Fruit and Vegetables - Ireland - March 2015

INTRODUCTION
Key themes of the report
Definitions
Consumer research
Data sources
Abbreviations
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)