
Good source of fiber. All natural.
Certified kosher.
No additives/ preservatives launches at the forefront
Super Fruit Buddy Fruit Blueberry
& Blackcurrant
(United States, Dec 2013)
Description: Pure blended blueberry
and blackcurrant, in a doy pouch. All
natural. 90 calories. Gluten free.
100% fruit. No preservatives. No
artificial colors. No GMO. No
dairy. Nothing artificial. 90
18 calories. Only fruit else.
Paquito Pocket 5 Fruit Compote
(France, Nov 2013)
Description: Four Doy pouches of
fruit compote containing apple,
strawberry, blackberry, raspberry
and blueberry, in a cardboard box.
Low in sugar. No additives and
preservatives.
Dole Fruit in Juice: Tropical Fruits
(Germany, Nov 2013)
Description: Four pots of tropical fruit
(pineapple and papaya) pieces in fruit
juice. Contains real fruit pieces. No
added sugar. No artificial colors or
flavors. 1 cup counts as 1 of your 5 fruit
portions a day.
More launches emphasize fiber claims
19
Sunsweet Philippine Pineapple
(India, Dec 2013)
Tesco Ready To Eat Soft
Apricots
(Poland, Oct 2013)
Essential Everyday All Natural
Blueberries
(Kuwait, Sep 2013)
Description: Philippine pineapple in
a resealable foil pouch. Marigold
pineapple. Sweet fresh pineapple
taste. A delicious fat free snack.
Naturally whole fruit contains
fiber and antioxidant.
Description: Dried apricots in a
100g foil bag. Source of dietary
fibre.
Description: All natural blueberries in a
340g resealable plastic pouch. 4gr fiber
per serving. Recyclable packaging. All
natural.
Conveniently packaged grab ‘n’ go meals
20
Kinokuniya Autumn Fruit A la
Carte
(Japan, Oct 2013)
Viox Grapefruit Segments in
Light Syrup
(France, Oct 2013)
Ah Albert Heijn Tropisch Ontbijfruit:
Tropical Breakfast Fruit
(Netherlands, Oct 2013)
Description: A la carte autumn fruit
slices (grape, kiwi, persimmon, and
strawberry), in a plastic container.
Comes with a fork.
Description: Grapefruit segments in
light syrup. Comes in a plastic pot
with a fork included to eat on the
go. 1 serving = 1 of your 5 a day.
Made with fresh fruit.
Description: Fresh and sweet tropical
fruit salad with separately packed
coconut and mango-passion fruit puree,
in a plastic container with fork. Ideal
for breakfast or as salad topping.
Potential fruit snacks trend in mainstream market
Pom Poms Wonderful Fresh Arils:
Pomegranates
(Canada, Dec 2013)
Description: Chilled and pomegranate
arils in a 122g plastic cup with spoon.
Pop the lid and dig into fresh
pomegranate arils. These are a
heaping helping of snack happiness.
Pomegranate from California. Spoon
21 inside. Ready for snacking.
Floridas Natural Fruit Snacks
Mixstix
(United Kingdom, Nov 2013)
Tree Top All Natural Fruit Snacks
(Philippines, Dec 2013)
Description: Six sachets of black
currant and apple blast fruit sticks,
held in a plastic bag. Made with real
fruit puree. Excellent source of
vitamin C. No preservatives. Nut free.
Gluten free. No gelatin. Certified
kosher.
Description: Healthy fruit snacks made
with real fruit juice. All natural fruit
snacks.
Product Flavors Trends
www.innovadatabase.com
•
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The share of top flavors have remained stable during H2 2012 to H2 2013.
Source: Innova Database tracked product launches
•
24
Apple, the overall top flavor, does not feature in the list of top 5 flavors in the top
region i.e. Asia, where Plum is the leading flavor. Berry is the prominent flavor in other
regions.
Source: Innova Database tracked product launches
‘Healthier’ superfruits launches continue to expand
25
Indomaret Keripik Nangka: Natural,
Healthy Jackfruit Chips
(Indonesia, Oct 2013)
Linwoods Whole Sun-dried Goji
Berries
(Portugal, Oct 2013)
Jinbaisui Hetian Jujube
(China, Aug 2013)
Description: Natural, healthy jackfruit
chips in a 50g foil pouch. Certified
halal. Natural.
Description: Goji berries are a small
and tasty raisin like sun-dried fruit
that add a nutritious twist to any
meal, to support a balanced diet and
active lifestyle. Source of iron. High
in fiber per 30g. Source of protein.
No added sugar. Gluten free.
Description: Hetian jujube in a 118g
plastic bag.
Unstoppable berries & summer fruits retain market space
Clearspring Organic Apple &
Blueberry Puree
Hong Kong, Dec 2013)
Description: Two individual containers
of organic apple and blueberry
puree, held in cardboard sleeve.
Certified organic. Suitable for
vegetarians. The full flavor of fresh
fruit picked at the peak of ripeness.
26
Extra Special Arandanos, Pasas
Rubias & Sunberries: Dried
Cranberries, Yellow Raisins and
Sunberries
(Mexico, Dec 2013)
Description: Snack mix with dried
cranberries, yellow raisins and
sunberries. By nature, the cranberry
and sunberry are fruits with
antioxidant properties giving pleasure
to the senses.
Planet of Vitamins Edim Doma Deep
Frozen Cowberries
(Russia, Dec 2013)
Description: Deep frozen cowberries in
a plastic bag. No flavors and GMO.
Light syrup makes fruit available all year long
27
Guallarauco Papayas al Jugo Light:
Papaya in Light Syrup
(Chile, Dec 2013)
Sundia True Fruit Mandarin
Orange in Light Syrup
(United States, Nov 2013)
Description: An 820g glass jar of
papaya in light syrup. Less than 10
calories. Sweetened with Splenda.
No preservatives or artificial
ingredients.
Description: Mandarin orange in
light syrup. Comes in 198g
plastic cup.
Carrefour Macedoine De Fruits Au
Sirop Leger: Fruit Salad in Light
Syrup
(France, Dec 2013)
Description: Fruit cocktail in light syrup,
in a 960g glass jar. Recyclable
packaging.
New arrivals in the dried fruit space
28
Bellair Montagu Yoghurt Coated
Mango Curls
(South Africa, Dec 2013)
Seeberger Apfelringe: Apple
Rings
(Germany, Dec 2013)
Description: Yogurt coated mango
curls held in a 100g plastic bag.
Certified halal. Adding fun to dried fruit
and nuts. A fun idea.
Description: Dried apple rings in
an 80g plastic bag. Packaged in a
protective atmosphere.
Bio King Erdbeeren: Organic,
Dehydrated Sliced Strawberries
(Greece, Dec 2013)
Description: Organic, dehydrated sliced
strawberries in a plastic bag.
Dehydrated in freezer, maintains all the
vital ingredients and aromas, to offer
this excellent product. Ideal for
desserts, yogurt, cereals, fruit salads, milk
shakes, ice creams, cakes and pies.
Texture emphasis in the spotlight
Greenday Crispy Strawberry
(Singapore, Nov 2013)
Description: Crispy strawberries in
plastic pouch. Using the unique
process of drying fruit naturally. The
process ensures that A S World
products retains the natural flavor so
that you can enjoy each piece of real
29 crispy snack anytime. 100% real fruit.
Crispyzz Apple Crisps
(France, Oct 2013)
Hong Tai Kee Classics Crispy Plum
(China, Aug 2013)
Description: Organic freeze-dried
apple crisps in a foil sachet.
Organic. 0% fat. No added sugar. 1
sachet = 2 fresh apples. Tasty and
crispy. 100% fruit.
Description: Individually wrapped classic
crispy plums, in a foil sachet.