Avocados, spinach, soft fruit and blenders all saw a steep sales rise in 2015, aided by 'the influence of celebrities like Ella Woodward.
Avocado sales rose by 31 per cent last year, making them worth an extra £34 million to UK supermarkets compared to the year before, demand for spinach rose by 21 per cent, soft fruit sales were up by 12 per cent, while blender and juicer year-on-year sales were up 49 per cent at UK supermarkets.
The data of the UK's nine biggest supermarkets was compiled by IRI Retail Advantage for the 52-week period to 2 January 2016.
While the health boom benefits fresh fruit and green vegetables, IRI found that other categories are losing ground, including fizzy drinks, fruit juices and dilute-to-taste products.
Martin Wood, head of strategic insight for retail solutions and innovation at IRI, said: “It’s clear that certain categories are receiving a boost from shoppers’ changing attitudes towards ‘free-from’, natural products and food authenticity, and an increased awareness of the health benefits of certain foods and ingredients.
'Typically we expect these figures at the start of the year when people adopt more healthy eating habits, but it’s interesting that our data shows growth trends across the whole year.
“At a time when obesity rates are at their highest in the UK, it’s encouraging to see this, possibly as a result of pressure on the government to levy a sugar tax on food and drink and the influence of celebrities like Ella Woodward.
'Based on our data, it’s clear that retailers are already supporting this healthy agenda, but they do need to ensure they maintain it with the right price & promotion and marketing strategies.”
