There is something hidden in the data about fruit and vegetable consumption that we should not ignore.
The bedrock of vegetable consumers in this country has always been the 50+ generation. It was assumed by many that as the population in general gets older, the ageing consumer will bolster vegetable sales.
The most concerning thing about the figures released in the IGD report therefore is that vegetable consumption has suffered a significant setback at a time when its most ardent supporters should be growing in number.
Which points to the fact that the older generation of consumer may not for much longer comprise the staunch meat and two veg diehards. Fruit is becoming more popular as a snacking item as the over 50s become more adept at snacking. Vegetables do not as a rule lend themselves to this particular market segment, so the job in hand is that much harder.
Veg has fallen foul of the convenience era. With a few honourable exceptions, not enough has yet been done to counter the traditional perception of what used to be staple products in the British diet with modern values and uses.
It should also not be assumed that all is lost, however. There are many great minds in the vegetable sector and, rather than seeing fruit as the competition in this case, they should view the success of their brethren as a spur to achieve great things.
No comments yet