Table of Contents
Overview
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- What you need to know
- Issues covered in this report
- Fresh fruit and vegetables
- Frozen fruit and vegetables
- Canned/ambient fruit and vegetables
- Dried fruit
- Potatoes in all forms
- Excluded
Executive Summary
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- The market
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- Figure 1: Estimated total fruit vs. vegetable retail sales (including fresh and processed), IoI, 2012-18
- Forecast
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- Figure 2: Indexed total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2012-22
- Growth in fruit and vegetable prices in the UK, decline in RoI
- Consumers not getting their five-a-day
- Sugar in snacks helping to drive fruit usage
- Flexitarians switching meat for more greens
- 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 2017
- Seven in 10 buy fresh loose and bagged vegetables
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- Figure 4: Types of vegetables that consumers buy in a typical week, NI and RoI, November 2017
- Four in five buy bagged potatoes in a typical week
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- Figure 5: Types of potatoes that consumers buy in a typical week, NI and RoI, November 2017
- Strong demand for more Irish produce on shelves
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- Figure 6: Agreement with statements related to fruit and vegetables, NI and RoI, November 2017
The Market – What You Need to Know
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- Increased fruit and vegetable sales over 2016-17
- Growth in fruit and vegetable prices in the UK, decline in RoI
- Five-a-Day hard to achieve for many
- Sugar in snacks helping to drive fruit usage
- Flexitarians switching meat for more greens
Market Size and Forecast
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- Flexitarianism and growing interest in vegan diets helping to sustain sales
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- Figure 7: Estimated total fruit and vegetable retail sales (including fresh and processed), NI and RoI, 2012-22
- Vegetables continue to account for biggest sector
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- Figure 8: Estimated vegetable retail sales (including fresh and processed), NI and RoI, 2012-22
- Low inflation in RoI slowing fruit growth
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- Figure 9: Estimated fruit retail sales (including fresh and processed), NI and RoI, 2012-22
Market Drivers
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- Growth in fruit and vegetable prices in the UK
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- Figure 10: Consumer Price Indices of vegetables (including potatoes and tubers) and fruit, UK (including NI), 2013-17
- Fruit and vegetable prices remain low
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- Figure 11: Consumer Price Indices of vegetables (including potatoes), RoI, 2013-17
- Consumers find it hard to eat five fruit and veg per day
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- Figure 12: Average daily consumption (in grams) of fruit and vegetable products, UK and RoI, 2016
- Prepared portions would help boost veggie intake
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- Figure 13: Agreement with the statement ‘I would like prepared portions of fruit and vegetables to be equal to one of my five a day’, NI and RoI, November 2017
- Sugar concerns growing, and could drive fruit usage
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- Figure 14: Top five ingredients in food and drink products consumers are concerned about, NI and RoI, June 2017
- Figure 15: How consumers manage their sugar intake, NI and RoI, June 2017
- Sugar tax for soft drinks could boost fruit and vegetable juice blends
- Rise of flexitarians
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- Figure 16: Vegetarian or vegan products launched to the food category, UK and Ireland, 2012-17
Companies and Innovations – What You Need to Know
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- Birds Eye adopting traffic light labelling throughout portfolio
- Florette and Fyffes embarking on rebranding exercises
- Keeling concerned with perceived lack of state support for family businesses
- Princes moving towards ethical sourcing of tomatoes
- Mash Direct enter the convenience meals market
Who’s Innovating?
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- 2017 sees growth in veggie and potato products
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- Figure 17: New Products launched in Fruit and Vegetables Market, UK and Ireland, 2013-17
- Figure 18: Products launched into the Fruit and Vegetables Market, by company, UK and Ireland, 2013- February 2018
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- Figure 19: Claims analysis of new products launched in Fruit, Vegetable, Potato products and Fruit snacks market, UK and Ireland, 2013- February 2018
- Ethical packaging dominates claims, but plastic reduction will be the challenge for the future
- Ease of Use also important for consumers seeking portionability and convenience
Companies and Brands
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- Valeo Foods
- Key Facts
- Product Portfolio
- Brand NPD
- Bird’s Eye
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Golden Fruit Company (Del Monte)
- Key Facts
- Product Portfolio
- Brand NPD
- Florette
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- Fyffes
- Key Facts
- Product Portfolio
- Recent Developments
- Green Giant (General Mills)
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
- 2 Sisters Food Group (Green Isle Foods Ltd.)
- Key Facts
- Product Portfolio
- Heinz (Kraft Heinz)
- Key Facts
- Product Portfolio
- Brand NPD
- 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
- Key Facts
- Product Portfolio
- Brand NPD
- Recent Developments
The Consumer – What You Need to Know
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- Fresh loose fruit used by seven in 10
- Seven in 10 buy fresh loose and bagged vegetables
- Bagged Potatoes most bought
- Almost nine in 10 want more Irish produce on supermarket shelves
Usage of Fruit Products
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- Seven in 10 buy fresh loose fruit
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- Figure 20: Types of fruit that consumers buy in a typical week, NI and RoI, November 2017
- Fresh fruit usage increases with age
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- Figure 21: Consumers that buy fresh loose fruit in a typical week, by gender and age, NI and RoI, November 2017
- Six in 10 buy bagged fruits
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- Figure 22: Consumers who would purchase bagged fruit (eg bag of apples) in a typical week, by gender and age of children, NI and RoI, November 2017
- NI consumers have bigger appetite for prepared fruit
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- Figure 23: Consumers who would purchase fresh ready-to-eat fruit portions (eg apple slices) in a typical week, by age group, NI and RoI, November 2017
Usage of Vegetable Products
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- Bagged vegetables for RoI, fresh loose for NI
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- Figure 24: Types of vegetables that consumers buy in a typical week, NI and RoI, November 2017
- Fresh loose appeals to mature consumers
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- Figure 25: Consumers who purchase fresh loose vegetables in a typical week, by age, NI and RoI, November 2017
- Drive to reduce waste sees half use frozen vegetables
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- Figure 26: Consumers who purchase frozen vegetables in a typical week, by gender, NI and RoI, November 2017
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- Figure 27: Agreement with selected statements relating to frozen food, NI and RoI, November 2016
- Consumers still prefer tins of beans vs snack pots
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- Figure 28: Consumers who purchase tinned baked beans vs. baked beans in plastic pots/tubs (eg snap pots, fridge pack) in a typical week, NI and RoI, November 2017
Usage of Potato Products
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- Bagged potatoes most bought type of vegetable overall
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- Figure 29: Types of potatoes that consumers buy in a typical week, NI and RoI, November 2017
- Bagged potatoes see strong use across all demographics
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- Figure 30: Consumers who purchase bagged potatoes in a typical week, by gender and age, NI and RoI, November 2017
- Figure 31: Consumers who said they were mainly/wholly responsible grocery shopping in their household, by gender and age, NI and RoI, September 2017
- Frozen chips, wedges, etc popular among parents
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- Figure 32: Consumers who purchase frozen processed potatoes (eg chips, wedges) in a typical week, by presence and age of children in household, NI and RoI, November 2017
- Microwavable mash continues to see more use in NI
Attitudes towards Fruit and Vegetables
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- Demand for Irish produce extremely high
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- Figure 33: Agreement with statements related to fruit and vegetables, NI and RoI, November 2017
- Local produce key to all demographics
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- Figure 34: Agreement with the statement ‘Supermarkets should provide more Northern Irish/Irish sourced fruit and vegetables where possible’, by gender and age, NI and RoI, November 2017
- Figure 35: Factors that are important to consumers when shopping for food and drink in specialist/artisan food stores, NI and RoI, September 2017
- Six in 10 flirting with flexitarianism
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- Figure 36: Agreement with the statement ‘I am currently trying to eat more fruit and vegetables and less meat’, by gender, NI and RoI, November 2017
- iGeneration & Millennials want something more unusual from produce
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- Figure 37: Agreement with the statement ‘I would like to see more unusual varieties/species of fruit and vegetables available in stores’, by age, NI and RoI, November 2017
- Over half want fair prices for fruit and vegetable farmers
Appendix – Data Sources, Abbreviations and Supporting Information
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- Market size rationale
- Data sources
- Consumer data sources
- Abbreviations
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