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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 vegetables market grew by 28.5 percent at current prices between 1993 and 1998, to reach a value of £6.36bn. This was achieved despite a fall in market volume of 2.4 percent, to 6.2 million tonnes. The fresh vegetables sector, which includes potatoes, fresh green vegetables and other vegetables, accounted for the majority of sales. Fresh fruit is the other main market sector.
Potatoes have suffered the sharpest fall in sales in the mid- to late 1990s, as consumers have turned to processed potato products or alternative carbohydrates, such as pasta or rice, for meals. Innovative activity in the sector, including effective segmentation and the introduction of new varieties, meant that the value of sales did not fall as steeply as their volume between 1993 and 1998.
Fresh green vegetables have also experienced a decline in sales by volume, but rising sales of prepacks and other added-value products have increased the value of the sector. Sales of other vegetables have experienced growth in both volume and value terms, as consumers have sought more variety in their diet and have been willing to experiment with new products. Again, prepacks have driven sales, with consumers being willing to pay a premium for prepared and mixed vegetables and salads.
Fresh fruit has seen the most dynamic growth in the market since 1993. New varieties, better availability and retailer activity have all played a role in its development. Although bananas and apples are the UK's best-selling fruit, sales of more exotic produce are rising.
The major grocery multiples are taking a growing share of the retail market, offering a wide range of produce at price points ranging from economy to premium. Changes in shopping habits, such as the desire for one-stop shopping, are likely to increase their share further. The multiples have also led in areas such as the wider distribution of organic produce, which is commanding a growing share of the market.
The fruit and vegetables market is set to continue its growth in value, reaching £8.15bn by 2003. Consumers have shown a willingness to pay a premium for convenience and quality, and prepacks will play an important role in the future. Healthy eating has been promoted heavily, and many consumers have yet to transfer intentions into actions. Smaller packs are finding a market among smaller households, which are growing in number in the UK.

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: The Fresh Fruit and Vegetables Market by Sector by Value (£m and percent share), 1998

Table 2: Household Expenditure on Food by Sector ( percent), 1995-1997

Table 3: Index of Consumer Expenditure on Food and on Fresh Fruit and Vegetables at Current Prices (1993=100), 1993-1998

Table 4: Consumption of Fresh Fruit and Vegetables Per Capita (grams per week and percent change), 1993, 1995 and 1997

Market Size

THE TOTAL MARKET

BY MARKET SECTOR

UK PRODUCTION AND FOREIGN TRADE

Table 5: The Fresh Fruit and Vegetables Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index), 1993-1998

Table 6: The Fresh Fruit and Vegetables Market by Sector by Value (£m and percent change), 1994, 1996 and 1998

Table 7: The Fresh Fruit and Vegetables Market by Sector by Volume (000 tonnes and percent change), 1994, 1996 and 1998

Table 8: The Potato Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index), 1993-1998

Table 9: The Fresh Green Vegetables Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index), 1993-1998

Table 10: The Other Fresh Vegetables Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index), 1993-1998

Table 11: Other Fresh Vegetables by Sector by Value (£m and percent share), 1998

Table 12: The Fresh Fruit Market by Value and Volume (£m at rsp at current prices, 000 tonnes and index), 1993-1998

Table 13: The Fresh Fruit Market by Sector by Value (£m and percent share), 1998

Table 14: UK Production, Imports and Exports of Potatoes by VolumeÅ (000 tonnes), 1993-1997

Table 15: UK Production, Imports and Exports of Fresh Vegetables by Volume (000 tonnes), 1993-1997

Table 16: Imports and Exports of Fresh or Chilled Vegetables by Type (000 tonnes), 1997

Table 17: UK Production, Imports and Exports of Fresh Fruit (000 tonnes), 1993-1997

Table 18: Imports and Exports of Fresh Fruit by Type (000 tonnes), 1997

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

Table 19: Number of UK Growers of Fruit and Vegetables by Turnover (£000), 1998

Table 20: Number of Wholesalers of Fruit and Vegetables by Turnover (£000), 1998

Table 21: Distribution of Fresh Fruit and Vegetables by Outlet by Value ( percent shares), 1996 and 1998

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 22: Major Suppliers of Fruit and Vegetables by Turnover (£m), 1997/1998

Table 23: Main Media Advertising Expenditure on Fresh Fruit and Vegetables (£000), Year to December 1997 and 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

CONSUMPTION OF FRESH FRUIT AND VEGETABLES

SOURCE OF PURCHASE

Table 24: Consumption of Fresh Fruit and Vegetables by Expenditure ( percent of housewives spending 'in last week'), 1995-1998

Table 25: Consumption of Fresh Fruit and Vegetables by Age (grams per person per week), 1997

Table 26: Consumption of Fresh Fruit and Vegetables by Income Group (grams per person per week), 1997

Table 27: Consumption of Fresh Fruit and Vegetables by Region (grams per person per week), 1997

Table 28: Source of Purchase of Fresh Fruit and Vegetables ( percent of housewives), 1996-1998

Outside Suppliers to the Industry

PACKAGING

STORAGE AND DISTRIBUTION

Current Issues

REMOVAL OF IMPORT LICENCES

ORGANIC PRODUCE

UNIFRUCO AND OUTSPAN MERGER

BANANA WAR

GENETICALLY-MODIFIED FOODS

Table 29: Sources of UK Banana Supply ( percent), 1998

Forecasts

FORECASTS 1999 TO 2003

Table 30: The Forecast Fresh Fruit and Vegetables Market by Value (£m and percent change), 1999-2003Å

Table 31: Age Profile of the UK Population (000 and percent change), 1996 and 2006

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HOPPENSTEDT BONNIER INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 19th January 2000