The latest research from Mintel shows that UK consumption of fresh herbs is spiralling - sales have blossomed by more than half in the last five years alone, to reach £46 million this year.
Katy Child, senior analyst at Mintel, said: “Fresh herbs are flourishing, not least because they fit in with the trend towards using fresh and natural produce. They are also good for you, they season without adding calories, and are often seen as a key ingredient in good quality recipes.”
The data analyst’s consumer research showed that some 42 per cent of the population has recently bought fresh herbs, and 29 per cent believe it is worth paying more for them.
The study also found that 22 per cent grow their own fresh herbs at home. Growing fresh herbs domestically has been heavily promoted by Jamie Oliver in his Jamie at Home TV series.
“As a nation we are becoming more aware of the origins and content of our food,” said Child. “We are particularly concerned about the pitfalls of hidden ingredients, which has led to the growing popularity in cooking from scratch and using fresh ingredients, such as herbs. There is no doubt that the market has also benefited from celebrity chefs, such as Jamie Oliver championing the benefits of buying British and even growing your own produce.”
Mintel forecasts that the market for fresh herbs is set to rise by a further 55 per cent by 2012, to hit £72m.
