Study Cases on the Apple
Market and Marketing
Bruno Sfogliarini AMAGI Market Research
Apple Attraction 2011
Madrid - 21 st October, 2011

Size and trend of apple market
An estimation of apple market value in
Italy is approx. 1 million €
Per-capita consumption kg/head
France
Germany
Italy
Spain
UK
Apple Attraction 2011
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Year
2001
21,3
18,4
22,6
20,4
10,9
Year
2008 or 09
23,7
17,3
19,9
19,3
11,7
Trend
++
-
--
-
+
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Expectations for apple market
Within EU, apple production decreases respect to early 2000 years. For 2011, volumes are expected to be in line with 2007-2010 averages
Apple Attraction 2011
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A mix of branded & unbranded products
Fresh produce markets are typically a mixture of branded & unbranded products, that’s the specific feature that makes more difficult to operate for marketing driven companies
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F&V represent quality benchmark for retailers to consumers
More than 60% of consumers judge the store quality from F&V quality
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Benchmarking with premium price
Benchmarking with a premium price product/brand within the category it’s the right way to introduce proper marketing in fresh produce at store level
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Comparison with self-production and relevance of traditions
A peculiarity of F&V is the possibility of comparison (and sostitution) with selfproduction (self-consumption) and even if self-consumption is not practicable (like in big towns), consumers are slow in updating their convinctions/knowledge on
F&V because of their traditions/roots
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Retailers can effectively drive innovation in apple market
Dorothy Lane example
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Degree of naturality
Are F&V, apples in particular, still only a cultivation? Yes & No, as the degree of naturality widely differs from product to product. Moreover, naturality content is not understandable by common consumers
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Peculiarities of apples
 Self-contained , no juice potentially no skin almost no seeds right size
 Durability , apples last for long time at room temperature
 Usability , apples come as ingredients in many preparations, both sweet & salted
 Healthy , apple has a very low glicemic value while it’s nutritive enough hence in almost every diet apple is welcome
 Variety , apples come in a very wide range with completely different features
 Convenience , apples can be very cheap also because of their durability
 Sensorial experience , smell-taste-touchsight even listening to “bitecrunch”
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Imaginary values of apples
 Eve an the Snake
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Beatles’ Apple Records
Steve Job’s Apple

Adam’s Apple
 Apple of Discord
 Snow White tale
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William Tell’s target
Newton’s discovery
 New York City
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Apples are largely used



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Drinks
Snacks
Cuisine (vinegar also)
Cosmetics
Can you add other?
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Start from apple to conquer F&V?
 Would it be logic to expand apple business with neighbouring F&V (like pears or plums), just like
Del Monte started from peaches?
 Or it’s better to develop apple in other classes (Melinda case)?
Vertical
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Horizontal
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Speakers of Round Table
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Jose Luis Trilla – ACTEL
Giovanni Battista D’Antrassi – Chiquita
Carlo Lingua – RK Marketing
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¡Gracias y Hasta Manzana!
Bruno Sfogliarini AMAGI Market Research
Apple Attraction 2011
Madrid - 21 st October, 2011