Fresh Produce Report. P13: 12 w/e 3rd January Kantar Worldpanel

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1 Fresh Produce Report P13: 12 w/e 3rd January

2 HOW IS TOTAL PRODUCE PERFORMING? Total Produce is worth 2.1bn and is growing by 4.1% compared to the same period last year. Much of this is driven by shoppers buying produce more often, as frequency is up by 3.1%. 12 w/e vs last year Data Ending: 3rd January

3 RETAILER VALUE SHARES OF PRODUCE VS TOTAL GROCERY Sainsbury s are currently the only one of the Big 4 to overtrade in produce vs total grocery. Tesco currently achieve their fair share, whereas the share of the produce market within Aldi and Lidl is almost twice the size of their share of total grocery All Others RST Value % Produce Value % 12 w/e Data Ending: 3rd January

4 WHAT DRIVES FRUIT AND VEGETABLE PERFORMANCE? Fruit is growing faster than vegetables, mainly because price is increasing in fruit but declining in vegetables. However, fruit is still the smaller category at this time of year. Frequency is the main driver of growth for the total sector. Value Share% YoY Change % Total Produce Fruit Vegetables 2.9 Change in Spend ( 000) 12 w/e vs last year Data Ending: 3rd January

5 HOW ARE FRUIT SECTORS PERFORMING? Soft Fruits were the big winners in fruit. Apples and Pears are the only categories in volume decline, but they were joined in value decline by Bananas Apples Bananas Citrus Grapes Pears Soft Fruit Stone Fruit Tropical Fruits Value Volume 12 w/e vs last year Data Ending: 3rd January

6 WHO ARE BIG WINNERS IN FRUIT? Year on Year volume growth (min value 1m) 2) DATES Up 59.8% 3) AVOCADO Up 51.5% 1) FIGS Up % 4) BLACK GRAPES Up 46.2% 5) SHARON FRUIT Up 45.4% 12 w/e vs last year Data Ending: 3rd January

7 HOW ARE VEGETABLE SECTORS PERFORMING All vegetable categories are in volume growth, and all but Alliums are in value growth. Root Crops and Legumes are doing particularly well Alliums Brassicas Legumes Potatoes Root Crops Salads Other Vegetables Val Growth Vol Growth 12 w/e vs last year Data Ending: 3rd January

8 WHO ARE BIG WINNERS IN VEG? Year on Year volume growth (min value 1m) 2) ASPARAGUS Up 39.4% 3) SQUASH Up 36.1% 1) KALE Up 45% 4) SWEET POTATO Up 29.4% 5) PAK CHOI Up 27.5% 12 w/e vs last year Data Ending: 3rd January

9 Christmas Winners 1. Potatoes 2. Citrus 3. Soft Fruit 4. Avocados 5. Baby Peppers

10 1) Potatoes Potatoes were the largest single contributor to growth in vegetables as a whole, adding 5.4 million to the sector. They were also the only vegetable type to see price increase. 4 w/e Jan v 4 w/e Jan

11 Every category in citrus saw value and volume growth, with some of the smaller categories growing by large margins. % Growth Value Volume Total Citrus Easy Peelers Grapefruit Lemon Lemon+Lime Lime Orange 4 w/e Jan v 4 w/e Jan

12 3) Soft Fruit Soft Fruit was the fastest growing produce sector of all, with all key consumer measures in positive territory. Berries & Currants made the largest contribution to the categories growth. Penetration % Purchase Frequency Trip Volume (kg) Price per kg YOY% KG YOY% Total Soft Fruit Apricot Berries+Currants Cherries Grape-Black Grape-Mixed Pack Grape-Red Grape-White Nectarines Peaches Plums ,000-2, ,000 4,000 6,000 8,000 10,000 12,000 14,000 4 w/e Jan v 4 w/e Jan

13 4 w/e 06 Feb 11 4 w/e 03 Apr 11 4 w/e 29 May 11 4 w/e 24 Jul 11 4 w/e 18 Sep 11 4 w/e 13 Nov 11 4 w/e 08 Jan 12 4 w/e 04 Mar 12 4 w/e 29 Apr 12 4 w/e 24 Jun 12 4 w/e 19 Aug 12 4 w/e 14 Oct 12 4 w/e 09 Dec 12 4 w/e 03 Feb 13 4 w/e 31 Mar 13 4 w/e 26 May 13 4 w/e 21 Jul 13 4 w/e 15 Sep 13 4 w/e 10 Nov 13 4 w/e 05 Jan 14 4 w/e 02 Mar 14 4 w/e 27 Apr 14 4 w/e 22 Jun 14 4 w/e 17 Aug 14 4 w/e 12 Oct 14 4 w/e 07 Dec 14 4 w/e 01 Feb 15 4 w/e 29 Mar 15 4 w/e 24 May 15 4 w/e 19 Jul 15 4 w/e 13 Sep 15 4 w/e 08 Nov 15 4 w/e 03 Jan 16 4) Avocado Avocados remain a seasonal product, and the value of sales decline in the winter. However, such is the speed with which the category has grown, avocado sales were higher at Christmas 2015 than during their summer peak in Value ( 000) Avocado

14 5) Baby Peppers Baby Peppers have more than doubled their value compared to last year. This has been largely driven by the attraction of new shoppers, and a significant increase in price. Measure 4 w/e 04 4 w/e 03 Change Change Jan 15 Jan 16 (Actual) (%) Spend ( 000) 674 1, % Volume (000 kg) % Penetration (%) % Frequency % Spend per Buyer ( ) % Volume per Buyer (kg) % Spend per Trip ( ) % Volume per Trip (kg) % Price per kg ( ) % Value up 114.5% worth 772k ,000 Spend ( 000) 1446k (+114.5%) + 772k Volume (000 kg) 157k (+46.7%) + 408k Price per kg ( ) 9.23 (+46.2%) + 364k Volume per Buyer (kg) 0.3 kg (-5%) - 21k Penetration (%) 2.2% (+53%) + 429k Frequency 1.1 trips (-7.3%) - 41k Volume per Trip (kg) 0.2 kg (+2.5%) + 20k * Penetration contribution includes population growth of 1%