After weeks of severe shortage, the supply of strawberries from Huelva, Spain, has recently increased more than expected, although it still remains below last year’s volumes. As production is expected to remain high in the coming week, strawberry sales are likely to benefit from the Easter period.
For much of the year so far, the availability of strawberries from the Mediterranean area, particularly from Spain, has been extremely limited due to persistent rainfall, storms and flooding.
This shortage has also been reflected in retail promotional activity: between weeks 5 and 11 of the year, promotional intensity was in some cases significantly lower than in the previous two years. In addition, strawberries were more frequently advertised at the “daily price” compared to previous seasons.
Meanwhile, the supply situation in the countries of origin has improved significantly, and strawberries have returned to prominent display positions in retail outlets.
The number of promotions dedicated to these berries has further increased, in line with the recent growth in consumer demand. According to AMI data on promotional prices, in week 13 of the year strawberries were featured in a total of 42 promotions, including 7 for organic products.
Conventional strawberries are promoted in 400 g packs at prices ranging from €2.49 to €3.99, while 500 g packs are offered between €1.95 and €3.49, indicating a fairly wide price range. Larger formats, between 800 g, are also available.
Source: www.fruchthandel.de
