Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Fruit and Vegetables - UK - February 2012

“As food waste has become a primary concern for consumers and industry alike, companies can benefit from working together with consumers to avoid waste and cut costs.”

– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

Some questions answered in this report include:

  • How can companies use consumers’ waste-phobia to their advantage?
  • How can the sector leverage convenience to engage consumers?
  • How can fruit and vegetables appeal to 16-24s?
  • How can companies encourage consumers to choose British fruit and vegetables?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by segment, % share, 2011 (est)
            • Forecast
              • Figure 2: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, 2006-16
            • Market factors
              • Review of ‘5-a-day’ target is far from positive
                • Figure 3: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, by selected demographic groups, according to % point +/- average, 2009-11
              • Ethical choices prove more difficult in 2011 against a backdrop of high food inflation
                • Cost concerns drive some people to change their fruit and vegetable shopping habits
                  • Figure 4: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-11
                • Companies, brands and innovation
                  • Adspend rose in 2010 but looks unlikely to match this in 2011
                    • Figure 5: Main monitored media advertising spend on fruit and vegetables, 2007-11*
                    • Figure 6: Main monitored media advertising spend on fruit and vegetables, % share of total spend, 2007-11*
                  • The consumer
                    • Increasing frequency of use is a priority for fruit and vegetables
                      • Figure 7: Types of fruit, vegetables, potatoes and beans bought in a typical week, by gender, November 2011
                    • Build on the breakfast opportunity, out-of-home snacking and new twists on veg
                      • Cooking from scratch encourages consumers to eat more fruit and vegetables
                        • Figure 8: Agreement with statements on health and cost considerations with respect to fruit and vegetables, November 2011
                      • Enthusiasm for local produce outweighs fair-trade and organic support
                        • Figure 9: Attitudes towards fruit and vegetables, November 2011
                      • Convenience is important but at what cost?
                        • Avoiding waste is a clear incentive to buy frozen or canned food
                          • Figure 10: Attitudes towards fruit and vegetables, November 2011
                          • Figure 11: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
                        • What we think
                        • Issues in the Market

                            • How can companies use consumers’ waste-phobia to their advantage?
                              • How can the sector leverage convenience to engage consumers?
                                • How can fruit and vegetables appeal to 16-24s?
                                  • How can companies encourage consumers to choose British fruit and vegetables?
                                  • Future Opportunities

                                      • Let’s Make a Deal
                                        • Life Hacking
                                        • Internal Market Environment

                                          • Key points
                                            • Driving consumption of fruit and vegetables
                                              • Downward trend causes concern
                                                • Figure 12: Quantity of fruit and vegetables purchased by households, 2007-10
                                                • Figure 13: Consumer Price Index: Fruits and vegetables, annual % changes, 2006-11
                                              • The 5-a-day strategy – reviewing (lack of) progress and moving forward
                                                • Figure 14: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, by selected demographic groups, according to % point +/- average, 2011
                                              • Government issues fresh proposals in response to rising pressure
                                                • Change4Life campaign and Responsibility Deal to join forces
                                                  • Change4Life Supermeals
                                                    • Change4Life Healthy Start
                                                      • Change4Life LazyTown
                                                        • The ‘fat tax’ debate
                                                          • The food industry stages its own intervention
                                                            • Driving ethical choice of fruit and vegetables
                                                              • Organic is still struggling to keep its customer
                                                                • Figure 15: Agreement with selected lifestyle statements, 2007-11
                                                                • Figure 16: UK retail sales of organic fruit and vegetables, by value, 2006-11
                                                              • Fair trade popularity wobbles?
                                                                  • Figure 17: UK retail value sales of fair-trade fruit and vegetables, by type, 2009-10
                                                                • Range of fair-trade produce expanding rapidly
                                                                  • FSA focus on hygiene in wake of E. coli crisis
                                                                  • Broader Market Environment

                                                                    • Key points
                                                                      • Consumer confidence remains unsteady
                                                                        • Figure 18: Inflation and wages growth, January 2008-August 2011
                                                                      • Price inflation in fruit and vegetables keeps a lid on quantities consumed
                                                                          • Figure 19: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-11
                                                                        • Impact of weather on availability and pricing
                                                                          • Influence of demographic patterns on fruit and vegetable consumption
                                                                            • Figure 20: Forecast adult population trends, by socio-economic grouping, % change, 2006-11 and 2011-16
                                                                            • Figure 21: Projected growth in the UK population, by age, % change, 2011-16
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Sweet and savoury alternatives to fruit and vegetables
                                                                              • Performance of competing snacks
                                                                                • Figure 22: UK retail sales value of selected snack categories competing with fruit, 2007-11
                                                                              • Greater snacking opportunities on weekdays
                                                                                • Figure 23: Reasons for snacking, 2011
                                                                              • Vegetables and potatoes’ performance in context
                                                                                • Figure 24: UK retail sales value of selected carbohydrate categories competing with potatoes/vegetables, 2007-11
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Who’s Innovating?

                                                                                  • Key points
                                                                                    • New product innovation trends in fruit and vegetables
                                                                                      • Figure 25: New product launches, by sub-category, UK, 2007-11
                                                                                    • Greater branded activity in vegetables than in fruit and potatoes
                                                                                      • Figure 26: New product launches, by sub-category, own-label vs branded activity, UK, 2010-11
                                                                                    • Plenty of activity in the chilled potatoes segment
                                                                                      • Figure 27: New product launches, by sub-category, by storage format, UK, 2010-11
                                                                                    • Leading new product claims by category
                                                                                      • Figure 28: Top ten most popular product claims in new vegetable, potato and fruit products, 2011
                                                                                    • Packaging for vegetables becomes more user-friendly and sophisticated
                                                                                      • Canned fruit highlights recyclable claims
                                                                                        • Health is a key driver for processed potatoes
                                                                                        • Market Value and Forecast

                                                                                          • Key points
                                                                                            • Fruit and vegetable market
                                                                                              • Figure 29: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by value, 2006-16
                                                                                            • Preference for fresh produce dictates fruit and vegetables choices
                                                                                              • Figure 30: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by segment, % share, 2011 (est)
                                                                                            • Ethical fruit and vegetables options become less of a priority for consumers
                                                                                              • Forecast
                                                                                                • Figure 31: UK retail value sales of fresh, frozen, canned and dried fruit and vegetables, 2006-16*
                                                                                              • The future of the market
                                                                                                  • Figure 32: UK retail value sales of vegetables, 2006-16
                                                                                                  • Figure 33: UK retail value sales of vegetables, 2006-16
                                                                                                  • Figure 34: UK retail value sales of fruit, 2006-16
                                                                                                  • Figure 35: UK retail value sales of fruit, 2006-16
                                                                                                • Forecast methodology
                                                                                                • Segment Performance

                                                                                                  • Key points
                                                                                                    • Breakdown by sector
                                                                                                      • Figure 36: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by sector, 2009-11
                                                                                                    • Fresh fruit
                                                                                                      • Figure 38: UK retail value sales of fresh fruit, by type, 2009-11
                                                                                                    • Strong supply of home-grown berries
                                                                                                      • Dried fruit performing well but needs to broaden its user base
                                                                                                        • Figure 39: Dried fruit usage levels, 2009-11
                                                                                                      • Fresh vegetables
                                                                                                        • Figure 40: UK retail value sales of fresh vegetables, by type, 2009-11
                                                                                                      • E. coli outbreak deals a blow to salad vegetables
                                                                                                        • Frozen fruit and vegetables
                                                                                                          • Potatoes
                                                                                                            • Figure 41: UK retail value sales of potato market, by type, 2006-11
                                                                                                            • Figure 42: UK retail value sales of potato market, by type, 2011 (est)
                                                                                                          • Canned fruit and vegetables battles a vicious circle of higher prices and low consumer demand
                                                                                                            • Figure 43: UK retail sales of canned vegetables, by type*, % change, 2010-11
                                                                                                          • Baked beans rely on health claims to reverse its decline
                                                                                                          • Companies and Products

                                                                                                            • Albert Bartlett & Sons Ltd
                                                                                                              • Birds Eye
                                                                                                                • Del Monte
                                                                                                                    • Figure 44: Products launched by Del Monte in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                  • Florette/Soleco UK Limited
                                                                                                                      • Figure 45: Selected products launched by Soleco UK Limited in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                    • General Mills
                                                                                                                      • Heinz
                                                                                                                          • Figure 46: Products launched by Heinz in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                          • Figure 47: Selected products launched by Aunt Bessie’s in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                        • McCain Foods Limited
                                                                                                                            • Figure 48: Products launched by McCain Foods in the UK fruit and vegetable market, between January 2011 and November 2011
                                                                                                                          • Princes Foods
                                                                                                                            • Whitworths
                                                                                                                                • Figure 49: Products launched by Whitworths in the UK fruit and vegetable market between January 2011 and November 2011
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • Increase in advertising spend in 2010
                                                                                                                                  • Figure 50: Main monitored media advertising spend on fruit and vegetables, 2007-11*
                                                                                                                                • McCain cuts back but still dominates expenditure
                                                                                                                                  • Figure 51: Main monitored media advertising spend on fruit and vegetables, by advertiser, % share of total spend, 2007-11*
                                                                                                                                  • Figure 52: Main monitored media advertising spend on fruit and vegetables, by advertiser, 2007-11*
                                                                                                                                  • Figure 53: Main monitored media advertising spend on fruit and vegetables, share by advertiser, 2007-11*
                                                                                                                                  • Figure 54: Examples of campaigns, by top-spending brands, 2011
                                                                                                                              • Channels to Market

                                                                                                                                • Key points
                                                                                                                                  • Traditional grocers rely on occasional visits more and more
                                                                                                                                    • A slight increase in footfall at local specialists but the supermarket one-stop-shop is most attractive
                                                                                                                                      • Figure 55: Type of shops used regularly/occasionally for food shopping, % point change, 2008-11
                                                                                                                                    • Discounters up their stakes in the fruit and vegetable market
                                                                                                                                      • Box schemes take on the grocery retailers
                                                                                                                                      • Consumer – Usage of Fruit and Vegetables by Type

                                                                                                                                        • Key points
                                                                                                                                          • Weekly fruit and vegetables choices
                                                                                                                                              • Figure 56: Types of fruit, vegetables, potatoes and beans bought in a typical week, by gender, November 2011
                                                                                                                                            • Vegetable choices
                                                                                                                                              • Figure 57: Types of vegetables bought in a typical week, November 2011
                                                                                                                                            • Convenience appeals to under-35s, salads and antipasti to ABs
                                                                                                                                                • Figure 58: Types of potatoes and beans bought in a typical week, November 2011
                                                                                                                                              • Fruit choices
                                                                                                                                                  • Figure 59: Types of fruit bought in a typical week, November 2011
                                                                                                                                              • Consumer – Usage Occasions for Fruit and Vegetables

                                                                                                                                                • Key points
                                                                                                                                                  • Fruit usage occasions
                                                                                                                                                      • Figure 60: Top five occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
                                                                                                                                                    • In- vs out-of-home fruit consumption
                                                                                                                                                        • Figure 61: In-home vs out-of-home occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
                                                                                                                                                      • Potential to build on the breakfast opportunity
                                                                                                                                                        • Vegetable usage occasions
                                                                                                                                                          • Figure 62: Top five occasions for using fresh or frozen vegetables, potatoes, beans or other vegetables, November 2011
                                                                                                                                                          • Figure 63: Usage of fresh vegetables by occasion compared to average, 25-34-year-olds and over-45s November 2011
                                                                                                                                                      • Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                                                                        • Key points
                                                                                                                                                          • Cooking from scratch is an incentive to eat more fruit and vegetables
                                                                                                                                                              • Figure 64: Agreement with statements on health and cost considerations with respect to fruit and vegetables, November 2011
                                                                                                                                                            • Ethical and other factors affecting choice
                                                                                                                                                              • What attributes are consumers prepared to pay more for?
                                                                                                                                                                • Figure 65: Level of agreement with attitudes towards fruit and vegetables, November 2011
                                                                                                                                                              • Grow to Love local produce
                                                                                                                                                                • Fact: Convenience costs more
                                                                                                                                                                    • Figure 66: Attitudes towards fruit and vegetables, November 2011
                                                                                                                                                                  • New products create interest and excitement in the fruit and vegetables aisle
                                                                                                                                                                    • The E. coli impact
                                                                                                                                                                      • Attitudes towards convenience and waste
                                                                                                                                                                          • Figure 67: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
                                                                                                                                                                        • Consumers are conscious about wastage
                                                                                                                                                                          • Frozen loses out to fresh vegetables on taste, texture and nutritional content
                                                                                                                                                                            • Figure 68: Agreement with further statements on fresh, dried and frozen fruit and vegetables, November 2011
                                                                                                                                                                          • Parents struggle with the cost of dried fruit snacks for kids
                                                                                                                                                                          • Consumer – Target Groups

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Three target groups
                                                                                                                                                                                  • Figure 69: Target groups relating to fruit and vegetables consumption, November 2011
                                                                                                                                                                                • Stuck in a Rut (42%)
                                                                                                                                                                                  • Healthy Wealthy (30%)
                                                                                                                                                                                    • Scraping By (28%)
                                                                                                                                                                                    • Appendix – Internal Market Environment and Competitive Context

                                                                                                                                                                                        • Figure 70: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, 2009-11
                                                                                                                                                                                        • Figure 71: Agreement with the selected lifestyle statements, 2007-11
                                                                                                                                                                                        • Figure 72: Agreement with the selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                        • Figure 73: Frequency of buying organic fruit and vegetables, 2007-11
                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                        • Figure 74: Trends and projections in the UK population (‘000s), by age group, 2006-16
                                                                                                                                                                                        • Figure 75: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 76: New product launches in vegetables, by storage format, UK, 2007-11
                                                                                                                                                                                        • Figure 77: New product launches in vegetables, own-label vs branded activity, UK, 2007-11
                                                                                                                                                                                        • Figure 78: New product launches in fruit, by storage format, UK, 2007-11
                                                                                                                                                                                        • Figure 79: New product launches in fruit, own-label vs branded activity, UK, 2007-11
                                                                                                                                                                                        • Figure 80: New product launches in potatoes, by storage format, UK, 2007-11
                                                                                                                                                                                        • Figure 81: New product launches in potatoes, own-label vs branded activity, UK, 2007-11
                                                                                                                                                                                    • Appendix – Market Size, Forecast and Segmentation

                                                                                                                                                                                        • Figure 82: UK retail sales of fresh, frozen, canned and dried fruit, by type, by value, 2006-11
                                                                                                                                                                                        • Figure 83: UK retail sales of fresh, frozen, canned and dried vegetables, by type, by value, 2006-11
                                                                                                                                                                                        • Figure 84: Best and worst case forecast of UK retail value sales of fruit and vegetables, 2011-16
                                                                                                                                                                                        • Figure 85: Best and worst case forecast of UK retail value sales of vegetables, 2011-16
                                                                                                                                                                                        • Figure 86: Best and worst case forecast of UK retail value sales of fruit, 2011-16
                                                                                                                                                                                        • Figure 87: UK retail sales of canned vegetables, by type, 2010-11
                                                                                                                                                                                        • Figure 88: UK retail value sales of potatoes, 2006-16
                                                                                                                                                                                        • Figure 89: UK retail value sales of potatoes, 2006-16
                                                                                                                                                                                        • Figure 90: Best and worst case forecast of UK retail value sales of potatoes, 2011-16
                                                                                                                                                                                        • Figure 91: UK retail value sales of baked beans, 2006-16
                                                                                                                                                                                        • Figure 92: UK retail value sales of baked beans, 2006-16
                                                                                                                                                                                        • Figure 93: Best and worst case forecast of UK retail value sales of baked beans, 2011-16
                                                                                                                                                                                    • Appendix – Competitive Context

                                                                                                                                                                                        • Figure 94: Snacking, 2009-11
                                                                                                                                                                                        • Figure 95: Reasons for snacking, 2009-11
                                                                                                                                                                                    • Appendix – Brand Communication and Promotion

                                                                                                                                                                                        • Figure 96: Main monitored media advertising spend on fruit and vegetables, by brand, 2007-11*
                                                                                                                                                                                        • Figure 97: Main monitored media advertising spend on fruit and vegetables, by media type, 2007-11*
                                                                                                                                                                                    • Appendix – Channels of Distribution

                                                                                                                                                                                        • Figure 98: Type of shops used regularly/occasionally, 2008-11
                                                                                                                                                                                    • Appendix – Consumer – Usage of Fruit and Vegetables by Type

                                                                                                                                                                                        • Figure 99: Types of nuts and dried fruits used most often, 2009-11
                                                                                                                                                                                        • Figure 100: Usage of baked beans, 2010-11
                                                                                                                                                                                        • Figure 101: Usage of frozen vegetables (excluding potatoes), 2007-11
                                                                                                                                                                                        • Figure 102: Usage of frozen chips and potato products, 2007-11
                                                                                                                                                                                        • Figure 103: Most popular types of vegetables bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 104: Next most popular types of vegetables bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 105: Most popular types of potatoes and beans bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 106: Next most popular types of potatoes and beans bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 107: Other types of potatoes and beans bought in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 108: Most popular types of fruit eaten in a typical week, by demographics, November 2011
                                                                                                                                                                                        • Figure 109: Next most popular types of fruit eaten in a typical week, by demographics, November 2011
                                                                                                                                                                                    • Appendix – Consumer – Usage Occasions for Fruit and Vegetables

                                                                                                                                                                                        • Figure 110: Occasions for using fresh or frozen vegetables, potatoes, beans or other vegetables, November 2011
                                                                                                                                                                                        • Figure 111: Occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
                                                                                                                                                                                        • Figure 112: Occasions for using fresh vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 113: Occasions for using fresh vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 114: Occasions for using fresh vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 115: Occasions for using frozen vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 116: Occasions for using potatoes, by demographics, November 2011
                                                                                                                                                                                        • Figure 117: Occasions for using potatoes, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 118: Occasions for using beans, by demographics, November 2011
                                                                                                                                                                                        • Figure 119: Occasions for using beans, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 120: Occasions for using other vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 121: Occasions for using other vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 122: Occasions for using other vegetables, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 123: Occasions for using fresh fruit, by demographics, November 2011
                                                                                                                                                                                        • Figure 124: Occasions for using fresh fruit, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 125: Occasions for using dried fruit, by demographics, November 2011
                                                                                                                                                                                        • Figure 126: Occasions for using dried fruit, by demographics, November 2011 (continued)
                                                                                                                                                                                        • Figure 127: Occasions for using canned/other ambient fruit, by demographics, November 2011
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Fruit and Vegetables

                                                                                                                                                                                        • Figure 128: Agreement with most popular statements on health and cost considerations with respect to fruit and vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 129: Agreement with next most popular statements on health and cost considerations with respect to fruit and vegetables, by demographics, November 2011
                                                                                                                                                                                        • Figure 130: Level of agreement with attitudes towards fruit and vegetables, November 2011
                                                                                                                                                                                        • Figure 131: Agreement with the statements ‘I like to try different varieties of fruit/vegetables’ and ‘I prefer fresh vegetables to pre-cut’, by demographics, November 2011
                                                                                                                                                                                        • Figure 132: Agreement with the statements ‘Locally-grown fruit/vegetables are worth paying more for’ and ‘I take greater care to wash fruit/vegetables carefully due to food scares’, by demographics, November 2011
                                                                                                                                                                                        • Figure 133: Agreement with statements ‘Convenience in cooking plays a key role in my choice of vegetables’ and ‘I would like more guidance on which fruit/vegetables are in season’, by demographics, November 2011
                                                                                                                                                                                        • Figure 134: Agreement with statements ‘I would buy different vegetables if i knew what to cook with them/which dishes they work in’ and ‘Fair-trade fruit/vegetables are worth paying more for’, by demographics, November 2011
                                                                                                                                                                                        • Figure 135: Agreement with statements ‘Organic fruit/vegetables are worth paying more for’ and ‘It’s worth paying more for pre-cut vegetables’, by demographics, November 2011
                                                                                                                                                                                        • Figure 136: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
                                                                                                                                                                                        • Figure 137: Agreement with statements ‘I tend to buy food as and when needed’ and ‘The taste/texture of frozen vegetables is not as good as fresh’, by demographics, November 2011
                                                                                                                                                                                        • Figure 138: Agreement with statements ‘Fresh vegetables are more nutritious than frozen’ and ‘I buy frozen vegetables to avoid food waste’, by demographics, November 2011
                                                                                                                                                                                        • Figure 139: Agreement with statements ‘I look for fruit and vegetables in packaging that keeps them fresh longer’ and ‘I buy dried fruit as a healthy alternative to sweets’, by demographics, November 2011
                                                                                                                                                                                        • Figure 140: Agreement with statements ‘I tend to throw a lot of food away when I buy in bulk’ and ‘I prefer the convenience of frozen vegetables o fresh’, by demographics, November 2011
                                                                                                                                                                                        • Figure 141: Agreement with statements ‘I buy canned vegetables to avoid food waste’ and ‘Dried fruit snacks for children are overpriced’, by demographics, November 2011
                                                                                                                                                                                    • Appendix – Target Groups

                                                                                                                                                                                        • Figure 142: Types of fruit eaten in a typical week, by target groups, November 2011
                                                                                                                                                                                        • Figure 143: Agreement with statements on health and cost considerations with respect to fruit and vegetables, by target groups, November 2011
                                                                                                                                                                                        • Figure 144: Agreement with attitudes towards fruit and vegetables, by target groups, November 2011
                                                                                                                                                                                        • Figure 145: Agreement with statements on tinned and frozen fruit and vegetables, by target groups, November 2011
                                                                                                                                                                                        • Figure 146: Target groups, by demographics, November 2011

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Albert Bartlett & Sons Ltd
                                                                                                                                                                                    • Aunt Bessie's
                                                                                                                                                                                    • Birds Eye Foods
                                                                                                                                                                                    • Del Monte Foods
                                                                                                                                                                                    • Florette UK
                                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                                    • HJ Heinz Company UK
                                                                                                                                                                                    • McCain Foods Limited
                                                                                                                                                                                    • Premier Foods plc
                                                                                                                                                                                    • Soléco
                                                                                                                                                                                    • Weight Watchers Ltd. (UK)
                                                                                                                                                                                    • Whitworths Limited

                                                                                                                                                                                    Fruit and Vegetables - UK - February 2012

                                                                                                                                                                                    £1,750.00 (Excl.Tax)