Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by segment, % share, 2011 (est)
- Forecast
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- Figure 2: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, 2006-16
- Market factors
- Review of ‘5-a-day’ target is far from positive
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- Figure 3: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, by selected demographic groups, according to % point +/- average, 2009-11
- Ethical choices prove more difficult in 2011 against a backdrop of high food inflation
- Cost concerns drive some people to change their fruit and vegetable shopping habits
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- Figure 4: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-11
- Companies, brands and innovation
- Adspend rose in 2010 but looks unlikely to match this in 2011
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- Figure 5: Main monitored media advertising spend on fruit and vegetables, 2007-11*
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- Figure 6: Main monitored media advertising spend on fruit and vegetables, % share of total spend, 2007-11*
- The consumer
- Increasing frequency of use is a priority for fruit and vegetables
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- Figure 7: Types of fruit, vegetables, potatoes and beans bought in a typical week, by gender, November 2011
- Build on the breakfast opportunity, out-of-home snacking and new twists on veg
- Cooking from scratch encourages consumers to eat more fruit and vegetables
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- Figure 8: Agreement with statements on health and cost considerations with respect to fruit and vegetables, November 2011
- Enthusiasm for local produce outweighs fair-trade and organic support
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- Figure 9: Attitudes towards fruit and vegetables, November 2011
- Convenience is important but at what cost?
- Avoiding waste is a clear incentive to buy frozen or canned food
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- Figure 10: Attitudes towards fruit and vegetables, November 2011
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- Figure 11: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
- What we think
Issues in the Market
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- How can companies use consumers’ waste-phobia to their advantage?
- How can the sector leverage convenience to engage consumers?
- How can fruit and vegetables appeal to 16-24s?
- How can companies encourage consumers to choose British fruit and vegetables?
Future Opportunities
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- Let’s Make a Deal
- Life Hacking
Internal Market Environment
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- Key points
- Driving consumption of fruit and vegetables
- Downward trend causes concern
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- Figure 12: Quantity of fruit and vegetables purchased by households, 2007-10
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- Figure 13: Consumer Price Index: Fruits and vegetables, annual % changes, 2006-11
- The 5-a-day strategy – reviewing (lack of) progress and moving forward
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- Figure 14: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, by selected demographic groups, according to % point +/- average, 2011
- Government issues fresh proposals in response to rising pressure
- Change4Life campaign and Responsibility Deal to join forces
- Change4Life Supermeals
- Change4Life Healthy Start
- Change4Life LazyTown
- The ‘fat tax’ debate
- The food industry stages its own intervention
- Driving ethical choice of fruit and vegetables
- Organic is still struggling to keep its customer
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- Figure 15: Agreement with selected lifestyle statements, 2007-11
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- Figure 16: UK retail sales of organic fruit and vegetables, by value, 2006-11
- Fair trade popularity wobbles?
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- Figure 17: UK retail value sales of fair-trade fruit and vegetables, by type, 2009-10
- Range of fair-trade produce expanding rapidly
- FSA focus on hygiene in wake of E. coli crisis
Broader Market Environment
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- Key points
- Consumer confidence remains unsteady
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- Figure 18: Inflation and wages growth, January 2008-August 2011
- Price inflation in fruit and vegetables keeps a lid on quantities consumed
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- Figure 19: Consumer Price Index: Fruits and vegetables, seasonally adjusted, 2006-11
- Impact of weather on availability and pricing
- Influence of demographic patterns on fruit and vegetable consumption
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- Figure 20: Forecast adult population trends, by socio-economic grouping, % change, 2006-11 and 2011-16
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- Figure 21: Projected growth in the UK population, by age, % change, 2011-16
Competitive Context
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- Key points
- Sweet and savoury alternatives to fruit and vegetables
- Performance of competing snacks
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- Figure 22: UK retail sales value of selected snack categories competing with fruit, 2007-11
- Greater snacking opportunities on weekdays
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- Figure 23: Reasons for snacking, 2011
- Vegetables and potatoes’ performance in context
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- Figure 24: UK retail sales value of selected carbohydrate categories competing with potatoes/vegetables, 2007-11
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- New product innovation trends in fruit and vegetables
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- Figure 25: New product launches, by sub-category, UK, 2007-11
- Greater branded activity in vegetables than in fruit and potatoes
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- Figure 26: New product launches, by sub-category, own-label vs branded activity, UK, 2010-11
- Plenty of activity in the chilled potatoes segment
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- Figure 27: New product launches, by sub-category, by storage format, UK, 2010-11
- Leading new product claims by category
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- Figure 28: Top ten most popular product claims in new vegetable, potato and fruit products, 2011
- Packaging for vegetables becomes more user-friendly and sophisticated
- Canned fruit highlights recyclable claims
- Health is a key driver for processed potatoes
Market Value and Forecast
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- Key points
- Fruit and vegetable market
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- Figure 29: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by value, 2006-16
- Preference for fresh produce dictates fruit and vegetables choices
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- Figure 30: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by segment, % share, 2011 (est)
- Ethical fruit and vegetables options become less of a priority for consumers
- Forecast
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- Figure 31: UK retail value sales of fresh, frozen, canned and dried fruit and vegetables, 2006-16*
- The future of the market
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- Figure 32: UK retail value sales of vegetables, 2006-16
- Figure 33: UK retail value sales of vegetables, 2006-16
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- Figure 34: UK retail value sales of fruit, 2006-16
- Figure 35: UK retail value sales of fruit, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Breakdown by sector
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- Figure 36: UK retail sales of fresh, frozen, canned and dried fruit and vegetables, by sector, 2009-11
- Fresh fruit
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- Figure 38: UK retail value sales of fresh fruit, by type, 2009-11
- Strong supply of home-grown berries
- Dried fruit performing well but needs to broaden its user base
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- Figure 39: Dried fruit usage levels, 2009-11
- Fresh vegetables
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- Figure 40: UK retail value sales of fresh vegetables, by type, 2009-11
- E. coli outbreak deals a blow to salad vegetables
- Frozen fruit and vegetables
- Potatoes
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- Figure 41: UK retail value sales of potato market, by type, 2006-11
- Figure 42: UK retail value sales of potato market, by type, 2011 (est)
- Canned fruit and vegetables battles a vicious circle of higher prices and low consumer demand
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- Figure 43: UK retail sales of canned vegetables, by type*, % change, 2010-11
- Baked beans rely on health claims to reverse its decline
Companies and Products
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- Albert Bartlett & Sons Ltd
- Birds Eye
- Del Monte
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- Figure 44: Products launched by Del Monte in the UK fruit and vegetable market between January 2011 and November 2011
- Florette/Soleco UK Limited
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- Figure 45: Selected products launched by Soleco UK Limited in the UK fruit and vegetable market between January 2011 and November 2011
- General Mills
- Heinz
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- Figure 46: Products launched by Heinz in the UK fruit and vegetable market between January 2011 and November 2011
- Figure 47: Selected products launched by Aunt Bessie’s in the UK fruit and vegetable market between January 2011 and November 2011
- McCain Foods Limited
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- Figure 48: Products launched by McCain Foods in the UK fruit and vegetable market, between January 2011 and November 2011
- Princes Foods
- Whitworths
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- Figure 49: Products launched by Whitworths in the UK fruit and vegetable market between January 2011 and November 2011
Brand Communication and Promotion
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- Key points
- Increase in advertising spend in 2010
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- Figure 50: Main monitored media advertising spend on fruit and vegetables, 2007-11*
- McCain cuts back but still dominates expenditure
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- Figure 51: Main monitored media advertising spend on fruit and vegetables, by advertiser, % share of total spend, 2007-11*
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- Figure 52: Main monitored media advertising spend on fruit and vegetables, by advertiser, 2007-11*
- Figure 53: Main monitored media advertising spend on fruit and vegetables, share by advertiser, 2007-11*
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- Figure 54: Examples of campaigns, by top-spending brands, 2011
Channels to Market
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- Key points
- Traditional grocers rely on occasional visits more and more
- A slight increase in footfall at local specialists but the supermarket one-stop-shop is most attractive
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- Figure 55: Type of shops used regularly/occasionally for food shopping, % point change, 2008-11
- Discounters up their stakes in the fruit and vegetable market
- Box schemes take on the grocery retailers
Consumer – Usage of Fruit and Vegetables by Type
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- Key points
- Weekly fruit and vegetables choices
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- Figure 56: Types of fruit, vegetables, potatoes and beans bought in a typical week, by gender, November 2011
- Vegetable choices
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- Figure 57: Types of vegetables bought in a typical week, November 2011
- Convenience appeals to under-35s, salads and antipasti to ABs
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- Figure 58: Types of potatoes and beans bought in a typical week, November 2011
- Fruit choices
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- Figure 59: Types of fruit bought in a typical week, November 2011
Consumer – Usage Occasions for Fruit and Vegetables
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- Key points
- Fruit usage occasions
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- Figure 60: Top five occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
- In- vs out-of-home fruit consumption
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- Figure 61: In-home vs out-of-home occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
- Potential to build on the breakfast opportunity
- Vegetable usage occasions
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- Figure 62: Top five occasions for using fresh or frozen vegetables, potatoes, beans or other vegetables, November 2011
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- Figure 63: Usage of fresh vegetables by occasion compared to average, 25-34-year-olds and over-45s November 2011
Consumer – Attitudes Towards Fruit and Vegetables
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- Key points
- Cooking from scratch is an incentive to eat more fruit and vegetables
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- Figure 64: Agreement with statements on health and cost considerations with respect to fruit and vegetables, November 2011
- Ethical and other factors affecting choice
- What attributes are consumers prepared to pay more for?
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- Figure 65: Level of agreement with attitudes towards fruit and vegetables, November 2011
- Grow to Love local produce
- Fact: Convenience costs more
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- Figure 66: Attitudes towards fruit and vegetables, November 2011
- New products create interest and excitement in the fruit and vegetables aisle
- The E. coli impact
- Attitudes towards convenience and waste
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- Figure 67: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
- Consumers are conscious about wastage
- Frozen loses out to fresh vegetables on taste, texture and nutritional content
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- Figure 68: Agreement with further statements on fresh, dried and frozen fruit and vegetables, November 2011
- Parents struggle with the cost of dried fruit snacks for kids
Consumer – Target Groups
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- Key points
- Three target groups
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- Figure 69: Target groups relating to fruit and vegetables consumption, November 2011
- Stuck in a Rut (42%)
- Healthy Wealthy (30%)
- Scraping By (28%)
Appendix – Internal Market Environment and Competitive Context
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- Figure 70: I always make sure I eat the recommended (5 a day) portions of fruit and vegetables every day, 2009-11
- Figure 71: Agreement with the selected lifestyle statements, 2007-11
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- Figure 72: Agreement with the selected lifestyle statements, by demographics, 2011
- Figure 73: Frequency of buying organic fruit and vegetables, 2007-11
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Appendix – Broader Market Environment
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- Figure 74: Trends and projections in the UK population (‘000s), by age group, 2006-16
- Figure 75: Forecast adult population trends, by socio-economic group, 2006-16
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Appendix – Who’s Innovating?
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- Figure 76: New product launches in vegetables, by storage format, UK, 2007-11
- Figure 77: New product launches in vegetables, own-label vs branded activity, UK, 2007-11
- Figure 78: New product launches in fruit, by storage format, UK, 2007-11
- Figure 79: New product launches in fruit, own-label vs branded activity, UK, 2007-11
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- Figure 80: New product launches in potatoes, by storage format, UK, 2007-11
- Figure 81: New product launches in potatoes, own-label vs branded activity, UK, 2007-11
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Appendix – Market Size, Forecast and Segmentation
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- Figure 82: UK retail sales of fresh, frozen, canned and dried fruit, by type, by value, 2006-11
- Figure 83: UK retail sales of fresh, frozen, canned and dried vegetables, by type, by value, 2006-11
- Figure 84: Best and worst case forecast of UK retail value sales of fruit and vegetables, 2011-16
- Figure 85: Best and worst case forecast of UK retail value sales of vegetables, 2011-16
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- Figure 86: Best and worst case forecast of UK retail value sales of fruit, 2011-16
- Figure 87: UK retail sales of canned vegetables, by type, 2010-11
- Figure 88: UK retail value sales of potatoes, 2006-16
- Figure 89: UK retail value sales of potatoes, 2006-16
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- Figure 90: Best and worst case forecast of UK retail value sales of potatoes, 2011-16
- Figure 91: UK retail value sales of baked beans, 2006-16
- Figure 92: UK retail value sales of baked beans, 2006-16
- Figure 93: Best and worst case forecast of UK retail value sales of baked beans, 2011-16
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Appendix – Competitive Context
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- Figure 94: Snacking, 2009-11
- Figure 95: Reasons for snacking, 2009-11
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Appendix – Brand Communication and Promotion
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- Figure 96: Main monitored media advertising spend on fruit and vegetables, by brand, 2007-11*
- Figure 97: Main monitored media advertising spend on fruit and vegetables, by media type, 2007-11*
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Appendix – Channels of Distribution
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- Figure 98: Type of shops used regularly/occasionally, 2008-11
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Appendix – Consumer – Usage of Fruit and Vegetables by Type
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- Figure 99: Types of nuts and dried fruits used most often, 2009-11
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- Figure 100: Usage of baked beans, 2010-11
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- Figure 101: Usage of frozen vegetables (excluding potatoes), 2007-11
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- Figure 102: Usage of frozen chips and potato products, 2007-11
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- Figure 103: Most popular types of vegetables bought in a typical week, by demographics, November 2011
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- Figure 104: Next most popular types of vegetables bought in a typical week, by demographics, November 2011
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- Figure 105: Most popular types of potatoes and beans bought in a typical week, by demographics, November 2011
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- Figure 106: Next most popular types of potatoes and beans bought in a typical week, by demographics, November 2011
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- Figure 107: Other types of potatoes and beans bought in a typical week, by demographics, November 2011
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- Figure 108: Most popular types of fruit eaten in a typical week, by demographics, November 2011
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- Figure 109: Next most popular types of fruit eaten in a typical week, by demographics, November 2011
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Appendix – Consumer – Usage Occasions for Fruit and Vegetables
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- Figure 110: Occasions for using fresh or frozen vegetables, potatoes, beans or other vegetables, November 2011
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- Figure 111: Occasions for using fresh, dried, canned/ambient or frozen fruit, November 2011
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- Figure 112: Occasions for using fresh vegetables, by demographics, November 2011
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- Figure 113: Occasions for using fresh vegetables, by demographics, November 2011 (continued)
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- Figure 114: Occasions for using fresh vegetables, by demographics, November 2011 (continued)
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- Figure 115: Occasions for using frozen vegetables, by demographics, November 2011
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- Figure 116: Occasions for using potatoes, by demographics, November 2011
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- Figure 117: Occasions for using potatoes, by demographics, November 2011 (continued)
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- Figure 118: Occasions for using beans, by demographics, November 2011
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- Figure 119: Occasions for using beans, by demographics, November 2011 (continued)
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- Figure 120: Occasions for using other vegetables, by demographics, November 2011
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- Figure 121: Occasions for using other vegetables, by demographics, November 2011 (continued)
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- Figure 122: Occasions for using other vegetables, by demographics, November 2011 (continued)
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- Figure 123: Occasions for using fresh fruit, by demographics, November 2011
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- Figure 124: Occasions for using fresh fruit, by demographics, November 2011 (continued)
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- Figure 125: Occasions for using dried fruit, by demographics, November 2011
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- Figure 126: Occasions for using dried fruit, by demographics, November 2011 (continued)
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- Figure 127: Occasions for using canned/other ambient fruit, by demographics, November 2011
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Appendix – Consumer – Attitudes Towards Fruit and Vegetables
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- Figure 128: Agreement with most popular statements on health and cost considerations with respect to fruit and vegetables, by demographics, November 2011
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- Figure 129: Agreement with next most popular statements on health and cost considerations with respect to fruit and vegetables, by demographics, November 2011
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- Figure 130: Level of agreement with attitudes towards fruit and vegetables, November 2011
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- Figure 131: Agreement with the statements ‘I like to try different varieties of fruit/vegetables’ and ‘I prefer fresh vegetables to pre-cut’, by demographics, November 2011
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- Figure 132: Agreement with the statements ‘Locally-grown fruit/vegetables are worth paying more for’ and ‘I take greater care to wash fruit/vegetables carefully due to food scares’, by demographics, November 2011
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- Figure 133: Agreement with statements ‘Convenience in cooking plays a key role in my choice of vegetables’ and ‘I would like more guidance on which fruit/vegetables are in season’, by demographics, November 2011
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- Figure 134: Agreement with statements ‘I would buy different vegetables if i knew what to cook with them/which dishes they work in’ and ‘Fair-trade fruit/vegetables are worth paying more for’, by demographics, November 2011
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- Figure 135: Agreement with statements ‘Organic fruit/vegetables are worth paying more for’ and ‘It’s worth paying more for pre-cut vegetables’, by demographics, November 2011
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- Figure 136: Agreement with statements on tinned and frozen fruit and vegetables, November 2011
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- Figure 137: Agreement with statements ‘I tend to buy food as and when needed’ and ‘The taste/texture of frozen vegetables is not as good as fresh’, by demographics, November 2011
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- Figure 138: Agreement with statements ‘Fresh vegetables are more nutritious than frozen’ and ‘I buy frozen vegetables to avoid food waste’, by demographics, November 2011
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- Figure 139: Agreement with statements ‘I look for fruit and vegetables in packaging that keeps them fresh longer’ and ‘I buy dried fruit as a healthy alternative to sweets’, by demographics, November 2011
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- Figure 140: Agreement with statements ‘I tend to throw a lot of food away when I buy in bulk’ and ‘I prefer the convenience of frozen vegetables o fresh’, by demographics, November 2011
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- Figure 141: Agreement with statements ‘I buy canned vegetables to avoid food waste’ and ‘Dried fruit snacks for children are overpriced’, by demographics, November 2011
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Appendix – Target Groups
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- Figure 142: Types of fruit eaten in a typical week, by target groups, November 2011
- Figure 143: Agreement with statements on health and cost considerations with respect to fruit and vegetables, by target groups, November 2011
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- Figure 144: Agreement with attitudes towards fruit and vegetables, by target groups, November 2011
- Figure 145: Agreement with statements on tinned and frozen fruit and vegetables, by target groups, November 2011
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- Figure 146: Target groups, by demographics, November 2011
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