Innovation in packaged veg
vegetables in 'wet' markets, a lack of time and increasing income
levels is leading to a boom in the packaged vegetables sector, as
the latest releases from Mintel testify.
Euromonitor estimates that retail sales of canned and frozen processed vegetables in Asia Pacific will reach $929.1 million (€768.7m) and $710 million in 2004 respectively. This represents a consumption per capita lower than $0.3 per subsector Vs $8.5 for canned vegetables and $6.1 for frozen vegetables in WE.
The main explanation for the low consumption per capita in Asia is the absolute dominance, save for Japan, of fresh unpacked vegetables. Euromonitor estimates that combined sales of frozen and canned vegetables in this country will reach $1,374 mn in 2004, around 85 per cent of the total sales for the region.
China follows Japan in importance in terms of sales of canned processed vegetables. Euromonitor estimates retail sales of around $50 million in 2004 in this country, less than 10 per cent of the sales expected in the same year for Japan. Canned vegetables in China consist mainly of mushrooms and bamboo shoots. Its growth is constrained however, by the strong competition of fresh vegetables, which are perceived healthier and more affordable.
Another relatively important market in Asia is Taiwan. Euromonitor estimates that retail sales of canned vegetables in this country will reach $24.6 million, almost 4% per cent up on the previous year. Almost the entire canned vegetables category in Taiwan is comprised of canned corn, corn mixed with other ingredients and mushrooms. Canned corn was previously a seasonal product, where sales would increase during the typhoon session and religious occasions. However, this product is currently benefiting from its use as an ingredient in a variety of ways including various local dishes and soup.
This week's product launches kick off in Malaysia, DC Organic is launching Organically Grown Adzuki Beans onto the market during the course of this month. Packaged in flexible plastic bags, it contains 500 grams of organically certified beans that are expected to retail for approximately €1.05. Malaysia is one of the most developed food markets in southeast Asia and reflecting this is the still small but growing market for organic produce.
In China Shantou Shanbao Foods Factory is launching fried broad beans under the Haoya brand. Packaged in a flexible plastic bag containing 300 grams that retails at €0.79, this product crosses the boundaries between vegetable and snack. The company says that the product is a healthy food, with what is described as a 'special flavour. The beans are fried in vegetable oil and lightly salted.
Moving to New Zealand, Watties is launching SteamFresh Vegetable Range. Packaged in individual cartons, the product contains 450 grams of vegetables that come in three different varieties: Asparagus, Brocolli and Baby Peas; Sweetcorn, Garden Peas, Red Pepper and Spring Onion; as well as Sweetcorn, Carrot and Broccoli. Each pack contains three individual packs that are said to be suitable for microwaving.
In Australia Michelina's is launching Salad Bowl, two new varieties of pre-prepared mixed vegetables. Packaged in flexible plastic wrapping, the product contains 255 grams of freshly frozen vegetables. One variety is a Greek-style recipe and contains roasted red peppers, cauliflowers, tomato, feta cheese and roasted read peppers, while the other is in an Asian style and contains broccolis, carrots, sugar snap peas, water chestnuts, pineapple, onions and rice noodles.
This range of packaged vegetables is part of a selection from Mintel's Global New Product Database.
