Chilean blueberries seek to conquer the palate of consumers in Sweden and Norway
According to information provided to SimFRUIT by Christian Carvajal, Marketing Director of the Association of Fruit Exporters of Chile AG, ASOEX, for Asia and Europe, various programs have been defined to promote this national fruit among consumers in Sweden and Norway.
Actions that are organized jointly with Prochile and the Committee of Cranberries of Chile. "This year we will strengthen our campaign with activations at the point of sale for 82 days, in the months of January and February 2015, in more than 30 of the largest supermarket chains in Sweden and Norway", Said Carvajal.
The representative of ASOEX said that the campaigns will be carried out between the 3 and 5 weeks of 2015, that is, between the 12 of January and the 01 of February in 25 stores of ICA in Sweden and 16 stores of Ultra, Meny and Jacobs in Norway.
"It is important to note that ICA Sverige is Sweden's largest retail store, with 1.400 stores (ICA Nära, ICA Supermarket, ICA Kvantum, Maxi ICA Stormarknad - hypermarkets, ICA Express). All of which makes you have a share of 38% in the total market", Expressed the professional.
The programs include the preparation and delivery of promotional material to the different stores, distribution of cooking recipes with cranberry as the main ingredient, as well as attractive exhibitions and tastings.
Consumption of Blueberries
According to data provided by Livsmedelsverket (National Food Agency of Sweden), the consumption of blueberries, and berries in general, fresh and frozen, has increased considerably in recent years in the Nordic countries.
ProChile, in a market study on blueberries in Sweden in November of 2013, says that this fruit has a great acceptance, mainly, given its health benefits. "These conditions make it possible to increase exports to Sweden, with an emphasis on quality and goodness as a natural product. An important factor is the blueberry counter season from Chile, so it exists with a great opportunity in the markets of the Nordic countries, in general", Says the entity in the analysis.
Blueberries are used in the preparation of desserts, smoothies, cakes, cakes, jams, and juices, mainly. All of which marks an important opportunity for this national fruit both fresh and frozen.
In the case of frozen and organic blueberries in the Swedish market, they are imported around 20.000 tons per year. Meanwhile, the total consumption of prepared fruit (jams, jams and apple sauces) is around 60.000 tons, of which imports represent around 15% of the total.
The ProChile Study highlights the relevance and opportunity that exists for the organic blueberry industry, as Swedish consumers give great importance to this type of fruit to maintain and improve health, and the environment, which is why preference to this type of products over those that have been treated with pesticides and other chemicals. The difference in price between conventional and organic foods is substantial, on average from 20 to 40 percent. But consumers are willing to pay that difference given the characteristics and benefits of organic products.
Currently, Poland is the main supplier of frozen blueberries in Sweden, followed by Ukraine and Hungary. While Chile is located in the sixth place.
In the case of fresh blueberries, most of them come from the Netherlands (so much of that amount originates from Chile). The Netherlands is followed by Germany and Belgium. Chile was located in position six in 2012 (without considering what enters the Netherlands). It should be noted that Spain started exporting with 259.000USD (2011) and 192.000USD amounts for the 2012 year.
While the main sales and distribution channels are the retail chains and distribution centers. In total, in Sweden there are approximately 3.000 supermarkets and 7.000 retail stores, such as convenience stores and local stores. While the distribution is dominated by three Sector Horeca centers: Menigo, Martin or Servera and Service Grossisterna.
Finally, the ProChile study indicates that there are 3 factors that decide the purchase of Nordic consumers, especially the Swedes. These are: the price. It must be competitive enough to generate and attract buyers. To that first factor quality is added. Not only a good price is enough, but it must also be accompanied by a quality product that is perceived by the buyer and the consumer. And finally, to the quality is added a third factor, factory certification and compliance with sanitary regulations. This means to comply with the Swedish regulations at 100%.
Source: SimFRUIT
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