Estos artículos de conveniencia han recuperado la pujanza previa a la pandemia. El auge de los hábitos alimenticios saludables por parte de la sociedad actual supone una gran oportunidad para los segmentos de IV y V Gama, que poseen un gran potencial de crecimiento en el mercado y se ven menos condicionados por el factor precio por parte del consumidor, en comparación con los productos en fresco convencionales, donde el usuario se fija, incluso, en los céntimos por kilo, a la hora de hacer la compra.
Algunos de los productores más destacados de IV y V Gama en España analizan para la Revista Mercados la situación actual de este sector y los principales retos que deben afrontar, además de adelantar algunas pinceladas de las novedades que ofrecerán a sus clientes dentro de unos meses. Todos ellos coinciden en la dificultad que supone el aumento de costes sin poder trasladarlos al consumidor final para minimizar el impacto en la cifra de ventas, aunque se muestran optimistas de cara a la evolución futura de la facturación.
La V Gama de Anecoop registra un 9% de crecimiento e innovaciones en su gama cada año. “Estos productos conservan su impulso pese a la subida de precios porque aportan un valor añadido”, explica el responsable comercial de Janus Fruit, Alberto Cáncer. De hecho, su última incorporación el Brocomole, se está vendiendo “un 40% más de lo estimado”.
Desde Vicente Peris, donde la IV Gama ya representa el 40% de su facturación, creen que la distribución debe apoyar más al sector “invirtiendo en lineales frigoríficos dedicados a la fruta en los puntos de venta, así como en logística del frío y su capilaridad”, afirma su director general, Alberto Montaña.
Estas referencias se ven menos condicionadas por el factor precio por parte del consumidor
En Huercasa están enfocados en la innovación y la optimización de procesos para reducir costes, alcanzando “un 100% de aprovechamiento de nuestros productos”, reduciendo así el desperdicio alimentario, además de apostar por el segmento ecológico para seguir creciendo, apunta su presidente, Félix Moracho, que critica el impuesto al plástico en los envases: “Todos lo valoramos mucho cuando es otro el que paga”.
Bonnysa ha dado un paso adelante con el lanzamiento de su primer envase para IV Gama cuyo origen no son materias primas fósiles, en el marco de su “compromiso con el menor gramaje de plástico posible, reciclables y eficientes en su logística”, señala su director comercial, Jorge Ignacio Brotóns, que detalla que están centrados en el desarrollo de untables vegetales frescos.
Por su parte, Avomix está buscando nuevas alternativas, usos y mercados con el fin de estar presentes en toda Europa, y continúa con la vista puesta en la sostenibilidad: “Somos una economía circular, reaprovechamos toda la fruta de nuestra empresa matriz, Reyes Gutiérrez”, puntualiza su gerente, Jorge Reyes.
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