Ahead of official Christmas trading figures, major multiples are already proclaiming their triumphs in the produce aisles during December.
Salads performed well at Tesco, particularly organics which showed a 25 per cent sales volume uplift. This was almost matched by organic fruit sales that were 21 per cent up on the same period in 2004 and organic vegetables at 20 per cent. The surprise performer in the build up to the festive period was avocado which showed a 42 per cent year-on-year volume increase.
Avocados also performed well at Asda clocking a 20 per cent volume increase on 2004. Other highlights were fresh rosemary with a 40 per cent rise and strawberries, which doubled in volume on Christmas 2004.
“We have seen a lot of our customers trading up to premium and Extra Special lines at Christmas and prepared produce has definitely benefited from this,” said an Asda spokesman. Sales in the category were 20 per cent up on 2004 while Extra Special pineapples and Extra Special Chantenay carrots rose by 20 per cent and 18 per cent respectively.
Meanwhile, Waitrose said the popularity of Brussels sprouts has risen this Christmas. Its sales of the brassica increased by 15 per cent in December, compared with the same time last year.
Peter Cooke, the chain’s vegetable buyer, claimed a nuttier, rather than bitter, flavour in new varieties was a major factor.
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