French processed vegetables group Bonduelle is looking to increase its annual turnover in Poland by 50% over the next five years by promoting a radical change in consumer habits. Bonduelle already enjoys the position of market leader in Poland with a 40% share. Its Warsaw-based subsidiary, Bonduelle Polska, posted a 2005 turnover of EUR37m (US$46.5m).
Vegetable consumption is said to be four times less than in western European countries. Moreover, the potential for growth in the frozen and processed segments is considerable with 91% of vegetables are purchased fresh compared to only 62% in France and 42% in the US.
Bonduelle is also banking on changes to Poland’s currently fragmented supermarket sector and greater consumer purchasing power in the few years to fuel market growth.
The group is well placed to accommodate higher levels of packaged vegetable consumption in Poland. Its plant at Gniewkowo, situated in the farming heartland of Torun, has the capacity to double output of frozen products to 50,000 tonnes annually and to raise output of tinned vegetables to 20,000 tonnes.
To a backdrop of growing obesity fears in Poland, particularly among thr young, Bonduelle is also promoting vegetables as the healthy eating choice. The group has developed “Bonduelki” – ready-to-eat individual portions of vegetables, for example sweet corn and peas, which children can take to school in their lunch boxes.
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