Fruit and vegetables enjoy growth despite ‘stocking up’ trend

Fresh fruit and vegetable producers are enjoying steady sales growth, despite the ‘stocking up’ approach currently being adopted by Irish consumers, say industry analysts.

Sales volumes of fresh fruit and vegetables are up 1.7% so far this year, and now account for almost 15% of total grocery spend in Ireland, according to the latest market surveys by Kantar Worldpanel. There are shifts when viewed from within some product and price categories, but overall this sector of fresh food is clearly seeing a lift.

Bord Bia horticulture manager Mike Neary notes: “In the year ending Sept 2013 the value of the fresh vegetable and potato category increased due to a higher average unit price, but volume is back when compared with the previous year. For the same period the value of fresh fruit sales has remained similar, but volume is up by 1.7% due to a rise in the volume purchased per buyer and an increase in the shopping frequency.”