There is optimism over this season’s kiwifruit offer in the UK, despite recent slow progress.
Jo Mumford, category insight manager at Chingford, explains that recent kiwifruit spending growth in the UK has been sluggish, with strategic changes impacting on market performance.
“A lower number of shoppers have purchased the category but shopped more frequently, linked to market trends,” Mumford notes. “Trip volume and value declined – fewer multibuys mean shoppers have not been encouraged to pick up as much produce per visit.'
As such, volume sales may remain subdued while the market adjusts and annualises much higher levels of multibuy activity, Mumford explains, although there is plenty for the category to be positive about in the UK.
“An assortment of activities and shopper communication, combined with secondary space and appealing offers, will ensure kiwifruit remains a consideration for new and existing shoppers over the coming months,” she outlines.
Looking globally, the kiwifruit picture appears extremely favourable for leading marketer Zespri, according to Lorraine Kirby, market manager for the group’s UK business and Chingford’s supplier.
“After a few years of restricted volumes, we have reached the turning point and will sell globally 108m trays,” she explains. “The industry is in great shape, it is set for strong growth in coming years with volumes of higher-value gold fruit increasing strongly.
“This season, our (New Zealand) exports will be back to pre-Psa volumes for the first time – a real milestone in the industry’s Psa recovery and a great opportunity for us,” Kirby continues. “There is strong gold growth ahead, with volumes nearly doubling from last year, and we are on track to top 50m Gold3 trays by 2018. We also forecast strong growth for our European production season in the coming years.”
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