Despite price increases – which haven’t been as dramatic as the national press would have us believe – consumers are buying vegetables with greater enthusiasm, as well as turning to no-frills discounters in higher numbers.

All in all, the vegetable market has grown by 4.7 per cent in value and 1.5 per cent in volume, according to the latest figures from Kantar Worldpanel, with price rises playing a significant part in that increase.

“Increased price has been a key driver of the value growth in the categories in which we operate,” explains Mark Phillips, sales and marketing director at Produce World. “However it isn’t just increased prices that are driving growth.

“Volume has grown due to increases in frequency of purchase and average weight of purchase in brassicas, alliums and roots as consumers have chosen to buy vegetables during the wet and dull summer.”

Phillips thinks it’s encouraging to see volume growth even during a period of increasing average price per kilo. “This is really positive as it shows the key role that vegetables play in meals and how indispensable they are to consumers,” he says, adding that the retail market is as competitive as ever and the emphasis remains on delivering great value to consumers.

“This focus is ensuring that UK consumers continue to be able to buy quality British vegetables at great value prices despite the pressures that the exceptional weather has put on supply this year.”

In terms of current price levels and promotions, Phillips says promotional activity remains a key driver for a number of vegetable crops and, when coupled with seasonality, is a great way to inspire consumers and encourage them to widen their repertoires and try veg that’s not familiar, or that might be back of mind.

As a result, this year has seen a real cross-section of vegetables doing well, with traditional favourites like carrots (up 9.8 per cent y-o-y), and cauliflower (+8.3 per cent) growing strongly. Meanwhile less familiar veg to consumers, such as spring greens (+21.8 per cent) and kale (+23.6 per cent), have really taken off.

Encouragingly, Phillips thinks the positive trend will continue in the same direction. “The strong growth we’ve seen in the last 52 weeks has been driven by the strong market growth since the summer, and there is no sign that this growth is slowing in the first half of the winter,” he says.

Matthew Rawson, chairman of the Brassica Growers’ Association, agrees and says quality has been good across different crops. “We’ve had some really nice quality produce, from Brussels sprouts to cabbage and broccoli,” he says, adding that the winter weather is a contributing factor to the positive sales figures. “It’s colder weather and that’s when people are buying. I expect good trading conditions over Christmas and we should have plenty of excellent-quality produce over the coming months.”

Among other things, Rawson grows a number of Brussels sprout varieties, including loose, stalk and baby varieties destined for pre-packs. There has been a lot of innovation in the sprout market in recent years, says Rawson. “A lot of it has been grown for taste, resulting in a sweeter and nuttier taste than in previous years. Those who think they don’t like Brussels sprouts should give them a second chance this Christmas!”

Elsewhere Martin Evans, managing director of Freshgro, isn’t surprised by the healthy growth in popularity of carrots, pointing out that a million tonnes of the vegetable are sold every year, and that the company does a normal month’s production in a week leading up to Christmas.

Quality is good this season, he reports, despite the tough weather this year. “This season’s carrots have had 40 per cent less sunlight but you wouldn’t know it looking at them, except that they’re a little bit smaller than usual, but hopefully that doesn’t pose too much of an issue for the consumer.”

And Guy Poskitt, MD of Yorkshire producer MH Poskitt, says carrots are “bright, healthy, British, good value – probably too cheap.”

Carrots are the biggest part of the business for Poskitt. Predicting the supply levels for the festive season, he says the crop is in short supply.

“We’re eroding our New Year stock already so it could become a bit tight.” —

CARROTS HAVE GOT THE X-MAS FACTOR

Beating both potatoes and turkey, carrots have been voted number one on the Christmas dinner table, reports Lisa Kjellsson

Quoting Nat King Cole, “everybody knows a turkey and some mistletoe help to make the season bright.” What is perhaps lesser known is that it is actually the humble carrot that brings true Christmas sparkle to the dinner table. The brightly coloured vegetable pipped both roast potatoes and turkey to the post in Sainsbury’s ‘Pleasure on a Plate Index’, a survey that revealed the most important Christmas dinner ingredients for the average Brit.

The index is said to act as a barometer tracking the nation’s feeling towards festive foods. Participants were asked to rate products across various criteria, including how gratifying and healthy they are, as well as whether they offer value for money and how nostalgic they make people feel.

The research revealed that carrots create the most happiness, triggering fond memories of Christmases past. The vegetable was voted number one by consumers, with second place going to the potato and turkey coming in third.

The ‘Pleasure On A Plate Christmas Index’ ranked stuffing and gravy in fourth and fifth place, with parsnips sixth. Brussels sprouts were ninth, followed by pigs in blankets.

Roger Hobson, MD of the Carrot Growers’ Association, thinks the findings are “hardly surprising”. The reason behind their appeal is their colourful appearance, sweet taste and versatility, he says. “Carrots are popular with young people because they are sweeter than many other vegetables, and there are so many exciting ways to prepare them; personally I like them roasted with my Christmas dinner.” —