Huge sales increase in hybrid vegetable products

Hybrid vegetable products have been available in Dutch supermarkets since 2016, and there are more and more variations on the shelves. Existing products are enriched with vegetables and legumes as ingredients. This gives products such as pizza, pasta and rice a higher percentage of vegetables, without losing the basis of the original product. Think of cauliflower rice, courgette spaghetti and vegetable chips. 

In 2017, sales of hybrid vegetable products amounted to approximately 5.3 million euros. By 2019, this turnover had risen to almost 22.8 million, an increase of 330%. 

A premium opportunity

Hybrid vegetable products have a higher price than regular products, also one of the reasons for the enormous increase in turnover. For example: rice based on legumes is generally four and a half times more expensive than the average kilo price within the regular price category.