Retail sales of Bramley apple sales have increased by 15% to 4,400 tonnes in the year ending September. This follows a dip in sales during 2011. Sales are growing because Bramley apples they meet several current key consumer trends. There is rising awareness of the importance of eating 5-a-day fruit and vegetables.
Retail sales of Bramley apple sales have increased by 15% to 4,400 tonnes in the year ending September. This follows a dip in sales during 2011. Sales are growing because Bramley apples they meet several current key consumer trends. There is rising awareness of the importance of eating 5-a-day fruit and vegetables. Bramley apples are inherently low in calories and fat, which coupled with their cholesterol lowering effects, mean they are ideally placed to help meet 5-a-day targets and arrest rising obesity levels. The increase in home cooking, and in particular in home baking also suits the category well. They are fresh, local, and firmly placed in the minds of consumers as a product that has a tradition of being grown in Ireland.
Apples have been grown in Ireland for at least 3,000 years, and currently about a third of the world’s supply of Bramley’s is grown in Ireland, with 270 hectares in production, yielding on average 7,500 tonnes. The apple recently celebrated its bicentenary, and even today it’s quite possible that consumers could be eating an apple that’s from a tree over a hundred years old, giving it unmatched tradition in Ireland. This was a difficult year for apple production, with frost, wind and dull weather taking their toll. However, retail sales will not be affected.
Bramley apples are traditionally used by consumers in the older age groups, with the over 65’s being the biggest buyers. Of interest, and good news for the category is that the 45-64 year age group have recently overtaken the over 65’s in purchasing volume. Sales are also growing in the under 35’s. With a slightly younger profile of purchasers, recent sales growth seems set to continue.
