PRUNE NEWS
COVID boost for prunes Prune sales are up thanks to the COVID-19 lockdown, and the trend looks set to continue with market research targeting consumers. At the 2020 Australian Prune Industry Association Annual Conference, Angas Park marketing manager Matt Jenkins told delegates that dried fruit channels would reach close to $200 million by the end of 2020. Matt said the big five fruits – sultanas, prunes, apricots, cranberries and dates – accounted for 60 per cent of the value and 70 per cent of the tonnage. “Sultanas are the biggest category, worth $40 million, and are followed closely by prunes at $32m,” he said. “But all eyes are on prunes, which have shown remarkable growth in the past couple of years.” Monthly prune sales in August 2018 were $2.50m, rising to $2.78m in 2019 and $2.94m in 2020 (Figure 1) – a 5.6 per cent increase in the last 12 months. The most significant increase occurred in March 2020, at the onset
“Angas Park has the largest market
(3.7m people) is aged 65 and over.
share (59 per cent of value in 2020),
However, an ageing population sees
with other suppliers including private
this figure triple to an estimated
labels from Chile (18 per cent of
12.8m and 25 per cent of population
market), California’s Sunsweet label
by 2057.”
(13 per cent) and Australia’s Verity Fruits (10 per cent),” he said.
The elderly are not the only ones to eat prunes, and if the industry is to
“If Ausprunes are to maintain and grow
continue to grow it will be important to
their market share in what is becoming
introduce prunes earlier in life.
an increasingly global marketplace, it is important to know what is driving sales of prunes and how we can affect this.” Analysis of September 2020 scanned shopping purchases in Australia showed 75 per cent of Australian households bought dried fruit.
Currently, more than 25 per cent of unit sales come from families, but this could be much higher. “Very few consumers purchased prunes to use in a recipe – perhaps because they don’t know how versatile prunes are, and are unaware of the
Over one million households purchased
various uses in snacking, cooking and
prunes last year and prunes accounted
entertaining,” Matt said.
for six of the top 20 dried fruit SKUs (stock-keeping unit; a scannable bar code).
“Or it could simply be that purchases are not made because no one in the family ate prunes. Almost half of the
“It showed that prune eaters really love
respondents identified this as a huge
prunes and eat lots of them,” Matt said.
purchase barrier.
“Those households that purchased
“Broadening the appeal of prunes is
dried fruits consume 2.4 kilograms of
vital to growing future sales.”
prunes annually, compared to 1.6kg of sultanas and 742g of apricots.
APIA has been working to educate consumers about the health benefits
“But only 1 in 9 households purchased
of prunes as well as providing
prunes.”
innovative recipe ideas that feature prunes in a variety of dishes.
of COVID-19 lockdowns in Australia,
Matt said the key was to find out who
when sales went from $2.28m in 2019
was, and was not, eating prunes and
APIA president Tony Toscan said
to $3.49m in 2020 – a massive 52 per
what were the purchase drivers and
COVID-19 had disrupted the industry’s
cent rise.
barriers.
hands-on promotional effort, but plans
The data shows an upward trend in
Traditionally, older, “health conscious”
sales for the entire 2020 year, where
Australians have been the main
2800 tonnes of prunes were packaged
consumers of prunes. Encouraging
“Experience has shown sampling is an
into 5.3m units and sold for $32m.
early adoption of a healthy lifestyle
important tool to overcome purchase
among this group will be an important
barriers,” he said.
long-term driver of growth, Matt said.
“After all, we all know, if you try prunes,
“The significance of this demographic
you’ll love them. We just need people to
is realised when you look at the number
try them for the first time.” v
Most of the prunes are sold on the domestic market. Matt said Australian prunes dominated the local market, but the marketplace was becoming increasingly complex due to the number of international competitors.
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of potential prune purchasers it represents,” he said. “In 2020, 15 per cent of the population
were to resume attendance at food fairs when possible.
Phil Chidgzey APIA national secretariat secretary@ausprunes.org.au
