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KN15231 KEY NOTE FRUIT AND VEGETABLES APRIL 2001

ISBN 1-84168-187-3

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This report covers: fresh fruit, fresh vegetables, green vegetables, potatoes, bananas, apples, other citrus fruit, grapes, soft fruit, oranges, speciality fruit, stone fruit, root vegetables, specialities, tomatoes, mushrooms, pears, quinces, mandarins, apricots, cherries, peaches, plums, sloes, melons, papya, pears, grapefruit, lemons, limes, avocados, guavas, mangoes, mangosteens, pineapples, berries, dates, figs, onions, shallots, lettuce, chicory, cabbage, brassicas, cucumbers, gherkins, carrots, turnips, beetroot, salsify, celeriac, radish, truffles, garlic, leeks, alliaceous vegetables, leguminous vegetables, peas, cooking apples, brussel sprouts,

Companies covered include: Albert Fisher Group, Chiquita Brands International Inc, Del Monte Fresh Produce, Dole Food Company, Fyffes Group, Geest, Greenvale AP, G's Marketing, MBM Produce, Capescan International, Hazlewood Foods, Poupart,

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Executive Summary
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EXECUTIVE SUMMARY

The UK fresh fruit and vegetable market was valued at £7.41bn in 2000, having increased by 1.2 percent since 1999. Fresh vegetables are the largest market sector but the sector showing the strongest growth is fresh fruit. While processed foods are becoming more popular, fresh produce still accounts for 61.6 percent of the value of all fruit and vegetable sales.

Fresh fruit sales increased in both value and volume terms in 2000, boosted by a growing number of consumers shifting to healthier eating patterns. New product developments, such as mini varieties of some fruits, snack products and ready-to-eat fruit mixes, have helped sales. The supermarkets have been more imaginative in the category management of fresh fruit.

The fresh vegetables sector divides into three main subsectors: fresh green vegetables, other fresh vegetables, and fresh potatoes. The fresh green vegetables subsector experienced healthy value growth in 2000, although price increases have played their part. Again, new product developments have been crucial (led by more prepacked salad varieties, salad-based snacks and vegetable mixes). The other fresh vegetables subsector also recorded some growth in annual sales in 2000, but the fresh potato market continues to struggle, with growing competition from processed products.

The UK supplies a large percentage of its own fresh vegetable requirements but the poor weather of recent years - notably the mild but wet winters and spring - have reduced output and increased prices. The number of vegetable growers is falling. The fruit market, in contrast, depends heavily on imports and many cheaper imports helped to limit price increases in this subsector in 2000. Bananas and apples are the most popular fruits with consumers, and the prepacked banana market is a strong growth area.

The long-term trend shows a decline in per capita consumption of fresh vegetables but an increase in per capita consumption of fresh fruit. UK consumers still consume less fresh fruit per head than many of their European counterparts, so there is still considerable potential for growth. Fresh fruit consumption amongst the young is also low, and recent campaigns and government initiatives aim to encourage healthier eating amongst children and young adults.

The market trends of the last few years are likely to continue over the next few years, with fresh fruit consumption continuing to increase but fresh vegetable consumption still in decline. More fruit-based snack products and a wider range of exotic fruits, along with more campaigns to encourage fruit consumption, will help to maintain sales growth.

TABLE OF CONTENTS

Executive Summary	1
1. Market Definition	2
REPORT COVERAGE	2
MARKET SECTORS	2
Fresh Fruit	2
Fresh Vegetables	2
MARKET POSITION	3
The UK	3
Table 1: Household Expenditure on Food and on Fruit and Vegetables at Current Prices (£m at rsp), 1996-2000	3
Table 2: Household Expenditure on Food by Main Product Area ( percent of total household expenditure), 2000	4
Overseas	4
MARKET TRENDS	4
Sales of Further-Prepared Fresh Produce Drive Growth	4
Processed Fruit and Vegetable Sales Hit Fresh Sales	5
Healthy Eating Concerns Increase Sales of Fresh Fruit	5
Snacking	5
All-Year-Round Availability	5
Organics	5
Environmental Uncertainties	6
Price Fluctuations are a Market Feature	6
Vegetarianism	6
KEY TRADE ASSOCIATIONS	6
British Potato Council	6
The British Tomato Growers Association	7
Fresh Fruit & Vegetable Information Bureau	7
Fresh Produce Consortium (UK)	7
2. Market Size	8
THE TOTAL MARKET	8
Table 3: The Fresh Fruit and Vegetables Market by Value at Current Prices (£m at rsp), 1996-2000	8
Table 4: Retail Price Index for Fresh Fruit and Vegetables (13th January 1987=100), November and March 1997–2000	9
Table 5: The Retail Fresh Fruit and Vegetables Market by Volume (000 tonnes), 1996-2000	9
FRESH FRUIT	10
Table 6: The Fresh Fruit Market by Value at Current Prices (£m at rsp), 1996-2000	10
Table 7: The Fresh Fruit Market by Sector by Value at Current Prices (£m and percent), 2000	11
FRESH VEGETABLES	11
Fresh Green Vegetables	11
Table 8: The Fresh Green Vegetables Market by Value at Current Prices (£m at rsp), 1996-2000	12
Fresh Potatoes	12
Table 9: The Fresh Potatoes Market by Value at Current Prices (£m at rsp), 1996-2000	13
Other Fresh Vegetables	13
Table 10: The Other Fresh Vegetables Market by Value at Current Prices	13
(£m at rsp), 1996-2000	13
Table 11: The Other Fresh Vegetables Market by Sector by Value at Current Prices (£m and percent), 2000	14
UK PRODUCTION AND FOREIGN TRADE	14
Fresh Fruit	14
Table 12: UK Production, Imports and Exports of Fresh Fruit by Volume (000 tonnes), 1996-2000	15
Table 13: Imports and Exports of Fresh Fruit by Type by Volume (000 tonnes), 1999	15
Table 14: Key Sources of UK Banana Imports ( percent of imports by volume), 2000	17
Fresh Vegetables	17
Table 15: UK Production, Imports and Exports of Fresh Vegetables by Volume (000 tonnes), 1996-2000	17
Table 16: Imports and Exports of Fresh or Chilled Vegetables by Type by Volume (000 tonnes), 1999	18
Fresh Potatoes	18
Table 17: UK Production, Imports and Exports of Fresh Potatoes by Volume (000 tonnes), 1996-2000	19
3. Industry Background	20
Recent History	20
Table 18: Production of Selected Major Horticultural Crops in the UK by Volume (000 tonnes), 1995/1996–1999/2000	21
Number of Companies	22
Table 19: Number of VAT-Based Enterprises Engaged in the Growing of Vegetables and Fruit by Turnover (£000), 2000	22
Regional Variations in the Marketplace	23
DISTRIBUTION	23
Wholesaling	23
Table 20: Number of VAT-Based Enterprises Engaged in the Wholesale of Fruit and Vegetables by Turnover (£000), 2000	24
Retailing	24
Table 21: Distribution of Fresh Fruit and Vegetables by Type of Outlet by Value ( percent), 1996-2000	25
Table 22: Usual Retail Outlet for Purchases of Fresh Fruit and Vegetables ( percent of housewives), 2000	25
How Robust is the Market?	25
LEGISLATION	26
Agricultural and Horticultural Act 1964	26
Contamination in Food Regulations 1997	26
Pesticides (Maximum Residue Levels in Crops, Food, & Feedingstuffs) Regulations 1994	26
Novel Foods and Novel Foods Ingredients Regulations 1997	26
Organic Products Regulations 1992	26
4. Competitor Analysis	27
THE MARKETPLACE	27
MARKET LEADERS	27
The Albert Fisher Group PLC	27
Chiquita Brands International Incorporated	28
Del Monte Fresh Produce (UK) Ltd	29
Dole Food Company Incorporated	30
Fyffes Group Ltd	30
Geest PLC	31
Greenvale AP PLC	32
G’s Marketing Ltd	33
MBM Produce Ltd	33
OTHER COMPANIES	34
Capespan International Holdings Ltd	34
Hazlewood Foods PLC	34
Poupart Ltd	34
OUTSIDE SUPPLIERS	34
ADVERTISING AND PROMOTION	35
Table 23: Main Media Advertising Expenditure on Fresh Fruit (£000), 1999 and 2000	35
Table 24: Main Media Advertising Expenditure on Fresh Vegetables (£000), 1999 and 2000	36
Exhibitions and Trade Shows	37
International Food Exhibition	37
Natural Products Europe	37
Other Exhibitions	37
5. Strengths, Weaknesses, Opportunities and Threats	38
The total MARKET	38
FRESH FRUIT	39
FRESH VEGETABLES	40
6. Buying Behaviour	42
Patterns of consumption	42
Table 25: Per Capita Consumption of Fresh Fruit and Vegetables (grams per person per week), 1990, 1995 and 1997-2000	42
Table 26: Per Capita Consumption of Fresh Fruit and Vegetables by Type (grams per person per week), 1999 and 2000	43
By Region	44
Table 27: Per Capita Consumption of Fresh
Fruit and Vegetables by Government Office Region (grams per person per week), 1999	44
By Age	45
Table 28: Per Capita Consumption of Fresh Fruit and Vegetables by Age (grams per person per week), 1999	45
By Household Income	45
Table 29: Per Capita Consumption of Fresh Fruit and Vegetables by Income Group (grams per person per week), 1999	46
EXPENDITURE by consumers	46
Table 30: Expenditure on Fresh Fruit and Vegetables ( percent of housewives spending ’in last week’), 1999 and 2000	46
CONSUMER RESEARCH	47
Table 31: Those Who Eat Fresh Fruit During a Typical Day ( percent of adults), 2000	48
7. Current Issues	49
The INTERNET	49
Fyffes Group	49
Del Monte	49
HEALTH ISSUES	49
Free Fruit for Schoolchildren	49
‘Go for 5 a day’ Campaign	49
EC Action Programmes	50
Eating Fruit and Vegetables Saves Lives	50
PRODUCT DEVELOPMENT AND PROMOTIONS	50
Prepared Salads	50
Fruit Discoveries	50
Organics	50
New English Strawberry	51
Canary Islands	51
CORPORATE ACTIVITY	51
Jaffa	51
Northcourt Group Ltd and Enzafruit Worldwide Ltd	51
LEGISLATIVE CHANGES	51
8. The Global Market	52
WORLD PRODUCTION SHIFTS	52
Table 32: World Production of Fresh Vegetables and Fresh Fruit by Region (000 tonnes), 1997 and 1998	52
Table 33: Volume Share of EU Production of Fresh Produce Taken by Major Countries ( percent of total EU output), 2000	53
Table 34: Consumer Expenditure on Fruit and Vegetables (£m), 1999	53
ITALIAN PER CAPITA FRUIT CONSUMPTION IS HIGH	54
The UK LAGS BEHIND MOST OTHER EU MARKETS IN PER CAPITA CONSUMPTION	54
US CONSUMPTION OF FRESH PRODUCE is INCREASING	54
JAPANESE MARKET RELIES ON HOME PRODUCTION	54
WORLD PRODUCTION DRIVEN BY GROWING PROCESSED MARKETS	55
EU PRICES FOR FRESH PRODUCE STABILISE IN 2000	55
9. Forecasts	56
INTRODUCTION	56
FUTURE TRENDS	56
Demographics	56
Eating Trends	56
Organics	57
Global Supplies	57
FORECASTS 2001 to 2004	58
Table 35: The Forecast Fresh Fruit and Vegetables Market by Value at Current Prices (£m at rsp), 2001-2004	58
Table 36: The Forecast Retail Fresh Fruit and Vegetables Market by Volume (000 tonnes), 2001-2004	58
10. Company Profiles	59
Del Monte Fresh Produce (UK) Ltd	60
Fisher Foods Ltd	62
Fyffes Group Ltd	64
Geest Foods Ltd	66
Greenvale AP PLC	68
G's Marketing Ltd	70
11. Further Sources	72
Associations	72
Periodicals	75
Directories	76
General Sources	76
Bonnier Information Sources	77
Government Publications	79
Other Sources	79
Understanding TGI Data	81
Number, Profile, Penetration	81
Social Grade	82
Standard Region	82
Key Note Research	83
The Key Note Range of Reports	84

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Last updated by Jacob van Eldik 19th May 2001