Presented in Berlin by Thierry Mellenotte, Pink Lady® Europe
Twenty twenty-two was a challenging season in Europe. With an 18.1% inflation in food and an 8% rise in fruits (EUROSTAT 012023), the 2023 Cetelem Barometer showed that the mood of Europeans plunged in 2022, and the purchasing habits for traditional fresh products declined 5.6% between November 2021 and November 2022 (Kantar 01/23). Consumers were making trade-offs in favour of cheaper products with the cost-of-living pressure mounting.
In Germany, Europe’s biggest market, apples saw the greatest price reduction across the fruit category, down 9.2% year on year, with the Pink Lady® recording the fourth largest decline in purchasing, fairing better than Jazz™, Kanzi® and Gala.
However, we remain optimistic as we look ahead to the 2023 season and will evolve Europe’s marketing strategy to align with the current market context, increasing marketing investment by 10% to be impactful and rise above other apple brands.
In 2023, we plan to strengthen our marketing partnerships, engaging over 200 retail partners in Pink Lady® promotional activities, and will run close to 1,000 promotions – the highest number of promotions over a 12-month period!
We will respond positively to our consumers’ concerns, committing 20% volume under a promotional offer to encourage impulse buying and attract consumers to the Pink Lady® brand.
And we will add value to the category as a whole, working closely with our retail partners to elevate the apple category presenting excellent quality fruit and an enticing value proposition for consumers.
In addition, we plan to strengthen our CSR campaigns by increasing our commitment to longstanding campaigns, including ADOPT A TREE, BEE Pink, Pink CHEF and PinkMyLife, all an integral part of our Commitment Charter and 2030 strategic plan. This, coupled with a robust press campaign, media plan and digital activation, will further increase visibility, build advocacy and recruit new consumers to the Pink Lady brand.
Finally, APLE will soon launch a Southern Hemisphere European Marketing Information Group, sharing information, expertise and marketing plans throughout the season. Meeting twice a year in May and September, the objectives of the EU Marketing Information Group are to share the following:
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- European market context before the start if the season
- Southern hemisphere forecasts, for both volume and destination (before season)
- Qualitative profile of southern hemisphere exports
- Marketing plans and guidelines for southern hemisphere
- Marketing tactics, adapted to market trends and needs
Markets will be notified how they can get involved in the program closer to launch.
