In 2017-2018, Pink Lady® consolidated its leading brand position in all European markets and continued its growth momentum with good potential for further development. Around 175,000 tons of Pink Lady® were marketed with an accelerated destocking rate (+11% at the beginning of May versus 2016/17). The three key markets of this season were Germany, which crossed the 50,000 ton mark, the UK, with nearly 30,000 tons and France, with 22,000 tons (+14%).
Spain is also showing strong development, with an increase in volume of 17% and a rise in market share of 20%, to reach 7,066 tons.
As with all European apple production, yield was down this year (-22%). Nevertheless, Pink Lady® achieved good results by pursuing a strategy with five key objectives: to control its positioning; maintain the intensity and originality of the promotional devices; continue to ramp up image and digital communication; give relief to the approach of social responsibility and guarantee the best quality promise.
From 22 to 24 June, Pink Lady® will meet Austrian consumers with a booth at the Donauinselfest festival in Vienna offering tastings and distribution of tote bags and leaflets. Additionally, the Pink Lady® truck will be on German roads from June 15 to July 15.