Soft fruit has become the leading fruit category over citrus, stonefruit and top fruit over the last 12 months with strawberries driving the category, according to the latest research.
Industry analyst Kantar Worldpanel reports that, while the volume of fruit is growing at just 3.1 per cent, berries are growing at 11.3 per cent and strawberries in particular are enjoying success at 11.8 per cent.
The British strawberry season kicked off on 1 May and in spite of a cold start to the year which had looked set to delay the start of the British season, the recent warm weather has meant that supermarkets will be receiving a good supply of home-grown strawberries on schedule.
This week, more than 50 per cent of the berries sold in supermarkets will be British and by late May it is expected that British product will complete 100 per cent of supply.
According to berry industry body British Summer Fruits, the recent combination of warm days and cool nights has resulted in good yields, producing excellent-tasting berries. The warm weather has even managed to produce berries from the industry’s most northerly UK commercial grower in Montrose, Scotland, earlier than ever before.
The strawberry season is expected to reach its maximum tonnage in June with a second peak to follow in mid-August, before continuing at progressively reduced levels through August and September and into early October.
Industry experts are forecasting a rise on last May’s record strawberry sales, which doubled in comparison to the previous year.
General predictions for the upcoming British season are more volume, more growth and more availability. Due to advancements in varieties, an extended season and improved varieties developed in the last few years, consumers can expect to see a wider selection of British berries this year, including premium and organic varieties, on the supermarket shelves.
Laurence Olins, chairman of British Summer Fruits, said: “The sales increase is an encouraging sign ahead of what we predict will be another strong season which has been boosted by the recent warm weather.
“We hope that customers will continue to enjoy British berries from now until early October, with another high-quality crop on the way following last year’s success across British strawberries, raspberries, blueberries and blackberries.”
UK strawberry varieties available in supermarkets this season include Ava, Elsanta, Sweet Eve, Eve’s Delight, Driscoll's Jubilee and Camarillo.
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