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Fruit and Vegetables - UK - January 2009

While an already large market, demand for fruit and vegetables continues to expand to the benefit of all three main sectors profiled (fresh, frozen and canned). Much of the recent increase in volumes has resulted from the trend towards healthier eating as well as the push being given by the UK Government, through campaigns such as five-a-day, to encourage consumers to eat greater quantities of fruit and vegetables.

Turning to market value, soaring food prices have added a new dimension to the market in recent years. This is especially true since 2006 when, through a combination of poor global harvests and the rising costs for raw materials, especially strong price inflation has been evident.

Although fresh produce remains popular, the frozen sector, in particular, is seeing renewed interest as a result of innovation and the current drive towards value as the UK economy enters recession. Added to the actions of manufacturers and retailers in stimulating consumer interest through the continued development of premium lines, the market is seeing a degree of dynamism that has not been evident for some time.

This report focuses on the UK market for fruit and vegetables (excluding potatoes). Mintel last examined these markets in Fresh Fruit and Vegetables – UK, Market Intelligence, January 2007 and Frozen and Canned Fruit and Vegetables – UK, Market Intelligence, July 2007.

Note that some data have been changed since the last published reports.

Key report themes:

  • The role of different drivers in shaping demand for fruit and vegetables.

  • How soaring food prices have affected purchasing habits.

  • Innovation strategies adopted by manufacturers and retailers.

  • How does consumer interest in fruit and vegetables differ according to age and gender?

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
        • Future Opportunities

          • Location, Location, Location
            • Celebrity culture
              • Insights
                • Superfood in a can?
                  • The next superfruit- Baobab?
                    • Insights
                    • Market in Brief

                      • Market buoyed by rising prices...
                        • ...as well as drive towards healthier eating
                          • Vegetables dominate although the fruit market is buoyant
                            • Innovation focuses on organic and healthy claims
                              • Good market prospects if consumer demands can be met
                                • Value lines expected to benefit as consumers tighten their belts
                                • Internal Market Environment

                                  • Key points
                                    • Healthy eating comes of age...
                                      • Figure 1: Quantity of fruit and vegetables consumed by household, 2004/05 and 2007
                                      • Figure 2: Agreement with lifestyle statements about diet and health, 2004-08
                                    • ...with this supported by the FSA Eating Habits Survey
                                      • Focus on obesity is helping promote health awareness
                                        • Figure 2: Current and projected levels of overweight and obese children in the UK, by age and gender, 2003 and 2010
                                      • Interest in ‘superfoods’ is boosting demand for certain products
                                        • Figure 3: Examples of fruit and vegetables and their benefits, 2008
                                      • Ethical and organic purchasing are helping to boost market value
                                        • Figure 4: Agreement with statements about provenance and ethical claims, 2004-08
                                      • Going local is becoming increasingly natural
                                        • Organic has become an established sector
                                          • Fairtrade high on consumers agenda
                                            • Trend towards home cooking is also benefiting the market
                                              • Rising prices and supply shortages...
                                                • Figure 5: UK: Consumer Price Index: Fruit and vegetables, January 2006-November 2008
                                              • ...have been followed by economic difficulties
                                                • Britain’s snacking habit also suggests interest in fruit and vegetables needs time to develop
                                                • Broader Market Environment

                                                  • Key points
                                                    • Government initiatives towards fruit and vegetable consumption...
                                                      • The five-a-day campaign
                                                        • The School Fruit and Vegetable Scheme
                                                          • National Healthy School Programme
                                                            • The School Food Trust
                                                              • ...lead to some early positive results
                                                                • Rising affluence and an ageing population are also boosting market potential
                                                                  • Figure 6: Implications of changing demographics of the UK population for the fruit and veg market, 2009
                                                                  • Figure 7: PDI and consumer expenditure, 1998-2013
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Healthy snacking market presents a real challenge
                                                                        • Figure 8: Market size and growth for nuts, seeds and dried fruit and cereal bars, 2003-08
                                                                      • Healthy profile of nuts and seeds attracts consumers
                                                                        • Innovation has proved successful for cereal bars
                                                                        • Who’s Innovating?

                                                                          • Key points
                                                                            • Innovation in fruit shows sign of increasing
                                                                              • Figure 9: New product launches in fruit and vegetables, by sector, 2006-08
                                                                            • Bias towards frozen for veg and canned for fruit
                                                                              • Figure 10: New product launches in fruit and vegetables, by storage, 2008*
                                                                            • Retailers own-label prove most innovative
                                                                              • Figure 11: New product launches in fruit and vegetables, by retailer/manufacturer*, 2006-08
                                                                            • Fruit innovation focusing on health benefits
                                                                              • Vegetable innovation sees strong growth in organic claims
                                                                                • Microwaveability adds convenience
                                                                                  • Discount brands gain in popularity
                                                                                    • Additive-free alternatives are proving popular
                                                                                      • Interest in premium lines continues
                                                                                        • Future developments
                                                                                        • Market Value and Forecast

                                                                                          • Key points
                                                                                            • Healthy value growth in what is a relatively mature market
                                                                                              • Figure 12: Retail value sales of fresh, frozen and canned fruit and vegetables, 2003-08
                                                                                            • Fresh produce dominates
                                                                                              • Figure 13: UK retail value sales of fresh, frozen and canned fruit and vegetables, by sector, 2004-08
                                                                                            • Organic produce continues to prove popular…
                                                                                              • Figure 14: UK retail value sales of organic fruit and vegetables*, by type and value, 2006-08
                                                                                            • …but prospects for 2009 are not so buoyant
                                                                                              • Figure 15: Effects of current economic climate on purchasing organic food, July 2008
                                                                                            • Fairtrade becomes a mainstream choice
                                                                                              • Figure 16: UK retail value sales of fairtrade fruit and vegetables, by type, 2006-08
                                                                                            • Fruit
                                                                                              • Vegetables
                                                                                                • Growth for pre-prepared produce appears to be slowing
                                                                                                  • Overall sales are set to see further growth
                                                                                                    • Forecast trends
                                                                                                      • Forecast
                                                                                                        • A healthy prospect for fruit and veg
                                                                                                          • Figure 17: Forecast of the fresh, frozen and canned fruit and vegetable market, at current prices, 2003-13
                                                                                                        • Value lines to benefit in tougher times
                                                                                                          • Figure 18: Forecast of the fresh, frozen and canned fruit and vegetable market, at 2008 prices, 2003-13
                                                                                                          • Figure 19: Forecast of the fresh, frozen and canned fruit and vegetable market, euro terms at 2008 prices, 2003-13
                                                                                                      • Segment Performance – Vegetables

                                                                                                        • Key points
                                                                                                          • Fresh vegetables
                                                                                                            • Figure 20: UK retail value sales of fresh vegetables (excluding potatoes), 2003-08
                                                                                                          • Salad vegetables are most widely bought
                                                                                                            • Figure 21: UK retail value sales of fresh vegetables (excluding potatoes), by type, 2004-08
                                                                                                          • Green vegetables also proving popular
                                                                                                            • Mushrooms continue to develop
                                                                                                              • Root vegetables benefit from improved promotion
                                                                                                                • Onions benefit from health awareness
                                                                                                                  • Demand for other vegetables rises
                                                                                                                    • Frozen vegetables
                                                                                                                      • Benefiting from resurging demand
                                                                                                                        • Figure 22: UK retail value sales of frozen vegetables, 2003-08
                                                                                                                      • Peas dominate the market
                                                                                                                        • Figure 23: UK retail value sales of frozen vegetables, by type, 2004-08
                                                                                                                      • Canned vegetables
                                                                                                                        • Figure 24: UK retail value sales of canned vegetables, 2003-08
                                                                                                                      • Canned vegetables benefit from buoyant demand for tomatoes
                                                                                                                      • Segment Performance – Fruit

                                                                                                                        • Key points
                                                                                                                          • Fresh fruit
                                                                                                                            • Figure 25: UK retail value sales of fresh fruit, 2003-08
                                                                                                                          • Apples, bananas and citrus fruit dominate what is an ever-broadening market
                                                                                                                            • Figure 26: UK retail value sales of fresh fruit, by type, 2004-08
                                                                                                                          • Apples continue to be the Brits’ favourite fruit
                                                                                                                            • Support for bananas ensures they remain popular choice
                                                                                                                              • Citrus fruit benefits from easy peelers
                                                                                                                                • Grape sales driven up by rising prices
                                                                                                                                  • Soft fruit lifted by smoothie culture
                                                                                                                                    • Stone fruit sales suffer from poor UK summers
                                                                                                                                      • Pears relish their niche status
                                                                                                                                        • Exotic fruits increasingly becoming commonplace
                                                                                                                                          • Frozen fruit
                                                                                                                                            • A niche market, but seeing strong growth
                                                                                                                                              • Figure 27: UK retail value sales of frozen fruit, 2003-08
                                                                                                                                            • Canned fruit
                                                                                                                                              • Figure 28: UK retail value sales of canned fruit, 2003-08
                                                                                                                                            • Sales stutter in the face of innovations from rivals
                                                                                                                                            • Companies and Brands

                                                                                                                                              • Capespan
                                                                                                                                                • Pinguin Foods
                                                                                                                                                  • Birds Eye (Permira)
                                                                                                                                                    • Findus
                                                                                                                                                      • Del Monte (UK Ltd)
                                                                                                                                                        • Pillsbury
                                                                                                                                                          • Princes Foods Ltd
                                                                                                                                                          • Brand Communication and Promotion

                                                                                                                                                            • Key points
                                                                                                                                                              • Promotional support rising...
                                                                                                                                                                • Figure 29: UK main monitored media advertising expenditure on fruit and vegetables (including potatoes), 2004-08
                                                                                                                                                              • ...with the fresh food sector seeing greatest expansion in support
                                                                                                                                                                • Figure 30: Main monitored media advertising expenditure, by fruit and vegetable group (including potatoes), 2004-08*
                                                                                                                                                              • Frozen vegetables lead the way
                                                                                                                                                                • Fresh fruit receives growing support
                                                                                                                                                                  • Promotion of fresh and canned vegetables appears to be waning
                                                                                                                                                                    • Limited promotion of canned and frozen fruit
                                                                                                                                                                      • McCain Foods dominates adspend
                                                                                                                                                                        • Figure 31: Main monitored media advertising spend on fruit and vegetables, 2006-08
                                                                                                                                                                      • Below the line
                                                                                                                                                                      • Channels to Market

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Multiples dominate fresh sales...
                                                                                                                                                                            • Figure 32: UK retail value sales of fresh fruit and vegetables, by outlet type, 2004-08
                                                                                                                                                                          • ...with an even stronger share of frozen and canned
                                                                                                                                                                            • Figure 33: Retail value sales of frozen and canned fruit and vegetables, by outlet type, 2004-08
                                                                                                                                                                          • Credit crunch heightens competitor activity
                                                                                                                                                                          • The Consumer – Attitudes towards Fruit and Vegetables

                                                                                                                                                                            • Key points
                                                                                                                                                                                • Figure 34: Attitudes towards fruit and vegetables, October 2008
                                                                                                                                                                              • Fruit and vegetables prove popular, but potential remains
                                                                                                                                                                                • Snack packs
                                                                                                                                                                                  • Family meals
                                                                                                                                                                                    • Ethnic cuisine
                                                                                                                                                                                    • The Consumer – Fruit and Vegetables Repertoires

                                                                                                                                                                                      • Key points
                                                                                                                                                                                          • Figure 35: Forms of fruit and vegetables eaten, October 2008
                                                                                                                                                                                        • Fresh is best
                                                                                                                                                                                          • Promoting frozen fruit via smoothies
                                                                                                                                                                                            • Tinned produce needs to improve its image
                                                                                                                                                                                              • Homemade juices and smoothies
                                                                                                                                                                                                • Repertoire analysis – vegetables
                                                                                                                                                                                                  • Figure 36: Number of forms of vegetables eaten, October 2008
                                                                                                                                                                                                • Fruit
                                                                                                                                                                                                  • Figure 37: Number of forms of fruit eaten, October 2008
                                                                                                                                                                                              • The Consumer – Consumer Perception of Fruit and Vegetables

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                    • Figure 38: Consumers’ perceptions of fresh, canned and frozen fruit and vegetables, October 2008
                                                                                                                                                                                                  • Quality of frozen and canned vs fresh
                                                                                                                                                                                                    • Ethical shopping – local produce
                                                                                                                                                                                                      • Packaging waste
                                                                                                                                                                                                        • Organic will struggle to convince within the economic downturn
                                                                                                                                                                                                        • The Consumer – Target Groups

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                              • Figure 39: Target groups on attitudes towards fruit and vegetables, October 2008
                                                                                                                                                                                                            • Enthusiasts
                                                                                                                                                                                                              • Apathetic
                                                                                                                                                                                                                • Reluctant Eaters
                                                                                                                                                                                                                  • Under Target
                                                                                                                                                                                                                  • Appendix

                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                                                                        • Figure 40: Agreement with selected lifestyle statements on health, by detailed demographics, 2008
                                                                                                                                                                                                                        • Figure 41: Agreement with selected lifestyle statements on health, by detailed demographics, 2008
                                                                                                                                                                                                                        • Figure 42: Agreement with selected lifestyle statements on provenance, by detailed demographics, 2008
                                                                                                                                                                                                                        • Figure 43: Agreement with selected lifestyle statements on snacking, by detailed demographics, 2008
                                                                                                                                                                                                                        • Figure 44: Purchasing of organic fruit and vegetables, by detailed demographics, 2008
                                                                                                                                                                                                                    • Appendix – Broader Market Environment

                                                                                                                                                                                                                        • Figure 45: Trends and projections in UK population, by socio-economic group, 2003-13
                                                                                                                                                                                                                        • Figure 46: Trends and projections in UK population, by age, 2003-13
                                                                                                                                                                                                                        • Figure 47: Trends and projections in UK household size, 2003-13
                                                                                                                                                                                                                    • Appendix – The Consumer – Attitudes towards Fruit and Vegetables

                                                                                                                                                                                                                        • Figure 48: Attitudes towards fruit and vegetables, by detailed demographics, October 2008
                                                                                                                                                                                                                    • Appendix – The Consumer – Fruit and Vegetables Repertoire

                                                                                                                                                                                                                        • Figure 49: Forms of fruit and vegetables eaten, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 50: Forms of fruit and vegetables eaten, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 51: Number of forms of vegetables eaten, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 52: Number of forms of fruit eaten, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 53: Number of forms of vegetables eaten, October 2008
                                                                                                                                                                                                                        • Figure 54: Number of forms of fruit eaten, October 2008
                                                                                                                                                                                                                    • Appendix – The Consumer – Consumer Perception of Fruit and Vegetables

                                                                                                                                                                                                                        • Figure 55: Consumers’ perceptions of fresh, canned and frozen fruit and vegetables, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 56: Consumers’ perceptions of fresh, canned and frozen fruit and vegetables, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 57: Consumers’ perceptions of fresh, canned and frozen fruit and vegetables, by detailed demographics, October 2008
                                                                                                                                                                                                                    • Appendix – The Consumer – Target Groups

                                                                                                                                                                                                                        • Figure 58: Target groups on attitudes towards fruit and vegetables, by detailed demographics, October 2008
                                                                                                                                                                                                                        • Figure 59: Attitudes towards fruit and vegetables, by target groups, October 2008
                                                                                                                                                                                                                        • Figure 60: Target groups, by forms of fruit and vegetables eaten, October 2008
                                                                                                                                                                                                                        • Figure 61: Target groups, by number of forms of fruit and vegetables eaten, October 2008
                                                                                                                                                                                                                        • Figure 62: Target groups, by agreement with attitudinal statements on fresh, canned and frozen fruit and vegetables, October 2008

                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                                    • Aunt Bessie's
                                                                                                                                                                                                                    • Birds Eye Foods
                                                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                    • Capespan Group Limited
                                                                                                                                                                                                                    • Christian Salvesen Food Services Ltd
                                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                                    • Del Monte Foods
                                                                                                                                                                                                                    • Department for Education and Skills
                                                                                                                                                                                                                    • Department of Health
                                                                                                                                                                                                                    • Dole Food Company Inc.
                                                                                                                                                                                                                    • Fairtrade Foundation (The)
                                                                                                                                                                                                                    • Findus Ltd [UK]
                                                                                                                                                                                                                    • Florette UK
                                                                                                                                                                                                                    • Food Standards Agency
                                                                                                                                                                                                                    • Fruit Express
                                                                                                                                                                                                                    • Fyffes plc
                                                                                                                                                                                                                    • General Mills Inc
                                                                                                                                                                                                                    • Gordon Ramsay Holdings
                                                                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                                                                    • Häagen-Dazs
                                                                                                                                                                                                                    • HJ Heinz Company UK
                                                                                                                                                                                                                    • Innocent Drinks Ltd
                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                    • Jamie Oliver
                                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                                    • Lion Capital
                                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                                    • McCain Foods Limited
                                                                                                                                                                                                                    • Mitsubishi Motors Corporation
                                                                                                                                                                                                                    • Napolina
                                                                                                                                                                                                                    • National Lottery Commission
                                                                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                                                                    • Organic Farm Foods
                                                                                                                                                                                                                    • Permira Advisers Ltd
                                                                                                                                                                                                                    • Pete & Johnny Plc
                                                                                                                                                                                                                    • Pillsbury
                                                                                                                                                                                                                    • Pinguin Foods Uk Ltd
                                                                                                                                                                                                                    • Princes Foods
                                                                                                                                                                                                                    • Soil Association
                                                                                                                                                                                                                    • Soléco
                                                                                                                                                                                                                    • Somerfield
                                                                                                                                                                                                                    • SunFresh Foods Inc
                                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                                    • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                                                                    • Weetabix Ltd.
                                                                                                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                                                                                                    Fruit and Vegetables - UK - January 2009

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