Post-Harvest Treatment Products Market is a dynamic and competitive sector, where companies strive to establish and enhance their market share through strategic positioning strategies. These strategies are crucial for businesses to gain a competitive edge, attract customers, and ultimately achieve sustainable growth.
One common market share positioning strategy employed by companies in the Post-Harvest Treatment Products Market is product differentiation. In an industry where various products serve similar purposes, companies focus on creating unique features, formulations, or packaging to distinguish their offerings from competitors. This approach not only helps in capturing the attention of potential customers but also builds brand loyalty as consumers associate specific characteristics with a particular brand.
Additionally, companies often adopt a pricing strategy to influence their market share. Some businesses opt for competitive pricing, setting their prices in line with or slightly below those of their competitors. This approach aims to attract cost-conscious customers and gain a foothold in the market. On the other hand, premium pricing is another strategy where companies position their products as high-quality and charge a premium for the perceived value. This strategy targets customers who prioritize quality over price and can contribute to higher profit margins.
Distribution channels play a pivotal role in market share positioning for Post-Harvest Treatment Products. Companies strategically select and manage their distribution channels to ensure that their products are readily available to the target audience. Establishing strong relationships with retailers, wholesalers, and other intermediaries can enhance the accessibility of products, contributing to increased market penetration.
Moreover, effective marketing and promotional activities are indispensable for gaining and maintaining market share. Companies invest in robust marketing campaigns, leveraging various channels such as digital media, traditional advertising, and in-store promotions. Creating awareness about the benefits of post-harvest treatment products and emphasizing their effectiveness can significantly impact consumer preferences and contribute to market share expansion.
Innovation is a key driver in the Post-Harvest Treatment Products Market, and companies that consistently introduce new and improved products tend to carve a larger share of the market. Research and development efforts focusing on advanced formulations, eco-friendly solutions, or improved application methods can position a company as an industry leader and attract environmentally conscious consumers or those seeking cutting-edge solutions.
Furthermore, partnerships and collaborations can be strategic in enhancing market share. Aligning with key players in the agricultural value chain, such as farmers' associations, agricultural cooperatives, or even government agencies, can create opportunities for increased market access. These partnerships not only broaden the reach of products but also establish credibility and trust in the market.
In conclusion, the Post-Harvest Treatment Products Market is characterized by intense competition, and companies employ various market share positioning strategies to thrive in this dynamic landscape. Whether through product differentiation, pricing strategies, distribution channel management, marketing efforts, innovation, or strategic partnerships, each approach contributes to a company's ability to capture and retain market share. Successful implementation of these strategies requires a deep understanding of customer needs, market dynamics, and a proactive approach to adapt to changing trends and preferences within the agricultural sector.
Post-Harvest Treatment Products Market Size was valued at USD 2.19 billion in 2023. The Post-Harvest Treatment Products market industry is projected to grow from USD 2.33 Billion in 2024 to USD 3.54 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 5.38% during the forecast period (2024 - 2032). The post-harvest treatment products market for fruits and vegetables extends the shelf life of perishable fruits and vegetables. Fruits and vegetables that have undergone this treatment have an extended shelf life and protection from pests, disease, and unfavorable storage conditions domestically and abroad, fueling the market drivers and impacting the favorable market growth .
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
The global market's need for post-harvest treatment products for fruits and vegetables is rising due to customers' increased preference for bio-based and organic products. Its usage is expanding to reduce losses, which made up about a third of production after harvest. The need for food rises due to a growing population, which compels farmers to embrace agricultural techniques that produce higher yields, such as precision agriculture and integrated pest management (IPM). Also, it has been noted that there is a significant loss of fruits and vegetables after harvest. Thus, it is advised to treat them after harvest, which in turn stimulates the market.
Before storage, post-harvest treatments are used on citrus fruits to postpone senescence, lower spoiling, and enhance appearance and marketability. Plant growth regulators are used to postpone aging/senescence, and various fungal agents are utilized to suppress rots. Post-harvest technologies are an interdisciplinary science and a compendium of procedures used to maintain, conserve, and enhance the quality of agricultural products after harvest for maintenance, conservation, quality control/enhancement, processing, packaging, storage, distribution, marketing, and utilization to meet food and nutritional needs. The main objectives of post-harvest handling are to postpone rotting by keeping the food excellent, preventing moisture loss, slowing down unfavorable chemical changes, and avoiding physical damage like bruises. A set of currently used technologies for producing agricultural raw materials makes up a pre-harvest system. In the traditional agriculture system prevalent in underdeveloped nations, pre-and post-harvest technologies are typical of separate social and economic structures. Fruits and vegetables treated in this way have a longer shelf life and are shielded from disease, poor storage conditions, and pests while traveling domestically and internationally. These factors will enhance the Post-Harvest Treatment Products market CAGR globally in recent years.
The demand for post-harvest products for fruits and vegetables is rising due to the growing trend among customers to consume bio-based, organic products. To lessen harvest losses, which make up about a third of overall production, it is increasingly used to boost the Post-Harvest Treatment Products market revenue.
Based on Type, the Post-Harvest Treatment Products Market segmentation includes cleaners, coatings/wax, ethylene blockers, fungicides, sprout inhibitors, and others. The coating/wax segment held the majority share in 2022, contributing around ~42-47% to the Post-Harvest Treatment Products Market revenue. They are typically used for packaging fruits and vegetables to extend product shelf life and reduce quality and quantity losses. The creation of coatings has made it simpler to preserve the product's softness, color, odor, and flavor. Using organic and bio-based coatings for fruit and vegetable harvesting is necessary due to the rising demand for these foods in industrialized nations. Edible coatings aid market expansion by limiting unwelcome fruit and vegetable ripening and softening.
April 2021: To decrease food waste and retain the freshness of fruits and vegetables, AgroFresh Solutions, Inc., a global leader in freshness solutions for fruits, has announced the creation of a new quality platform of post-harvest solutions.
September 2019: Bayer has introduced a new fungicide called "Iblon" to diversify the company's offerings in the global market for post-harvest treatment solutions for fruits and vegetables.
The Post-Harvest Treatment Products Market segmentation, based on type, includes fruits and vegetables. Fruits must be handled post-harvest to extend their shelf life and maintain their nutritional value because they are very perishable. The fruit market is expected to grow due to the consumer trend toward organic foods. Businesses are creating new strategies to safeguard and lengthen food's shelf life to improve the shelf life of fruits. For instance, Sanifruit and Giavoe worked together to create post-harvest strategies to increase stone fruit's shelf life, boosting market growth.
Figure 1: Post-Harvest Treatment Products Market, by Surgery, 2022 & 2030 (USD billion)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
By Region, the study provides market insights into North America, Europe, Asia-Pacific, and the Rest of the World. North America Post-Harvest Treatment Products market accounted for USD 0.88 billion in 2022 and is expected to exhibit a significant CAGR growth during the study period. The region's target market is anticipated to advance due to the large-scale production of fruits and vegetables, an improving export environment, and a shift in emphasis toward reducing post-harvest losses in nations like China and India. The development of the post-harvest treatment market is also anticipated due to innovative post-harvest handling practices and treatment methods.
Further, the major countries studied in the market report are: The U.S, Canada, Germany, France, UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.
Figure 2: Post-harvest Treatment Products Market Share By Region 2022 (%)
Source: Secondary Research, Primary Research, MRFR Database and Analyst Review
Europe Post-Harvest Treatment Products market accounts for the second-largest market share due to the region's growing need for food safety, quality, and produce with a long shelf life. Further, the Germany Post-Harvest Treatment Products market held the largest market share, and the UK Post-Harvest Treatment Products market was the fastest-growing market in the European region
The North America Post-Harvest Treatment Products Market is expected to grow at the fastest CAGR from 2022 to 2030. Factors such as rising demand for organic fruits and vegetables owing to increasing awareness of health and hygiene. Moreover, China Post-Harvest Treatment Products market held the largest market share, and the India Post-Harvest Treatment Products market was the fastest growing market in the Asia-Pacific region
For instance, India Post-Harvest Treatment Products market is expected to grow with the fastest growing CAGR for the Asia Pacific market during the forecast period. The main drivers of rising demand in this region are increased demand for fresh produce and increased disposable income. The Food and Agriculture Organization (FAO) estimates that the postharvest loss of rice in Asia ranges from 10 to 37%. A significant factor in the expansion of post-harvest products in the region is the rising demand for managing food product loss.
Major market players are making investments and providing financing to assist R&D efforts so they may introduce new medications to the market. Businesses are also trying to improve their market share through significant market developments like introducing new products, boosting investments, expanding product pipelines, and joint ventures with other businesses. Companies in the Post-Harvest Treatment Products industry must assist the consumer base with the latest generation of products to accommodate their requirements.
The market leaders in the Post-Harvest Treatment Products industry are assisting in reducing their operating costs by optimizing their supply chains. The Post-Harvest Treatment Products market major player such as Pace International LLC (U.S.), Bayer AG (Germany), Syngenta AG (Switzerland), AgroFresh (U.S.), JBT Corporation (U.S.), and others are working on expanding the market demand by investing in research and development activities.
An international manufacturer of equipment for airports and food processing, JBT Company is also known as John Bean Technologies Corporation. In 2008, JBT Corporation was established due to FMC Technologies' sale of its non-energy assets. The headquarters of JBT Corporation is in Chicago, Illinois. The AeroTech division produces and maintains airport passenger loading bridges under the Jetway name and other GSE, including cargo loaders, deicers, and pushback tractors. The business's beginnings can be traced to orchardist John Bean, who established a business in Los Gatos, California, in 1884.
Australian agricultural chemical manufacturer Nufarm is based in Melbourne. The business was established in 1956 by Max Fremder. It has more than 2,100 registered products and sells goods in more than 100 nations worldwide. The business produces phenoxy, a group of herbicides used to suppress and eliminate weeds with broad leaves. These goods are produced in globally connected facilities in the Netherlands, England, Australia, and Australia. Manufacturing sites in Australia, New Zealand, Asia, Europe, Africa, and America produce additional crop protection goods.
Key Companies in the Post-Harvest Treatment Products market include
Post-Harvest Treatment Products Industry Developments
September 2019 JBT, which is well renowned for its organic fruit, has introduced Sta-Fresh 2850 to provide blush, super shine, and moisture management that will further help in enhancing the product range in the international market.
September 2019: Syngenta acquires Cropio Group, which operates in over 50 countries, to concentrate more on Eastern Europe, improve the company's reputation on the global market, and advance in digital farm management.
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