There is plenty of opportunity for fresh-cut and organic herbs to expand UK sales, although the latest research indicates that there is a decline in the growing-herb sector within a market where preferences differ widely according to region.
The latest findings are from the dunnhumby Academy of Consumer Research - a joint venture between the Kent Business School and dunnhumby launched in April 2005, with a mission to help farmers and small food producers improve their businesses by developing a better understanding of consumer preferences.
Using consumer data from over one million households, fresh-cut, year-on-year volume growth for this period rose by 16.2 per cent translating into an increased sales value of 24 per cent. But in sharp contrast, growing herbs dropped by 9.6 and 4.7 per cent respectively. The organic sector however rose by the equivalent of 24.7 and 29 per cent.
Fresh-cut herbs appeal to young adults and young families with sales hotspots being London and Northern Scotland, while growing herbs have a distinctly different regional profile, performing well in the south-east, south-west and east of England.
The value of the total fresh market, which includes imports, is estimated to be some £50 million, although herb crops are also widely grown for other medicinal and cosmetic purposes.
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