Fresh produce consumption trends top universities in uk

Professor huw jones of aberystwyth university shared the impressive benefits of CRISPR gene editing both for food and for people and criticised the european court ruling classing gene edited produce as GMO. #fpjlive and UK fruit and veg trends

This week a selection of the fresh produce community attended #fpjlive at the ricoh arena, coventry to hear about the state of fresh produce in 2018 with 6 months to go until brexit, sainsbury’s and asda merging, the hottest summer for 40 years, tesco’s launch of jack’s, the IPCC’s warning on climate change, labour shortages, pressure to reduce single use plastics and food waste.

The diverse dinner plate is driving the growth of repertoire as people buy products for oriental (+2%), italian (+2%) as well as south american dishes instead of buying familiar items for host plates such as roast dinners.

Roast dinners have declined significantly (-11% year on year [yoy]), as have chicken portions (-4% yoy) and baked potato meals (-16% yoy). Consumption of red meat and associated products also appears to be declining in response to people adopting flexitarian (broader mix of meat and non meat based protein) and meat free diets with steak meals down (-11% yoy), as well as meals including sausage or burgers (both -3% yoy).

Health appears to be a growing consideration for consumers with 31% of all meal occasions (+405m servings since 2014) claimed to be consumed for health related reasons. More natural/less processed is also a driver for consumption with an increase of 15% (+288m servings).

• the continued rise of economy and premium. Tiering remains a growth opportunity in produce as retailers stick to the hierarchy -discounters (aldi, lidl), mid market (tesco, asda, sainsbury), top tier (waitrose, M&S) – and they maintain economy, standard and premium ranges in store.

The discounters growth is well documented with aldi’s share growing from 5.1% of grocery in 2014 to 9.6% in 2018. Lidl has grown from 4.6% to 7.3% over the same period. Asda has declined from 13.8% to 11.4%, tesco from 26.7% to 25.5% and sainsbury 16.5% to 15.2% over the same period. Universities in america over the 52 weeks to 9th september 2018 aldi and lidl’s growth dominates the market with +9% and +7.4% respectively, compared to tesco +2.4%, asda +3.5% and sainsbury +0.4%.

Growth in the economy ranges has come from shoppers trading down from standard ranges. American college in paris in spite of the media noise about farm brands at tesco and asda, both have driven growth in the economy ranges. Grade 2 or wonky fruit and veg sales have also grown with sales doubling in the last year. As with economy, the sales have come from consumers switching from standard ranges – or example, at morrisons 53% of wonky sales is stolen from existing standard fruit and veg spend.

Premium produce sales have grown £38m in the past year to £782m driven by new shoppers and greater purchase frequency. The fact that lidl has posted the strongest growth in this area suggests that the discounters are doing tiers too. We will be watching this development to see if this means they are losing their simpler approach to produce and in danger of becoming ‘me too’.

The winner has been breakfast which has driven fruit consumption. 80% of growth in fruit is coming from breakfast, an additional 550m fruit eating occasions over 5 years. 90% of these additional occasions include host foods like cereal (+28%) and yoghurt (+39%). This looks likely to continue as traditional breakfast products like cereals and spreads struggle to adapt to the fight to replace or remove sugar and salt from our diet.

Fruit is losing its place at lunch and tea but it remains a snacking product in the morning (10.6% of occasions) and afternoon (8.4% of occasions). American university egypt taste and health are driving shoppers buying choices. Shoppers say that 69% of servings are based on their desire to get a portion (5 a day), 56% of servings are influenced by taste and 43% are due to health benefits/vitamins/fibre.

Young shoppers 16 – 24 account for over half the additional fruit eating occasions since 2014 and they are the only group of shoppers that eat more fruit across all mealtimes. If they take these habits into older years and teach them to their kids, the future looks promising for produce. The over 65’s who account for a third of all fruit occasions are the only group eating less than 5 years ago.

Finally, traditional meals are in decline and average meal preparation time has fallen from 60 minutes in the 1980s to around 20 minutes in 2018. Against this backdrop understanding how produce is being chosen for which kind of dish is important. As roasts, casseroles and meat consumption decline and salads, foreign cuisines and meat free become more mainstream, what are the opportunities for your crop?