Sainsbury’s has reported a 13 per cent rise in herb sales over the last year. According to the retailer’s Chris Wells, sales have been driven by a combination of increasing consumer awareness and focus on ensuring product is available in store.
“This growth is expected to continue over the next 12 months building on the success of the Try Me campaign which has encouraged both existing and new consumers to use fresh herbs as an important ingredient,” he said. “The launch of shelf ready packaging last year has significantly improved our capability to ensure that shelves are replenished with fresh herbs.”
Coriander, parsley and basil are Sainsbury’s best selling herbs although Wells reports there’s also been good growth on lines such as thyme, mint and rosemary.
Other herbs performing well include sage. Following last Autumn’s promotions, Sainsbury’s enjoyed a 300 per cent rise in sage sales over the six week period that the herb was advertised.
Sainsbury’s sources herbs from a number of countries but over the last two years, there has been a growing focus on maximising UK production where possible.
Wells notes that rising fuel costs are a factor for the herb business as the majority of imported volumes are airfreighted. The retailer is looking at the possibility of reducing the percentage of airfreight product either by extending product life, reducing handling or by using sources that have the same growing conditions as more traditional growers but are closer to market with favourable labour costs.
“However, we need to ensure that the freshness, quality and speed to shelf are not compromised,” he said.
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