The total retail apple market performed well in the 52 weeks to July 18 this year, as sales increased by four per cent in value while volume remained fairly static. The £650 million market has experienced something of a resurgence, with the majority of the top 10 varieties joining in the fun.
The apples preferred by the UK consumer have changed with time and the last three years have seen a strengthening of the position of the country’s favourite strains.
Gala and Braeburn continue to head the list, with 20.6 per cent and 19.3 per cent of the market value respectively. Both saw their value growth slow in the period, after big increases in the previous 12 months. Gala increased its overall share, but Braeburn dropped into second place in the variety charts.
In volume terms however Gala has opened up a gap in the last 12 months, when 108,145 tonnes were consumed by UK retail shoppers. Braeburn volume dropped by 13 per cent and its share to 17.4 per cent. This at least illustrates that the supply and demand mechanics worked up to a point, as the average price for a tonne of Braeburn rose, while the average price per tonne for Gala decreased slightly.
These two bi-coloured types have stolen a march over Golden Delicious, which nevertheless retains a 13.1 per cent share of the value and 15 per cent share of the volume in the marketplace. Seasonal production differences around the world obviously played a part in the variety’s leap in the 12 months before, but a decline of seven per cent in volume of Golden took its share back closer to the five-year average.
The continued popularity of Cox stands domestic growers in good stead. The variety sits in fifth place in the volume list and fourth in value. A 12 per cent increase in volume in the 12 months to July 18 was accompanied by a seven per cent value hike. Granny Smiths occupy fourth and fifth spots too, in the opposite lists to Cox, and a good year for the variety saw both its volume and value rise by 17 per cent - no mean feat in the price-sensitive retail arena.
The big gains are being made by Pink Lady. The trademarked variety is making huge strides, and now represents 5.3 per cent of the UK apple market by value, while tipping the scales at just 3.2 per cent of its volume. It maintained its premium position in a year when volume rocketed by 48 per cent (value shot up by 47 per cent and the brand is now a £34.5m fixture on the UK shelves).
The bottom four places in the apple top 10 are filled by varieties that have enjoyed more of a rollercoaster ride. Bramley performance is traditionally difficult to predict, but a 12 per cent value lift was followed by a static year in value terms, which was a decent showing considering there was an 11 per cent drop in volume in the period.
Red Delicious retains its value for a certain section of consumers, but is unlikely to increase its share of around 2.5 per cent of the market. Empire bounced back from a 33 per cent volume dive in the 52 weeks to July 20 2003, with a 48 per cent rise year on year and Fuji - not by sheer coincidence - saw a 20 per cent volume lift transformed into a 10 per cent volume and value drop.
The long-term trends seem set. New varieties will more than likely tip the applecart this way and that by a few percentage points, but other than Pink Lady, there does not appear to be a variety that is capable of storming through the ranks just yet. WWF predict great things for Jazz of course - a £25m brand would sneak into eighth place on this year’s list. But where will it be in five years? Keep reading the FPJ Supplement to find out.
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