Table of Contents
Executive Summary
-
- The market
-
- Figure 1: Estimated total (€m) fruit and vegetable retail sales (including fresh and processed), by sector, NI and RoI, 2015
- Forecast
-
- Figure 2: Indexed fruit and vegetable retail sales (including fresh and processed), IoI, 2010-20
- Market factors
- Consumer confidence improves throughout 2014
- Fruit and vegetable prices declined in 2014
- Discounters increasingly important channel to market
- One in five worry about wasting fruit and vegetables
- Companies and innovations
- The consumer
- Similar level of consumers typically buy loose fruit as bagged fruit
-
- Figure 3: Types of fruit bought in a typical week, NI and RoI, December 2014
- Strong use of bagged vegetables
-
- Figure 4: Types of vegetables bought in a typical week, NI and RoI, March 2014
- Bagged potatoes most typically used type of potato
-
- Figure 5: Types of potatoes bought in a typical week, NI and RoI, December 2014
- Price promotions most important consideration for fresh, frozen and shelf-stable produce
-
- Figure 6: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
-
- Figure 7: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
- RoI consumers twice as likely to be buying more from discounters
-
- Figure 8: Attitudes towards fruit and vegetables, NI and RoI, December 2014
Issues and Insights
-
- What are the most popular formats of fruit and vegetables among Irish consumers?
- The facts
- The implications
- What impact will discounters have on the fruit and vegetable market?
- The facts
- The implications
- Other than lowest price, what factors influence Irish consumers when buying fruit and vegetables?
- The facts
- The implications
- What attitudes towards fruit and vegetables do Irish consumers hold in 2015?
- The facts
- The implications
- With food waste becoming a more important issue, what impact will it have on the types of fruit and vegetables that consumers buy?
- The facts
- The implications
Trend Application
-
- Trend: Let's Make a Deal
- Trend: Hungry Planet
- Trend: Sense of the Intense
Market Overview
-
- Key points
- NI confidence grows after 26 months of unemployment dropping
-
- Figure 9: Consumer Confidence Index, NI, December 2011-December 2014
- RoI consumer confidence
-
- Figure 10: Consumer Confidence Index, RoI, February 2011-February 2015
- Fruit and vegetable prices decreasing in RoI
-
- Figure 11: Consumer Price Indices of fruit, vegetables and potatoes, RoI, 2012-15
- Attempts to avoid Xmas 2014 price war in RoI
- NI fruit and vegetable prices also fluctuating
-
- Figure 12: Consumer Price Indices of fruit, vegetables and potatoes, UK (including NI), Q1 2012-Q4 2014
- Lower fuel costs also helping to drive price deflation
-
- Figure 13: Crude oil price per barrel, global, March 2010-March 2015
- Irish consumers increasingly shopping in discounters
-
- Figure 14: Estimated total retail sales of discounters, NI and RoI, 2012 and 2014
-
- Figure 15: Stores that consumers do their main grocery shopping with (in-store) and use for top-up shopping, NI and RoI, October 2014
- One in five consumers are worried about wasting fruit and veg
- NI food waste reduced by 21% between 2007 and 2012
Market Size and Forecast
-
- Key points
- Little change in the fruit and vegetable market between 2014 and 2015
-
- Figure 16: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2010-20
- Vegetables sector sees value dip as retailers lower prices to counter growth of discounters
-
- Figure 17: Estimated vegetable retail sales (including fresh and processed), NI and RoI, 2010-20
- Fruit sales performing better than vegetables
-
- Figure 18: Estimated fruit retail sales (including fresh and processed), NI and RoI, 2010-20
-
- Figure 19: Indexed fruit and vegetable retail sales (including fresh and processed), IoI, 2010-20
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Companies and Innovations
-
- Key points
- Innovations
- 2014 witnessed Marks & Spencer take the lead in the fruit and vegetable market
-
- Figure 20: Products launched into the fruit and vegetable market, by claim, UK and Ireland, 2011-15
- Economy claims slowing in fruit and vegetable category
-
- Figure 21: Products launched into the fruit and vegetable market, by claim, UK and Ireland, 2010-15
- Ethical claims peak in NPD within the fruit and vegetable category
-
- Figure 22: Products launched into the fruit and vegetable market, by claim, UK and Ireland, 2011-15
- Company profiles
- Batchelors (Ireland)
- Key facts
- Brands and products
- Recent developments
- Birds Eye
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Fresh Del Monte
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Florette
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Fyffes
- Key facts
- Brands and products
- Recent developments
- General Mills
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Green Isle Foods Ltd.
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Heinz
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Keelings
- Key facts
- Brands and products
- Recent developments
- McCain Foods
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Princes Food and Drink Group
- Key facts
- Brands and products
- Brand NPD
The Consumer – Usage of Fruit Products
-
- Key points
- Mature consumers strongest purchasers of loose fresh fruit
-
- Figure 23: Types of fruit bought in a typical week, NI and RoI, December 2014
-
- Figure 24: Consumers who buy fresh loose fruit in a typical week, by age, NI and RoI, December 2014
- High usage of bagged fruit, despite being more expensive
-
- Figure 25: Consumers who buy bagged fruit in a typical week, by social class, NI and RoI, December 2014
- NI consumers show stronger usage of tinned fruit
-
- Figure 26: Consumers who buy tinned fruit in a typical week, by gender and social class, NI and RoI, December 2014
- NI consumers twice as likely to buy RTE fruit compared to RoI consumers
-
- Figure 27: Consumers who buy fresh ready-to-eat fruit portions and chilled or frozen pots of ready-to-eat fruit, NI and RoI, December 2014
- Younger consumers more likely to buy RTE fruit
-
- Figure 28: Consumers who buy fresh ready-to-eat fruit portions, by age, NI and RoI, December 2014
The Consumer – Usage of Vegetable Products
-
- Key points
- Strong usage of bagged vegetables
-
- Figure 29: Types of vegetables bought in a typical week, NI and RoI, March 2014
-
- Figure 30: Consumers who buy bagged vegetables in a typical week, by gender, NI and RoI, December 2014
- Irish consumers buy frozen vegetables with greater regularity
-
- Figure 31: Consumers who buy frozen vegetables vs frozen fruits, NI and RoI, December 2014
- NI consumers more likely to buy RTE/RTC vegetables compared to RoI consumers
-
- Figure 32: Consumers who buy fresh ready-to-cook and fresh ready-to-eat vegetables in a typical week, NI and RoI, December 2014
-
- Figure 33: How consumers rate their current financial situation, NI and RoI, March 2015
- Irish consumers prefer tinned beans over snap pots/tubs fridge packs
-
- Figure 34: Consumers who buy tinned baked beans vs baked beans in plastic pots/tubs in a typical week, NI and RoI, December 2014
-
- Figure 35: Consumers who buy tinned baked beans vs baked beans in plastic pots/tubs in a typical week, by age, NI and RoI, December 2014
The Consumer – Usage of Potato Products
-
- Key points
- Bagged potatoes are a staple for Irish consumers
-
- Figure 36: Types of potatoes bought in a typical week, NI and RoI, December 2014
- Fresh loose potatoes more popular with NI consumers
-
- Figure 37: Consumers who have bought fresh loose potato products in a typical week, by gender and social class, NI and RoI, December 2014
- Over a third of Irish consumers purchase frozen chips on a weekly basis
-
- Figure 38: Consumers who have bought frozen processed potatoes (eg chips, wedges) in a typical week, by presence of children, NI and RoI, December 2014
The Consumer – Important Considerations When Buying Fresh Fruit and Vegetables
-
- Key facts
- Promotions and deals are the key drivers in the purchase of fresh fruit and vegetables
-
- Figure 39: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
- Made in Ireland is an important factor for over-45s
-
- Figure 40: Consumers who consider being made/grown in NI/RoI an important factor when buying fresh fruit and vegetables, by age, NI and RoI, December 2014
- Packaging to reduce food waste important to NI consumers
The Consumer – Important Considerations When Buying Frozen/Non-chilled Fruit and Vegetables
-
- Key facts
- Promotions and deals are the key drivers in the purchase of fresh fruit and vegetables
-
- Figure 41: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), NI and RoI, December 2014
- Promotions important to parents
-
- Figure 42: Price-related factors that consumers find to be important when buying frozen/non-chilled vegetables, by presence of children, NI and RoI, December 2014
- Best-before dates a key consideration
-
- Figure 43: Consumers who consider best-before date an important factor when buying frozen/non-chilled fruit and vegetables, by gender, NI and RoI, December 2014
- Little demand for organic or fair trade frozen fruit and vegetables
- Over a quarter care about brand name
-
- Figure 44: Consumers who consider brand name an important factor when buying frozen/non-chilled fruit and vegetables, by social class, NI and RoI, December 2014
The Consumer – Attitudes towards Fruit and Vegetables
-
- Key points
- More consumers buying fruit and vegetables from discounters
-
- Figure 45: Attitudes towards fruit and vegetables, NI and RoI, December 2014
- RoI consumers increasingly using discounters to buy produce
-
- Figure 46: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by age, NI and RoI, December 2014
- Consumers want more information on health benefits
- Strong desire for more NI/RoI-sourced produce in stores
- A quarter of RoI and a fifth of NI consumers include produce in children’s lunchbox
-
- Figure 47: Agreement with the statement ‘I include fruit/vegetables in my child(ren’s) lunchbox most days’, by social class, NI and RoI, December 2014
Appendix
-
- NI Toluna tables
-
- Figure 48: Types of fruit that consumers buy in a typical week, by demographics, NI, December 2014
- Figure 49: Types of fruit that consumers buy in a typical week, by demographics, NI, December 2014 (continued)
-
- Figure 50: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, NI, December 2014
- Figure 51: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, NI, December 2014 (continued)
-
- Figure 52: Types of potatoes that consumers buy in a typical week, by demographics, NI, December 2014
- Figure 53: Types of potatoes that consumers buy in a typical week, by demographics, NI, December 2014 (continued)
-
- Figure 54: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014
- Figure 55: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
-
- Figure 56: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014
- Figure 57: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
-
- Figure 58: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
- Figure 59: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, NI, December 2014
-
- Figure 60: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
- Figure 61: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, NI, December 2014 (continued)
- RoI Toluna tables
-
- Figure 62: Types of fruit that consumers buy in a typical week, by demographics, RoI, December 2014
- Figure 63: Types of fruit that consumers buy in a typical week, by demographics, RoI, December 2014 (continued)
-
- Figure 64: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, RoI, December 2014
- Figure 65: Types of vegetables (excluding potatoes) that consumers buy in a typical week, by demographics, RoI, December 2014 (continued)
-
- Figure 66: Types of potatoes that consumers buy in a typical week, by demographics, RoI, December 2014
- Figure 67: Types of potatoes that consumers buy in a typical week, by demographics, RoI, December 2014 (continued)
-
- Figure 68: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014
- Figure 69: Important factors for consumers when buying fresh fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
-
- Figure 70: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014
- Figure 71: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
-
- Figure 72: Important factors for consumers when buying frozen/non-chilled fruit, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
- Figure 73: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, RoI, December 2014
-
- Figure 74: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
- Figure 75: Agreement with statements relating to fruit and vegetables, vegetables or potatoes (excluding price), by demographics, RoI, December 2014 (continued)
Back to top