Recent research from Kantar Worldpanel indicates that the fruit & vegetable category continues to be the most important segment of the retail grocery market, with a 14% value share. The fresh produce category is currently valued at €1.2billion per annum. This total includes fruit, vegetables and potatoes, valued at €549m, €505m and €147m respectively.
The research to the year ending September 2014 shows that the frequency of purchase for fresh produce is 151 times per year, which is up 0.7% year on year. The trip volume is also up by 5% over the same period. Two possible reasons for this volume increase include an increasing awareness by consumers of the role fruit & vegetables play in a healthy balanced diet, and the overall lower price per unit of produce on the retail shelf over the last year, which was back by about 10%.
This trend has continued in the most recent quarter to September 2014, where frequency of purchase is up 3%, trip volume up 5%, but value back by 11% compared with the similar quarter last year.
In relation to the range of vegetables purchased, the traditional favourites are still a key purchase choice for consumers (e.g. carrots, tomatoes, cabbage, cauliflower etc.), however, more recently, despite coming from a smaller base, the sales of other alternative vegetable products are increasing (e.g. kale, spinach, beetroot, sweetcorn etc.).
Over the last year the value of the prepared vegetable & fruit category has remained relatively static at €84million, indicating that convenience is still an important consideration for consumers in the format they purchase their fresh produce in.
Source: BordBia – Retail Market For Fresh Produce – Volume Up But Value Down
