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 - October 2013

“In addition to price being a barrier for the five-a-day message, consumers may simply be unaware of what constitutes the RDA. One in five adults note that it is sometimes hard to know which foods count towards their five-a-day, rising to a sizeable 26% of 16-24s, which is a concern considering rising obesity levels.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • To what extent is the five-a-day message understood by adults?
  • How can supermarkets embrace traceability to encourage sales of fruit and vegetables?
  • Are supermarkets missing an opportunity to sell ‘ugly’ fruit?
  • How can baked bean manufacturers boost usage among 16-24s?

The combined fruit and vegetables market was worth an estimated £15.7 billion in 2013, up 17% on 2008. Price inflation has been integral in fuelling value growth, though annual growth in constant terms has struggled as higher prices curb demand for fruit and vegetables.

The poor production conditions of 2012 reduced the crops of root vegetables – especially potatoes – and also top fruit such as apples and pears, prompting higher prices at retail and helping to fuel value growth. Faced with higher prices, 16% of adults report they have cut back on fruit and vegetables because of the cost – agreement rising among the less well off.

Consumers are more likely to buy fresh fruit and vegetables as they get older, partly reflecting the healthier diets of older adults and younger consumers’ preference for more ‘convenient’ fruit formats.

This is likely to relate to the recent surge in prices, inhibiting usage, and a lack of understanding about how foods count towards the five-a-day – something a fifth of adults struggle with. However, this report identifies opportunities to encourage stronger usage of fruit and vegetables, including responding to consumer interest in the origin and health benefits of fresh produce.

Definition

Value figures throughout this report are at retail selling prices (rsp) unless stated otherwise. Market sizes at constant 2013 prices are devised using Mintel’s food deflator.

This report covers the UK retail market for fruit and vegetables. This essentially breaks down into five major sub-groups:

Fresh fruit and vegetables

Sold loose or prepacked and including pre-prepared produce and salad vegetables.
For the purposes of this report, prepacked salads refers to mixed and single leaf salads in bags, bowls and trays which may contain small amounts of other salad vegetables such as carrot, beetroot or cabbage. It also includes unwashed bagged salads. Salad bowls includes leaf-based salads in trays and bowls which also contain protein and may be sold with a fork are included.
However, specifically excluded are prepacked, dressed salads such as coleslaw, potato salad, prawn salad, couscous etc.

Frozen fruit and vegetables

Frozen vegetables include varieties such as peas, beans, sweetcorn and broccoli. In addition, mixes of vegetables.
Frozen fruit is an emerging market. To date the sector consists mainly of soft berry fruits and mixes.

Canned/ambient fruit and vegetables

Canned vegetables encompass all tinned vegetables including baked beans and other shelf-stable formats such as snap pots, pouches, cartons and jars.
Baked beans are included.
Canned and other ambient fruit, whether incorporating syrup or fruit juice, in cans, cartons, pots and jars.

Dried fruit

Dried fruit are defined as tree fruits (eg prunes, apricots, dates and figs), vine fruits packaged for snacking (eg raisins), mixed fruit packs, moist, partially rehydrated products and flavoured fruit pieces. These definitions have been used as the basis for market size figures.
It should be noted that products not specifically targeted at the snacking sector, but which are normally stocked alongside home baking goods (eg larger pack sizes of dried fruit), are included as they may also be used for snacking purposes. Such products are exempt from VAT.

Potatoes in all forms

Fresh bagged and loose potatoes, chilled prepared potatoes (such as mash, wedges etc), canned, dehydrated or frozen (chips, waffles, shaped items and roast potatoes) are included.

Excluded

Mixed vegetables including meat
Prepacked and dressed salads
Dried fruit sold by weight/in bulk in-store bins
Fruit bars
Prepared dishes which combine vegetables and protein or carbohydrates.

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
        • Fresh fruit and vegetables
          • Frozen fruit and vegetables
            • Canned/ambient fruit and vegetables
              • Dried fruit
                • Potatoes in all forms
                  • Excluded
                    • Abbreviations
                    • Executive Summary

                        • The market
                          • Figure 1: Total UK retail value sales of fruit and vegetables, 2008-18
                        • Segment performance
                          • Figure 2: UK retail value sales of vegetables, by sector, 2013 (est)
                        • Market factors
                          • Adverse weather hits food crops
                            • Fruit and veg consumption declines
                              • Ageing population bodes well for fruit and vegetable sales
                                • Companies, brands and innovation
                                  • Steam cooking innovation drives vegetable NPD
                                    • McCain invests £11 million in adspend in 2012
                                      • McCain and Heinz Beanz struggle in volume terms
                                        • Consumer
                                          • Adults are more likely to buy fresh fruit and veg as they get older
                                            • Young adults are least likely to buy frozen potato products and baked beans weekly
                                              • One in five are unsure what foods count towards their five-a-day
                                                • Figure 3: Consumer attitudes towards fruit and vegetables, August 2013
                                              • Two fifths of adults struggle to prepare large fruit
                                                • Figure 4: Consumer attitudes towards fruit, August 2013
                                              • What we think
                                              • Issues in the Market

                                                  • To what extent is the five-a-day message understood by adults?
                                                    • How can supermarkets embrace traceability to encourage sales of fruit and vegetables?
                                                      • Are supermarkets missing an opportunity to sell ‘ugly’ fruit?
                                                        • How can baked bean manufacturers boost usage among 16-24s?
                                                        • Trend Application

                                                            • Trend: Hungry Planet
                                                              • Trend: Sense of the Intense
                                                                • Mintel Futures Trend: East Meets West
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Adverse weather hits fruit and veg crops
                                                                      • Figure 5: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-13
                                                                    • Fruit and veg consumption declines
                                                                      • Latin American trade alliance could push up banana prices
                                                                        • Want salad with that? McDonald’s reveals healthy menu plan
                                                                          • Ageing population bodes well for fruit and veg sales
                                                                            • Figure 6: Projected trends in population growth, by age, 2013-18
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Vegetable NPD reaches a four-year high in 2012
                                                                                  • Figure 7: New product launches in the fruit, vegetable and potato markets, by sub-category, UK, 2009-13
                                                                                  • Figure 8: New product launches, by sub-category, own-label vs branded activity, UK, 2013
                                                                                • Microwave steam cooking features strongly in frozen veg NPD
                                                                                  • Figure 9: New vegetable product launches, by top 10 companies, 2009-13
                                                                                • Share of premium claims dips in 2012 as economy reaches record high
                                                                                  • Figure 10: Share of new vegetable product launches, by economy and premium positioning, 2009-13*
                                                                                • Italian provenance in chopped tomatoes NPD
                                                                                  • Tesco helps drive chilled NPD in fruit
                                                                                    • Figure 11: New fruit product launches, by company, 2009-13
                                                                                    • Figure 12: New fruit launches, by storage, 2009-12
                                                                                  • M&S celebrates the summer
                                                                                    • Del Monte reverts back to canned NPD in 2013
                                                                                      • Own-label and chilled formats drive potato NPD
                                                                                        • Figure 13: New potato product launches, by company, 2009-13
                                                                                      • McCain extends Jacket and chips ranges in 2013
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • The total fruit and vegetables market
                                                                                            • Figure 14: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by value, 2008-18
                                                                                          • Potato price hikes help drive total vegetable sales
                                                                                            • Figure 15: Total UK retail value sales of vegetables, 2008-18
                                                                                          • Fruit sales soar on the back of low crops
                                                                                            • Figure 16: Total UK retail value sales of fruit, 2008-18
                                                                                          • The future of the fruit and vegetables market
                                                                                            • Market forecasts
                                                                                              • Figure 17: Total UK retail value sales of vegetables, 2008-18
                                                                                              • Figure 18: Total UK retail value sales of fruit, 2008-18
                                                                                            • Forecast methodology
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Fresh vegetable sales rise on back of price hikes
                                                                                                  • Figure 19: UK retail value sales of vegetables and fruit, by sector, 2010-13
                                                                                                  • Figure 20: UK retail value sales of fresh vegetables, by sector, 2010-13
                                                                                                • Frozen vegetables enjoy solid growth
                                                                                                  • Baked beans and canned veg record sales declines in 2013
                                                                                                    • Figure 21: UK retail value sales of baked beans and canned vegetables, 2010-13
                                                                                                  • Baked beans
                                                                                                    • Canned vegetables
                                                                                                      • Figure 22: UK retail value sales of canned vegetables, by type, 2011-13
                                                                                                    • Price hikes drive value growth across potatoes
                                                                                                      • Figure 23: UK retail value sales of potatoes, by type, 2010-13
                                                                                                    • Price hikes in top fruit drive growth as hot weather in 2013 encourages soft fruit consumption
                                                                                                      • Figure 24: UK retail value sales of fresh fruit, by type, 2010-13
                                                                                                    • Bananas
                                                                                                    • Market Share

                                                                                                      • Key points
                                                                                                        • Definition/Coverage
                                                                                                          • Frozen potato products: McCain stutters as Aunt Bessie’s soars
                                                                                                            • Figure 25: UK retail sales of leading brands in frozen potato products, by value and volume, 2011/12 and 2012/13
                                                                                                          • Baked beans: Heinz suffers value and volume declines
                                                                                                            • Figure 26: UK retail sales of leading brands in baked beans, by value and volume, 2011/12 and 2012/13
                                                                                                          • Canned vegetables: Napolina grows value and volume share
                                                                                                            • Figure 27: UK retail sales of leading brands in canned vegetables, by value and volume, 2011/12 and 2012/13
                                                                                                          • Frozen vegetables
                                                                                                            • Figure 28: UK retail sales of leading brands in frozen vegetables, by value and volume, 2011/12 and 2012/13
                                                                                                        • Companies and Products

                                                                                                            • Albert Bartlett
                                                                                                              • Background
                                                                                                                • Product range and innovation
                                                                                                                  • Promotion
                                                                                                                    • Birds Eye
                                                                                                                      • Background
                                                                                                                        • Product range and innovation
                                                                                                                          • Promotion
                                                                                                                            • Del Monte
                                                                                                                              • Background
                                                                                                                                • Product range and innovation
                                                                                                                                  • Florette/Soleco
                                                                                                                                    • Background
                                                                                                                                      • Product range and innovation
                                                                                                                                        • Promotion
                                                                                                                                          • Heinz (incl. Aunt Bessie)
                                                                                                                                            • Background
                                                                                                                                              • Product range and innovation
                                                                                                                                                • Promotion
                                                                                                                                                  • 2012
                                                                                                                                                    • 2013
                                                                                                                                                      • McCain Foods
                                                                                                                                                        • Background
                                                                                                                                                          • Product range and innovation
                                                                                                                                                            • Promotion
                                                                                                                                                              • Other companies
                                                                                                                                                                • General Mills
                                                                                                                                                                  • Princes
                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Adspend rises in 2012, reflecting high spend by McCain
                                                                                                                                                                        • Figure 29: Topline advertising spend in the fruit and vegetables market, 2009-12
                                                                                                                                                                        • Figure 30: Topline advertising spend in the fruit and vegetables market, by category, 2009-12
                                                                                                                                                                      • McCain accounts for a third of total adspend in 2012
                                                                                                                                                                        • Figure 31: Main monitored media advertising spend on fruit and vegetables, share by advertiser, 2009-13
                                                                                                                                                                      • Heinz focuses on Five Beanz
                                                                                                                                                                        • Green Giant encourages more alternative sweetcorn consumption occasions
                                                                                                                                                                          • Advertising for Scotty Brand and Florette is inspired by the weather
                                                                                                                                                                            • Tesco attempts to revive its fresh food image
                                                                                                                                                                            • Consumer Usage of Fruit and Vegetables

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Fresh fruit purchasing is geared towards over-65s and women
                                                                                                                                                                                  • Figure 32: Types of fruit purchased weekly, August 2013
                                                                                                                                                                                • Fresh fruit gains appeal with age
                                                                                                                                                                                  • Level of affluence affects fruit purchasing behaviour
                                                                                                                                                                                    • Figure 33: Weekly purchasing of selected fruit types, by socio-economic group, August 2013
                                                                                                                                                                                  • Families are the most engaged with dried fruit
                                                                                                                                                                                    • Fresh veg is bought by nearly eight in 10
                                                                                                                                                                                      • Figure 34: Types of vegetables purchased on a weekly basis, by gender, August 2013
                                                                                                                                                                                    • Under-35s are the least likely to buy fresh and frozen potatoes on a weekly basis
                                                                                                                                                                                      • Figure 35: Types of potato and bean products purchased weekly, August 2013
                                                                                                                                                                                      • Figure 36: Selected types of potato and bean products purchased, by age, August 2013
                                                                                                                                                                                    • Ageing population should bode well for baked bean sales
                                                                                                                                                                                    • Consumer Attitudes Towards Fruit and Vegetables

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Two fifths of adults struggle to eat their five-a-day
                                                                                                                                                                                            • Figure 37: Consumer attitudes towards fruit and vegetables, August 2013
                                                                                                                                                                                            • Figure 38: Agreement with the statement ‘It’s sometimes hard to know which foods count towards my five-a-day’, by age, August 2013
                                                                                                                                                                                          • Consumers want more information about the health benefits and origin of fruit and vegetables
                                                                                                                                                                                            • Figure 39: Agreement with selected attitudinal statements regarding fruit and vegetables, by gender and age, August 2013
                                                                                                                                                                                          • Demand for ‘ugly’ fruit and veg peaks among older and better-off adults
                                                                                                                                                                                            • Figure 40: Agreement with the statement ‘Oddly shaped fruit and vegetables are worth paying full price for if their quality (eg freshness and flavour) is good’, by age and socio-economic group, August 2013
                                                                                                                                                                                        • Consumer Attitudes Towards Fruit

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Two fifths of adults struggle to prepare large fruit
                                                                                                                                                                                              • Figure 41: Consumer attitudes towards fruit, August 2013
                                                                                                                                                                                            • Opportunities to extend fruit’s energy appeal
                                                                                                                                                                                              • Interest in more exotic fruit peaks among 16-24s
                                                                                                                                                                                                • Figure 42: Agreement with the statement ‘I’d like to be able to buy a wider variety of exotic fruit in supermarkets’, by age, August 2013
                                                                                                                                                                                            • Consumer Perceptions of Fruit Formats

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Fresh fruit is deemed the most easy to eat and nutritious – but less so by under-35s
                                                                                                                                                                                                    • Figure 43: Consumer perceptions of fruit formats, August 2013
                                                                                                                                                                                                  • Tinned fruit suffers from processed image
                                                                                                                                                                                                    • Figure 44: Consumer perceptions of tinned fruit, by age, August 2013
                                                                                                                                                                                                  • Dried fruit is deemed more natural than fresh, prepared portions
                                                                                                                                                                                                    • Figure 45: Perceptions of dried fruit and fresh ready-to-eat fruit portions being natural and nutritious, by selected age groups, August 2013
                                                                                                                                                                                                • Appendix – Market Drivers

                                                                                                                                                                                                    • Figure 46: Attitude towards health and healthy lifestyles, 2012 and 2013
                                                                                                                                                                                                    • Figure 47: Attitudes towards health and healthy lifestyles, by demographics, June 2013
                                                                                                                                                                                                    • Figure 48: Trends in the age structure of the UK population, 2008-18
                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                    • Figure 49: Total UK retail value sales of fruit and vegetables, 2008-18
                                                                                                                                                                                                    • Figure 50: Best- and worst-case forecasts for UK value sales of total fruit and vegetables, 2013-18
                                                                                                                                                                                                    • Figure 51: Best- and worst-case forecasts for UK value sales of fruit, 2013-18
                                                                                                                                                                                                    • Figure 52: Best- and worst-case forecasts for UK value sales of vegetables, 2013-18
                                                                                                                                                                                                • Appendix – Consumer Usage of Fruit and Vegetables

                                                                                                                                                                                                    • Figure 53: Types of fruit purchased, August 2013
                                                                                                                                                                                                    • Figure 54: Most popular types of fruit purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 55: Next most popular types of fruit purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 56: Other types of fruit purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 57: Types of vegetables purchased, August 2013
                                                                                                                                                                                                    • Figure 58: Most popular types of vegetables purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 59: Next most popular types of vegetables purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 60: Other types of vegetables purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 61: Types of potato and bean products purchased, August 2013
                                                                                                                                                                                                    • Figure 62: Most popular types of potato and bean products purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 63: Next most popular types of potato and bean products purchased, by demographics, August 2013
                                                                                                                                                                                                    • Figure 64: Other types of potato and bean products purchased, by demographics, August 2013
                                                                                                                                                                                                • Appendix – Attitudes Towards Protein

                                                                                                                                                                                                    • Figure 65: Agreement with the statements ‘I am interested in buying food and drink with added protein (eg dairy drinks, energy bars)’ and ‘I am interested in buying foods that are naturally high in protein (eg nuts, jerky)’, by demographics, November 2012
                                                                                                                                                                                                • Appendix – Consumer Attitudes Towards Fruit and Vegetables

                                                                                                                                                                                                    • Figure 66: Most popular consumer attitudes towards fruit and vegetables, by demographics, August 2013
                                                                                                                                                                                                    • Figure 67: Next most popular consumer attitudes towards fruit and vegetables, by demographics, August 2013
                                                                                                                                                                                                    • Figure 68: Other consumer attitudes towards fruit and vegetables, by demographics, August 2013
                                                                                                                                                                                                • Appendix – Consumer Attitudes Towards Fruit

                                                                                                                                                                                                    • Figure 69: Most popular consumer attitudes towards fruit, by demographics, August 2013
                                                                                                                                                                                                    • Figure 70: Next most popular consumer attitudes towards fruit, by demographics, August 2013
                                                                                                                                                                                                • Appendix – Further Analysis – Consumer Perceptions of Fruit Formats

                                                                                                                                                                                                    • Figure 71: Consumer perceptions of fruit formats, August 2013
                                                                                                                                                                                                    • Figure 72: Most popular consumer perceptions of fresh fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 73: Next most popular consumer perceptions of fresh fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 74: Most popular consumer perceptions of tinned fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 75: Next most popular consumer perceptions of tinned fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 76: Most popular consumer perceptions of dried fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 77: Next most popular consumer perceptions of dried fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 78: Most popular consumer perceptions of fresh ready-to-eat fruit portion fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 79: Next most popular consumer perceptions of fresh ready-to-eat fruit portion fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 80: Most popular consumer perceptions of frozen fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 81: Next most popular consumer perceptions of frozen fruit formats, by demographics, August 2013
                                                                                                                                                                                                    • Figure 82: Attitude towards health and healthy lifestyles, 2012 and 2013
                                                                                                                                                                                                    • Figure 83: Attitudes towards health and healthy lifestyles, by demographics, June 2013

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Albert Bartlett & Sons Ltd
                                                                                                                                                                                                • Aunt Bessie's
                                                                                                                                                                                                • BC Partners Ltd
                                                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                                                • Channel 4
                                                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                • Florette SAS Group
                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                • HJ Heinz Company UK
                                                                                                                                                                                                • McCain Foods Limited
                                                                                                                                                                                                • Premier Foods plc
                                                                                                                                                                                                • Princes Ltd
                                                                                                                                                                                                • Soléco
                                                                                                                                                                                                • Tesco (UK)
                                                                                                                                                                                                • Walt Disney Company, The
                                                                                                                                                                                                • Weight Watchers Ltd. (UK)

                                                                                                                                                                                                Fruit and Vegetables - UK - October 2013

                                                                                                                                                                                                US $2,583.33 (Excl.Tax)