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Fruit and Vegetables - Ireland - March 2014

“There is a disparity between the NI and RoI fruit and vegetable markets, with the cost of these items growing for NI consumers, while decreasing for RoI consumers. Should the trend continue, it could see a re-emergence of cross-border shopping, with NI consumers visiting RoI retailers along the border to save on their weekly shopping bills.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • What are the most popular formats of fruit and vegetables among Irish consumers?
  • What impact will growing grocery prices have on fruit and vegetable sales?
  • What perceived differences do consumers see between fresh, frozen and tinned fruit and vegetables?
  • What attitudes towards fruit and vegetables do Irish consumers hold in 2014?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Estimated total fruit and vegetable retail sales (including fresh and processed), by sectors, NI and RoI, 2013
                  • Forecast
                    • Figure 2: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2008-18
                  • Market factors
                    • RoI fruit and vegetable prices decreasing
                      • NI consumers paying more for fruit and vegetables
                        • Obesity still a problem
                          • GM potatoes and other crops could help boost profitability for growers
                            • Companies and innovations
                              • The consumer
                                • Fresh and loose fruits preferred by Irish consumers
                                  • Figure 3: Types of fruit bought in a typical week, NI and RoI, March 2014
                                • Tinned beans the most bought type of vegetable
                                  • Figure 4: Types of vegetables bought in a typical week, NI and RoI, March 2014
                                • Bagged potatoes the most bought type of vegetable each week
                                  • Figure 5: Types of potatoes bought in a typical week, NI and RoI, March 2014
                                • Fresh fruit and vegetables seen as being most nutritious, but also most expensive
                                  • Figure 6: Characteristics associated with fresh, frozen and tinned fruit and vegetables, NI and RoI, March 2014
                                • Consumers want better nutrition labelling
                                  • Figure 7: Attitudes towards fruit and vegetables, NI, March 2014
                              • Issues in the Market

                                • What are the most popular formats of fruit and vegetables among Irish consumers?
                                  • What impact will growing grocery prices have on fruit and vegetable sales?
                                    • What perceived differences do consumers see between fresh, frozen and tinned fruit and vegetables?
                                      • What attitudes towards fruit and vegetables do Irish consumers hold in 2014?
                                      • Trend Applications

                                          • Trend: Help Me, Help Myself
                                            • Trend: Locavore
                                              • Trend: Sense of the Intense
                                              • Market Overview

                                                • Key points
                                                  • Fruit and vegetable prices decreasing in RoI
                                                    • Figure 8: Consumer Price Indices of fruit, vegetables and potatoes, RoI, 2009-14
                                                  • Fruit and veg price war in RoI
                                                    • Consumers want RoI farmers protected
                                                      • NI sees fruit and vegetable prices increase
                                                        • Figure 9: Consumer Price Indices of fruit, vegetables and potatoes, UK (incl. NI), Q1 2009-Q4 2013
                                                      • Higher fruit and vegetable prices in UK/NI seeing lower consumption
                                                        • Figure 10: Quantity of fruit, vegetables and potatoes for UK/NI households per week, per person, 2006-12
                                                        • Figure 11: Quantity of fresh fruit and vegetables vs. processed fruit and vegetables for UK/NI households per week, per person, 2007-12
                                                      • Concerns over land availability for NI vegetable growers
                                                        • Obesity still a problem, despite 8 in 10 eating fruit and vegetables daily
                                                          • Figure 12: Percentage of population aged 15+ considered overweight or obese, NI and RoI, 2012
                                                          • Figure 13: Consumers who eat fruit and vegetables, by frequency, NI and RoI, July 2013
                                                        • From five-a-day to seven-a-day recommended
                                                          • Figure 14: Percentage increase in life expectancy, by daily portion number of fruit and vegetables, 2014
                                                        • Genetically modified potatoes resistant to blight
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Strong decline in fruit and vegetable market value 2008-2013
                                                              • Figure 15: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2008-18
                                                            • NI fruit and vegetables market set to grow, while RoI expected to continue declining
                                                              • Figure 16: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2008-18
                                                            • Vegetables the dominant segment in NI and RoI
                                                              • Figure 17: Estimated total fruit and vegetable retail sales (including fresh and processed), by sectors, NI and RoI, 2008-18
                                                              • Figure 18: Frequency that consumers eat junk food, NI and RoI, July 2013
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Companies and Innovations

                                                                • Key points
                                                                  • Innovations
                                                                    • Economy claims continue to dominate NPD
                                                                      • Figure 19: Products launched into the fruit and vegetables market, by claim and company, UK and Ireland, 2011-14
                                                                    • Tesco leads in premium fruit and vegetable launches
                                                                      • Unflavoured/plain launches lead the way
                                                                        • Figure 20: Potato product launches, by flavour (top 5), UK and Ireland, 2010-14
                                                                      • Fruit portion packs drive daily consumption
                                                                        • Company profiles
                                                                          • Batchelors (Ireland)
                                                                            • Birds Eye
                                                                              • Fresh Del Monte
                                                                                • Florette
                                                                                  • Fyffes
                                                                                    • General Mills
                                                                                      • Green Isle Foods Ltd.
                                                                                        • Heinz
                                                                                          • Keelings
                                                                                            • McCain Foods
                                                                                              • Princes Food and Drink Group
                                                                                              • The Consumer – Usage of Fruit Products

                                                                                                • Key points
                                                                                                  • Mature consumers strongest purchasers of loose fresh fruit
                                                                                                    • Figure 21: Types of fruit bought in a typical week, NI and RoI, March 2014
                                                                                                    • Figure 22: Consumers who buy fresh loose fruit in a typical week, by age, NI and RoI, March 2014
                                                                                                  • Tight consumer finances contributing to low usage of convenience-oriented fruit products
                                                                                                    • Figure 23: Consumers who buy fresh ready-to-eat fruit portions or chilled/ frozen pots of ready-to-eat fruit in a typical week, NI and RoI, March 2014
                                                                                                    • Figure 24: How consumers rate their personal financial situation, NI and RoI, March 2014
                                                                                                • The Consumer – Usage of Vegetable Products

                                                                                                  • Key points
                                                                                                    • Baked beans and fresh loose vegetables see strongest use
                                                                                                      • Figure 25: Types of vegetables bought in a typical week, NI and RoI, March 2014
                                                                                                      • Figure 26: Consumers who bought tinned baked beans in a typical week, by social class, NI and RoI, March 2014
                                                                                                    • Middle aged consumers more likely to buy beans
                                                                                                      • Figure 27: Consumers who bought tinned baked beans in a typical week, by age, NI and RoI, March 2014
                                                                                                    • Strong usage of fresh loose vegetables
                                                                                                      • Figure 28: Consumers who bought fresh loose vegetables in a typical week, by gender and social class, NI and RoI, March 2014
                                                                                                    • Food wastage a growing concern
                                                                                                      • Figure 29: Agreement with statements relating to food waste, NI and RoI, November 2013
                                                                                                    • Frozen vegetables see higher usage than frozen fruit and potatoes
                                                                                                      • Figure 30: Consumers who bought frozen fruit, vegetables or potatoes in a typical week, NI and RoI, March 2014
                                                                                                  • The Consumer – Usage of Potato Products

                                                                                                    • Key points
                                                                                                      • Bagged potatoes most used type of potato product
                                                                                                        • Figure 31: Types of potatoes bought in a typical week, NI and RoI, March 2014
                                                                                                      • Women more likely to buy potatoes than men
                                                                                                        • Figure 32: Consumers who bought bagged potatoes in a typical week, by gender, NI and RoI, March 2014
                                                                                                      • Over half regularly buy frozen potato products
                                                                                                        • Figure 33: Consumers who bought frozen potato products (eg chips, wedges) in a typical week, by social class, NI and RoI, March 2014
                                                                                                    • The Consumer – Characteristics Associated with Fresh, Tinned and Frozen Fruit and Vegetables

                                                                                                      • Key points
                                                                                                        • Fresh fruit and vegetables seen strongly as most natural and nutritious
                                                                                                          • Figure 34: Characteristics associated with fresh, frozen and tinned fruit and vegetables, NI and RoI, March 2014
                                                                                                        • Fresh seen as most natural, but also most expensive
                                                                                                          • Figure 35: Main positive and negative characteristics associated with fresh fruit and vegetables, NI and RoI, March 2014
                                                                                                        • Most expensive variant
                                                                                                          • Frozen seen as staying fresh, easy to prepare and having the best value
                                                                                                            • Figure 36: Main positive and negative characteristics associated with frozen fruit and vegetables, NI and RoI, March 2014
                                                                                                          • Frozen foods stand in the middle ground
                                                                                                            • Tinned seen as being processed and least healthy variant
                                                                                                              • Figure 37: Main positive and negative characteristics associated with frozen fruit and vegetables, NI and RoI, March 2014
                                                                                                            • Tinned appeals to those on a budget and seeking convenience
                                                                                                            • The Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                              • Key points
                                                                                                                • Consumers want better labelling of health benefits
                                                                                                                  • Figure 38: Attitudes towards fruit and vegetables, NI, March 2014
                                                                                                                  • Figure 39: Agreement with the statement “Health benefits of fruit and vegetables should be stated on packaging”, by age and gender, NI and RoI, March 2014
                                                                                                                • Strong demand for supermarkets to supply more local produce
                                                                                                                  • Figure 40: Agreement with the statement “Supermarkets should provide more locally sourced fruit and vegetables were possible”, by gender, NI and RoI, March 2014
                                                                                                                  • Figure 41: Agreement with attitudes towards meat, NI and RoI, February 2013
                                                                                                                • Difficulty in meeting the five-a-day recommended portion amount
                                                                                                                  • Figure 42: Attitudes towards eating five fruit and vegetables per day, NI, March 2014
                                                                                                                • Oddly-shaped fruit and vegetables don’t bother Irish consumers
                                                                                                                    • Figure 43: Agreement with the statement “Oddly-shaped fruit and vegetables are worth paying full price for”, by age and gender, NI and RoI, March 2014
                                                                                                                • Appendix

                                                                                                                  • NI Toluna tables
                                                                                                                    • Figure 44: Types of fruit bought in a typical week, by demographics, NI, March 2014
                                                                                                                    • Figure 45: Types of vegetables bought in a typical week, by demographics, NI, March 2014
                                                                                                                    • Figure 46: Types of vegetables bought in a typical week, by demographics, NI, March 2014 (continued)
                                                                                                                    • Figure 47: Types of potatoes bought in a typical week, by demographics, NI, March 2014
                                                                                                                    • Figure 48: Types of potatoes bought in a typical week, by demographics, NI, March 2014 (continued)
                                                                                                                    • Figure 49: Characteristics associated with fresh fruit and vegetables, NI, March 2014
                                                                                                                    • Figure 50: Characteristics associated with fresh fruit and vegetables, NI, March 2014 (continued)
                                                                                                                    • Figure 51: Characteristics associated with frozen fruit and vegetables, NI, March 2014
                                                                                                                    • Figure 52: Characteristics associated with frozen fruit and vegetables, NI, March 2014 (continued)
                                                                                                                    • Figure 53: Characteristics associated with tinned fruit and vegetables, NI, March 2014
                                                                                                                    • Figure 54: Characteristics associated with tinned fruit and vegetables, NI, March 2014 (continued)
                                                                                                                    • Figure 55: Agreement with statements relating to fruit and vegetables, NI, March 2014
                                                                                                                    • Figure 56: Agreement with statements relating to fruit and vegetables, NI, March 2014 (continued)
                                                                                                                  • RoI Toluna tables
                                                                                                                    • Figure 57: Types of fruit bought in a typical week, by demographics, RoI, March 2014
                                                                                                                    • Figure 58: Types of vegetables bought in a typical week, by demographics, RoI, March 2014
                                                                                                                    • Figure 59: Types of vegetables bought in a typical week, by demographics, RoI, March 2014 (continued)
                                                                                                                    • Figure 60: Types of potatoes bought in a typical week, by demographics, RoI, March 2014
                                                                                                                    • Figure 61: Types of potatoes bought in a typical week, by demographics, RoI, March 2014 (continued)
                                                                                                                    • Figure 62: Characteristics associated with fresh fruit and vegetables, RoI, March 2014
                                                                                                                    • Figure 63: Characteristics associated with fresh fruit and vegetables, RoI, March 2014 (continued)
                                                                                                                    • Figure 64: Characteristics associated with frozen fruit and vegetables, RoI, March 2014
                                                                                                                    • Figure 65: Characteristics associated with frozen fruit and vegetables, RoI, March 2014 (continued)
                                                                                                                    • Figure 66: Characteristics associated with tinned fruit and vegetables, RoI, March 2014
                                                                                                                    • Figure 67: Characteristics associated with tinned fruit and vegetables, RoI, March 2014 (continued)
                                                                                                                    • Figure 68: Agreement with statements relating to fruit and vegetables, RoI, March 2014
                                                                                                                    • Figure 69: Agreement with statements relating to fruit and vegetables, RoI, March 2014 (continued)

                                                                                                                Companies Covered

                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                Fruit and Vegetables - Ireland - March 2014

                                                                                                                £1,095.00 (Excl.Tax)