DRIED FRUIT RETAIL MARKET:

Health & wellness, “snackification” and the risk of becoming a commodity

Following the progressively consolidated trend associated with well-being, in the last few years the Italian market for dried fruit, dehydrated fruit and seeds has recorded average annual growth rates of 5.8%, and is forecast to see increases of 7%.

In line with another trend, snackification, the 40g format is currently the most purchased package size: mainly as an impulse choice and with the highest average price per kilo (about double the overall average for the category).

In a complex category, where about 40% of the market is represented by Private Labels and where the consumer is faced with more than 90 SKUs on at least three different shelves at the point of sale, a strategic approach to the brand becomes a fundamental axis for any player trying to survive and thrive in this industry.