The figures available point to a significant drop in orange consumption in Europe, while mandarin consumption remains more stable, with just a slight decrease. However, packaging presentations and formats are playing a key role in tackling this negative trend.
"The fact that orange consumption is falling does not necessarily mean that there's a shift towards mandarins, but towards more convenience products or formats," says Alba Soler, marketing and communication director of Iberian Premium Fruits.
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"Moreover, today's consumers are wasting less and buying smaller, higher quality formats. Therefore, although orange consumption in Spain has fallen by around 17% in 2024 compared to 2023, our group managed to grow by 32% in the same period," says Alba Soler.
"Nevertheless, despite the still growing trend in the category, we remain concerned about the drop in consumption that has been dragging on year after year," says the group's marketing and communication director. "Our strategy is to continue developing our brands by offering our clients and consumers the best possible varieties at the perfect point of ripeness. All in all, we aim to deliver quality and flavor while achieving brand recognition."
"That's why we have just partnered with Disney to license our packaging and create a product that not only targets the children's demographic but also adheres to the trends of smaller formats and convenience," she says.
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Iberian Premium Fruits closed the 2023/2024 campaign with 125,000 tons of fruit sold. This season, rains have caused losses and disruptions in marketing to the sector as a whole. "Great coordination has been required. We have managed to preserve our quality, and this has also allowed us to maintain a good sales rate," says Alba Soler.
Despite the growing supply from third countries in European markets, Soler says that "they are gaining market share in standard qualities, which do not represent our core business. We stay on top by delivering only the best, premium quality products with the best flavor. That's the best way to maintain consumer loyalty," she says.
For more information:
Alba Soler
Iberian Premium Fruits
asoler@iberianpremiumfruits.com
www.iberianpremiumfruits.com