‘Traditional’ vegetables growing in popularity

Traditional vegetables are increasing in popularity, as the value of the fresh fruit and vegetable category declined by 1.8% in the past 12 months, according to the latest research by Kantar Worldpanel. 

While the top 10 selling vegetable lines are made up of the well known favourites such as tomatoes, carrots, mushrooms, onions and broccoli, there is a trend which has seen some decline in the sale of more traditional fresh produce lines with other lines increasing in popularity (though from a smaller base).

In the last year, the research has shown that lines such as spinach, asparagus, aubergine and kale have increased in popularity. In the fruit category, products such as raspberries and blueberries have increased their value share of the market.

Mike Neary, Manager Horticulture Division, Bord Bia, said the latest research shows that the fresh produce fruit and vegetables category was valued at €1.22billion and accounted for 14.4% of the value of the total grocery spend by shoppers to the year ending March 2014.

This is a decline in the value of the category of 1.8% compared to the previous year. The volume purchased per trip by shoppers also decreased slightly. Overall, the frequency of purchase for fresh produce is currently 149 purchase occasions per year.

Convenience continues to be important for consumers, and the prepared fruit and veg category, despite a decline in value of 1.2% over the last year, is still valued at €82ml per annum with a purchase frequency of 23 times per year