The fruit and vegetable ingredients market is highly diversified, fragmented, and competitive with leading players such as Archer Daniels Midland Company (U.S.), Kerry Group plc (Ireland), AGRANA Group (Austria), Döhler (Germany), SunOpta, Inc. (Canada), and Olam International Limited (Singapore).The fruit and vegetable ingredients market is projected to reach USD 216.03 billion by 2022, at a CAGR of 5.8% from 2017. The market is driven by factors such as increased demand for snacks & convenience food and beverages due to changing consumer preferences. Furthermore, factors such as increasing disposable income and rapid urbanization have also increased the demand for fruit & vegetable ingredients. The high growth potential in emerging markets and untapped regions provides new growth opportunities for market players.

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Agrana, being a key player in the fruit and vegetable ingredients market, has a strong market share in the European region. It intends to expand its geographical reach to explore new markets of emerging countries. For this, the company has established five fruit-processing plants in Asia-Pacific, four in Africa, and two in South America. It follows market-oriented global growth strategy for its business operations and focuses to leverage cross-segment synergies of its various segments, to hold an ideal position in the highly competitive food & beverage industry. The company’s stable revenue is the outcome of focused investment in sustainable growth, combined with measures to reduce costs. It is involved in the acquisition of companies for the development, building partnerships & expansion & investments. It recently set up a new AGRANA Research & Innovation Center (ARIC) in Tulln, Austria.

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Key strategies such as expansions & investments, collaborations, agreements, joint ventures & partnerships, new product developments, and acquisitions have been adopted by key players. Leading players actively invest in R&D activities to offer a diversified product portfolio, focus on competitive reach in the fruit and vegetable ingredients market, and make use of opportunities to increase its geographical footprint and also improve its distribution network through the means of vertical integration.