One of the challenges facing consumers today is that they want to eat healthier. According to analysts from the AGEXPORT Market Intelligence Unit, this is a result of the pandemic, during which consumers have prioritized their health. Since then, the global market has reacted and new forms of sales have begun to be seen, offering traditional products in canned form that will be attractive to the average consumer as a healthy, convenient and quality option.
“In 2020 globally, the processed fruit and vegetable market represented US$280 billion, showing an average annual growth rate of 7% compared to the previous year. Vegetables occupy around 75% of this market, with a limited variation that presents opportunities for diversification”, commented Jacobo Pieters, head of Market Intelligence of the Market Development and Commercial Promotion Unit of AGEXPORT.
Analyzing the countries and the innovation in launches of canned foods derived from fruit or vegetables, we can see that the United States has 50% in a canned format. It should be noted that in recent years, countries such as Canada, Mexico, Brazil and Argentina have shown interest in these products, reinforcing a trend in Latin America for the consumption of frozen fruit-based snacks.
A growth of 21% was registered in Guatemalan exports of fruit preparations compared to 2020, equivalent to US$19 million of net growth, while in exports of legumes and vegetables preparations, a 15% growth was registered compared to the same period last year, resulting in US$7 million of net growth.
“The Fresh Frozen claim on canned fruits and vegetables has become more popular in the last year and promotes the concept of fresh food that has been properly preserved. As an example, we now have canned manzano tomatoes for sale in Canada that were produced with high-quality ingredients from Italy for a sweeter flavor, peas for sale in the United States that are harvested and canned on the same day, being a value-added product free of artificial preservatives, or we also find assorted fruit pulp for sale in Colombia, yielding up to 4 liters of juice and with passion fruit, mango and blackberry flavor”, stressed Rafael Rivera, an analyst in the AGEXPORT market intelligence unit.
Pieters also referred to Guatemalan success stories such as that of Conservas y Congelado Ya Está, S.A., who export more than 36 different products in canned form to serve nostalgic markets internationally. This company positions Guatemalan ethnic products on the international palate, successfully adapting to the latest market trends.
Europe: new trend of foreign cuisine
The trend of canned fruits and vegetables has also been joined by the demand for ethnic and premium products in the same presentation. This is how Europeans have also expressed their interest in foreign cuisine in search of exotic flavors, both from America and from Africa and the Middle East, which allow them to experience new sensory elements.
“On the European market you can find a mix of roasted tomatoes and Egg Plant with spices from North Africa; lentils for sale in Bulgaria promise to be the ideal ingredient for recipes in Indian or Arabian cuisine. For Guatemala, the snack version of cassava, malanga sweet potato and plantain has become very popular, as well as canned pacayas and ground pepita pumpkin seeds to accompany fresh fruit,” concluded Pieters.
Post-pandemic consumer demand for canned and frozen products has grown, and now these products facilitate international trade opportunities, innovating and providing additional added value to convenience and shelf life.
AGEXPORT Market intelligence unit’s Product intelligence service facilitates the discovering of relevant factors to facilitate the foray into a new market, and allows real-time monitoring of the competition’s new launches, so that all companies can innovate with and improve their incursion strategy. Learn more about this service by writing to jorge.paredes@agexport.org.gt
