ith a category value of some £995.2 million, the prepared produce market experienced value growth of 4.2 per cent in the 52 weeks to 13 May, Kantar Worldpanel data shows. Volume growth stands at one per cent, with over 220,000 tonnes of prepared produce sold in Great Britain over the past year.
Though some shoppers bought larger amounts of prepared produce, most of the growth in the market was driven by increased prices. Nearly half (47.1 per cent) of all prepared produce is vegetables. However, prepared vegetables themselves grew behind total prepared produce, with only 0.3 per cent value growth.
Mixed tray salads were the fastest-growing sector, increasing value by 14.7 per cent since last year. Prepared fruit is growing at 12.2 per cent in value and 9.6 per cent in volume.
In the bagged salads sector, Florette believes convenience will continue to grow the market, with consumers willing to pay more for quality prepared produce.
Marketing manager Elaine Smith says Florette is outperforming own-label bagged salads, and the wholehead lettuce market is in decline, while bagged salads continue to grow, indicating consumers are less price sensitive than in other categories.
April was the wettest yet and the weather adversely affected the market for prepared salads. Total category sales fell by 16 per cent in the four weeks to 28 April, according to Nielsen. “The wetter, colder weather compared with the sunshine-filled April of 2011, meant a tough month for all,” says a Florette spokeswoman.
However, the recent hot weather has led to a big rise in bagged-salad sales and Florette sales are up 80 per cent on the same week in 2011, and 50 per cent up week on week.
The brand is currently expanding its range with new products including Florette Sweet Crispy and the football-themed Three Lions England bagged salad to tap into the demand for hot weather barbecue accompaniments. It is also spending some £5m on a summer ad campaign.
Bagged-salad rival Natures Way Foods cites 52-week Nielsen data showing prepared fruit sales up 14.1 per cent in the 52 weeks to the end of April. Prepared salad is down 3.2 per cent in value, but the success story has been bowles, which have seen an impressive 29.6 per cent sales boost.
“Leafy bowles are an emerging sub-category within leaf and our research indicates it is a very specific occasion-led purchase, ie lunchtime, side of plate and special occasions such as barbecues and parties,” says Sarah Baldock, NWF sales and marketing director.
“It is the ultimate convenient solution, with strong freshness cues and a low-waste offer. We see this category as key for the continued growth of the overall leaf category. Dual siting in store - ie convenience and the produce fixture - will be key to driving both volume and exposure.
In the prepared potatoes market, QV Foods has launched two new products into Asda in April: New potatoes with a splash of mint oil, topped with melting rich butter and fragrant herbs, and new potatoes with a splash of fiery chilli oil, topped with a melting sun-dried tomato and basil butter. However the prepared potatoes market has had a mixed few months, according to QV Foods’ marketing director Simon Martin, with some products delisted.
“In the last few months there has been quite a lot of change in the prepared potato market. Retailers have been reviewing their ranges, looking at even more added value and inspiration for the consumer. Invariably this has led to some successes and some failures, so there has been quite a churn of products of late as those products that have been successful go from strength to strength but those which don’t quite hit the right notes are quickly replaced. Going forward we will continue to see more of the same, so it is going to be an innovative and interesting time.”
SCOTTY PREPARED FOR THE FUTURE
A Re:fresh Prophet Marketing Campaign of the Year winner two weeks ago, Scotty Brand is going from strength to strength. Chloe Ryan talks to marketing manager Michael Jarvis
he recession hasn’t dampened demand for prepared vegetables, according to Michael Jarvis, marketing manager of Scotty Brand, the Scottish produce brand which is owned by Albert Bartlett.
Although now out of season, its Scotch broth and casserole veg packs proved a hit with Asda consumers during the winter and the company is currently trying to secure listings with other Scottish retailers for this autumn. Currently the company is supplying retailers with a range of fresh fruit and salads.
Demand for prepared produce will continue to grow, says Jarvis, because it helps time-starved consumers who want to cook with fresh ingredients. “The time it takes to wash produce and chop it up can be an obstacle, whereas in these prepared veg packs it is all washed, all chopped for you and they are chopped to the right size so they will cook at the same pace,” he says.
“It takes away the worry that carrots will be overcooked and the potatoes are still raw in the middle. Prepared produce is a trend that will continue. People are looking for that level of convenience because it removes some of the work and reduces the time it takes people to cook fresh food for themselves.”
Although own-label variants of prepared vegetables are cheaper than brands, Jarvis says there are several factors that set Scotty Brand apart. The Scotch broth pack contains a sachet of barley. “I think that is unique in the market,” he says. “I don’t think there are any other soup mixes that have the barley, so literally all you have to do is put them both in a stock, boil them up and that’s your soup done. Also, the main thing is the veg is all good quality and it is all grown in Scotland. Nothing in there is imported from Spain or the Netherlands, so you know where it is coming from and you can rest assured it hasn’t been transported half way around the world or forced to grow at an unnatural time of year. So it is all about the provenance and the fact it is grown in harmony with nature.”
The company’s work with Scottish produce has been recognised with two awards this year. It won best marketing campaign in the Re:fresh Awards for its Scotty Brand potatoes campaign, which was also recognised at the Scottish marketing society awards, where it won silver in the food and drink category. This summer Scotty Brand is hoping to spread its name further, with a £1.5 million sponsorship of Disney’s upcoming 3D film Brave, which is set in Scotland. Jarvis believes Brave was a “great fit” for the brand. “It is set in Scotland, and both Brave and Scotty have family values,” he says.
Scotty Brand has also developed further prepared lines, and is seeking listings with major retailers. “We are always looking at new items but we first have to get them sold into the supermarkets. I can’t say what they are because we want to be unique to our customers.” -
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