Despite declining apple consumption in key EU markets, Pink Lady® maintained its good performance this season.
It sold 170,000 tonnes of apples (compared to 178,000 tonnes year-on-year), recent sales figures have revealed.
The minor decline, mainly because of harsh weather conditions during harvest, did not stop the brand from increasing its market share, demonstrating its rise in popularity and an ongoing desire to prove its CSR commitments, in line with its IMAGINE 2025 strategy.
Strategic Results For Pink Lady®
Pink Lady® has once again proved its momentum across all European markets, despite falling apple consumption (-12.2% in Germany, -9.8% in Belgium and -3.5% in France).
The brand witnessed sales growth in its top three markets. In the Netherlands, it sold more than 10,000 tonnes of apples, registering growth of 15%.
France witnessed 14% growth with the sale of 22,250 tonnes of apples, while in the United Kingdom it registered 9% growth, selling more than 33,000 tonnes of apples.
The company recorded tangible market share gains in a majority of countries. In Ireland, Germany, and France its market share grew five, 1.5 and 0.8 percentage points respectively — a very positive note from which to begin the new season.
The market share of Pinkids®, the Pink Lady® apple for children, was up 20% compared to last season, thanks to new product roll-outs in Germany, Spain, and Belgium.
This performance was in line with stated objectives on customer retention and recruitment, as well as significant progress towards achieving the target of 275,000 tonnes' worth of sales in 2025.
Rise In Popularity
Pink Lady® has seen its reputation grow in all markets since 2016 (the date of the last survey).
Seven of the 10 countries surveyed had recognition levels above 80%, a sign of the brand's popularity. Belgium stood at 81%, Ireland at 92% and Denmark at 89%.
Encouraging results have also emerged in terms of the marketing and communications strategy used over the last three years, which was designed to give greater visibility to the brand’s CSR commitments, strengthen its digital presence, and deployment in local markets in order to reinforce proximity with consumers.
Corporate Responsibility, Naturally
In recent years, the Pink Lady® Europe association has committed to a strategy of corporate responsibility and progress.
A number of steps have been taken this season, which include:
- the roll-out of Bee Pink, an awareness programme for the protection of bees in Spain and Italy and for further studies into bee pollination in the wild;
- the launch of an ambitious policy to support the development of new techniques and technologies (smart pomiculture);
- the reinforcement of the Pink Lady Talents, We Are Pink and Pink Lady Day initiatives, which are designed to boost the sharing of best practices throughout the sector, promote them and reward the involvement of all internal stakeholders;
- the launch of the new Pink My Life loyalty club, focussing on more emotional than transactional relationships and 100%-paperless gifts and goodies to reduce carbon footprint;
- the creation of an 'extranet' to connect all parts of the sector;
- the ongoing 100%-value approach through the study of new, quality products, such as cider with no added sulphites, cold-pressed Ortoromi juice, and new Pink Lady® yoghurt products.
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