Consumers can be expected to be bombarded with an increasing range of sophisticated, convenient, pre-packed and freshly prepared fruit and vegetables as the demand grows, according to Sylvain Finel, group marketing development manager at Soleco.
One additional reason, he said, speaking at the British Leafy Salads Association conference at Peterborough this week, was that sales growth built up over the last 20 years is now slowing.
Opening the conference chairman David Piccaver, confirmed that the prepared salad industry had "gone off the boil".
Competition among packers is also expected to increase as the UK market is the most mature in the EU, with sales volumes of 60,000 tonnes, double that of its closest neighbour France.
The salad range already includes continental and crunchy mixes, baby leaves, salad kits and bowls.
Finel also estimates that growth has slowed to less than 13 per cent for salads, although prepared vegetables are continuing to rise, admittedly from a lower base, by 11 per cent annually.
There is also a second element in a wider market, which now includes prepared fresh fruit and fruit snacks.
Two thirds of the whole category is sold by the retail trade, with the other major customers being foodservice, accounting for 20 per cent.
More and more convenience and new processing preparation will mean the definition of the sector will move closer to other convenience products, he added.
At the moment, the EU average retail price by kilo for prepared salads is €8, double that of prepared veg.
No comments yet