Michal Slawski, Horticulture Department, Bord Bia – Irish Food Board

Kantar figures to the end of January 2016 show that retail fresh produce sales in the last two years, older shoppers have continued to gain market share at the expense of younger shoppers. The overall market shows that while expenditure on retail fruit and veg is similar to two years ago, the volume of produce sold has increased by 11%. Shoppers below the age of 35 used to have a 19% share of the fresh produce market, but in the last two years this has declined to 16%, and even their volume of purchases has fallen by 9%.

It’s not all bad news though as the biggest part of the market, and the fastest growing is the 35-44 year olds, followed by the more traditional high consumers of fruit and veg, the over 65’s. However, it’s important to continue to engage with younger consumers, as if a trend like this were to continue, it would result in a long term decline in fresh produce sales. Reasons for the decline lie in changes in diet, lack of cooking skills and less time to cook.

Bord Bia is currently running two EU co funded campaigns which help to increase the engagement of younger consumers with mushrooms and potatoes, Just Add Mushrooms and Potatoes – More Than A Bit On The Side

For more information contact Michal.Slawski@bordbia.ie