Grape Trends Chile

Oppenheimer
Grape Trends

Cristian Álvarez- Category Mgr. Confidential – The Oppenheimer Group

Oppenheimer
Packages (vol/$ basis)
Volume Growth
50 39 40
millions 36 34.5
40 29
30
20 12
10
0
1995 2000 2005 2010 2011 2012
est.

• Participación de Mercado en Uva Chilena

• 5° Lugar Oppenheimer con 7,5%

153 years of expertise.
Year-round product assortment from one source.
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


Consumo de Uva de Mesa

Consumo de Uva de Mesa Mensual en USA
16.000.000

14.000.000

12.000.000
Equivalente a 19lb

10.000.000

8.000.000 Importaciones
California
6.000.000

4.000.000

2.000.000

-
Ene Feb Mar Abr May Jun Jul Ago Sep Oct Nov Dic


10,000,000
15,000,000
20,000,000
25,000,000

0
5,000,000
02/06
02/13

Week ending 1/29/2012
02/20
02/27
03/06
03/13
03/20
03/27
04/03
04/10
04/17
04/24
05/01
Grape Trends

05/08
05/15
05/22
05/29
06/05

Source: Fresh Look Marketing Chain Supermarket Scan Sales
06/12
06/19
06/26
07/03
07/10
07/17
Curr Red Lb

07/24
07/31
08/07
08/14
08/21
08/28
09/04
LY Red Lb

09/11
09/18
09/25
10/02
10/09
10/16
10/23
10/30
11/06
11/13
• Uvas Rojas, ventas hasta Enero 2012.

11/20
11/27
12/04
12/11
12/18
12/25
01/01
01/08
01/15
01/22
01/29

Grape Trends
• Uvas Verdes, Ventas hasta Enero 2012.
Curr Green Lb LY Green Lb
20,000,000

18,000,000

16,000,000

14,000,000

12,000,000

10,000,000

8,000,000

6,000,000

4,000,000

2,000,000

0
02/13
02/20

04/03
04/10
04/17

05/29
06/05

07/17
07/24
07/31

09/11
09/18

10/30
11/06

12/18
12/25
01/01
02/06

02/27
03/06
03/13
03/20
03/27

04/24
05/01
05/08
05/15
05/22

06/12
06/19
06/26
07/03
07/10

08/07
08/14
08/21
08/28
09/04

09/25
10/02
10/09
10/16
10/23

11/13
11/20
11/27
12/04
12/11

01/08
01/15
01/22
01/29
Source: Fresh Look Marketing Chain Supermarket Scan Sales
Week ending 1/29/2012

Fresh Grapes - Consumers
Berries
18.7%
%
All Other
14.7% Dollars Current 52wks Change
Berries $3,547,764,930 5.6%
Peaches Apples Apples $2,680,250,325 0.6%
2.4% 14.1% Bananas $2,481,636,760 2.3%
Tangerines Grapes $2,224,873,538 -3.4%
3.3% Melons $1,675,652,747 -3.6%
Cherries Avocados $941,198,056 4.9%
3.7% Oranges $848,716,696 -4.0%
Cherries $696,429,899 2.0%
Oranges Bananas Tangerines $620,202,417 8.4%
4.5% 13.1%
Peaches $449,729,102 1.6%
Avocados
5.0%
Total Fruit $18,953,204,349 1.1%
Melons Grapes
8.8% 11.7%

• 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 Source: FreshLook Grocery Chain data end 1/29/12
Packer Fresh Trends 2012
sabores tradicionales

Mercados de Exportaciones
Uva de mesa de Chile

2011/2012

2010/2011

2009/2010

2008/2009

0% 20% 40% 60% 80% 100%

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%


Distribución por semana
SEMANAS DE UVA DE MESA Red Seedles Green Seedles Black Seedles
ZARPE 2010-2011 2011-2012 2010-2011 2011-2012 2010-2011 2011-2012 2010-2011 2011-2012
47 1,913 4,560 679 0 1,234 4,560 0 0
48 219,973 304,933 31,787 95,274 186,446 153,614 0 0
49 516,307 629,679 177,508 289,123 321,199 290,240 0 0
50 938,190 1,356,175 1247,525 722,696 467,053 580,236 2,538 0
51 1,747,171 1,929,912 873,478 1,214,512 792,595 660,448 19,184 6,978
52 2,477,098 2,023,435 42,750 1,333,988 766,525 630,133 42,750 12,216
1 1,590,757 1,744,323 938,538 1,240,452 566,536 412,732 35,109 43,774
TOTAL 7,491,409 7,993,017 3,970,107 4,896,045 3,101,588 2,731,963 99,581 62,968
0 0
2 3,338,274 2,021,013 2,312,284 1,293,952 906,096 549,239 68,718 65,032
3 2,778,421 2,495,089 1,757,415 1,628,620 939,930 581,179 122,109 172,169
4 2,031,655 2,501,069 1,350,910 1,586,208 475,897 679,838 122,077 122,173
5 3,156,023 2,715,443 1,883,931 1,280,710 956,453 1127,935 187,875 172,930
6 3,023,403 2,940,173 1,480,767 1054,719 1242,514 1434,902 73,835 148,055
7 2,568,077 2,490,798 790,425 531,552 1353,856 1,250,732 115,156 158,295
8 3,146,218 2,490,974 521,795 209,327 1,875,710 1,347,509 116,483 93,076
9 2,901,386 2,361,702 133,128 93,369 1,669,732 1,092,686 152,558 86,832
10 2,363,378 3,387,249 58,797 49,701 1,121,200 1,277,295 86,205 148,237
11 4,862,547 3,128,353 54,264 33,406 2,021,022 847,373 198,733 138,100
12 5,518,034 3,287,180 14,739 14,050 1,392,932 710,439 327,123 144,292
13 1,991,590 3,368,824 94,032 3,830 157,251 431,766 93,876 164,796
14 1,236,982 967,118 267 0 6,082 15,039 44,441 27,392
15 721,741 484,538 2 1,632 35,982 17,670 14,051 18,393
16 661,823 71,309 68 0 4,032 0,57 20,237 864
TOTAL
47,790,961 42,703,849 14,500,401 12,709,196 17,105,697 14,866,286 1,843,058 1,705,516
GENERAL

Fuente : ASOEX Confidential – The Oppenheimer Group

Distribución de Variedades
Comparativo %
VARIEDADES 3A.REGION 4A.REGION OTRAS
2010-2011 2011-2012 VAR.
FLAME SEEDLESS 13,574,237 12,125,395 -10.67 2,704,419 4,605,842 4,815,134
THOMPSON SEEDLESS 11,060,781 8,829,242 -20.18 1,017,022 1,091,373 6,720,847
SUGRAONE 4,892,864 4,120,350 -15.79 1,599,877 355,11 2,165,363
CRIMSON SEEDLESS 10,304,364 10,224,449 -0.78 160,068 1,075,750 8,988,631
BLACK SEEDLESS 1,024,918 977,726 -4.60 423,304 256,699 297,723
PERLETTE 571,403 480,023 -15.99 413,527 66,496 0
RED GLOBE 1,326,194 1,597,308 20.44 183,595 205,574 1,208,139
T.SEEDLESS 321,11 330,081 2.79 252,491 32,934 44,656
SUNSET SEEDLESS 272,651 249,239 -8.59 0 249,239 0
PRIME 144,394 219,201 51.81 163,527 55,674 0
QUEEN ROSE 550,493 375,671 -31.76 14,981 165,595 195,095
SIN ESPECIFICAR 362,203 488,155 34.77 113,572 20,444 354,139
AUTUMN ROYAL 799,071 727,79 -8.92 45,567 61,62 620,603
RALLI SEEDLESS 130,574 228,216 74.78 20,473 42,13 165,613
RED SEEDLESS 121,094 131,712 8.77 0 48,745 82,967
QUEEN RED 203,755 182,492 -10.44 46,917 1,611 133,964
PERLON 309,256 252,543 -18.34 9,588 27,441 215,514
SUGRATHIRTEEN 45,95 62,599 36.23 23,631 11,522 27,446
PRINCESS 232,452 209,759 -9.76 0 12,984 196,775
SUPER FLAME 58,532 60,489 3.34 0 9,984 50,505
MOSCATEL ROSADA 41,323 22,916 -44.54 0 9,232 13,684
BICOLOR 29,475 53,635 81.97 0 8,46 45,175
PRINCESS SEEDLESS 172,514 207,94 20.54 0 7,04 200,9
QUEEN SEEDLESS 4,475 6,767 51.22 0 4,847 1,92
ROYAL RED 26,521 32,703 23.31 0 4,512 28,191
LADY ROSE 95,415 46,459 -51.31 0 3,072 43,387
MUSCAT BEAUTY 0 38,985 0.00 0 2,688 36,297
TRICOLOR 5,14 7,17 39.49 2,1 0 5,07
SUPERIOR SEEDLESS M.R. 2,583 864 -66.55 864 0 0
RUBY SEEDLESS 228,392 179,046 -21.61 0 595 178,451
SUPERIOR 27,257 29,756 9.17 96 150 29,51
QUEEN 0 192 0.00 0 192 0
MOSCATEL SEEDLESS 14,949 35,341 136.41 0 96 35,245
ALMERIA 480 16 -96.67 0 0 16
BEAUTY SEEDLESS 3,552 0 -100.00 0 0 0
OTRAS 199,216 169,619 0.00 0 0 169,619
TEMP.2010-2011 47,157,588 - - 8,570,171 9,547,095 29,040,322
TEMP.2011-2012 - 42,703,849 - 7,195,619 8,437,651 27,070,579
% VARIACION - - -9.44 -16.04 -11.62 -6.78

Fuente : ASOEX Confidential – The Oppenheimer Group

10,000,000
40,000,000

15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
45,000,000

0
5,000,000
02/06/2011
02/20/2011
03/06/2011
03/20/2011
04/03/2011
04/17/2011
05/01/2011
05/15/2011
05/29/2011
06/12/2011
06/26/2011
07/10/2011
07/24/2011
08/07/2011
08/21/2011
09/04/2011
09/18/2011
10/02/2011
10/16/2011
10/30/2011
Grape Trends – By Country

11/13/2011
11/27/2011
12/11/2011
12/25/2011
01/08/2012
Chile

01/22/2012
Chile
California, Peru y

Mexico
California

Chile and Peru
Chile and Peru
Brazil and Peru

LY 2010 Grapes


3,262,665 Cajas*

* Cold storage
Western fruit
summary



Cold storage
Western fruit
summary

*


Last Report of Grapes in California

Cajas Porcentaje

15-dic-11 15-dic-10 15-dic-09 15-dic-11 15-dic-10 15-dic-09

Blacks 297.656 225.574 62.385 Blacks 7% 9% 6%

Reds 3.262.665 1.728.118 423.685 Reds 78% 66% 38%
Crimson 2.352.279 1.235.537 391.527 Crimson 56% 47% 35%
Greens 120.189 115.536 36.027 Greens 3% 4% 3%
0% 0% 0%
Red Globe 498.584 543.359 594.789 Red Globe 12% 21% 53%
0% 0% 0%
TOTAL 4.180.308 2.612.588 1.116.886 TOTAL 100% 100% 100%

Website: http://marketnews.usda.gov/portal/fv


Promociones de Supermercado
en Uva de Mesa

3,5

3

2,5
Precio de Venta

2

1,5 Regular
Ad
1

0,5

0
26 de 2 de 9 de 16 de 23 de 2 de Marzo 9 de Marzo 16 de
Enero Febrero Febrero Febrero Febrero Marzo
Fecha

Fuente : USDA Market news


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

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

Precios USA Market
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

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 Confidential16,7 Oppenheimer Group
20,2 – The
24,4

Distribución de Calibres Recibidos

Solo Productores 3 y 4 Región
Calibres Hasta Enero 15

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


Calidad que quiere el Mercado
Americano

Preferencias

Preferencia de Calibres, USA
Muy preferible 700
Preferible 900
Poco deseable 500
No lo quieren 300


Calidad que quiere el Mercado
Americano

Orden en embalaje
Apariencia Uniformidad de color


Principales Defectos encontrados en Uva
de la 3 y 4 región

Descalibre


de la 3 y 4 región

Color

Deshidratación


de la 3 y 4 región

Ralos y Deformes

Desgrane

Partidura


de la 3 y 4 región

Información


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


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


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


Resumen


Producción California


Envíos de Brasil


Envíos Perú

Sugraone+ Thompson Flame
2011-2012 513 421
2010-2011 101 128
N° contenedores x temporada


Fresh Grape US Consumption
• US grape consumption fell slightly in 2009.

Fresh Grapes
8.42 8.60 8.52
9.00 7.80 8.01 7.92
7.44 7.38 7.66 7.59
8.00
7.00
6.00
5.00
4.00
3.00
2.00
1.00
0.00
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Grapes: Per capita availability (fresh weight equivalent)


Grape Trends Chile

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