Market research carried out by Kantar Worldpanel on behalf of Bord Bia shows that, while the majority of fresh produce sales are in the non prepared format, the prepared fruit and vegetable category has been a growing segment of the market in recent years. The trend of consumers seeking products in a more prepared and convenient formats is one of the key factors contributing to the growth of this sector. In addition, the sector has seen significant innovation, with a greater range and variety of products available, which has encouraged more shoppers into the category. The category includes fruit salads, chilled salads, mixed tray salads, leafy salads and vegetable products.
The retail value of the prepared fruit and vegetable sector is €90m (year ending March 2015), which included a 10% increase in value on the previous year. The overall volume of product sold saw a 12% increase over the period, which was driven in particular by an increased frequency of purchase of over 7% (to 25 trips per year). Most notably, household penetration has also increased, which is evidence of more consumers being attracted into the category. The retail market for prepared fruit and vegetables is dominated by private label products (80% of the market) with the balance of product sold under branded label.
Source: BordBia – Prepared Fruit & Vegetable Retail Market is Growing
