Apple juice in Germany Trends in production and processingprognosfruit.eu/wp-content/uploads/2016/08/Afternoon-Session-2.1-Apple-juice... · Apple juice market in Germany 8 Liters

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

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


Facts about Germany II

How Germans spend their money

Market size for fruit juices in Germany: 4 billion EUR


Porsche vs Fridge

German priorities

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

Welcome in the jungle!

2. If you want to deliver to German retail…

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


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

Membership structure VdF


Overview German fruit juiceindustry



We didn‘t win in France theeuropean tournament but:

Germany is world champion in

fruit juice consumption


Per capita consumption by country

0,0

5,0

10,0

15,0

20,0

25,0

30,0

35,0

Development of per-capita-consumption of fruit juices/ fruit nectars in Germany in l


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

Energy drinks as In-beverage young consumers


Energy drinks – with fruit juice!


Non-alcoholic wheat beer in competition with apple schorle


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 (%)

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


Juice turned cheaper in 2015Turnover increased

Apple juice 2016


Cloudy apple juice 2016


Organic apple juice cloudy 2016


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)…

Smoothies strong increase


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


Multivitamin juice


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

Import D apple juice concentrate


Total approx. 200.000 tons

Apple juice production Germany


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

Apple prices in Germany freefactory


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

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

Wild apples have a good image in Germany


Wild apples in good condition


Crop estimation on wild apple trees

700.000 tons in 2016


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


Wild apple tree ruins


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


Future trend: Industry plantations for acid apple


Thank you very much for yourattention!

Please come back!Don‘t leave the EU!

Auf Wiedersehen!Klaus Heitlinger VdF Prognosfruit Hamburg 2016

Documents

Apple juice in Germany Trends in production and processingprognosfruit.eu/wp-content/uploads/2016/08/Afternoon-Session-2.1-Apple-juice... · Apple juice market in Germany 8 Liters