Retail sales of Bramley apple sales have increased by 17% to €8.6 million in the 52 weeks to the end of September. Since the same period in 2011, there has been a 36% increase in the value of sales, which is impressive against a background of 5% growth in value for the total apple category.
Apples have been grown in Ireland for at least 3000 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 an unmatched tradition in Ireland. After a difficult production year last year, this season produced a much better crop, with a cold winter followed by a warm dry summer.
In terms of usage, Bramley apples have strong association with apple tarts or crumbles, a dessert traditionally enjoyed as part of dinner, and they are often seen as a wintertime food as well. Tarts are not the only way they can be used, they are also used in sauces, stewed and they make a good addition to curries too.
While home cooking is on the rise, consumers are still time strapped, so a homemade Bramley apple pie is more likely to be made on the weekend, or for guests. Being able to bake an apple tart is still an aspirational skill for younger cooks! Bord Bia’s survey What Ireland ate last night showed that desserts are eaten with 20% of dinners in the week, and 30% on Saturday and 40% on Sunday. On average, when a dessert is eaten 15% of the occasions consist of a homemade tart or crumble.
Bramley apples are traditionally used by consumers in the older age groups, with the over 65’s being the biggest buyers. Of interest and of 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 categories.
