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Nuts, Seeds and Dried Fruit - UK - September 2010

This report covers nuts, seeds and dried fruit, eaten as snacks and used in cooking/baking. Also included in this report are nut mixes.

  • Premiumisation, a revival of interest in home baking and trend towards healthy eating have been the main drivers of growth in the nuts, seeds and dried fruit market as it reached £547 million in 2009.
  • More education on the nutritional properties of nuts, seeds and dried fruit, should help the category tap into the trend towards healthy eating that is a key driver of the UK food market, and help eliminate confusion among consumers.
  • Rising costs will continue to limit growth opportunities in the sector as consumption of the category increases with affluence (and age). It is unlikely that manufacturers and retailers will be able to continue to absorb costs such as rising wholesale prices, caused by increased worldwide consumption, the weak pound and poor crop harvests.
  • One way in which brands can continue to drive consumption is by positioning nuts, seeds and dried fruit as healthier alternatives to traditional snacks. Over a third (36%) of existing buyers state that they buy dried fruit as an alternative to sweets, while 44% of are buying nuts as an alternative to snacks such as crisps.
  • Consumption of nuts, seeds and dried fruits is currently heavily compartmentalised with older consumers dominating the nuts and dried fruit segments in terms of consumption, while seeds particularly appeal to women aged 35-44. There remains considerable opportunities to increase penetration, most notably among the 29% of consumers not regularly purchasing the category.
  • Consumers are creatures of habit when it comes to buying nuts, seeds and dried fruit, although the key target of those aged under 35 are the most likely to be adventurous in their attitudes and tastes. This bodes well for flavour innovation in the sector, especially during the key Christmas period.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • An out-of home boost
            • Interacting on the go
              • Good mood food
                • Brain Food
                  • ‘Do not go gently…’
                    • Pack it up
                    • Market in Brief

                      • Health is still an issue
                        • Premiumisation continues
                          • Standard suffers
                            • Revival in home baking/cooking from scratch
                              • Innovation driving interest
                                • Some still apathetic
                                • Internal Market Environment

                                  • Key points
                                    • Cost prohibitive in the recession
                                      • Figure 1: Frequency of eating nuts and dried fruit, 2008 and 2009
                                    • The importance of health drops
                                      • Figure 2: Agreement with selected lifestyle statements, 2007-09
                                    • Cooking provides a boost
                                      • Figure 3: Change in agreement with selected lifestyle statements, 2008-09
                                    • Schools look to ban nuts over allergy concerns
                                      • Figure 4: Consumption of savoury snack foods – 11-14s, 2005-09
                                    • Ethical less of a concern
                                    • Broader Market Environment

                                      • Key points
                                        • Rising commodity prices
                                          • Consumer confidence
                                            • Demographic effects
                                              • Ageing population
                                                • Figure 5: Trends in the age structure of the UK population, 2005-10 and 2010-15
                                              • Rising ABs good for driving value growth
                                                • Figure 6: Forecast adult population trends, by socio-economic group, 2005-10 and 2010-15
                                              • Rise in one-person households to be challenging
                                                • Figure 7: UK households, by size, 2005-10 and 2010-15
                                              • Workers snacking
                                              • Competitive Context

                                                • Key points
                                                  • Snacks as competition
                                                    • Figure 8: UK retail sales of selected snack categories, by value, 2009 
                                                    • Figure 9: UK retail sales of selected snack categories, percentage change in value, 2005-09 
                                                  • Crisps benefit from premium angle
                                                    • Chocolate benefits from personal treating
                                                      • Cereal bars pose a healthier alternative
                                                        • Fresh fruit growth should help dried fruit
                                                          • Figure 10: Performance of competing markets, 2005-09
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Innovation continues despite the recession
                                                                • Premium vs value
                                                                  • Polarisation in pack sizes
                                                                    • Flavour sensations
                                                                      • Ethical
                                                                        • On-trade faces competition
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Market will see some growth
                                                                              • Figure 12: UK retail sales of nuts, seeds and dried fruit, by value, 2005-10
                                                                            • Keeping the market front of mind
                                                                              • Good times ahead
                                                                                • Figure 13: Sales and forecast of the UK nuts, seeds and dried fruit market, by value, 2005-15
                                                                              • Segmentation
                                                                                • Figure 14: Sales and forecast of the UK nuts market, by value, 2005-15
                                                                                • Figure 15: Sales and forecast of the UK dried fruit market, by value, 2005-15
                                                                                • Figure 16: Sales and forecast of the UK seeds market, by value, 2005-15
                                                                              • Factors used in the forecast
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Nuts dominate but share recedes
                                                                                    • Figure 17: UK retail sales of nuts, seeds and dried fruit, 2005-09
                                                                                  • Premium nuts dominate
                                                                                    • Figure 18: UK retail sales of nuts, by type, 2005-09
                                                                                  • Tree fruits dominate
                                                                                    • Figure 19: UK retail sales of dried fruits, by type, 2005-09
                                                                                  • Seeds flourish
                                                                                    • Figure 20: Change in UK retail sales of nuts, seeds and dried fruit, 2005-09
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Niche players gain share in nuts category
                                                                                      • Figure 21: Brand/manufacturer shares in the nuts market, by value, 2005-09
                                                                                    • Own-label continues dried fruit dominance
                                                                                      • Figure 22: Brand/manufacturer shares in the dried fruit market, by value, 2005-09
                                                                                    • Seeds
                                                                                    • Companies and Products

                                                                                      • Humdinger
                                                                                        • Stream Foods
                                                                                          • S&B Herba
                                                                                            • United Biscuits
                                                                                              • Trigon Snacks
                                                                                                • PepsiCo
                                                                                                  • Whitworths
                                                                                                  • Brand Communication and Promotion

                                                                                                    • Key points
                                                                                                      • Spend continues to fall
                                                                                                        • Figure 23: Main monitored media spend on nuts, seeds and dried fruit, 2006-09
                                                                                                      • Sun-Maid raisins dominate spend
                                                                                                        • Figure 24: Main monitored media advertising expenditure on nuts, seeds and dried fruit, by advertiser, 2006-10*
                                                                                                        • Figure 25: Highest-spending brands on nuts, seeds and dried fruit, 2008-10*
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Figure 26: UK sales of nuts, seeds and dried fruit, by type of outlet, 2005-09
                                                                                                      • Supermarkets overpower competition
                                                                                                        • On-trade opportunities
                                                                                                        • Consumer Usage – Nuts, Seeds and Dried Fruit

                                                                                                          • Key points
                                                                                                            • Overall usage grows
                                                                                                              • Figure 27: Frequency of eating nuts and dried fruit, 2008 and 2009
                                                                                                            • Nuts dominate consumption
                                                                                                              • Figure 28: Types of nuts eaten on a regular basis, June 2010
                                                                                                            • Raisins dominate dried fruit consumption
                                                                                                              • Figure 29: Types of dried fruit eaten on a regular basis, June 2010
                                                                                                            • Seeds remain a niche option
                                                                                                              • Figure 30: Types of seeds eaten on a regular basis, June 2010
                                                                                                            • Almost a third don’t eat any
                                                                                                              • Core base of nuts and dried fruit remains the older consumer
                                                                                                                • Figure 31: Index of consumers who regularly eat nuts compared to dried fruit, by gender, age and socio-economic group (100 = average), June 2010
                                                                                                              • Whereas seeds attract women
                                                                                                                • Figure 32: Index of consumers who regularly eat seeds, by gender, age and socio-economic group (100 = average), June 2010
                                                                                                              • Consumers willing to experiment
                                                                                                                • Figure 33: Repertoire of types of nuts, seeds and dried fruits eaten on a regular basis, June 2010
                                                                                                            • Consumer – Occasions

                                                                                                              • Key points
                                                                                                                • There’s no place like home
                                                                                                                  • Figure 34: Ways in which nuts, seeds and dried fruit are eaten/used, June 2010
                                                                                                                • Nuts a key choice when entertaining
                                                                                                                  • Figure 35: Profile of consumers serving nuts ‘when entertaining’, by gender, age, working status, socio-economic group, household income and grocery stores used (average = 100), June 2010
                                                                                                                • The young eating on the move
                                                                                                                  • Figure 36: Most popular ways in which nuts are eaten/used, (Average = 100), June 2010
                                                                                                                • Home baking returns
                                                                                                                  • Nuts popular in the on-trade
                                                                                                                  • Consumer – Attitudes towards Nuts, Seeds and Dried Fruit

                                                                                                                    • Key points
                                                                                                                      • Health can be confusing
                                                                                                                        • Figure 37: Net difference* between any agree statements on attitudes towards eating nuts and dried fruit, by gender, June 2010
                                                                                                                      • A healthier alternative, for some
                                                                                                                        • Formats and positioning
                                                                                                                          • Figure 38: Statements on nuts and dried fruit, June 2010
                                                                                                                        • Cost can be prohibitive
                                                                                                                          • The younger like to experiment
                                                                                                                            • Figure 39: Any agree on statements on nuts and dried fruit, by age, June 2010
                                                                                                                        • Consumer – Targeting Opportunities

                                                                                                                          • Key points
                                                                                                                            • Nuts
                                                                                                                              • Figure 40: Target groups of statements on nuts, June 2010
                                                                                                                            • Sceptics
                                                                                                                              • Limiters
                                                                                                                                • Budget Worriers
                                                                                                                                  • Adventurers
                                                                                                                                  • Appendix – Broader Market Environment

                                                                                                                                      • Figure 41: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                                                                                      • Figure 42: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                      • Figure 43: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                      • Figure 44: Employment and unemployment, by gender, 2005-15
                                                                                                                                      • Figure 45: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                  • Appendix – Brand Communication and Promotion

                                                                                                                                      • Figure 46: Highest-spending brands on nuts, seeds and dried fruit, 2008-10*
                                                                                                                                  • Appendix – Consumer Usage – Nuts, Seeds and Dried Fruit

                                                                                                                                      • Figure 47: Types of nuts, seeds and dried fruit eaten on a regular basis, June 2010
                                                                                                                                      • Figure 48: Repertoire of types of nuts eaten on a regular basis, June 2010
                                                                                                                                      • Figure 49: Repertoire of types of dried fruit eaten on a regular basis, June 2010
                                                                                                                                      • Figure 50: Repertoire of types of seeds eaten on a regular basis, June 2010
                                                                                                                                  • Appendix – Consumer Occasions

                                                                                                                                      • Figure 51: Most popular ways in which dried fruits are eaten/used, by demographics, June 2010
                                                                                                                                      • Figure 52: Next most popular ways in which dried fruits are eaten/used, by demographics, June 2010
                                                                                                                                      • Figure 53: Ways in which nuts are eaten/used, June 2010
                                                                                                                                      • Figure 54: Ways in which dried fruits are eaten/used, June 2010
                                                                                                                                      • Figure 55: Ways in which seeds are eaten/used, June 2010
                                                                                                                                  • Appendix – Consumer Attitudes towards Nuts, Seeds and Dried Fruit

                                                                                                                                      • Figure 56: Statements on nuts, June 2010
                                                                                                                                      • Figure 57: Statements on nuts (any agree), by demographics, June 2010
                                                                                                                                      • Figure 58: Statements on nuts (any agree), by demographics, June 2010
                                                                                                                                      • Figure 59: Statements on nuts (any agree), by demographics, June 2010
                                                                                                                                      • Figure 60: Statements on dried fruit, including raisins and dried berries (any agree), by demographics, June 2010
                                                                                                                                      • Figure 61: Statements on dried fruit, including raisins and dried berries (any agree), by demographics, June 2010

                                                                                                                                  Nuts, Seeds and Dried Fruit - UK - September 2010

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