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Fruit & Vegetables Market Report 2011
Key Note Publications Ltd, June 2011, Pages: 164
The UK market for fresh fruit and vegetables was worth an estimated £9.52bn in 2010, representing a 4.3% increase on 2009 figures and a 29.5% increase on 2006. The UK, along with a number of other countries, has been severely affected by rising food-price inflation in recent years, which has pushed up the cost of fruit and vegetables significantly over the past 5 years, despite pressure on producers to keep prices as low as possible during the recent economic downturn. As with the majority of the food industry, supermarkets dominate sales of fruit and vegetables in the UK. These large retailers are highly competitive in terms of pricing and thus must be able to purchase produce at the cheapest possible price in order to pass these savings onto the consumer. In this way, the retail price of fruit and vegetables has been mitigated somewhat in spite of the spike in food-price inflation seen in recent years.
The fresh vegetables sector includes products such as salads, root vegetables, brassicas and legumes, while the fresh fruit category includes apples, pears, bananas and citrus fruits. These products continue to provide a fairly robust cornerstone of the UK population’s overall diet. Part of this has been down to the Government’s long-running and highly successful ‘5-a-day’ campaign, which recommends a diet that consists of five portions of fruit and/or vegetables each day. However, the campaign was recently extended to include frozen fruits and vegetables, an area of the market that is slowly becoming more of a threat to the fresh produce sector because of its convenience over fresh counterparts, e.g. its longer life.
The climate in the UK is unfavourable to the growth and cultivation of certain fruits and vegetables which are required to meet the demand of the population. As a result, around 90% of fruit consumed in the UK is imported. This dependency on imports, along with rising domestic prices and inflation, makes the UK fruit and vegetables market particularly vulnerable to difficulties in the global market.
Key Note predicts that these price increases will continue over the next few years, thus causing market value to rise to approximately £11.93bn by 2015. These price increases are likely to be caused by a number of different factors, including general inflation increases; a rising population (both worldwide and domestic), which will put added pressure on food supplies; ongoing climate change, which is likely to affect growing patterns; and what is generally considered an unpredictable exchange rate for sterling on the global market. Areas of the market that were significantly affected by the recession, such as premium and organic lines, are also likely to see a return to popularity, which will serve to push up the value of the fruit and vegetables market even further, due to the higher price that these particular products generally retail at.
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