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