This season's dismal weather affected coconut sales, especially in southern Europe. Lorenza Ciccaroni of N&K, part of Kinobé Groupe, stresses that beach bars—a vital market for coconuts—stayed closed due to the lack of summer weather. This year, sales lag compared to previous summers, mainly because the bad weather discouraged summer vibes in southern European countries.
Coconut sales usually rise from June as summer approaches, peaking from July to mid-August. A decline follows with a slight rebound around the festive season. Still, the season is not yet lost, says Lorenza, who is sure things will pick up once summer arrives.
European coconut sales generally remain stable, with a focus on southern countries such as Spain, France, and Italy. There is a growing demand for healthier foods in places like the Netherlands and Scandinavia, but coconut consumption remains relatively modest. That is due to cultural and practical reasons, such as difficulty opening the fruit.
N&K is trying to increase coconuts' popularity outside of Southern Europe. They promote recipes and present the product attractively, like with the Tic Toc Coco brand. The company sees a marketing shift from traditional large bales to customer-oriented packaging, such as boxes of six to eight pieces. Those can be placed directly on supermarket shelves.
Those adapted packaging formats mean N&K can better meet client demand while reducing waste. They import most of their coconuts from the Ivory Coast because of cost-effectiveness, although occasional trips are made to India or Sri Lanka. However, despite comparable product quality, that costs more.
Overall, it remains challenging for N&K to adapt to different market preferences and seasonal influences. Still, as long as the weather cooperates and there is ongoing product innovation, the company is optimistic about coconuts' growth potential in Europe.
For more information:
Lorenza Ciccaroni
N&K b.v.
Tel: +31 (0)78 3032 440
[email protected]