Recent market research data from Kantar Worldpanel has show that trend of recent years of consumers purchasing convenient prepared fresh produce has been maintained and increased over the past twelve months. The prepared fruit and vegetable retail market is now valued annually (to March 2013) at €84ml which is an increase of 4.5% on the previous twelve months.
Recent market research data from Kantar Worldpanel has show that trend of recent years of consumers purchasing convenient prepared fresh produce has been maintained and increased over the past twelve months. The prepared fruit and vegetable retail market is now valued annually (to March 2013) at €84ml which is an increase of 4.5% on the previous twelve months. The corresponding volume increase was estimated at 1.5%. The research shows that there were increases in the category in the volume purchased per buyer, household penetration, average price and the frequency of purchase which showed a 5% increase.
The prepared fruit and vegetable category comprises a number of segments including prepared fruit, prepared vegetables, chilled salads, mixed tray salads and leafy salads. The latter three salad products dominate this category making up 70% of the product purchased. The research indicates that despite a higher price per unit when compared with unprepared fresh produce that consumers want to purchase value added fresh produce products which are prepared, convenient and ready to use.
Source: BordBia – Convenience Still Important To Consumers Purchasing Fresh Produce
