Michal Slawski, Sector Manager Horticulture, Bord Bia – The Irish Food Board
Recent Kantar World panel information show that for the 52 weeks to the 16th of June 2019 show that total fresh produce sales are up by 3% to €1,576 billion, while volume is a shade down by 2% to 748 thousand tonnes. Value growth is being led by price increases, up 5% over the same period in 2018.
Some of the underlying factors behind the solid performance of the sector are highlighted in the Mintel report ‘Fruit and Vegetables – Ireland, March 2019.
Health remains strongly on the agenda with Irish consumers, with 81% of consumers claiming that they are currently trying to eat more fruit and vegetables.
Local sourcing remains a key issue for Irish consumers, with 83% of consumers believing supermarkets should provide more Irish fruit and vegetables on store shelves, and mature consumers showing most agreement with this.
2018 Toluna data noted that one in ten Irish consumers claimed to be a flexitarian – meaning they
have reduced their overall meat intake, while 8% of consumers note they are vegetarian or vegan.
Well over half of Irish consumers use frozen vegetables, with the likes of frozen peas being relatively convenient – while also reducing food waste with their long shelf life.
More information concerning growers/farmers is important to 65% of consumers, highlighting the importance of provenance and food security when buying fruit and vegetables
Fruit and vegetable brands are in a position to benefit from the drive for more plant-based diets, and a demand for greater sustainability in food supply chains.
Bagged potatoes remain the most commonly used type of fruit and vegetable product overall, with
over four in five noting they buy bagged potatoes weekly.
Eurostat figures show that Ireland perform well in fruit and vegetable consumption, although we are still well short of the 7-a-day target that we aspire to.
The most recent IUNA consumption study is from 2011, but it shows that the average combined intake of fruit and vegetables (excluding composite dishes and fruit juice) was 192g per day which equates to about two and half portions a day.
