Livening in market of refrigerated vegetables following last year’s recession

According to ConsumerScan data from GfK Hungária, sales of refrigerated vegetables and potatoes were down in 2007, but 2008 figures are expected to be up. The market of refrigerated vegetables and potatoes shrunk by 7 percent in terms of quantity and by more than 10 percent in terms of value in 2007. Sales were up by 3.5 percent in terms of quantity and by 7.2 percent in terms of value in the first nine months of 2008. Potato accounts for almost one third of the market. As a result of an almost 30 percent price rise, sales were up by 2.4 percent in 2007, in spite of a 16 percent drop in the quantity sold. The subsequent 12 percent drop in price has resulted in a 16.4 percent increase in the quantity sold. Private labels have achieved a 64 percent market share. Sales of refrigerated vegetables were up 10,5 percent in terms of value in 2007, while price rose by 12.1 percent. In the first nine months of 2008, the rate of price rise was down to 8.7 percent, leading to a 10.5 percent increase in sales in terms of value. Mixed vegetables and peas continue to remain the market leaders. Private labels have boosted their market share by 14 percent, reaching 59 percent. Discounts are the leading distribution channel in the potato segment, while the weight of hyper markets is decreasing. Discounts and hyper markets are also the primary distribution channels for other refrigerated vegetables, but they are losing ground, with supermarkets coming up.