The fresh produce category is a key element of the total grocery market which is valued at €10.7bn with fresh produce contributing close to 15% of this value in 2018. The retail market for fresh produce was valued at €1.53bn in 2018 which was a slight increase of 0.2% in 2017. This was driven by a higher average shelf price across the whole category with overall volumes marginally back by 0.1% year on year. It is likely that last summer’s severe drought which had a major impact on the growing season had some influence on this outcome. This category subdivides into fruit, which was valued at €762m, vegetables valued at €565m and potatoes, which were valued at €207m last year.
The vegetable category was the one fresh produce category that reThe fresh produce category is a key element of the total grocery market which is valued at €10.7bn with fresh produce contributing close to 15% of this value recorded a reduction in its overall value in 2018 and was back 2.6% on the previous year, with a lower volume purchased per buyer being a key contributor. The value of the fruit category was up by 0.7% with a higher average unit price on the shelf of 1.9% across the category driving this trend and resulting in a lower volume purchased of 1.2%. The value of the potato category in 2018 was up significantly by 6.3% while the volume purchased was only marginally back compared with 2017 by 0.5%. The average unit price on the shelf was up by 6.9% last year. The summer drought reduced the volume of potatoes harvested last year and available to the market. ✽