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), NI and RoI, 2011-15
- Forecast
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- Figure 2: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2011-21
- Market factors
- Fluctuations in fruit and vegetable consumer prices
- Five-a-day hard for consumers
- Seven in 10 snack on fruit and vegetables each week
- Wasting fruit and vegetables an issue for over a third
- Juice trend helping to boost usage
- The consumer
- Loose fruit proves most popular
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- Figure 3: Types of fruit that consumers buy in a typical week, NI and RoI, November 2015
- Bagged vegetable most popular in RoI
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- Figure 4: Types of vegetables that consumers buy in a typical week, NI and RoI, November 2015
- Bagged potatoes considered an Irish staple
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- Figure 5: Types of potatoes that consumers buy in a typical week, NI and RoI, November 2015
- Local sourcing and supporting fairness for farmers’ key consumer concerns
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- Figure 6: Agreement with statements related to fruit and vegetables, NI and RoI, November 2015
- What we think
The Market – What You Need to Know
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- Value sales increase in NI and RoI
- Fluctuations in fruit and vegetable consumer prices
- Irish consumers struggle to meet five-a-day
- Fresh fruit and vegetables most popular snack
- Wasting fruit and vegetables an issue for over a third
- Juice trend helping to boost usage
Market Size and Forecast
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- Value sales increase in NI and RoI
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- Figure 7: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2011-21
- Weather issues could create scarcity in 2016
- Vegetables see slow but steady growth
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- Figure 8: Estimated vegetable retail sales (including fresh and processed), NI and RoI, 2011-21
- Fruit sales soar on the back of juice trend
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- Figure 9: Estimated fruit retail sales (including fresh and processed), NI and RoI, 2011-21
Market Drivers
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- Vegetable prices decline between 2013-15
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- Figure 10: Consumer Price Indices of vegetables (including potatoes), UK and RoI, 2012-15
- Fruit prices up in NI; down in RoI
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- Figure 11: Consumer Price Indices of vegetables (including potatoes), UK and RoI, 2012-15
- Fresh fruit and vegetables most popular snack
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- Figure 12: Top three snack foods Irish consumers eat as a snack in a typical week, NI and RoI, November 2015
- Irish consumers struggle to meet five-a-day
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- Figure 13: Average number of portions of fruit and vegetables eaten a day, RoI, 2005-15
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- Figure 14: Consumers who stated they did not meet the five-a-day recommendation each day, NI, 2012
- Irish consumers more concerned about wasted produce
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- Figure 15: Agreement with the statement ‘I’m concerned about the amount of fruit and vegetables I waste’, NI and RoI, November 2015
- Ugly fruit and vegetables
- Trend towards juicing helping to boost fruit and vegetable sales
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- Figure 16: Small kitchen appliance purchases in the last 12 months, any purchase, UK, September 2013 and 2015
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- Figure 17: Agreement with selected statements relating to non-carbonated beverages, NI and RoI, August 2014
- Protein trend could be beneficial to beans
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- Figure 18: Number of fruit and vegetable products claiming to contain high protein, UK and Ireland, 2011-15
Companies and Innovations – What You Need to Know
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- Strong level of private label launches
- Environmental concerns helping to drive launches
- Convenience a growth area
- Being natural and preservative-free a key area
Who’s Innovating?
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- Retailers show strongest level of product launch
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- Figure 19: Products launched into the fruit and vegetable market, by company, UK and Ireland, 2011-16
- Stronger launch activity for vegetables compared to fruit
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- Figure 20: Products launched into the fruit and vegetable market, by sub-category, UK and Ireland, 2011-16
- Growth in environmentally friendly packaging use
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- Figure 21: Products launched into the fruit and vegetable market, by top five claims, UK and Ireland, 2011-16
- Uplift in fruit and vegetables claiming to be microwaveable
- Strong launch activity for natural fruit and vegetables
Companies and Brands
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- Valeo Foods
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Birds Eye
- Key facts
- Brands and products
- Brand NPD
- Global Fruit Company/Del Monte
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Florette
- Key facts
- Brands and products
- Brand NPD
- Fyffes
- Key facts
- Brands and products
- Recent developments
- Green Giant/General Mills
- Key facts
- Brands and products
- Brand NPD
- 2 Sisters Food Group/Green Isle Foods Ltd.
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Heinz/Kraft Heinz
- Key facts
- Brands and products
- Brand NPD
- Recent developments
- Keelings
- Key Facts
- Product Portfolio
- Recent Developments
- McCain Foods
- Key Facts
- Product Portfolio
- Brand NPD
- Princes Food and Drink Group
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Mash Direct
- Product Portfolio
- Brand NPD
- Recent Developments
The Consumer – What You Need to Know
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- Loose fruit proves most popular
- Bagged vegetables most popular in RoI
- Bagged potatoes considered an Irish staple
- Four in five want more local sourcing
The Consumer – Usage of Fruit Products
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- Fresh loose fruit is the most popular
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- Figure 22: Types of fruit that consumers buy in a typical week, NI and RoI, November 2015
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- Figure 23: Consumers who would purchase fresh loose fruit in a typical week, by age and social class, NI and RoI, November 2015
- Parents most likely to opt for bagged fruit
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- Figure 24: Consumers who would purchase bagged fruit (eg bag of apples) in a typical week, by age of children, NI and RoI, November 2015
- Significant drop in dried fruit eaters
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- Figure 25: Consumers who would purchase dried fruit in a typical week, NI and RoI, December 2014 and November 2015
- Ready-to-eat fruit is an opportunity for children
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- Figure 26: Consumers who would purchase fresh ready-to-eat fruit/vegetable portions (eg apple slices) in a typical week, NI and RoI, December 2014 and November 2015
The Consumer – Usage of Vegetable products
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- Bagged vegetables most popular in RoI
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- Figure 27: Types of vegetables that consumers buy in a typical week, NI and RoI, November 2015
- Fresh loose appeals to mature consumers
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- Figure 28: Consumers who purchase fresh loose vegetables in a typical week, by age, NI and RoI, November 2015
- Baked beans are a family favourite
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- Figure 29: Consumers who purchase baked tinned beans in a typical week, by age, NI and RoI, November 2015
- Women drive usage of bagged salads
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- Figure 30: Consumers who purchase bagged/pre-packed salads (excluding dressed salads eg pasta salad, coleslaw) in a typical week, by age, NI and RoI, November 2015
- Ready-to-cook vegetables appeal to younger consumers
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- Figure 31: Consumers who purchase fresh ready-to-cook vegetables (eg chopped onions) in a typical week, by age, NI and RoI, November 2015
The Consumer – Usage of Potato Products
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- Bagged potatoes considered an Irish staple
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- Figure 32: Types of potatoes that consumers buy in a typical week, NI and RoI, November 2015
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- Figure 33: Consumers who purchase bagged potatoes in a typical week, by gender, NI and RoI, November 2015
- Chips a family favourite
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- Figure 34: Consumers who purchase frozen processed potatoes (eg chips, wedges) in a typical week, by age of children, NI and RoI, November 2015
- Prepared fresh potatoes appeals to NI consumers
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- Figure 35: Consumers who would purchase prepared fresh potatoes (eg chilled mashed potatoes, ready to roast diced potatoes) in a typical week, by employment status, NI and RoI, November 2015
The Consumer – Attitudes towards Fruit and Vegetables
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- Strong demand for more locally sourced produce
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- Figure 36: Agreement with statements related to fruit and vegetables, NI and RoI, November 2015
- Mature consumers more likely to want more locally sourced fruit and vegetables
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- Figure 37: Agreement with the statement ‘Supermarkets should provide more NI/RoI sourced fruit and vegetables where possible’, by age, NI and RoI, November 2015
- Over half of Irish consumers would pay more for fruit and vegetables if it benefitted farmers
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- Figure 38: Agreement with the statement ‘I would pay more for fruit and vegetables that guarantee a fair price paid to farmers’, by age, NI and RoI, November 2015
- RoI consumers more likely than NI to buy produce via discounters
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- Figure 39: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by gender and social class, NI and RoI, November 2015
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- Figure 40: Agreement with statements relating to purchasing groceries from discount retailers, NI and RoI, September 2015
- Consumers want more health information on packaging
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- Figure 41: Agreement with the statement ‘Health benefits of fruit and vegetables should be stated on packaging (eg beetroot: high in potassium and magnesium, if it counts towards one of the five-a-day)’, NI and RoI, November 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Market size rationale
- Data sources
- Consumer data sources
- Abbreviations
Appendix – The Consumer
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- NI Toluna data tables
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- Figure 42: Types of fruit that consumers buy in a typical week, by demographics, NI, November 2015
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- Figure 43: Types of fruit that consumers buy in a typical week, by demographics, NI, November 2015 (continued)
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- Figure 44: Types of vegetables that consumers buy in a typical week, by demographics, NI, November 2015
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- Figure 45: Types of vegetables that consumers buy in a typical week, by demographics, NI, November 2015 (continued)
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- Figure 46: Types of potatoes that consumers buy in a typical week, by demographics, NI, November 2015
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- Figure 47: Types of potatoes that consumers buy in a typical week, by demographics, NI, November 2015 (continued)
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- Figure 48: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by demographics, NI, November 2015
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- Figure 49: Agreement with the statement ‘Health benefits of fruit and vegetables should be stated on packaging (eg beetroot: high in potassium and magnesium, if it counts towards one of the five-a-day)’, by demographics, NI, November 2015
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- Figure 50: Agreement with the statement ‘Supermarkets should provide more NI/RoI sourced fruit and vegetables where possible’, by demographics, NI, November 2015
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- Figure 51: Agreement with the statement ‘It is difficult to eat five portions of fruit and vegetables each day’, by demographics, NI, November 2015
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- Figure 52: Agreement with the statement ‘Loose fruit and vegetables are better value than prepacked fruit and vegetables’, by demographics, NI, November 2015
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- Figure 53: Agreement with the statement ‘I include fruit/vegetables in my child(ren’s) lunchbox most days’, by demographics, NI, November 2015
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- Figure 54: Agreement with the statement ‘I’m concerned about the amount of fruit and vegetables I waste’, by demographics, NI, November 2015
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- Figure 55: Agreement with the statement ‘I have cut back on buying fruit and vegetables because of the cost’, by demographics, NI, November 2015
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- Figure 56: Agreement with the statement ‘I have cut back on buying some fruits because of the sugar content’, by demographics, NI, November 2015
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- Figure 57: Agreement with the statement ‘I would pay more for fruit and vegetables that guarantee a fair price paid to farmers’, by demographics, NI, November 2015
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- Figure 58: Agreement with the statement ‘I would like prepared portions of fruit and vegetables to be equal to one of my five-a-day’, by demographics, NI, November 2015
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- Figure 59: Agreement with the statement ‘I am eating more fruit and veg and less meat compared to 12 months ago’, by demographics, NI, November 2015
- RoI Toluna data tables
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- Figure 60: Types of fruit that consumers buy in a typical week, by demographics, RoI, November 2015
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- Figure 61: Types of fruit that consumers buy in a typical week, by demographics, RoI, November 2015 (continued)
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- Figure 62: Types of vegetables that consumers buy in a typical week, by demographics, RoI, November 2015
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- Figure 63: Types of vegetables that consumers buy in a typical week, by demographics, RoI, November 2015 (continued)
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- Figure 64: Types of potatoes that consumers buy in a typical week, by demographics, RoI, November 2015
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- Figure 65: Types of potatoes that consumers buy in a typical week, by demographics, RoI, November 2015 (continued)
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- Figure 66: Agreement with the statement ‘I have bought more fruit and vegetables from discounters (eg Lidl/Aldi) in the last 12 months’, by demographics, RoI, November 2015
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- Figure 67: Agreement with the statement ‘Health benefits of fruit and vegetables should be stated on packaging (eg beetroot: high in potassium and magnesium, if it counts towards one of the five-a-day)’, by demographics, RoI, November 2015
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- Figure 68: Agreement with the statement ‘Supermarkets should provide more NI/RoI sourced fruit and vegetables where possible’, by demographics, RoI, November 2015
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- Figure 69: Agreement with the statement ‘It is difficult to eat five portions of fruit and vegetables each day’, by demographics, RoI, November 2015
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- Figure 70: Agreement with the statement ‘Loose fruit and vegetables are better value than prepacked fruit and vegetables’, by demographics, RoI, November 2015
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- Figure 71: Agreement with the statement ‘I include fruit/vegetables in my child(ren’s) lunchbox most days’, by demographics, RoI, November 2015
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- Figure 72: Agreement with the statement ‘I’m concerned about the amount of fruit and vegetables I waste’, by demographics, RoI, November 2015
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- Figure 73: Agreement with the statement ‘I have cut back on buying fruit and vegetables because of the cost’, by demographics, RoI, November 2015
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- Figure 74: Agreement with the statement ‘I have cut back on buying some fruits because of the sugar content’, by demographics, RoI, November 2015
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- Figure 75: Agreement with the statement ‘I would pay more for fruit and vegetables that guarantee a fair price paid to farmers’, by demographics, RoI, November 2015
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- Figure 76: Agreement with the statement ‘I would like prepared portions of fruit and vegetables to be equal to one of my five-a-day’, by demographics, RoI, November 2015
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- Figure 77: Agreement with the statement ‘I am eating more fruit and veg and less meat compared to 12 months ago’, by demographics, RoI, November 2015
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