Consumption of fresh produce - particularly among the young - is creeping up as the effects of campaigns to increase uptake start to take hold.
According to latest figures from TNS Worldpanel for the year to March 25, individuals are eating about 2.6 portions of fruit and vegetables on average per day and children’s eating habits are gaining ground; their intake has now reached 2.2 portions per day, up from 1.8 last year.
The news has been welcomed by Anthony Levy, chairman of the Eat in Colour campaign. “There have been a number of statistics released recently that show significant growth in overall fruit and vegetable consumption, but it is particularly encouraging to see this increase among children, as they are where future consumption will be,” he said.
Spending is also up - by 5.2 per cent to £7.6bn over the past year - and there is evidence that consumers are moving away from commodity lines to higher price ticket items. “A key trend is the decline in shopper numbers for traditional staple fruits such as bananas, apples and pears,” said the spokesman. “More consumers are buying what used to be considered niche fruit types.”
Pomegranates and mangoes, for example, have seen a “significant” popularity rise, the TNS data indicated. And soft fruits have also contributed high-average spend to the category, with sales growing strongly despite a three per cent drop in volume sold on promotion. The category is also pushing bananas for second spot, behind apples.
Health continues to be the main reason behind purchases of fruit - 62.2 per cent of occasions compared to 54.9 per cent last year - but there is another trend emerging of purchases for enjoyment. “We are focused on the pleasure of fresh produce, and it is particularly gratifying that people are sharing our view,” added Levy.
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