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Fruit and Vegetables - UK - February 2011

Estimated to reach £12.3 billion in 2010, the fruit and vegetables market has experienced 24% growth between 2005 and 2010. Nine in ten consumers eat fruit and vegetables, with over a quarter of consumers eating six or more types as a means of varying consumption. Innovation has concentrated on convenience and assistance, catering to consumers’ changing needs, tastes and lifestyle habits.

  • An increasingly health-conscious consumer has brought more users to the fruit and vegetables category, driving growth to £12.3 billion in 2010.
  • With those aged 55+ and ABs the key users of fruit and vegetables, the forecast future growth of these demographic groups bodes well for the market.
  • Brands have sought to drive consumption by positioning fruit as an on-the-go snack, with Princes and Del Monte entering the snack pots market. With four in five (80%) eating fruit as a snack at home and less than half (44%) doing so out of home, there is a need to increase out of home snacking occasions.
  • Advertising that promotes new recipe suggestions should find favour with female consumers, who are most likely to use fruit in more than five different ways. For veg, consumers aged 55+ experiment the most.
  • Two in five consumers claim to regularly eat five a day. On-pack information is helping to educate consumers. Tesco has introduced “1 of 5 a day” labelling on 700 healthier products of its own-label range, a strategy which could be easily adopted by the other retailers.
  • Cost savings are a driver of consumption of fruit and veg with over half (56%) buying more when it is on promotion. Waste is a concern, however, and consumers have indicated that they are interested in more buy one now get one free later promotions.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Berry beautiful and peachy keen
                • Go bananas!
                • Market in Brief

                  • Penetration remains high
                    • Fresh remains popular
                      • Health wanes but awareness grows
                        • Price rises affect the market
                          • Concerns over waste
                          • Internal Market Environment

                            • Key points
                              • Healthy eating trend stalls
                                • Figure 1: Quantity of fruit and vegetables consumed, by household, 2007-09
                                • Figure 2: Agreement with statements on eating habits, Dec 2008-Dec 10
                              • Fighting obesity
                                • Figure 3: Levels of overweight and obese adults in the UK, by age and gender, 2003 and 2010 (est)
                              • Increased focus on children
                                • Ethical options
                                  • Figure 4: Trends in agreement with selected lifestyle statements, 2006-10
                              • Broader Market Environment

                                • Key points
                                  • The impact of the recession
                                    • Price rises hit consumers
                                      • Figure 5: Consumer Price Index: Fruit and vegetables, January 2008-December 2010
                                    • Adverse weather hits farmers
                                      • Government initiatives
                                        • Demographic changes
                                          • Rising number of over-55s and ABs aids growth
                                            • Figure 6: Trends in the age structure of the UK population, 2005-10 and 2010-15
                                            • Figure 7: Forecast adult population trends, by socio-economic group, 2005-10 and 2010-15
                                          • One-person households prove a challenge
                                            • Figure 8: UK households, by size, 2005-15
                                        • Competitive Context

                                          • Key points
                                            • Snacks as competition for fruit
                                              • Figure 9: UK retail sales of selected snack categories, by value, 2006-10
                                              • Figure 10: UK retail sales of selected snack categories, percentage change in value, 2006-10
                                            • Sweet treat
                                              • Healthy treats
                                                • Potatoes compete against other carbohydrates
                                                  • Figure 11: UK retail sales of competing carbohydrates, by value, 2006-09
                                              • Strengths and Weaknesses

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Packaging plays an important role
                                                        • Figure 12: New product development in the fruits and vegetables market, by storage, 2008-10*
                                                      • Convenience is a key driver
                                                        • Superfruit
                                                          • Turning local
                                                            • Fairtrade focus
                                                              • Potatoes turn premium
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • The market sees stable growth
                                                                    • Figure 13: UK retail sales of fresh, frozen and canned fruit and vegetables, by value, 2005-15
                                                                  • Fresh produce dominates
                                                                    • Figure 14: UK retail sales of fresh, frozen and canned fruit and vegetables, by sector, 2006-10
                                                                  • Ethical products
                                                                    • Figure 15: UK retail value sales of organic fruit and vegetables*, by type, 2006-09
                                                                    • Figure 16: UK retail value sales of fairtrade fruit and vegetables, by type, 2006-09
                                                                  • Future growth in the market
                                                                    • Figure 17: Forecast of the UK fruit and vegetables (including potatoes), by value, 2005-15
                                                                  • Segmentation
                                                                    • Figure 18: Forecast of the UK fresh fruit and vegetables (including potatoes) market, 2005-15
                                                                    • Figure 19: Forecast of the UK frozen fruit and vegetables market (including potatoes and chips), 2005-15
                                                                    • Figure 20: Forecast of the UK canned fruit and vegetables market (including potatoes), 2005-15
                                                                  • Methodology
                                                                  • Segment Performance – Fruit and Vegetables

                                                                    • Key points
                                                                      • Fresh produce dominates
                                                                        • Figure 21: UK retail value sales of fresh fruit and vegetables, 2005-15
                                                                      • A broadening fruit market
                                                                        • Figure 22: UK retail value sales of fresh fruit, by type, 2004-09
                                                                      • Salads retain popularity
                                                                        • Figure 23: UK retail value sales of fresh vegetables, by type, 2004-09
                                                                      • Frozen fruit remains niche, veg prospers
                                                                        • Figure 24: UK retail value sales for frozen fruit and vegetables (including potatoes and chips), 2005-15
                                                                      • Canned market struggles to resonate with consumers
                                                                        • Figure 25: UK retail value sales of canned fruit and vegetables (including potatoes), 2005-15
                                                                      • Canned fruit in decline
                                                                        • Canned vegetables fare surprisingly well
                                                                          • Potatoes and chips
                                                                            • Figure 26: UK retail value sales of potato market*, 2005-10
                                                                        • Companies and Products

                                                                          • Albert Bartlett & Sons Ltd
                                                                            • Birds Eye
                                                                              • Capespan
                                                                                • Del Monte
                                                                                  • General Mills (Pillsbury)
                                                                                    • Heinz Frozen and Chilled Foods Limited
                                                                                      • McCain Foods (GB) Limited
                                                                                        • Pinguin Foods
                                                                                          • Princes Foods
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Spend continues to rise
                                                                                                • Figure 27: Main monitored media spend on the fruits and vegetables market, 2006-10
                                                                                              • McCain dominates spend
                                                                                                • Figure 28: Main monitored media advertising expenditure on fruit and vegetables, by advertiser, 2006-10
                                                                                                • Figure 29: Proportion of highest spending brands on fruit and vegetables, 2006-10
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                • Supermarkets dominate
                                                                                                • The Consumer – Usage

                                                                                                  • Key points
                                                                                                      • Figure 30: Type of fruit and/or vegetables bought in a week, December 2010
                                                                                                    • Fresh still reigns supreme
                                                                                                      • Frozen vegetables proving popular
                                                                                                        • Tinned format fails to appeal to the young
                                                                                                          • Figure 31: Type of fruit and/or vegetables bought in a week, by age, December 2010
                                                                                                        • Cost benefits help bagged fruit and veg
                                                                                                          • Convenience appeals to the young
                                                                                                            • Figure 32: Type of fruit and/or vegetables bought in a week, by 16-24s, December 2010
                                                                                                          • Consumers enjoy experimenting
                                                                                                            • Figure 33: Repertoire of type of fruit and/or vegetables bought in a week, December 2010
                                                                                                        • The Consumer – Occasions

                                                                                                          • Key points
                                                                                                            • Fruit most popular as a snack at home
                                                                                                              • Figure 34: Ways in which fruit is eaten/used, December 2010
                                                                                                            • Need to increase out of home snacking occasions
                                                                                                              • Figure 35: Most popular ways in which fruit eaten/used, by working status, December 2010
                                                                                                            • Women prefer variety of uses
                                                                                                              • Figure 36: Repertoire of ways in which fruit is eaten/used, by gender, December 2010
                                                                                                            • Home cooking provides a boost
                                                                                                              • Figure 37: Trends in cooking habits, June 2009-December 2010
                                                                                                            • … as does healthy eating
                                                                                                              • Vegetables used in a variety of ways
                                                                                                                  • Figure 38: Repertoire of ways in which vegetables are eaten/used, by age, December 2010
                                                                                                              • The Consumer – Behaviour

                                                                                                                • Key points
                                                                                                                    • Figure 39: Statements on fruit and vegetables, December 2010
                                                                                                                  • Health attributes differ by age
                                                                                                                    • Figure 40: Agreement with statements on fruit and vegetables, by age, December 2010
                                                                                                                  • Reluctant males
                                                                                                                    • Figure 41: Net difference* between any agree statements on fruit and vegetables, by gender, December 2010
                                                                                                                  • Promotions and waste impact choice
                                                                                                                    • Figure 42: Index of agreement with statements on fruit and vegetables, by gender, socio economic status, annual household income and household size, (Average = 100), December 2010
                                                                                                                • The Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                                  • Key points
                                                                                                                    • Fresh is best
                                                                                                                      • Figure 43: Statements on fruit and vegetables, December 2010
                                                                                                                    • Some prefer other formats
                                                                                                                      • Cost seen as prohibitive to consumption
                                                                                                                          • Figure 44: Index of agreement with statements on fruit and vegetables, by age, socio-economic status and annual household income, (Average = 100), December 2010
                                                                                                                        • Ethical attributes
                                                                                                                          • Figure 45: Statements on fruit and vegetables, by age, December 2010
                                                                                                                        • Waste conscious
                                                                                                                        • The Consumer – Targeting Opportunities

                                                                                                                          • Key points
                                                                                                                              • Figure 46: Consumer clusters for fruit and vegetables, December 2010
                                                                                                                            • Convenience Driven
                                                                                                                              • Fresh and Traditional
                                                                                                                                • Young and Alternative
                                                                                                                                  • Cost Conscious
                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                      • Figure 47: Agreement with selected lifestyle statements on diet and health, 2006-10
                                                                                                                                      • Figure 48: Foods that 7-10-year-olds eat and foods they like the best, 2008-10
                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                      • Figure 49: Trends in the age structure of the UK population, 2005-15
                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                      • Figure 50: Best and worst case forecasts for fruit and vegetables, 2009-15
                                                                                                                                  • Appendix – Segment Performance – Fruit and Vegetables

                                                                                                                                      • Figure 51: UK value sales and forecast for frozen potatoes, 2005-15
                                                                                                                                      • Figure 52: UK value sales and forecast for frozen chips, 2005-15
                                                                                                                                  • Appendix – Brand Communication and Promotion

                                                                                                                                    • Appendix – Consumer Usage

                                                                                                                                        • Figure 54: Most popular type of fruit and/or vegetables bought in a week, by demographics, December 2010
                                                                                                                                        • Figure 55: Next most popular type of fruit and/or vegetables bought in a week, by demographics, December 2010
                                                                                                                                        • Figure 56: Other type of fruit and/or vegetables bought in a week, by demographics, December 2010
                                                                                                                                        • Figure 57: Type of fruit and/or vegetables bought in a week, by repertoire of type of fruit and/or vegetables bought in a week, December 2010
                                                                                                                                        • Figure 58: Repertoire of type of fruit and/or vegetables bought in a week, by demographics, December 2010
                                                                                                                                    • Appendix – Consumer Occasions

                                                                                                                                        • Figure 59: Employment and unemployment, by gender, 2005-15
                                                                                                                                        • Figure 60: Most popular ways in which fruit eaten/used, by demographics, December 2010
                                                                                                                                        • Figure 61: Next most popular ways in which fruit eaten/used, by demographics, December 2010
                                                                                                                                        • Figure 62: Most popular ways in which vegetables eaten/used, by demographics, December 2010
                                                                                                                                        • Figure 63: Repertoire of ways in which vegetables eaten/used, by demographics, December 2010
                                                                                                                                    • Appendix – Consumer Behaviour

                                                                                                                                        • Figure 64: Agreement with the statement “I regularly eat the recommended five portions of fruit and vegetables per day” by demographics, December 2010
                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                                                        • Figure 65: Attitudes towards fruit and vegetables, December 2010
                                                                                                                                        • Figure 66: Agreement with the statement “Frozen fruit and/or vegetables are of a better quality than fresh” by demographics, December 2010
                                                                                                                                        • Figure 67: Agreement with the statement “I prefer to eat fruit and/or vegetables in other ways eg smoothies, soup” by demographics, December 2010
                                                                                                                                        • Figure 68: Agreement with the statement “I am cutting down on the amount of fruit and/or vegetables I eat because of cost” by demographics, December 2010
                                                                                                                                        • Figure 69: Agreement with the statement “It is important to buy locally grown fruit and/or vegetables when possible” by demographics, December 2010
                                                                                                                                    • Appendix – Targeting Opportunities

                                                                                                                                        • Figure 70: Target groups, by demographics, December 2010

                                                                                                                                    Companies Covered

                                                                                                                                    • Age Concern England
                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                    • Asda Group Ltd
                                                                                                                                    • Association of Convenience Stores
                                                                                                                                    • Aunt Bessie's
                                                                                                                                    • Bank of England
                                                                                                                                    • Birds Eye Foods
                                                                                                                                    • British Heart Foundation
                                                                                                                                    • British Potato Council
                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                    • Cadbury Schweppes Plc
                                                                                                                                    • Capespan Group Limited
                                                                                                                                    • Co-operative Group
                                                                                                                                    • Council of Mortgage Lenders
                                                                                                                                    • Del Monte Foods
                                                                                                                                    • Department for Education and Skills
                                                                                                                                    • Department for Environment, Food & Rural Affairs
                                                                                                                                    • Department of Health
                                                                                                                                    • Evening Standard
                                                                                                                                    • Fédération Internationale de Football Association
                                                                                                                                    • Food Standards Agency
                                                                                                                                    • Freeview
                                                                                                                                    • Fruit Express
                                                                                                                                    • Fyffes plc
                                                                                                                                    • General Mills Inc
                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                    • Häagen-Dazs
                                                                                                                                    • Harry Ramsden's
                                                                                                                                    • HJ Heinz Company UK
                                                                                                                                    • Innocent Drinks Ltd
                                                                                                                                    • J. Sainsbury
                                                                                                                                    • Kantar Media
                                                                                                                                    • Kestrel Foods
                                                                                                                                    • Lidl (UK)
                                                                                                                                    • LOVEFiLM International Ltd
                                                                                                                                    • Marks & Spencer
                                                                                                                                    • McCain Foods Limited
                                                                                                                                    • mmO2 plc
                                                                                                                                    • Napolina
                                                                                                                                    • Nature Valley
                                                                                                                                    • Netto Foodstores Ltd
                                                                                                                                    • Orange plc (UK)
                                                                                                                                    • Permira Advisers Ltd
                                                                                                                                    • Pfizer Consumer Healthcare (UK)
                                                                                                                                    • Pillsbury
                                                                                                                                    • Pinguin Foods Uk Ltd
                                                                                                                                    • Premier Foods plc
                                                                                                                                    • Pret A Manger
                                                                                                                                    • Princes Foods
                                                                                                                                    • School Food Trust
                                                                                                                                    • Soléco
                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                    • Tesco Plc
                                                                                                                                    • Tryton Foods
                                                                                                                                    • Tyrells
                                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                                    • Virgin Media Ltd
                                                                                                                                    • Virgin Mobile
                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                    • Waitrose Ltd
                                                                                                                                    • Walkers Snack Foods Limited
                                                                                                                                    • Weight Watchers Ltd. (UK)
                                                                                                                                    • WH Smith PLC
                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                    • World Health Organization

                                                                                                                                    Fruit and Vegetables - UK - February 2011

                                                                                                                                    £1,750.00 (Excl.Tax)