Long considered a nation of ready meal munchers, new research by ‘The Big Food Guide’ suggests that British consumers have rapidly become highly discerning, and it is a pattern that is playing out across Europe.
According to The Big Food Guide 2011, the directory of food consumption and expenditure in Western Europe, expenditure on fruit and vegetables is forecast to increase by €0.9bn between 2006 and 2011, compared with an increase of just €0.4bn in ready meals sales.
This trend is not just confined to the UK but is repeated across other Western Europe countries including France, Germany and Italy.
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