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ISBN 1-85765-806-X

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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

The UK fresh fruit and vegetable market was valued at £6.42bn at current prices in 1999, representing only a marginal increase on 1998 sales. Higher prices and the introduction of more value-added products have enabled value growth to be maintained despite a decline in volume consumption of fresh produce. Between 1996 and 1999, retail prices of fresh fruit and vegetables increased at a much faster rate than general increases in food prices.
Fresh vegetable sales were £3.5bn in 1999, representing 54.4 percent of all sales. Potato sales declined in both value and volume terms but there was strong value growth in the fresh green vegetables market where pre-packed and prepared salads and vegetable mixes enjoyed healthy growth. Other fresh vegetable sales also increased in 1999. Fresh fruit volume consumption has been increasing in recent years and the market value has also been increasing strongly as healthy eating concerns and the move towards more snacking and grazing has helped sales of bananas, apples, grapes and other fruits. In 1999, the fresh fruit market was valued at £2.93bn.
In a sector which has traditionally been a commodity market with low prices, little branding and limited new product development, suppliers have been attempting to increase sales through new varieties and premium products. New varieties address consumer demands for more exotic produce while premium products include a range of pre-packed and prepared salads and vegetables, mini versions of fruits and vegetables aimed at the lunch box and snack markets, and combinations of fresh fruit and yoghurt or fromage frais, again appealing to snackers.
The UK is relatively self-sufficient in the vegetable sector but relies on imports to satisfy a large part of the fruit market. An estimated 70 percent of the UK`s demand for vegetables can be met from home production, and 94 percent of the demand for potatoes. On the other hand, only 12 percent of the UK market for fresh fruit comes from home produced supplies. Overseas suppliers are becoming more important as consumers demand more variety and all-year availability.
The number of UK growers and wholesalers supplying the market is declining as the industry becomes more concentrated. Concentration is also a key feature of the retailing sector where the grocery multiples and co-operatives now claim 77 percent of all retail sales of fresh fruit and vegetables. Improved displays of fresh produce, and a wider choice, have boosted sales through supermarkets.
Some upward movement in prices in 2000 and 2001 should maintain value sales growth, with the total market expected to reach £6.54bn in 2000. By 2004, the market is forecast to be worth £7.32bn. Volume consumption is unlikely to increase significantly, but the development of more premium and
value-added products should help sales growth.

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET TRENDS

Table 1: The UK Fresh Fruit and Vegetables Market by Sector by Value (£m and percent share), 1999

Table 2: Trends in UK Consumer Expenditure on Food and Sales of Fresh Fruit and Vegetables (£m and percent growth), 1995-1999

Table 3: UK Consumer Expenditure on Food by Main Product Area ( percent), 1996 and 1998

Table 4: I Eat Fresh Fruit During a Typical Day ( percent agreeing and not agreeing), 1999

Market Size

THE TOTAL MARKET

MARKET SECTORS

UK PRODUCTION AND FOREIGN TRADE

Table 5: The UK Fresh Fruit and Vegetables Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index 1994=100), 1994-1999

Table 6: UK Retail Price Index for Fruit and Vegetables (13th January 1987=100), November 1996-November 1999

Table 7: The UK Fresh Fruit and Vegetables Market by Sector by Value (£m), 1994, 1996, 1998 and 1999

Table 8: The UK Fresh Fruit and Vegetables Market by Sector by Volume (000 tonnes), 1994, 1996, 1998 and 1999

Table 9: The UK Potato Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index 1994=100), 1994-1999

Table 10: The UK Fresh Green Vegetables Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index 1994=100), 1994-1999

Table 11: The UK Other Fresh Vegetables Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index 1994=100), 1994-1999

Table 12: The UK Other Fresh Vegetables Market by Sector by Value (£m and percent share), 1999

Table 13: The UK Fresh Fruit Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index 1994=100), 1994-1999

Table 14: The UK Fresh Fruit Market by Sector by Value ( percent share), 1999

Table 15: UK Production, Imports and Exports of Potatoes by Volume (000 tonnes), 1994-1998

Table 16: UK Production, Imports and Exports of Fresh Vegetables by Volume (000 tonnes), 1994-1998

Table 17: UK Imports and Exports of Fresh or Chilled Vegetables by Type (000 tonnes), 1998

Table 18: UK Production, Imports, and Exports of Fresh Fruit (000 tonnes), 1994-1998

Table 19: Imports and Exports of Fresh Fruit by Type (000 tonnes), 1998

Industry Background

RECENT HISTORY

PRODUCTION

NUMBER OF ENTERPRISES

WHOLESALE DISTRIBUTION

RETAIL DISTRIBUTION

TRADE ASSOCIATIONS

Table 20: UK Gross Production of Fresh Vegetables Excluding Potatoes (000 tonnes), 1995/1996-1998/1999

Table 21: UK Home Crop Output of Potatoes for Human ConsumptionÅ (000 tonnes), 1998-1999

Table 22: UK Gross Production of Fresh Fruit (000 tonnes), 12 Months to April 31st 1998 and April 31st 1999

Table 23: Number of UK Growers of Fresh Fruit and Vegetables by Turnover (£000), 1999

Table 24: Number of UK Growers by Sector, 1996-1999

Table 25: Number of UK Wholesalers of Fruit and Vegetables by Turnover (£000), 1999

Table 26: Distribution of Fresh Fruit and Vegetables by Type of Outlet by Value ( percent share), 1994-1999

Table 27: Usual Place of Purchase of Fresh Fruit and Vegetables ( percent of housewives), 1999

Competitor Analysis

INTRODUCTION

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 28: Selected Leading Companies in the UK Fruit and Vegetables Market by Turnover (£m), 1998/1999

Table 29: Main Media Advertising Expenditure on Fresh Fruit and Vegetable Brands and Products (£000), Year to September 1998 and 1999

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMPTION

EXPENDITURE

Table 30: Per Capita Consumption of Fresh Fruit and Vegetables (ounces per person per week), 1994-1999

Table 31: Per Capita Consumption of Fruit and Vegetables by Sector (ounces per person per week), 1994-1999

Table 32: Per Capita Consumption of Fresh Fruit and Vegetables by Government Office Region (ounces per person per week), 1998

Table 33: Per Capita Consumption of Fresh Fruit and Vegetables by Age (ounces per person per week), 1998

Table 34: Per Capita Consumption of Fresh Fruit and Vegetables by Social Grade (ounces per person per week), 1998

Table 35: Expenditure on Fresh Fruit and Vegetables ( percent of housewives spending `in last week`), 1995-1999

Outside Suppliers to the Industry

INTRODUCTION

STORAGE AND DISTRIBUTION

MACHINERY

PACKAGING

Current Issues

NEW PRODUCTS

GENETICALLY-MODIFIED FOODS

BANANAS

ORGANIC PRODUCE

ONLINE TRADING

DIRECT SELLING BY GROWERS

Forecasts

FORECASTS 2000 TO 2004

MARKET DRIVERS

Table 35: Forecast of the UK Fresh Fruit and Vegetables Market by Value (£m and percent change), 2000-2004

Table 36: Forecast of the UK Fresh Fruit and Vegetables Market by Volume (000 tonnes and percent change), 2000-2004

Table 37: Age Profile of the UK Population (000), 1996, 2001 and 2006

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

BONNIER INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 2000 Key Note

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Last updated by Jacob van Eldik 19th May 2000