Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated total fruit and vegetable retail sales (including fresh and processed), by sectors, NI and RoI, 2013
- Forecast
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- Figure 2: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2008-18
- Market factors
- RoI fruit and vegetable prices decreasing
- NI consumers paying more for fruit and vegetables
- Obesity still a problem
- GM potatoes and other crops could help boost profitability for growers
- Companies and innovations
- The consumer
- Fresh and loose fruits preferred by Irish consumers
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- Figure 3: Types of fruit bought in a typical week, NI and RoI, March 2014
- Tinned beans the most bought type of vegetable
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- Figure 4: Types of vegetables bought in a typical week, NI and RoI, March 2014
- Bagged potatoes the most bought type of vegetable each week
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- Figure 5: Types of potatoes bought in a typical week, NI and RoI, March 2014
- Fresh fruit and vegetables seen as being most nutritious, but also most expensive
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- Figure 6: Characteristics associated with fresh, frozen and tinned fruit and vegetables, NI and RoI, March 2014
- Consumers want better nutrition labelling
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- Figure 7: Attitudes towards fruit and vegetables, NI, March 2014
Issues in the Market
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- What are the most popular formats of fruit and vegetables among Irish consumers?
- What impact will growing grocery prices have on fruit and vegetable sales?
- What perceived differences do consumers see between fresh, frozen and tinned fruit and vegetables?
- What attitudes towards fruit and vegetables do Irish consumers hold in 2014?
Trend Applications
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- Trend: Help Me, Help Myself
- Trend: Locavore
- Trend: Sense of the Intense
Market Overview
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- Key points
- Fruit and vegetable prices decreasing in RoI
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- Figure 8: Consumer Price Indices of fruit, vegetables and potatoes, RoI, 2009-14
- Fruit and veg price war in RoI
- Consumers want RoI farmers protected
- NI sees fruit and vegetable prices increase
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- Figure 9: Consumer Price Indices of fruit, vegetables and potatoes, UK (incl. NI), Q1 2009-Q4 2013
- Higher fruit and vegetable prices in UK/NI seeing lower consumption
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- Figure 10: Quantity of fruit, vegetables and potatoes for UK/NI households per week, per person, 2006-12
- Figure 11: Quantity of fresh fruit and vegetables vs. processed fruit and vegetables for UK/NI households per week, per person, 2007-12
- Concerns over land availability for NI vegetable growers
- Obesity still a problem, despite 8 in 10 eating fruit and vegetables daily
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- Figure 12: Percentage of population aged 15+ considered overweight or obese, NI and RoI, 2012
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- Figure 13: Consumers who eat fruit and vegetables, by frequency, NI and RoI, July 2013
- From five-a-day to seven-a-day recommended
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- Figure 14: Percentage increase in life expectancy, by daily portion number of fruit and vegetables, 2014
- Genetically modified potatoes resistant to blight
Market Size and Forecast
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- Key points
- Strong decline in fruit and vegetable market value 2008-2013
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- Figure 15: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2008-18
- NI fruit and vegetables market set to grow, while RoI expected to continue declining
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- Figure 16: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2008-18
- Vegetables the dominant segment in NI and RoI
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- Figure 17: Estimated total fruit and vegetable retail sales (including fresh and processed), by sectors, NI and RoI, 2008-18
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- Figure 18: Frequency that consumers eat junk food, NI and RoI, July 2013
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Innovations
- Economy claims continue to dominate NPD
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- Figure 19: Products launched into the fruit and vegetables market, by claim and company, UK and Ireland, 2011-14
- Tesco leads in premium fruit and vegetable launches
- Unflavoured/plain launches lead the way
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- Figure 20: Potato product launches, by flavour (top 5), UK and Ireland, 2010-14
- Fruit portion packs drive daily consumption
- Company profiles
- Batchelors (Ireland)
- Birds Eye
- Fresh Del Monte
- Florette
- Fyffes
- General Mills
- Green Isle Foods Ltd.
- Heinz
- Keelings
- McCain Foods
- Princes Food and Drink Group
The Consumer – Usage of Fruit Products
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- Key points
- Mature consumers strongest purchasers of loose fresh fruit
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- Figure 21: Types of fruit bought in a typical week, NI and RoI, March 2014
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- Figure 22: Consumers who buy fresh loose fruit in a typical week, by age, NI and RoI, March 2014
- Tight consumer finances contributing to low usage of convenience-oriented fruit products
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- Figure 23: Consumers who buy fresh ready-to-eat fruit portions or chilled/ frozen pots of ready-to-eat fruit in a typical week, NI and RoI, March 2014
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- Figure 24: How consumers rate their personal financial situation, NI and RoI, March 2014
The Consumer – Usage of Vegetable Products
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- Key points
- Baked beans and fresh loose vegetables see strongest use
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- Figure 25: Types of vegetables bought in a typical week, NI and RoI, March 2014
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- Figure 26: Consumers who bought tinned baked beans in a typical week, by social class, NI and RoI, March 2014
- Middle aged consumers more likely to buy beans
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- Figure 27: Consumers who bought tinned baked beans in a typical week, by age, NI and RoI, March 2014
- Strong usage of fresh loose vegetables
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- Figure 28: Consumers who bought fresh loose vegetables in a typical week, by gender and social class, NI and RoI, March 2014
- Food wastage a growing concern
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- Figure 29: Agreement with statements relating to food waste, NI and RoI, November 2013
- Frozen vegetables see higher usage than frozen fruit and potatoes
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- Figure 30: Consumers who bought frozen fruit, vegetables or potatoes in a typical week, NI and RoI, March 2014
The Consumer – Usage of Potato Products
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- Key points
- Bagged potatoes most used type of potato product
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- Figure 31: Types of potatoes bought in a typical week, NI and RoI, March 2014
- Women more likely to buy potatoes than men
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- Figure 32: Consumers who bought bagged potatoes in a typical week, by gender, NI and RoI, March 2014
- Over half regularly buy frozen potato products
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- Figure 33: Consumers who bought frozen potato products (eg chips, wedges) in a typical week, by social class, NI and RoI, March 2014
The Consumer – Characteristics Associated with Fresh, Tinned and Frozen Fruit and Vegetables
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- Key points
- Fresh fruit and vegetables seen strongly as most natural and nutritious
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- Figure 34: Characteristics associated with fresh, frozen and tinned fruit and vegetables, NI and RoI, March 2014
- Fresh seen as most natural, but also most expensive
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- Figure 35: Main positive and negative characteristics associated with fresh fruit and vegetables, NI and RoI, March 2014
- Most expensive variant
- Frozen seen as staying fresh, easy to prepare and having the best value
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- Figure 36: Main positive and negative characteristics associated with frozen fruit and vegetables, NI and RoI, March 2014
- Frozen foods stand in the middle ground
- Tinned seen as being processed and least healthy variant
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- Figure 37: Main positive and negative characteristics associated with frozen fruit and vegetables, NI and RoI, March 2014
- Tinned appeals to those on a budget and seeking convenience
The Consumer – Attitudes Towards Fruit and Vegetables
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- Key points
- Consumers want better labelling of health benefits
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- Figure 38: Attitudes towards fruit and vegetables, NI, March 2014
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- Figure 39: Agreement with the statement “Health benefits of fruit and vegetables should be stated on packaging”, by age and gender, NI and RoI, March 2014
- Strong demand for supermarkets to supply more local produce
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- Figure 40: Agreement with the statement “Supermarkets should provide more locally sourced fruit and vegetables were possible”, by gender, NI and RoI, March 2014
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- Figure 41: Agreement with attitudes towards meat, NI and RoI, February 2013
- Difficulty in meeting the five-a-day recommended portion amount
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- Figure 42: Attitudes towards eating five fruit and vegetables per day, NI, March 2014
- Oddly-shaped fruit and vegetables don’t bother Irish consumers
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- Figure 43: Agreement with the statement “Oddly-shaped fruit and vegetables are worth paying full price for”, by age and gender, NI and RoI, March 2014
Appendix
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- NI Toluna tables
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- Figure 44: Types of fruit bought in a typical week, by demographics, NI, March 2014
- Figure 45: Types of vegetables bought in a typical week, by demographics, NI, March 2014
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- Figure 46: Types of vegetables bought in a typical week, by demographics, NI, March 2014 (continued)
- Figure 47: Types of potatoes bought in a typical week, by demographics, NI, March 2014
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- Figure 48: Types of potatoes bought in a typical week, by demographics, NI, March 2014 (continued)
- Figure 49: Characteristics associated with fresh fruit and vegetables, NI, March 2014
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- Figure 50: Characteristics associated with fresh fruit and vegetables, NI, March 2014 (continued)
- Figure 51: Characteristics associated with frozen fruit and vegetables, NI, March 2014
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- Figure 52: Characteristics associated with frozen fruit and vegetables, NI, March 2014 (continued)
- Figure 53: Characteristics associated with tinned fruit and vegetables, NI, March 2014
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- Figure 54: Characteristics associated with tinned fruit and vegetables, NI, March 2014 (continued)
- Figure 55: Agreement with statements relating to fruit and vegetables, NI, March 2014
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- Figure 56: Agreement with statements relating to fruit and vegetables, NI, March 2014 (continued)
- RoI Toluna tables
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- Figure 57: Types of fruit bought in a typical week, by demographics, RoI, March 2014
- Figure 58: Types of vegetables bought in a typical week, by demographics, RoI, March 2014
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- Figure 59: Types of vegetables bought in a typical week, by demographics, RoI, March 2014 (continued)
- Figure 60: Types of potatoes bought in a typical week, by demographics, RoI, March 2014
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- Figure 61: Types of potatoes bought in a typical week, by demographics, RoI, March 2014 (continued)
- Figure 62: Characteristics associated with fresh fruit and vegetables, RoI, March 2014
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- Figure 63: Characteristics associated with fresh fruit and vegetables, RoI, March 2014 (continued)
- Figure 64: Characteristics associated with frozen fruit and vegetables, RoI, March 2014
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- Figure 65: Characteristics associated with frozen fruit and vegetables, RoI, March 2014 (continued)
- Figure 66: Characteristics associated with tinned fruit and vegetables, RoI, March 2014
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- Figure 67: Characteristics associated with tinned fruit and vegetables, RoI, March 2014 (continued)
- Figure 68: Agreement with statements relating to fruit and vegetables, RoI, March 2014
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- Figure 69: Agreement with statements relating to fruit and vegetables, RoI, March 2014 (continued)
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