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Fruit and Vegetables - Ireland - March 2015

“Ongoing price wars within the fruit and vegetable sector have been to the benefit of Irish shoppers, but to the detriment of the market value of the fruit and vegetable sector in Ireland. However, volume sales of produce have improved between 2013 and 2014, as Irish consumers increasingly try to lead healthier lifestyles.”
– Brian O’Connor, Production Manager'

This report answers the following key questions:

  • What are the most popular formats of fruit and vegetables among Irish consumers? 
  • What impact will discounters have on the fruit and vegetable market? 
  • Other than lowest price, what factors influence Irish consumers when buying fruit and vegetables?
  • What attitudes towards fruit and vegetables do Irish consumers hold in 2015? 
  • With food waste becoming a more important issue, what impact will it have on the types of fruit and vegetables that consumers buy?

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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 (€m) fruit and vegetable retail sales (including fresh and processed), by sector, NI and RoI, 2015
                  • Forecast
                    • Figure 2: Indexed fruit and vegetable retail sales (including fresh and processed), IoI, 2010-20
                  • Market factors
                    • Consumer confidence improves throughout 2014
                      • Fruit and vegetable prices declined in 2014
                        • Discounters increasingly important channel to market
                          • One in five worry about wasting fruit and vegetables
                            • Companies and innovations
                              • The consumer
                                • Similar level of consumers typically buy loose fruit as bagged fruit
                                  • Figure 3: Types of fruit bought in a typical week, NI and RoI, December 2014
                                • Strong use of bagged vegetables
                                  • Figure 4: Types of vegetables bought in a typical week, NI and RoI, March 2014
                                • Bagged potatoes most typically used type of potato
                                  • Figure 5: Types of potatoes bought in a typical week, NI and RoI, December 2014
                                • Price promotions most important consideration for fresh, frozen and shelf-stable produce
                                  • Figure 6: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
                                  • Figure 7: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
                                • RoI consumers twice as likely to be buying more from discounters
                                  • Figure 8: Attitudes towards fruit and vegetables, NI and RoI, December 2014
                              • Issues and Insights

                                • What are the most popular formats of fruit and vegetables among Irish consumers?
                                  • The facts
                                    • The implications
                                      • What impact will discounters have on the fruit and vegetable market?
                                        • The facts
                                          • The implications
                                            • Other than lowest price, what factors influence Irish consumers when buying fruit and vegetables?
                                              • The facts
                                                • The implications
                                                  • What attitudes towards fruit and vegetables do Irish consumers hold in 2015?
                                                    • The facts
                                                      • The implications
                                                        • With food waste becoming a more important issue, what impact will it have on the types of fruit and vegetables that consumers buy?
                                                          • The facts
                                                            • The implications
                                                            • Trend Application

                                                                • Trend: Let's Make a Deal
                                                                  • Trend: Hungry Planet
                                                                    • Trend: Sense of the Intense
                                                                    • Market Overview

                                                                      • Key points
                                                                        • NI confidence grows after 26 months of unemployment dropping
                                                                          • Figure 9: Consumer Confidence Index, NI, December 2011-December 2014
                                                                        • RoI consumer confidence
                                                                          • Figure 10: Consumer Confidence Index, RoI, February 2011-February 2015
                                                                        • Fruit and vegetable prices decreasing in RoI
                                                                          • Figure 11: Consumer Price Indices of fruit, vegetables and potatoes, RoI, 2012-15
                                                                        • Attempts to avoid Xmas 2014 price war in RoI
                                                                          • NI fruit and vegetable prices also fluctuating
                                                                            • Figure 12: Consumer Price Indices of fruit, vegetables and potatoes, UK (including NI), Q1 2012-Q4 2014
                                                                          • Lower fuel costs also helping to drive price deflation
                                                                            • Figure 13: Crude oil price per barrel, global, March 2010-March 2015
                                                                          • Irish consumers increasingly shopping in discounters
                                                                            • Figure 14: Estimated total retail sales of discounters, NI and RoI, 2012 and 2014
                                                                            • Figure 15: Stores that consumers do their main grocery shopping with (in-store) and use for top-up shopping, NI and RoI, October 2014
                                                                          • One in five consumers are worried about wasting fruit and veg
                                                                            • NI food waste reduced by 21% between 2007 and 2012
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Little change in the fruit and vegetable market between 2014 and 2015
                                                                                  • Figure 16: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2010-20
                                                                                • Vegetables sector sees value dip as retailers lower prices to counter growth of discounters
                                                                                  • Figure 17: Estimated vegetable retail sales (including fresh and processed), NI and RoI, 2010-20
                                                                                • Fruit sales performing better than vegetables
                                                                                  • Figure 18: Estimated fruit retail sales (including fresh and processed), NI and RoI, 2010-20
                                                                                  • Figure 19: Indexed fruit and vegetable retail sales (including fresh and processed), IoI, 2010-20
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Companies and Innovations

                                                                                    • Key points
                                                                                      • Innovations
                                                                                        • 2014 witnessed Marks & Spencer take the lead in the fruit and vegetable market
                                                                                          • Figure 20: Products launched into the fruit and vegetable market, by claim, UK and Ireland, 2011-15
                                                                                        • Economy claims slowing in fruit and vegetable category
                                                                                          • Figure 21: Products launched into the fruit and vegetable market, by claim, UK and Ireland, 2010-15
                                                                                        • Ethical claims peak in NPD within the fruit and vegetable category
                                                                                          • Figure 22: Products launched into the fruit and vegetable market, by claim, UK and Ireland, 2011-15
                                                                                        • Company profiles
                                                                                          • Batchelors (Ireland)
                                                                                            • Key facts
                                                                                              • Brands and products
                                                                                                • Recent developments
                                                                                                  • Birds Eye
                                                                                                    • Key facts
                                                                                                      • Brands and products
                                                                                                        • Brand NPD
                                                                                                          • Recent developments
                                                                                                            • Fresh Del Monte
                                                                                                              • Key facts
                                                                                                                • Brands and products
                                                                                                                  • Brand NPD
                                                                                                                    • Recent developments
                                                                                                                      • Florette
                                                                                                                        • Key facts
                                                                                                                          • Brands and products
                                                                                                                            • Brand NPD
                                                                                                                              • Recent developments
                                                                                                                                • Fyffes
                                                                                                                                  • Key facts
                                                                                                                                    • Brands and products
                                                                                                                                      • Recent developments
                                                                                                                                        • General Mills
                                                                                                                                          • Key facts
                                                                                                                                            • Brands and products
                                                                                                                                              • Brand NPD
                                                                                                                                                • Recent developments
                                                                                                                                                  • Green Isle Foods Ltd.
                                                                                                                                                    • Key facts
                                                                                                                                                      • Brands and products
                                                                                                                                                        • Brand NPD
                                                                                                                                                          • Recent developments
                                                                                                                                                            • Heinz
                                                                                                                                                              • Key facts
                                                                                                                                                                • Brands and products
                                                                                                                                                                  • Brand NPD
                                                                                                                                                                    • Recent developments
                                                                                                                                                                      • Keelings
                                                                                                                                                                        • Key facts
                                                                                                                                                                          • Brands and products
                                                                                                                                                                            • Recent developments
                                                                                                                                                                              • McCain Foods
                                                                                                                                                                                • Key facts
                                                                                                                                                                                  • Brands and products
                                                                                                                                                                                    • Brand NPD
                                                                                                                                                                                      • Recent developments
                                                                                                                                                                                        • Princes Food and Drink Group
                                                                                                                                                                                          • Key facts
                                                                                                                                                                                            • Brands and products
                                                                                                                                                                                              • Brand NPD
                                                                                                                                                                                              • The Consumer – Usage of Fruit Products

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Mature consumers strongest purchasers of loose fresh fruit
                                                                                                                                                                                                    • Figure 23: Types of fruit bought in a typical week, NI and RoI, December 2014
                                                                                                                                                                                                    • Figure 24: Consumers who buy fresh loose fruit in a typical week, by age, NI and RoI, December 2014
                                                                                                                                                                                                  • High usage of bagged fruit, despite being more expensive
                                                                                                                                                                                                    • Figure 25: Consumers who buy bagged fruit in a typical week, by social class, NI and RoI, December 2014
                                                                                                                                                                                                  • NI consumers show stronger usage of tinned fruit
                                                                                                                                                                                                    • Figure 26: Consumers who buy tinned fruit in a typical week, by gender and social class, NI and RoI, December 2014
                                                                                                                                                                                                  • NI consumers twice as likely to buy RTE fruit compared to RoI consumers
                                                                                                                                                                                                    • Figure 27: Consumers who buy fresh ready-to-eat fruit portions and chilled or frozen pots of ready-to-eat fruit, NI and RoI, December 2014
                                                                                                                                                                                                  • Younger consumers more likely to buy RTE fruit
                                                                                                                                                                                                    • Figure 28: Consumers who buy fresh ready-to-eat fruit portions, by age, NI and RoI, December 2014
                                                                                                                                                                                                • The Consumer – Usage of Vegetable Products

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Strong usage of bagged vegetables
                                                                                                                                                                                                      • Figure 29: Types of vegetables bought in a typical week, NI and RoI, March 2014
                                                                                                                                                                                                      • Figure 30: Consumers who buy bagged vegetables in a typical week, by gender, NI and RoI, December 2014
                                                                                                                                                                                                    • Irish consumers buy frozen vegetables with greater regularity
                                                                                                                                                                                                      • Figure 31: Consumers who buy frozen vegetables vs frozen fruits, NI and RoI, December 2014
                                                                                                                                                                                                    • NI consumers more likely to buy RTE/RTC vegetables compared to RoI consumers
                                                                                                                                                                                                      • Figure 32: Consumers who buy fresh ready-to-cook and fresh ready-to-eat vegetables in a typical week, NI and RoI, December 2014
                                                                                                                                                                                                      • Figure 33: How consumers rate their current financial situation, NI and RoI, March 2015
                                                                                                                                                                                                    • Irish consumers prefer tinned beans over snap pots/tubs fridge packs
                                                                                                                                                                                                      • Figure 34: Consumers who buy tinned baked beans vs baked beans in plastic pots/tubs in a typical week, NI and RoI, December 2014
                                                                                                                                                                                                      • Figure 35: Consumers who buy tinned baked beans vs baked beans in plastic pots/tubs in a typical week, by age, NI and RoI, December 2014
                                                                                                                                                                                                  • The Consumer – Usage of Potato Products

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Bagged potatoes are a staple for Irish consumers
                                                                                                                                                                                                        • Figure 36: Types of potatoes bought in a typical week, NI and RoI, December 2014
                                                                                                                                                                                                      • Fresh loose potatoes more popular with NI consumers
                                                                                                                                                                                                        • Figure 37: Consumers who have bought fresh loose potato products in a typical week, by gender and social class, NI and RoI, December 2014
                                                                                                                                                                                                      • Over a third of Irish consumers purchase frozen chips on a weekly basis
                                                                                                                                                                                                        • Figure 38: Consumers who have bought frozen processed potatoes (eg chips, wedges) in a typical week, by presence of children, NI and RoI, December 2014
                                                                                                                                                                                                    • The Consumer – Important Considerations When Buying Fresh Fruit and Vegetables

                                                                                                                                                                                                      • Key facts
                                                                                                                                                                                                        • Promotions and deals are the key drivers in the purchase of fresh fruit and vegetables
                                                                                                                                                                                                          • Figure 39: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
                                                                                                                                                                                                        • Made in Ireland is an important factor for over-45s
                                                                                                                                                                                                          • Figure 40: Consumers who consider being made/grown in NI/RoI an important factor when buying fresh fruit and vegetables, by age, NI and RoI, December 2014
                                                                                                                                                                                                        • Packaging to reduce food waste important to NI consumers
                                                                                                                                                                                                        • The Consumer – Important Considerations When Buying Frozen/Non-chilled Fruit and Vegetables

                                                                                                                                                                                                          • Key facts
                                                                                                                                                                                                            • Promotions and deals are the key drivers in the purchase of fresh fruit and vegetables
                                                                                                                                                                                                              • Figure 41: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
                                                                                                                                                                                                            • Promotions important to parents
                                                                                                                                                                                                              • Figure 42: Price-related factors that consumers find to be important when buying frozen/non-chilled vegetables, by presence of children, NI and RoI, December 2014
                                                                                                                                                                                                            • Best-before dates a key consideration
                                                                                                                                                                                                                • Figure 43: Consumers who consider best-before date an important factor when buying frozen/non-chilled fruit and vegetables, by gender, NI and RoI, December 2014
                                                                                                                                                                                                              • Little demand for organic or fair trade frozen fruit and vegetables
                                                                                                                                                                                                                • Over a quarter care about brand name
                                                                                                                                                                                                                  • Figure 44: Consumers who consider brand name an important factor when buying frozen/non-chilled fruit and vegetables, by social class, NI and RoI, December 2014
                                                                                                                                                                                                              • The Consumer – Attitudes towards Fruit and Vegetables

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • More consumers buying fruit and vegetables from discounters
                                                                                                                                                                                                                    • Figure 45: Attitudes towards fruit and vegetables, NI and RoI, December 2014
                                                                                                                                                                                                                  • RoI consumers increasingly using discounters to buy produce
                                                                                                                                                                                                                      • Figure 46: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by age, NI and RoI, December 2014
                                                                                                                                                                                                                    • Consumers want more information on health benefits
                                                                                                                                                                                                                      • Strong desire for more NI/RoI-sourced produce in stores
                                                                                                                                                                                                                        • A quarter of RoI and a fifth of NI consumers include produce in children’s lunchbox
                                                                                                                                                                                                                          • Figure 47: Agreement with the statement ‘I include fruit/vegetables in my child(ren’s) lunchbox most days’, by social class, NI and RoI, December 2014
                                                                                                                                                                                                                      • Appendix

                                                                                                                                                                                                                        • NI Toluna tables
                                                                                                                                                                                                                          • Figure 48: Types of fruit that consumers buy in a typical week, by demographics, NI, December 2014
                                                                                                                                                                                                                          • Figure 49: Types of fruit that consumers buy in a typical week, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 50: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, NI, December 2014
                                                                                                                                                                                                                          • Figure 51: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 52: Types of potatoes that consumers buy in a typical week, by demographics, NI, December 2014
                                                                                                                                                                                                                          • Figure 53: Types of potatoes that consumers buy in a typical week, by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 54: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014
                                                                                                                                                                                                                          • Figure 55: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 56: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014
                                                                                                                                                                                                                          • Figure 57: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 58: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 59: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, NI, December 2014
                                                                                                                                                                                                                          • Figure 60: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 61: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
                                                                                                                                                                                                                        • RoI Toluna tables
                                                                                                                                                                                                                          • Figure 62: Types of fruit that consumers buy in a typical week, by demographics, RoI, December 2014
                                                                                                                                                                                                                          • Figure 63: Types of fruit that consumers buy in a typical week, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 64: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, RoI, December 2014
                                                                                                                                                                                                                          • Figure 65: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 66: Types of potatoes that consumers buy in a typical week, by demographics, RoI, December 2014
                                                                                                                                                                                                                          • Figure 67: Types of potatoes that consumers buy in a typical week, by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 68: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014
                                                                                                                                                                                                                          • Figure 69: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 70: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014
                                                                                                                                                                                                                          • Figure 71: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 72: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 73: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, RoI, December 2014
                                                                                                                                                                                                                          • Figure 74: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
                                                                                                                                                                                                                          • Figure 75: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)

                                                                                                                                                                                                                      Companies Covered

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                                                                                                                                                                                                                      Fruit and Vegetables - Ireland - March 2015

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