A new report has claimed the overall value of the UK fresh produce market will rise by 11.5 per cent between 2013 and 2016, largely due to price inflation.
The report by research firm Key Note also predicts volume sales of fruit and vegetables to further decline in the coming years as high prices drive 'cash-strapped' consumers away.
A spokesperson from the firm believes the economic crisis has had a poor impact on the health of UK citizens.
A spokesperson told FPJ: 'Cash-strapped consumers are unable to afford fresh produce, choosing frozen variants and processed foods instead that offer at least one of the recommended ‘5-a-day’. 'Moreover, Britons are increasingly simply cutting back on their fruit and vegetable consumption, with cost concerns taking precedence over health during the economic crisis.'
The report - which was created in conjunction with the likes of Greenvale, Del Monte (UK) and Total Produce - claims that tough tactics from UK supermarkets has left growers struggling for profitability as importers grab more of their trade.
'Retailers, who are mainly concerned about prices, have the power to dictate the terms and conditions of contracts.
'As a result, growing fruits and vegetables is no longer profitable for farmers in the UK, which has caused market consolidation and will continue to threaten production in the future, in addition to the UK’s ability to be self-sufficient.'
According to Key Note, vegetables are the most wasted food in the UK, while the average family throws away £680 of food per year.
