Apple juice in Germany Trends in production and...
Transcript of Apple juice in Germany Trends in production and...
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Prognosfruit Hamburg 2016
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
Apple juice in Germany
Trends in production andprocessing
Klaus Heitlinger, Association of theGerman fruit juice industry
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Facts about Germany I (2015)
population: about 81,5 Mio. Habitants, Germany is the most populous member state in the European Union
average income: 32.000 EUR (Germany)11.500 EUR (Poland)71.000 EUR (Qatar)
gross national product: 3.091,5 billion EUR import: 948 billion EUR export: 1196 billion EUR
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Facts about Germany II
How Germans spend their money
Market size for fruit juices in Germany: 4 billion EUR
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Porsche vs Fridge
German priorities
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Volume of food sales 2015
Edeka‐Group26%
Rewe‐Group16%
Schwarz‐Group15%
Aldi‐Group12%
Metro Group6%
Miscellaneous25%
Volume of Sales Food 2015 in %
Company Volume of food sales 2015 in EuroEdeka-Group 48.274.000,00 Rewe-Group 28.569.000,00 Schwarz-Group 28.048.000,00 Aldi-Group 22.794.000,00 Metro Group 10.270.000,00 Miscellaneous 46.289.000,00
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Welcome in the jungle!
2. If you want to deliver to German retail…
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Retail know-how
German retailers have own fruit juice companies(Edeka-ELRO) or own bottling facilities (Lidl-MEG)
Former fruit juice sellers from the industry are nowbuyers in retail
Raw material prices are very transparent Internet auction for apple juice without seeing the
buyer is one possibility of purchase
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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What did Germans drink in the year 2015?
Drinks without alcohol 300 l- Water (with minerals, carbonized) 148 l- Carbonated soft drinks 119 l - Fruit juices & nectars 33 l
Alcoholic drinks 137 l- Beer 106 l- Wine 21 l- Champagne 4 l- Spirits 5 l- Fruit wine 1 l
House drinks 322 l- Milk 82 l- coffee 160 l- Tea 79 l
Total: 758 lKlaus Heitlinger VdF Prognosfruit Hamburg 2016
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Membership structure VdF
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Overview German fruit juiceindustry
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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We didn‘t win in France theeuropean tournament but:
Germany is world champion in
fruit juice consumption
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Per capita consumption by country
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
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Development of per-capita-consumption of fruit juices/ fruit nectars in Germany in l
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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per capita consumption by juice types
0,00
2,00
4,00
6,00
8,00
10,00
12,00
14,00
1995 2000 2005 2010 2011 2012 2013 2014 2015
apple juice
orange juice
multivitamin juice
grape juice
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Energy drinks as In-beverage young consumers
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Energy drinks – with fruit juice!
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Non-alcoholic wheat beer in competition with apple schorle
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Carton packaging loses in brands and private label, while PET grows on promotions.
Packaging structure FHG
GfK Consumer Panel + | FHG | Jan-Dez 12-15 | amount (%)
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Average prices of apple juice –individual months in 2014
ConsumerScan | FS | Monate 2014 | Ø-Preis pro Liter (€)
0,88 0,890,91
0,860,89 0,90 0,90
0,87 0,87 0,88
0,80 0,79
Jan 14 Feb 14 Mrz 14 Apr 14 Mai 14 Jun 14 Jul 14 Aug 14 Sep 14 Okt 14 Nov 14 Dez 14
VR Rate - Menge je Einzelmonat Vorjahr
Ø - Preis je Einzelmonat
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Klaus Heitlinger VdF Prognosfruit Hamburg 2016
Juice turned cheaper in 2015Turnover increased
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Apple juice 2016
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Cloudy apple juice 2016
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Organic apple juice cloudy 2016
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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0,4
33,2
3,0
6,4
1,3
1,7
1,1
1,1
0,3
35,8
2,6
6,0
1,0
1,1
0,9
0,8
AFG
Gemüsesaft
Fruchtsaft
FS-Direktsaft
FS-Konzentratsaft
Schorle/ Nektar CO2
Limonade
EisteeJan-Dez 15
Jan-Dez 14
+26,2
-5,7
+19,0
+15,9
+27,4
+52,3
+25,0
+30,3
Bio-proportion within relevant AFG-segments
GfK Consumer Panel + | AFG + Gemüsesaft | Jan-Dez 14/15 | amount in % | VR abs. (%)
Organic is a small but growing sector in the AFG-segments. In vegetable juices 1/3 of the amount are generated about Organic.
VR abs. in %
Bio-proportion (amount)…
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Smoothies strong increase
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Apple juice market in Germany
8 Liters apple juice per capita equals 650 Mio. Liters 50% NFC equals 320 Mio. Liters Apple juice from concentrate 320 Mio. Liters or approx.
60.000 tons of apple juice concentrate mainly fromPoland and Austria
import from AJC 2015 total 200.000 tons also for use in other products like e.g. multivitamin juice
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Multivitamin juice
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
Zutatenliste: 46% Apfelsaft*, 24% Orangensaft*, 6,5% Ananassaft*, 5% Apfelmark, Mangomark, Bananenmark, Pfirsichmark, 2,5% Karottensaft aus Karottensaftkonzentrat mit Pulpe, 1,5% Passionsfruchtsaft*, Kiwimark, Vitamin C, Niacin, Vitamin E, Pantothensäure, Vitamin B6, Vitamin B1 (Thiamin), Biotin, Vitamin B12. *aus Fruchtsaftkonzentrat
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Import D apple juice concentrate
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
Total approx. 200.000 tons
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Apple juice production Germany
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
477
558
405
556
525543
360
400
529 522
330
370
400
200
250
300
350
400
450
500
550
600
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Apfelsaftproduktion in D2002 ‐ 2015 in Mio. l
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Apple prices in Germany freefactory
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
14
9
15
13
21
109
17
15
1817
9
15
0
5
10
15
20
25
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Frei Silopreise für Äpfel in Deutschland2002 – 2015 in €/100 kg€/100 kg
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Direkt-/Konzentratsaft-Anteil innerhalb der Fruchtsaftsorten
GfK Consumer Panel + | FS | Jan-Dez 14/15 | Menge (%)
Growth of NFC orange and apple.For concentrate the classic varieties apple
and orange loses
Jan-Dez 14 Jan-Dez 15 VR abs. in % Jan-Dez 14 Jan-Dez 15 VR abs. in % Jan-Dez 14 Jan-Dez 15 VR abs. in %
1,3 -2,9 -7,0
8,3 13,9 9,4
3,5 -0,5 0,4
Fruchtsaft Orangensaft Apfelsaft
Total VR abs in %
32,1 33,6
14,2 16,3
44,6 48,7
67,9 66,4
85,8 83,7
55,4 51,3Konzentratsaft
Direktsaft
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Wild apples have a good image in Germany
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Wild apples in good condition
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Crop estimation on wild apple trees
700.000 tons in 2016
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Crop estimation 2016
Marktanbau; 1,05 Mio. t
Streu-/Gartenobst; 0,7 Mio. t
0,30
0,40
0,50
0,60
0,70
0,80
0,90
1,00
1,10
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
In M
io. T
onne
n
---- Table apples ___ Wild trees
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Wild apple tree ruins
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Wild trees profit and table apples
model calculation
Yield per hectare 100 trees x 100 kg = 10.000 kg≙ 10 t≙ 100 dt
Producer price per dt € 5,00 - € 10,00per ha € 500,00 - € 1.000,00
50 % due to alternate bearing € 250,00 – € 500,00
For comparison: Yield 1 ha table apples: 500 dtproducer price: € 20,00per ha € 10.000,00
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Future trend: Industry plantations for acid apple
Klaus Heitlinger VdF Prognosfruit Hamburg 2016
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Thank you very much for yourattention!
Please come back!Don‘t leave the EU!
Auf Wiedersehen!Klaus Heitlinger VdF Prognosfruit Hamburg 2016