In the European market, there is an increasing demand for organic products, especially in north western countries. Consumers relate organic fruits and vegetables with health and a better taste. The concept of "superfoods" has also been introduced, which are foods with a superior content of antioxidants and essential nutrients. It is becoming more common for major supermarkets to include these products in their range. However, the consumption of these types of organic foods remains limited to a segment of the population with relatively high incomes.
The fruit and vegetable markets have traditionally been driven by prices, although the European markets have developed a taste for exotic products of special quality. Consumers are willing to pay a premium for products that consistently taste better.
Packaging is also important. Convenient formats and small portions are increasingly popular. This includes seedless, easy to peel fruits, products with a longer shelf life, products with the ideal size for an individual serving (minipapayas, minimelons, etc.) and mixtures of pre-cut products. A necessary development is the improvement of the ripening process in the importing country for fruits like mangoes, avocados and papayas, because this results in a better flavour and reduces costs, as unripe fruits have more time available to reach their destination.
Due to the growing competition, the role of importers and wholesalers is changing. Wholesalers that supply large supermarket chains prefer to work with large producers and handle large volumes. On the other hand, smaller importers prefer to specialise in specific niches, for example, only in exotic fruits.
Potential exporters interested in entering the European market are advised to analyse these trends and define the strategy that best suits their strengths and weaknesses. In some cases, joint ventures with European companies can help them achieve a better position in that market.
