Today, the global almond market is considered to be an emerging market. Every year, the growth rate of import and export of almond products is increasing. We prepared a desk study of the Moldavian almond market as part of a packaging design project. In the article you will be able to find:
- volume of the moldovan almond market for 2019-2020
- An up-to-date study on the leading players on the Moldavian almond products market
Target audience analysis and trends in package design can be found here.
Market analysis: export and import of almond products
EU almond nut production increased by 13% to 103,000 tons, with plantings expanding in Spain and Italy. Demand growth was 3%, which is about 300 thousand tons. Most of the demand is generated by the confectionery industry where nuts are used as an ingredient.
In value terms, the listed 15 countries shipped 97.8% of total almond exports in 2018.
Almond exports in Moldova for 2018 in tons
Almond exports in Moldova for 2018 in percentages
Thus, the leading almond exporting country in the world is the United States. At the same time, the Republic of Moldova imports 0.1% of the world imports of edible fruits and nuts. This includes almonds.
Import of almonds for 2019, Moldova
- Italy – <1%
- Spain – 1-5%
- Romania – 5-10%
- Germany, Poland – 20-50%
Export of almonds for 2019, Moldova
- RF, Iceland, Canada – <1%
- Turkey, Romania, Spain, USA – 1-5%
- Italy – 5-10%
- Germany 10-20%
- France, French Guiana – 20-50%
Sales of almonds (in shell, without shell, processed)
According to 2017 California almond sales data, 75% of sales were in-shell almonds, 11% were peeled almonds, and 14% were shelled almonds. This figure applies with a slight variation to the rest of the almond supplying countries.
This implies that most almond products are shipped in unprocessed form for further processing. And 14% of the above figures are supplied in processed (prepackaged) form.
Consumer opinion on almonds
The 60% of almond consumers account for 90% of sales, so it is important to try to identify those consumers who are most likely to purchase the product.
Of those 60% of consumers, 40% eat almonds as a source of protein.
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The popularity of almonds is due to the fact that they are considered natural, convenient, and healthy. According to Sterling-Rice Group, Inc, a U.S. marketing company, almonds top the list of nuts and healthy snacks.
- The most popular packs are 100-250 grams.
- The pack is purchased 1-2 times a week.
- The most popular time for consumption is between 15-17 hours (between lunch and dinner).
- The most popular type – roasted kernel (longer does not spoil, no bacteria and mold in storage, higher nutritional value due to the lack of moisture, more intense flavor)
On average, almonds are eaten 9.7 times a month.
- 80% of almond consumers described almonds as nutritious
- 74% of almond consumers believe almonds are good for the heart
Almonds also scored “good” or “excellent” on several snack attributes:
- “You can eat on the go” – 84%
- “Convenient” – 83%
- “Good as an appetizer” – 83%
Types of competitors. Segmentation in the almond market
By market type:
- Straight
- Indirect
By market size:
- Global – global representatives of the almond production, marketing and processing market.
- Local – local representatives of the almond production, marketing and processing market – the nearest markets in Europe and CIS countries.
Price Competition:
- Premium segment representatives
- Representatives of the budget segment
By sales type:
- Wholesale sales
- Retail sales
By product type:
- Just almonds
- Nuts and dried fruits
- Nuts and related products (granola, bars, flour, milk, etc.)
By type of business:
- Production. Companies that grow almonds. Produce and process almonds for bulk sales.
- Processing. Companies that handle and process almonds for wholesale and retail sales. Finished almonds are a ready-to-eat product in individual packages.
- Recycling. These are companies that process almonds into a product for further non-direct use. Flour, granola, milk and more.
Competitors by type, market size and almond product type
| Company | By market type | By market size | By product type | ||||
| Straight | Indirect | Global | Local | Almonds | Nuts and dried fruits | Nuts and related products | |
| ALESTO | 1 | 0 | 0 | 1 | 1 | 1 | 1 |
| ELMAS | 1 | 0 | 0 | 1 | 1 | 1 | 1 |
| METRO Chef | 0 | 1 | 1 | 0 | 1 | 1 | 1 |
| Sanovita | 1 | 0 | 0 | 1 | 1 | 1 | 1 |
| SRL “Durumold” | 1 | 0 | 1 | 1 | 1 | 1 | 0 |
| Smart organic | 0 | 1 | 0 | 1 | 1 | 1 | 1 |
| Supreme Almonds of California, Inc. | 0 | 1 | 1 | 0 | 1 | 1 | 0 |
| Bergin Fruit & Nut Co. | 0 | 1 | 1 | 0 | 1 | 1 | 0 |
Competitors, by type, market size and product type
| Company | ||||||
| Processing | Recycling | Wholesale | Retail | Premium | Budget | |
| ALESTO | 0 | 1 | 0 | 1 | 1 | 0 |
| ELMAS | 1 | 1 | 0 | 1 | 1 | 0 |
| METRO Chef | 1 | 0 | 1 | 1 | 1 | 0 |
| Sanovita | 1 | 0 | 0 | 1 | 1 | 0 |
| SRL “Durumold” | 1 | 0 | 0 | 1 | 1 | 0 |
| Smart organic | 1 | 1 | 0 | 1 | 1 | 0 |
| Supreme Almonds of California, Inc. | 1 | 0 | 1 | 0 | 1 | 0 |
| Bergin Fruit & Nut Co. | 1 | 0 | 1 | 1 | 1 | 0 |
The United States (California) is considered the world’s leading supplier of almonds, and almond products produced in this region can be found on store shelves in almost every country.
However, for Moldova, 50% of either Moldovan or Romanian companies are competitive (more on this later).
Most almond exports are directed to Italy, Germany, France (French Guiana).
Most almond imports are directed to nearby Romania, Germany and Poland.
Consumers are interested in almonds in preference to other nuts, bought several times a week in packs of 100-250 grams, consumed most often between 15 and 17 hours. The preferred type is the peeled fried type.
Analysis of competitors in the Moldovan almond market
The leading almond companies on the Moldovan market include:
- ALESTO
- ELMAS
- TAC
- Metro Chef
- SanoVita
- Durumold
- Smart Organic
- Bergin
Consider each of the competitors.
Brand ALESTO
About the company: “ALESTO offers delicious snacks with nuts, pistachios, cashews and more. A variety of snacks and a real alternative to chocolate & Co – whether on the road, in the office or in a cozy evening TV” (- translation)
Alesto is a proprietary brand of the Lidl chain of European stores. Nuts and dried fruits of this company are in great demand.
Country: Germany
Raw material supplier country: USA, California
Products: Packaged peeled nuts, salted nuts, sweet nuts, dried fruits
Key Items: Salted Almonds, Peeled Almonds
Product realization: Retail stores, online stores
ELMAS brand of dried fruits
About the company: Romanian brand of dried fruits, popular on the shelves of Moldovan stores. Supplies products to retail store chains, positioned as a lifestyle brand – healthy lifestyle, veganism
Make almonds and other types of nuts, emphasize gluten free. They offer cooking recipes on the official website
Country: Romania
Raw material supplier country: Romania
Products
Each category has a detailed description of the product – nutritional value, vitamin composition, calories, etc., cooking procedure, pictograms (vegan, gluten free, oven cooked)
You can also choose between 60 grams or 140 grams.
Topciu Almonds Company
Producer Topciu Almonds Company from Gagauzia – Topciu Marianna Harlampi-Tomai farm.
About the company: Moldavian Topciu Almonds Company is engaged in cultivation and supply of almonds from Italy and Azerbaijan. The finished product, packaged almonds and cosmetic almond oil are available for sale, and the goods are sold through retail chains (Metro CC, Made in MD and others).
Country: Moldova
Raw material supplier country: Moldova
Key Items: Almonds, Almond Oil.
Product realization: Retail sales
The almond grove was planted in 2009. The total area of the grove is 76 hectares. The harvest period is September through October. The amount of harvest is between 20 and 50 tons per year.
METRO Chef’s almond range
About the company: “METRO Chef – METRO Cash and Carry’s own brands produce extra class goods at optimal prices”
Products: Own-brand food products
Key Products: Dried, raw and white almonds
Country: Germany
Raw material supplier country: USA, California
Product realization: Retail sales via own website https://metro.zakaz.md
Brand Sanovita
About the company: “Sano Vita was founded in 1995 because of the desire to educate the public, to change the Romanian way of life. The Sano Vita philosophy recommends the use of natural products, high quality and nutrient-rich to prepare daily meals.
Sano Vita is an environmentally certified company and adheres to international standards for environmental management, quality and food safety”
Country: Romania
Products: Own-brand food products
Key Products: Almond kernel, almond milk, granola, fruit and nut mixes
Product realization: Retail sales through own website
Manufacturer Durumold
Balance SRL “Durumold” – Manufacturer and importer of nuts and dried fruits, including almonds. They sell products under the Balance Foods brand name.
About the company: “We are Balance and since 2004 we are present on the market in the Republic of Moldova. We have our orchards of nuts, plums, apples. We like a healthy lifestyle and we are focused on what we consume. That’s why we have created Balance products in a wide range of products available to everyone. Balance: dried fruits and nuts, granola, pies, healthy sticks and more. You can find us on the shelves of supermarkets, stores and any family” (- translation)
Country: Moldova
Raw material supplier country: Moldova
Commodity: nuts, dried fruits, laughter
Key products: Almond kernel
Product realization: Retail sales
Smart organic eco-company
Smart organic
About the company: “Smart Organic is a leading manufacturer and distributor of organic products. We focus on innovative organic food products with added health benefits. We believe in offering products that are as close to their natural state as possible, while making them convenient for consumers”
Products: organic snacks, green tea, dried fruits and nuts and more.
Key products: Almond kernel
Raw material supplier country: Bulgaria
Product realization: Retail sales
American brand BERGIN
Bergin Fruit & Nut Co. Based in Minnesota, the company ships almonds to Moldova in bulk, in various ways through neighboring countries.
About the company: “Bergin Fruit and Nut Company creates and distributes healthy food products. A family business since 1951, Bergin is located in St. Paul, Minnesota. We have been happy to serve the local community for over 60 years. Over time, Bergin has grown into a leading distributor of nut products throughout the United States. We currently offer a wide variety of nuts, trail mixes, grains, dried fruit candies and organic products” ( – translation)
Merchandise: Almonds and other nuts.
Product realization: Retail and wholesale sales. For CIS countries mainly through online shopping sites (e.g. https://biotus.md/)
Conclusions on competitors in the Moldovan almond market
The main competitors to watch out for are ALESTO, Elmas, SanoVita. The packaging design is in a virtually identical style, associated with high premium quality, and stimulates the appetite.
Most companies selling almonds through retailers don’t emphasize bright and stand-out packaging. These are mostly clear plastic packages with a brand label.
In some cases, the stand out feature is eco-friendly packaging with a bright branded style.
Recommendations for the creation of packaging: develop packaging with corporate style, brand, with a clear focus on the target audience. No clear plastic in the base is best, a viewing window is acceptable.
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