The trend in fruit sales at the autumn-winter milestone appears subdued, as confirmed by Ettore Ceccarelli of the marketing company that owns the Julius brand: "In recent years, fruit and vegetable purchases have become more targeted and limited. It is alarming that the consumption of fruit and vegetables, the basis of a healthy diet, has decreased in almost all age groups, especially among millennials. Not all products are experiencing a decline in consumption. There are exceptions to this, with sales of avocados, mangoes, and small fruits increasing, and sales of pears, apples, and kiwis decreasing."
With regard to the factors contributing to the ongoing decline in consumption of main fruits and vegetables, Ceccarelli offers a concise analysis: "As always, there is no single reason. When discussing a product of excellence from Emilia Romagna, such as pears, I highlight several factors contributing to this case. Firstly, retailers are requesting that are able to remain on the shelf for a longer period without changing colour. In my opinion, such requests are not only unreasonable but also counterproductive, especially in a period of declining consumption and limited financial resources. It is difficult to comprehend how retailers can offer a fruit that customers cannot consume immediately because it is too unripe. Despite the certifications, there have been reports of the fruit often tasting insipid and thus failing to meet consumer expectations."
It should be noted, however, that the direction of the course can be reversed if desired. Indeed, Ceccarelli continues: "An acquaintance from Lérida who specializes in ripening (ready-to-eat) kiwis for the Spanish supermarket Mercadona. This person has informed him that the Spanish retailer's philosophy is to provide consumers with fruit that is ripe at the right time so that they can consume it immediately and come back soon to buy more. This has led to a significant increase in sales of green kiwis in Mercadona stores. In Italy, however, we are moving in the opposite direction. To compensate for the decline in sales volumes caused by double-digit inflation in 2022, large retailers have encouraged the trade networks to intensify discounts and promotions. There is a possibility that prices for fruit and vegetables could be reduced by up to 40 per cent. However, these measures have not been enough to reverse the overall downward trend in consumption."
The Ceccarelli company, which has been on the market for over 70 years, has its own philosophy based on quality: "My brothers and I fight a personal battle (not an easy one) to offer consumers sweet and tasty pears, trying to find the best time to harvest them. We store them in a controlled atmosphere and pack them by hand. This has allowed us to increase sales of William and Abate pears. At first, customers did not mind our efforts, but now they are recommending that they are, in their words, 'as sweet and tasty as the previous batch.' I think the time has come, as in other parts of Europe, for fruit and vegetables to be sold by the unit in our country. This could be achieved without too much difficulty."
He points out: "Let's take traditional pears (William, Abate, Kaiser) as a reference. For bulk sales, the size could be medium to large (65/70 and 70/75), around 200 grams per fruit. Imagine selling 200 grams of ready-to-eat fruit for 0.80 cents: Who would not buy it, or at least try it, at that price? Conversely, if it were sold at €3.99 or €4.15/kg, the consumer would be put off by such a psychologically high price. The same argument could be made for kiwis, apples, and many other traditional fruits whose consumption is declining. Such a system of unit pricing, which does not add complexity for operators and retailers, should be tested as a means of stimulating sales and bringing our products closer to a wider range of consumers," he concludes.
For more information:
Ceccarelli Giulio Srl
Via della Frasca, 7
47020 Longiano (FC)
+39 0547 53055
commerciale@juliusfruit.it
www.juliusfruit.it