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Fruit and Vegetables - Ireland - March 2016

"The drive among Irish consumers to improve their diets and overall health has helped to boost the usage of fruit and vegetables in both NI and RoI – with produce dubbed as ‘superfoods’ seeing sales improve drastically during 2015. However, many consumers still struggle to reach their five-a-day, pointing to a need for more guidance on portion sizes and products that make meeting this requirement easier for consumers."

- Brian O’Connor, Senior Consumer Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

        • The market
          • Figure 1: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2011-15
        • Forecast
          • Figure 2: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2011-21
        • Market factors
          • Fluctuations in fruit and vegetable consumer prices
            • Five-a-day hard for consumers
              • Seven in 10 snack on fruit and vegetables each week
                • Wasting fruit and vegetables an issue for over a third
                  • Juice trend helping to boost usage
                    • The consumer
                      • Loose fruit proves most popular
                        • Figure 3: Types of fruit that consumers buy in a typical week, NI and RoI, November 2015
                      • Bagged vegetable most popular in RoI
                        • Figure 4: Types of vegetables that consumers buy in a typical week, NI and RoI, November 2015
                      • Bagged potatoes considered an Irish staple
                        • Figure 5: Types of potatoes that consumers buy in a typical week, NI and RoI, November 2015
                      • Local sourcing and supporting fairness for farmers’ key consumer concerns
                        • Figure 6: Agreement with statements related to fruit and vegetables, NI and RoI, November 2015
                      • What we think
                      • The Market – What You Need to Know

                        • Value sales increase in NI and RoI
                          • Fluctuations in fruit and vegetable consumer prices
                            • Irish consumers struggle to meet five-a-day
                              • Fresh fruit and vegetables most popular snack
                                • Wasting fruit and vegetables an issue for over a third
                                  • Juice trend helping to boost usage
                                  • Market Size and Forecast

                                      • Value sales increase in NI and RoI
                                        • Figure 7: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2011-21
                                      • Weather issues could create scarcity in 2016
                                        • Vegetables see slow but steady growth
                                          • Figure 8: Estimated vegetable retail sales (including fresh and processed), NI and RoI, 2011-21
                                        • Fruit sales soar on the back of juice trend
                                          • Figure 9: Estimated fruit retail sales (including fresh and processed), NI and RoI, 2011-21
                                      • Market Drivers

                                        • Vegetable prices decline between 2013-15
                                          • Figure 10: Consumer Price Indices of vegetables (including potatoes), UK and RoI, 2012-15
                                        • Fruit prices up in NI; down in RoI
                                          • Figure 11: Consumer Price Indices of vegetables (including potatoes), UK and RoI, 2012-15
                                        • Fresh fruit and vegetables most popular snack
                                          • Figure 12: Top three snack foods Irish consumers eat as a snack in a typical week, NI and RoI, November 2015
                                        • Irish consumers struggle to meet five-a-day
                                          • Figure 13: Average number of portions of fruit and vegetables eaten a day, RoI, 2005-15
                                          • Figure 14: Consumers who stated they did not meet the five-a-day recommendation each day, NI, 2012
                                        • Irish consumers more concerned about wasted produce
                                          • Figure 15: Agreement with the statement ‘I’m concerned about the amount of fruit and vegetables I waste’, NI and RoI, November 2015
                                        • Ugly fruit and vegetables
                                          • Trend towards juicing helping to boost fruit and vegetable sales
                                            • Figure 16: Small kitchen appliance purchases in the last 12 months, any purchase, UK, September 2013 and 2015
                                            • Figure 17: Agreement with selected statements relating to non-carbonated beverages, NI and RoI, August 2014
                                          • Protein trend could be beneficial to beans
                                            • Figure 18: Number of fruit and vegetable products claiming to contain high protein, UK and Ireland, 2011-15
                                        • Companies and Innovations – What You Need to Know

                                          • Strong level of private label launches
                                            • Environmental concerns helping to drive launches
                                              • Convenience a growth area
                                                • Being natural and preservative-free a key area
                                                • Who’s Innovating?

                                                  • Retailers show strongest level of product launch
                                                    • Figure 19: Products launched into the fruit and vegetable market, by company, UK and Ireland, 2011-16
                                                  • Stronger launch activity for vegetables compared to fruit
                                                    • Figure 20: Products launched into the fruit and vegetable market, by sub-category, UK and Ireland, 2011-16
                                                  • Growth in environmentally friendly packaging use
                                                    • Figure 21: Products launched into the fruit and vegetable market, by top five claims, UK and Ireland, 2011-16
                                                  • Uplift in fruit and vegetables claiming to be microwaveable
                                                    • Strong launch activity for natural fruit and vegetables
                                                    • Companies and Brands

                                                      • Valeo Foods
                                                        • Key facts
                                                          • Brands and products
                                                            • Brand NPD
                                                              • Recent developments
                                                                • Birds Eye
                                                                  • Key facts
                                                                    • Brands and products
                                                                      • Brand NPD
                                                                        • Global Fruit Company/Del Monte
                                                                          • Key facts
                                                                            • Brands and products
                                                                              • Brand NPD
                                                                                • Recent developments
                                                                                  • Florette
                                                                                    • Key facts
                                                                                      • Brands and products
                                                                                        • Brand NPD
                                                                                          • Fyffes
                                                                                            • Key facts
                                                                                              • Brands and products
                                                                                                • Recent developments
                                                                                                  • Green Giant/General Mills
                                                                                                    • Key facts
                                                                                                      • Brands and products
                                                                                                        • Brand NPD
                                                                                                          • 2 Sisters Food Group/Green Isle Foods Ltd.
                                                                                                            • Key facts
                                                                                                              • Brands and products
                                                                                                                • Brand NPD
                                                                                                                  • Recent developments
                                                                                                                    • Heinz/Kraft Heinz
                                                                                                                      • Key facts
                                                                                                                        • Brands and products
                                                                                                                          • Brand NPD
                                                                                                                            • Recent developments
                                                                                                                              • Keelings
                                                                                                                                • Key Facts
                                                                                                                                  • Product Portfolio
                                                                                                                                    • Recent Developments
                                                                                                                                      • McCain Foods
                                                                                                                                        • Key Facts
                                                                                                                                          • Product Portfolio
                                                                                                                                            • Brand NPD
                                                                                                                                              • Princes Food and Drink Group
                                                                                                                                                • Key Facts
                                                                                                                                                  • Product Portfolio
                                                                                                                                                    • Brand NPD
                                                                                                                                                      • Recent Developments
                                                                                                                                                        • Mash Direct
                                                                                                                                                          • Product Portfolio
                                                                                                                                                            • Brand NPD
                                                                                                                                                              • Recent Developments
                                                                                                                                                              • The Consumer – What You Need to Know

                                                                                                                                                                • Loose fruit proves most popular
                                                                                                                                                                  • Bagged vegetables most popular in RoI
                                                                                                                                                                    • Bagged potatoes considered an Irish staple
                                                                                                                                                                      • Four in five want more local sourcing
                                                                                                                                                                      • The Consumer – Usage of Fruit Products

                                                                                                                                                                          • Fresh loose fruit is the most popular
                                                                                                                                                                            • Figure 22: Types of fruit that consumers buy in a typical week, NI and RoI, November 2015
                                                                                                                                                                            • Figure 23: Consumers who would purchase fresh loose fruit in a typical week, by age and social class, NI and RoI, November 2015
                                                                                                                                                                          • Parents most likely to opt for bagged fruit
                                                                                                                                                                            • Figure 24: Consumers who would purchase bagged fruit (eg bag of apples) in a typical week, by age of children, NI and RoI, November 2015
                                                                                                                                                                          • Significant drop in dried fruit eaters
                                                                                                                                                                              • Figure 25: Consumers who would purchase dried fruit in a typical week, NI and RoI, December 2014 and November 2015
                                                                                                                                                                            • Ready-to-eat fruit is an opportunity for children
                                                                                                                                                                              • Figure 26: Consumers who would purchase fresh ready-to-eat fruit/vegetable portions (eg apple slices) in a typical week, NI and RoI, December 2014 and November 2015
                                                                                                                                                                          • The Consumer – Usage of Vegetable products

                                                                                                                                                                              • Bagged vegetables most popular in RoI
                                                                                                                                                                                • Figure 27: Types of vegetables that consumers buy in a typical week, NI and RoI, November 2015
                                                                                                                                                                              • Fresh loose appeals to mature consumers
                                                                                                                                                                                • Figure 28: Consumers who purchase fresh loose vegetables in a typical week, by age, NI and RoI, November 2015
                                                                                                                                                                              • Baked beans are a family favourite
                                                                                                                                                                                • Figure 29: Consumers who purchase baked tinned beans in a typical week, by age, NI and RoI, November 2015
                                                                                                                                                                              • Women drive usage of bagged salads
                                                                                                                                                                                • Figure 30: Consumers who purchase bagged/pre-packed salads (excluding dressed salads eg pasta salad, coleslaw) in a typical week, by age, NI and RoI, November 2015
                                                                                                                                                                              • Ready-to-cook vegetables appeal to younger consumers
                                                                                                                                                                                • Figure 31: Consumers who purchase fresh ready-to-cook vegetables (eg chopped onions) in a typical week, by age, NI and RoI, November 2015
                                                                                                                                                                            • The Consumer – Usage of Potato Products

                                                                                                                                                                                • Bagged potatoes considered an Irish staple
                                                                                                                                                                                  • Figure 32: Types of potatoes that consumers buy in a typical week, NI and RoI, November 2015
                                                                                                                                                                                  • Figure 33: Consumers who purchase bagged potatoes in a typical week, by gender, NI and RoI, November 2015
                                                                                                                                                                                • Chips a family favourite
                                                                                                                                                                                  • Figure 34: Consumers who purchase frozen processed potatoes (eg chips, wedges) in a typical week, by age of children, NI and RoI, November 2015
                                                                                                                                                                                • Prepared fresh potatoes appeals to NI consumers
                                                                                                                                                                                  • Figure 35: Consumers who would purchase prepared fresh potatoes (eg chilled mashed potatoes, ready to roast diced potatoes) in a typical week, by employment status, NI and RoI, November 2015
                                                                                                                                                                              • The Consumer – Attitudes towards Fruit and Vegetables

                                                                                                                                                                                  • Strong demand for more locally sourced produce
                                                                                                                                                                                    • Figure 36: Agreement with statements related to fruit and vegetables, NI and RoI, November 2015
                                                                                                                                                                                  • Mature consumers more likely to want more locally sourced fruit and vegetables
                                                                                                                                                                                    • Figure 37: Agreement with the statement ‘Supermarkets should provide more NI/RoI sourced fruit and vegetables where possible’, by age, NI and RoI, November 2015
                                                                                                                                                                                  • Over half of Irish consumers would pay more for fruit and vegetables if it benefitted farmers
                                                                                                                                                                                    • Figure 38: Agreement with the statement ‘I would pay more for fruit and vegetables that guarantee a fair price paid to farmers’, by age, NI and RoI, November 2015
                                                                                                                                                                                  • RoI consumers more likely than NI to buy produce via discounters
                                                                                                                                                                                      • Figure 39: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by gender and social class, NI and RoI, November 2015
                                                                                                                                                                                      • Figure 40: Agreement with statements relating to purchasing groceries from discount retailers, NI and RoI, September 2015
                                                                                                                                                                                    • Consumers want more health information on packaging
                                                                                                                                                                                      • Figure 41: Agreement with the statement ‘Health benefits of fruit and vegetables should be stated on packaging (eg beetroot: high in potassium and magnesium, if it counts towards one of the five-a-day)’, NI and RoI, November 2015
                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                    • Market size rationale
                                                                                                                                                                                      • Data sources
                                                                                                                                                                                        • Consumer data sources
                                                                                                                                                                                          • Abbreviations
                                                                                                                                                                                          • Appendix – The Consumer

                                                                                                                                                                                            • NI Toluna data tables
                                                                                                                                                                                              • Figure 42: Types of fruit that consumers buy in a typical week, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 43: Types of fruit that consumers buy in a typical week, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                              • Figure 44: Types of vegetables that consumers buy in a typical week, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 45: Types of vegetables that consumers buy in a typical week, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                              • Figure 46: Types of potatoes that consumers buy in a typical week, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 47: Types of potatoes that consumers buy in a typical week, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                              • Figure 48: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 49: Agreement with the statement ‘Health benefits of fruit and vegetables should be stated on packaging (eg beetroot: high in potassium and magnesium, if it counts towards one of the five-a-day)’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 50: Agreement with the statement ‘Supermarkets should provide more NI/RoI sourced fruit and vegetables where possible’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 51: Agreement with the statement ‘It is difficult to eat five portions of fruit and vegetables each day’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 52: Agreement with the statement ‘Loose fruit and vegetables are better value than prepacked fruit and vegetables’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 53: Agreement with the statement ‘I include fruit/vegetables in my child(ren’s) lunchbox most days’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 54: Agreement with the statement ‘I’m concerned about the amount of fruit and vegetables I waste’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 55: Agreement with the statement ‘I have cut back on buying fruit and vegetables because of the cost’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 56: Agreement with the statement ‘I have cut back on buying some fruits because of the sugar content’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 57: Agreement with the statement ‘I would pay more for fruit and vegetables that guarantee a fair price paid to farmers’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 58: Agreement with the statement ‘I would like prepared portions of fruit and vegetables to be equal to one of my five-a-day’, by demographics, NI, November 2015
                                                                                                                                                                                              • Figure 59: Agreement with the statement ‘I am eating more fruit and veg and less meat compared to 12 months ago’, by demographics, NI, November 2015
                                                                                                                                                                                            • RoI Toluna data tables
                                                                                                                                                                                              • Figure 60: Types of fruit that consumers buy in a typical week, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 61: Types of fruit that consumers buy in a typical week, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                              • Figure 62: Types of vegetables that consumers buy in a typical week, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 63: Types of vegetables that consumers buy in a typical week, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                              • Figure 64: Types of potatoes that consumers buy in a typical week, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 65: Types of potatoes that consumers buy in a typical week, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                              • Figure 66: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 67: Agreement with the statement ‘Health benefits of fruit and vegetables should be stated on packaging (eg beetroot: high in potassium and magnesium, if it counts towards one of the five-a-day)’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 68: Agreement with the statement ‘Supermarkets should provide more NI/RoI sourced fruit and vegetables where possible’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 69: Agreement with the statement ‘It is difficult to eat five portions of fruit and vegetables each day’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 70: Agreement with the statement ‘Loose fruit and vegetables are better value than prepacked fruit and vegetables’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 71: Agreement with the statement ‘I include fruit/vegetables in my child(ren’s) lunchbox most days’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 72: Agreement with the statement ‘I’m concerned about the amount of fruit and vegetables I waste’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 73: Agreement with the statement ‘I have cut back on buying fruit and vegetables because of the cost’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 74: Agreement with the statement ‘I have cut back on buying some fruits because of the sugar content’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 75: Agreement with the statement ‘I would pay more for fruit and vegetables that guarantee a fair price paid to farmers’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 76: Agreement with the statement ‘I would like prepared portions of fruit and vegetables to be equal to one of my five-a-day’, by demographics, RoI, November 2015
                                                                                                                                                                                              • Figure 77: Agreement with the statement ‘I am eating more fruit and veg and less meat compared to 12 months ago’, by demographics, RoI, November 2015

                                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                                          Fruit and Vegetables - Ireland - March 2016

                                                                                                                                                                                          £1,095.00 (Excl.Tax)