Increasing consumer interest in cookery, reflected in the vast media coverage that it is still generating, has been good news for fresh herbs, which have reached a point where they have been elevated beyond being seen as a simple ingredient.
These are the latest findings from the dunnhumby Academy of Consumer Research, a joint venture between the Kent Business School and dunnhumby, which was launched in April 2005 with a mission to help farmers and small food producers improve their businesses by developing a better understanding of consumer preferences.
According to trade sources the total market, admittedly including those grown for medicinal purposes, toiletries, essential oils and even floristry, is valued at over £150 million at farm gate, of which fresh accounts for about a third. Demand for fresh varies considerably according to region.
It all adds up to some 50,000 tonnes grown on 7,800 hectares in the UK with a total value of around £160 million at farm gate, with the fresh sector accounting for around a third.
Apart from a far wider range of locally grown cut herbs between mid April and mid October, year round continuity is achieved by importing from specialist growers as far afield as Israel, France, Italy, Spain, Morocco and even Colombia.
The main lines have expanded far beyond mint and parsley to include basil, chives, chervil, thyme, rosemary, dill, sage, tarragon and coriander, with suppliers even being asked for pineapple mint, variegated sage and purple basil.
The report however reflects distinct consumer preferences using weekly supermarket purchasing data from a panel of 1.2 million UK households as the primary source of information.
Overall, the survey covering the whole country reflects a slow but steady growth in fresh cut and organic, which still leaves plenty of opportunity for increased penetration. However this was almost mirrored in the decline in growing herbs, last assessed a year ago (June 2006).
Fresh cut year on year volume growth for this period rose by 16.2 percent, translating into increased sales value of 24 percent. But in sharp contrast growing herbs dropped by 9.6 and 4.7 percent respectively. The organic sector however rose by the equivalent of 24.7 and 29 percent.
“The analysis reveals significance differences in sales growth and shopper profiles across the category," says the survey. "Some of the life style and life stage segmentation is consistent with the distinct product attributes associated with the different product ranges (eg organic herbs appeal to finer food shoppers). However the difference in purchasing behaviour is more difficult to explain."
KEY FINDINGS
*Fresh cut herbs appeal particularly to young adults and young families, but not to older adults or pensioners. Mainly finer food purchases they will are three times as likely to buy.
*Fresh cut herbs appeal to shoppers in London and northern Scotland, but under perform in Northern Island, Yorkshire and the North East.
*Growing herbs appeal more to older adults but under perform amongst pensioners.
*Growing herbs have an almost identical lifestyle profile to fresh herbs with the exception of traditional shoppers.
*Growing herbs have a distinctly different regional profile, performing well in the SE, SW, and East of England, but no Northern Ireland and Scotland.
*Organic herbs appeal particularly to younger families.
*They sell well in London and Central Scotland but not in Northern Ireland, Yorkshire, the NE and Northern Scotland.
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