grape trends chile
DESCRIPTION
It was my presentation in the "Grapes Seminar for Grower of Copiapo Valley" My topic was "the importance of the USA Market for grapes from the north of Chile"TRANSCRIPT
Confidential – The Oppenheimer Group
Oppenheimer
Grape Trends
Cristian Álvarez- Category Mgr.
Confidential – The Oppenheimer Group
12
2936 34.5 39 40
0
10
20
30
40
50
1995 2000 2005 2010 2011 2012
est.
millions
Volume Growth
• Participación de Mercado en Uva Chilena
• 5° Lugar Oppenheimer con 7,5%
153 years of expertise. Year-round product assortment from one source.
Packages (vol/$ basis) Oppenheimer
Confidential – The Oppenheimer Group
Uva de Mesa Mercado Americano y su
Importancia para Copiapo
Agenda Tendencias en Mercado Americano Importancia de la Uva de Mesa Abastecedores de Uva de Mesa Producción Chilena Producción 3 y 4 Región Competencias para 3 y 4 Región Precios en USA Calidad que quiere el comprador Lo positivo del Mercado Americano Lo negativo del Mercado Americano Resumen
Confidential – The Oppenheimer Group
Consumo de Uva de Mesa
-
2.000.000
4.000.000
6.000.000
8.000.000
10.000.000
12.000.000
14.000.000
16.000.000
Ene Feb Mar Abr May Jun Jul Ago Sep Oct Nov Dic
Equ
ival
en
te a
19
lb
Consumo de Uva de Mesa Mensual en USA
Importaciones
California
Confidential – The Oppenheimer Group
Grape Trends
• Uvas Rojas, ventas hasta Enero 2012.
Source: Fresh Look Marketing Chain Supermarket Scan Sales Week ending 1/29/2012
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
02
/06
02
/13
02
/20
02
/27
03
/06
03
/13
03
/20
03
/27
04
/03
04
/10
04
/17
04
/24
05
/01
05
/08
05
/15
05
/22
05
/29
06
/05
06
/12
06
/19
06
/26
07
/03
07
/10
07
/17
07
/24
07
/31
08
/07
08
/14
08
/21
08
/28
09
/04
09
/11
09
/18
09
/25
10
/02
10
/09
10
/16
10
/23
10
/30
11
/06
11
/13
11
/20
11
/27
12
/04
12
/11
12
/18
12
/25
01
/01
01
/08
01
/15
01
/22
01
/29
Curr Red Lb LY Red Lb
Confidential – The Oppenheimer Group
Grape Trends
• Uvas Verdes, Ventas hasta Enero 2012.
Source: Fresh Look Marketing Chain Supermarket Scan Sales Week ending 1/29/2012
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
02
/06
02
/13
02
/20
02
/27
03
/06
03
/13
03
/20
03
/27
04
/03
04
/10
04
/17
04
/24
05
/01
05
/08
05
/15
05
/22
05
/29
06
/05
06
/12
06
/19
06
/26
07
/03
07
/10
07
/17
07
/24
07
/31
08
/07
08
/14
08
/21
08
/28
09
/04
09
/11
09
/18
09
/25
10
/02
10
/09
10
/16
10
/23
10
/30
11
/06
11
/13
11
/20
11
/27
12
/04
12
/11
12
/18
12
/25
01
/01
01
/08
01
/15
01
/22
01
/29
Curr Green Lb LY Green Lb
Confidential – The Oppenheimer Group
Fresh Grapes - Consumers
• 40% ingresos es por fruta fresca
• Las uvas estan el 4to lugar de ingresos de
ventas en Supermercado.
• Es un item de Promocion muy necesitado,
3 veces al mes.
• Los consumidores estan prefiriendo lo
sabores tradicionales
Source: FreshLook Grocery Chain data end 1/29/12 Packer Fresh Trends 2012
Dollars Current 52wks
%
Change
Berries $3,547,764,930 5.6%
Apples $2,680,250,325 0.6%
Bananas $2,481,636,760 2.3%
Grapes $2,224,873,538 -3.4%
Melons $1,675,652,747 -3.6%
Avocados $941,198,056 4.9%
Oranges $848,716,696 -4.0%
Cherries $696,429,899 2.0%
Tangerines $620,202,417 8.4%
Peaches $449,729,102 1.6%
Total Fruit $18,953,204,349 1.1%
Berries 18.7%
Apples 14.1%
Bananas 13.1%
Grapes 11.7%
Melons 8.8%
Avocados 5.0%
Oranges 4.5%
Cherries 3.7%
Tangerines 3.3%
Peaches 2.4%
All Other 14.7%
Confidential – The Oppenheimer Group
0% 20% 40% 60% 80% 100%
2008/2009
2009/2010
2010/2011
2011/2012
2008/2009 2009/2010 2010/2011 2011/2012
Norte America 55% 55% 49% 50%
Europa 26% 25% 25% 23%
Lejano Oriente 11% 12% 17% 19%
Latinoamerica 7% 7% 8% 8%
Medio Oriente 1% 1% 1% 1%
Mercados de Exportaciones Uva de mesa de Chile
Confidential – The Oppenheimer Group Fuente : ASOEX
Distribución por semana
SEMANAS DE
ZARPE
UVA DE MESA
2010-2011 2011-2012
47 1,913 4,560
48 219,973 304,933
49 516,307 629,679
50 938,190 1,356,175
51 1,747,171 1,929,912
52 2,477,098 2,023,435
1 1,590,757 1,744,323
TOTAL 7,491,409 7,993,017
2 3,338,274 2,021,013
3 2,778,421 2,495,089
4 2,031,655 2,501,069
5 3,156,023 2,715,443
6 3,023,403 2,940,173
7 2,568,077 2,490,798
8 3,146,218 2,490,974
9 2,901,386 2,361,702
10 2,363,378 3,387,249
11 4,862,547 3,128,353
12 5,518,034 3,287,180
13 1,991,590 3,368,824
14 1,236,982 967,118
15 721,741 484,538
16 661,823 71,309
TOTAL
GENERAL 47,790,961 42,703,849
Red Seedles
2010-2011 2011-2012
679 0
31,787 95,274
177,508 289,123
1247,525 722,696
873,478 1,214,512
42,750 1,333,988
938,538 1,240,452
3,970,107 4,896,045
2,312,284 1,293,952
1,757,415 1,628,620
1,350,910 1,586,208
1,883,931 1,280,710
1,480,767 1054,719
790,425 531,552
521,795 209,327
133,128 93,369
58,797 49,701
54,264 33,406
14,739 14,050
94,032 3,830
267 0
2 1,632
68 0
14,500,401 12,709,196
Green Seedles
2010-2011 2011-2012
1,234 4,560
186,446 153,614
321,199 290,240
467,053 580,236
792,595 660,448
766,525 630,133
566,536 412,732
3,101,588 2,731,963
906,096 549,239
939,930 581,179
475,897 679,838
956,453 1127,935
1242,514 1434,902
1353,856 1,250,732
1,875,710 1,347,509
1,669,732 1,092,686
1,121,200 1,277,295
2,021,022 847,373
1,392,932 710,439
157,251 431,766
6,082 15,039
35,982 17,670
4,032 0,57
17,105,697 14,866,286
Black Seedles
2010-2011 2011-2012
0 0
0 0
0 0
2,538 0
19,184 6,978
42,750 12,216
35,109 43,774
99,581 62,968
0 0
68,718 65,032
122,109 172,169
122,077 122,173
187,875 172,930
73,835 148,055
115,156 158,295
116,483 93,076
152,558 86,832
86,205 148,237
198,733 138,100
327,123 144,292
93,876 164,796
44,441 27,392
14,051 18,393
20,237 864
1,843,058 1,705,516
Confidential – The Oppenheimer Group Fuente : ASOEX
Distribución de Variedades %
2010-2011 2011-2012 VAR.
FLAME SEEDLESS 13,574,237 12,125,395 -10.67
THOMPSON SEEDLESS 11,060,781 8,829,242 -20.18
SUGRAONE 4,892,864 4,120,350 -15.79
CRIMSON SEEDLESS 10,304,364 10,224,449 -0.78
BLACK SEEDLESS 1,024,918 977,726 -4.60
PERLETTE 571,403 480,023 -15.99
RED GLOBE 1,326,194 1,597,308 20.44
T.SEEDLESS 321,11 330,081 2.79
SUNSET SEEDLESS 272,651 249,239 -8.59
PRIME 144,394 219,201 51.81
QUEEN ROSE 550,493 375,671 -31.76
SIN ESPECIFICAR 362,203 488,155 34.77
AUTUMN ROYAL 799,071 727,79 -8.92
RALLI SEEDLESS 130,574 228,216 74.78
RED SEEDLESS 121,094 131,712 8.77
QUEEN RED 203,755 182,492 -10.44
PERLON 309,256 252,543 -18.34
SUGRATHIRTEEN 45,95 62,599 36.23
PRINCESS 232,452 209,759 -9.76
SUPER FLAME 58,532 60,489 3.34
MOSCATEL ROSADA 41,323 22,916 -44.54
BICOLOR 29,475 53,635 81.97
PRINCESS SEEDLESS 172,514 207,94 20.54
QUEEN SEEDLESS 4,475 6,767 51.22
ROYAL RED 26,521 32,703 23.31
LADY ROSE 95,415 46,459 -51.31
MUSCAT BEAUTY 0 38,985 0.00
TRICOLOR 5,14 7,17 39.49
SUPERIOR SEEDLESS M.R. 2,583 864 -66.55
RUBY SEEDLESS 228,392 179,046 -21.61
SUPERIOR 27,257 29,756 9.17
QUEEN 0 192 0.00
MOSCATEL SEEDLESS 14,949 35,341 136.41
ALMERIA 480 16 -96.67
BEAUTY SEEDLESS 3,552 0 -100.00
OTRAS 199,216 169,619 0.00
TEMP.2010-2011 47,157,588 - -
TEMP.2011-2012 - 42,703,849 -
% VARIACION - - -9.44
VARIEDADESComparativo
2,704,419
1,017,022
1,599,877
160,068
423,304
413,527
183,595
252,491
0
163,527
14,981
113,572
45,567
20,473
0
46,917
9,588
23,631
0
0
0
0
0
0
0
0
0
2,1
864
0
96
0
0
0
0
0
8,570,171
7,195,619
-16.04
3A.REGION
4,605,842
1,091,373
355,11
1,075,750
256,699
66,496
205,574
32,934
249,239
55,674
165,595
20,444
61,62
42,13
48,745
1,611
27,441
11,522
12,984
9,984
9,232
8,46
7,04
4,847
4,512
3,072
2,688
0
0
595
150
192
96
0
0
0
9,547,095
8,437,651
-11.62
4A.REGION
4,815,134
6,720,847
2,165,363
8,988,631
297,723
0
1,208,139
44,656
0
0
195,095
354,139
620,603
165,613
82,967
133,964
215,514
27,446
196,775
50,505
13,684
45,175
200,9
1,92
28,191
43,387
36,297
5,07
0
178,451
29,51
0
35,245
16
0
169,619
29,040,322
27,070,579
-6.78
OTRAS
Confidential – The Oppenheimer Group
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
02
/06
/20
11
02
/20
/20
11
03
/06
/20
11
03
/20
/20
11
04
/03
/20
11
04
/17
/20
11
05
/01
/20
11
05
/15
/20
11
05
/29
/20
11
06
/12
/20
11
06
/26
/20
11
07
/10
/20
11
07
/24
/20
11
08
/07
/20
11
08
/21
/20
11
09
/04
/20
11
09
/18
/20
11
10
/02
/20
11
10
/16
/20
11
10
/30
/20
11
11
/13
/20
11
11
/27
/20
11
12
/11
/20
11
12
/25
/20
11
01
/08
/20
12
01
/22
/20
12
Chile and Peru
Brazil and Peru
California
Mexico
Chile
Chile and Peru
LY 2010 Grapes
Grape Trends – By Country
California, Peru y
Chile
Confidential – The Oppenheimer Group
* Cold storage
Western fruit summary
Grape Trends – By Country 3,262,665 Cajas*
Confidential – The Oppenheimer Group
Cold storage
Western fruit summary
*
Grape Trends – By Country
Confidential – The Oppenheimer Group
Last Report of Grapes in California
Cajas Porcentaje
Website: http://marketnews.usda.gov/portal/fv
15-dic-11 15-dic-10 15-dic-09
Blacks 297.656 225.574 62.385
Reds 3.262.665 1.728.118 423.685
Crimson 2.352.279 1.235.537 391.527
Greens 120.189 115.536 36.027
Red Globe 498.584 543.359 594.789
TOTAL 4.180.308 2.612.588 1.116.886
15-dic-11 15-dic-10 15-dic-09
Blacks 7% 9% 6%
Reds 78% 66% 38%
Crimson 56% 47% 35%
Greens 3% 4% 3%
0% 0% 0%
Red Globe 12% 21% 53%
0% 0% 0%
TOTAL 100% 100% 100%
Confidential – The Oppenheimer Group
Promociones de Supermercado
en Uva de Mesa
0
0,5
1
1,5
2
2,5
3
3,5
26 deEnero
2 deFebrero
9 deFebrero
16 deFebrero
23 deFebrero
2 de Marzo 9 de Marzo 16 deMarzo
Pre
cio
de
Ve
nta
Fecha
Regular
Ad
Fuente : USDA Market news
Confidential – The Oppenheimer Group
Precios USA Market VARIETY SIZE SEASON 50 51 52 53 1 2 3 4 5 Grand Total
FLAME exlge (900) 2009.0 43,0 44,0 42,0 41,5 38,0 32,0 27,5 25,5 35,2
2010.0 37,0 35,0 29,0 22,5 21,0 28,0
2011.0 36,0 29,0 24,5 20,0 19,5 18,5 18,0 22,2
lge (700) 2009.0 41,0 42,0 40,0 39,5 36,5 29,5 24,0 20,0 32,5
2010.0 39,0 37,0 33,0 26,0 19,5 18,0 26,9
2011.0 34,0 27,0 22,5 18,0 17,5 16,5 16,0 20,2
med (500) 2009.0 39,0 40,0 38,0 37,5 34,5 26,5 21,0 17,5 30,1
2010.0 35,0 34,0 31,0 23,5 17,0 16,0 24,4
2011.0 32,0 25,0 20,0 16,0 15,5 14,5 14,0 18,1
sml (300) 2009.0 29,0 25,5 22,0 17,5 13,5 20,7
2010.0 31,0 30,0 26,5 21,0 15,5 14,0 21,5
2011.0 19,0 16,5 13,5 12,5 12,0 12,0 13,8
FLAME Total 41,0 38,0 32,5 20,9 28,4 27,1 22,6 18,7 18,2 24,7
VARIETY SIZE SEASON 50 51 52 53 1 2 3 4 5 Grand Total
PERLETTE exlge (900) 2009.0 38,0 31,0 27,0 26,0 30,5
2010.0 33,0 29,0 25,0 20,0 18,0 18,0 23,8
2011.0 28,0 25,0 21,0 16,7 16,3 15,0 18,2
lge (700) 2009.0 36,0 30,0 28,0 24,5 24,0 27,9
2010.0 33,0 32,0 27,0 23,0 18,0 16,0 16,0 23,6
2011.0 26,0 23,0 19,0 14,7 14,3 13,0 16,2
med (500) 2009.0 34,0 28,0 25,0 22,5 22,0 25,6
2010.0 28,0 25,0 24,0 21,0 16,0 14,0 14,0 20,3
2011.0 24,0 21,0 17,0 12,7 12,3 11,0 14,2
sml (300) 2009.0 32,0 22,5 19,0 17,8 18,0 20,9
2011.0 15,0 11,0 11,0 12,3
PERLETTE Total 35,0 27,8 26,1 18,0 19,0 17,6 14,3 16,0 16,0 20,6
Confidential – The Oppenheimer Group
Precios USA Market VARIETY SIZE SEASON 50 51 52 53 1 2 3 4 5 Grand Total
SUGRAONE exlge (900) 2009.0 45,0 43,0 39,5 39,0 35,0 30,0 25,5 21,5 33,5
2010.0 39,0 39,0 38,0 33,0 27,5 24,0 21,0 29,7
2011.0 38,0 32,0 30,0 25,0 22,5 20,5 18,3 24,7
lge (700) 2009.0 43,0 40,0 37,0 36,5 32,0 27,0 22,0 19,0 30,7
2010.0 37,0 37,0 36,0 31,0 25,5 22,0 18,3 26,8
2011.0 36,0 30,0 28,0 23,0 20,5 18,5 16,7 22,8
med (500) 2009.0 39,0 38,0 34,5 34,0 30,0 24,0 18,0 15,3 26,4
2010.0 35,0 35,0 34,0 29,0 22,5 19,0 16,3 24,5
2011.0 34,0 28,0 26,0 21,0 18,5 16,0 14,0 20,5
sml (300) 2009.0 23,0 18,0 15,5 11,0 15,0
2010.0 18,5 17,0 14,5 16,7
2011.0 21,0 17,0 15,0 14,0 11,0 14,8
SUGRAONE Total 42,3 37,8 35,3 27,0 30,1 27,1 22,4 18,3 16,8 25,1
VARIETY SIZE SEASON 50 51 52 53 1 2 3 4 5 Grand Total
THOMPSON exlge (900) 2009.0 43,0 38,0 38,5 35,0 30,0 25,5 21,5 31,8
2010.0 29,0 27,5 24,0 21,5 25,0
2011.0
lge (700) 2009.0 43,0 40,0 34,0 36,0 32,0 27,0 22,0 18,5 29,8
2010.0 27,0 25,5 22,0 18,3 22,1
2011.0
med (500) 2009.0 41,0 38,0 30,0 33,5 30,0 21,7 17,7 15,3 25,0
2010.0 25,0 22,5 19,0 16,3 19,6
2011.0
sml (300) 2009.0 23,0 23,0 19,0 15,5 10,7 16,0
2010.0 18,5 17,0 14,5 16,7
2011.0*
THOMPSON Total 42,0 40,3 34,0 34,1 29,8 24,1 20,2 16,7 24,4
Confidential – The Oppenheimer Group
Distribución de Calibres Recibidos
Solo Productores 3 y 4 Región
Hasta Enero 15 Calibres
Variety Size % Flame Seedless 300 12%
500 49%
700 34%
900 6%
Green Seedless 500 10%
700 55%
900 35%
Thompson Seedless 300 1%
500 32%
700 53%
900 14%
Fuente : The Oppneheimer Group
Confidential – The Oppenheimer Group
Calidad que quiere el Mercado
Americano
Preferencias
Preferencia de Calibres, USA
Muy preferible 700
Preferible 900
Poco deseable 500
No lo quieren 300
Confidential – The Oppenheimer Group
Calidad que quiere el Mercado
Americano
Orden en embalaje
Uniformidad de color Apariencia
Confidential – The Oppenheimer Group
Principales Defectos encontrados en Uva
de la 3 y 4 región
Descalibre
Confidential – The Oppenheimer Group
Principales Defectos encontrados en Uva
de la 3 y 4 región
Color
Deshidratación
Confidential – The Oppenheimer Group
Principales Defectos encontrados en Uva
de la 3 y 4 región
Ralos y Deformes
Desgrane
Partidura
Confidential – The Oppenheimer Group
Principales Defectos encontrados en Uva
de la 3 y 4 región
Información
Confidential – The Oppenheimer Group
Lo Positivo del Mercado Americano
• Consumo de Uva crece año a año – Food Service con gran crecimiento 42% v/s 24% del Retails
• Aumento demanda Global – Aumento de Exportaciones de USA al Mundo
• Nuevos Canales de distribución – Clubs
– Grandes Verdulerías
– Hoteles, Hospitales, Militares, Policías, etc
• Soporte de Marketing – Ayuda en Puntos de Venta
– Demostraciones en la tienda
– Publicidad para niños, en tienda, radio, TV, etc
– Fondos de promoción de Fruta Chilena y otros
Confidential – The Oppenheimer Group
Lo Positivo del Mercado Americano
• La Competencia también tiene contras en USA PERU
Tratamiento de Frio, la Flame dura poco, necesita venta rápida
UE es un mercado muy atractivo para ellos en seedless, con mejores retornos sobre
todo en noviembre
BRASIL
Costos altos
Confidential – The Oppenheimer Group
Lo Negativo del Mercado Americano
• Crisis Económica
• El Aumento de la oferta en Uva de mesa es
constante sobretodo en Diciembre – California, Peru.
• Pocas promociones en Diciembre – $3,49 por libra es muy caro para el consumidor
• Valor del Dólar bajo
Confidential – The Oppenheimer Group
Resumen
Confidential – The Oppenheimer Group
Producción California
Confidential – The Oppenheimer Group
Envíos de Brasil
Confidential – The Oppenheimer Group
Envíos Perú
Sugraone+ Thompson Flame
2011-2012 513 421
2010-2011 101 128
N° contenedores x temporada
Confidential – The Oppenheimer Group
Fresh Grape US Consumption
• US grape consumption fell slightly in 2009.
Grapes: Per capita availability (fresh weight equivalent)
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
7.44 7.38
8.427.66 7.80
8.60
7.598.01
8.527.92
Fresh Grapes