NEWS

Alvin’s Analysis: A new Pink Lady® season and developing trends

The first Southern Hemisphere export season under the selective market supply program (SMSP) has come to an end with high success and learnings. With the aim of increasing demand by focusing on new and emerging markets the SMSP has also indirectly assisted in releasing pressure from traditional markets of Europe and the United Kingdom (UK).

The graph below provides a good overall picture and market trend. Whilst there was an overall decline in volumes as expected off the back of a robust prior year, we can see the emerging trend with healthy growth in the developing markets and new markets while still retaining the majority of volume, albeit at slightly reduced levels, in the mature markets of Europe and the UK.

Having a closer look, although small in actual volume, we see double digit growth in all our emerging markets – SMSP territories in Asia and the Middle East as well as domestically in and around the production territories of Africa and South America.

Attention now turns to the new 2019-2020 season and what lies ahead. Something to look out for is the addition of the United States of America (USA) and Mexico into the Pink Lady® network which we expect will reveal additional growth in the global brand.

The Northern Hemisphere season is well underway with forecasting and planning for the new Southern Hemisphere season to begin soon. The current outbreak of Coronavirus (COVID-19) will present some challenges in both movement of fruit and the potential for increases in online purchasing activity.

It’s important to note that volume for markets can change depending on the mix of countries included/excluded for each market.

Alvin Kee

About the Author:

Financial Planning & Analysis Manager, Apple and Pear Australia Limited

akee@apal.org.au