New research from Mintel finds as many as half (48%) of  UK fruit and vegetable buyers agree that they would buy oddly shaped fruit or vegetables if they were of good quality.

2013_Mintel_hi-resThe same research finds a lower price would make these products even more attractive,  as some 42% of fruit and vegetable buyers say they would buy oddly shaped fruit and vegetables if they were cheaper.

Meanwhile, over half (56%) of UK adults say they feel that food retailers should do more to reduce the amount of food they throw away, while 28% of consumers are concerned about the amount of fruit or vegetables they waste.

Today, as many as 93% of all Brits buy fresh fruits weekly, while 90% buy fresh vegetables.   And it seems Britain’s love of fruit and vegetables continues to grow as 25% of fruit and vegetable shoppers say that compared to a year ago they are cooking at home using fruit and vegetables more often; while one in ten (10%) say they can afford to buy more fresh fruit and vegetables compared to a year ago. Furthermore, whilst there have been questions over the high sugar content in fruit, less than one in 10 (8%) say they have cut back on buying some fruits because of the sugar content.

Indeed, fruit and vegetables remain a major part of the British diet and thanks to a 16% growth between 2009 and 2014 the combined fruit and vegetable market in the UK, including potatoes, stands at an estimated £16 billion, up from just under £14 billion in 2009. Looking forward, whilst sales of fruit and vegetables are forecast to rise to just under £19 billion by 2019, it is inflation which is expected to drive this growth.

Moreover, for UK consumers, good value is vital when it comes to stocking the fridge. Over three in five (62%) Brits who buy fresh fruit and vegetables say that low price is important, followed by the best before date (41%) and whether it is on promotion (38%). Some 35% of Brits would like to see a greater variety of fruit or vegetables available in ready-to-eat snack formats, for example washed, peeled or chopped.

For more info visit

Comments are closed.


To use this website, you must be aged 18 years or over
* by clicking above, I agree that I am over 18 years of age