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Convenience and health drive value
According to The Big Food Guide 2011, UK expenditure on fruit and vegetables is forecast to increase by €0.9bn (£0.6bn) between 2006 and 2011, compared with an increase of just €0.4bn (£0.3bn) in ready meals sales.
This trend is not just confined to the UK but is set to be repeated across other Western Europe countries including France, Germany and Italy.
The reason behind this growth is that consumers in Western Europe demand convenience and are prepared to pay more for it. Pre-sliced vegetables, ready-to-eat salad mixes, convenient servings of fruit have all helped drive value growth in this market.
Rise in organics
Another trend fuelling increased expenditure on fruit and vegetables is the growth in organic produce. Consumer demand for all things organic has increased rapidly and organic alternatives command a premium for health-conscious and environmentally aware shoppers.
So, convenience and health are proving to be the big drivers with consumers more than willing to pay for such benefits.
All data taken from The Big Food Guide 2011, the essential reference for the food industry, available now priced £450 / €700.
For more information:
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Web: www.thebigfoodguide.com