Consumers’ use of fresh herbs increased significantly in 2015, with both volume sales and value spend growing in 2015.
According to Kantar Worldpanel data for the 52 weeks to 3 January 2016, value spend on herbs increased by 12.6 per cent year-on-year. Volume sales in the same period grew by 16.4 per cent.
This sales increase - in the year Vitacress launched the 'Make Everyday Herbilicious' consumer campaign - helped herbs outperform total produce, which saw an increase of 2.4 per cent in 2015.
All formats of herbs saw an increase in spend year on year, but living herbs in pots saw the highest growth at 17.8 per cent, and accounted for 34.5 per cent of all herb sales in 2015. Cut herbs accounted for 50.3 per cent of sales, but growth was slower at 11 per cent. While bunch herbs saw a growth rate of 2.9 per cent, and made up 10.9 per cent of sales.
Coriander’s appeal may divide the nation, but the UK's love of spicy food means it remains the top-selling herb, with sales of nearly £18 million in 2015.
Basil, flat leaf parsley, mint and curly leaf parsley make up the rest of the top five sellers.
As consumers continue to be more adventurous in the kitchen, the category-leading growth rate was in lime leaves, at 33.9 per cent.
During the festive period, sales growth was seen on traditional herbs like sage, which overtook more exotic herbs like lemongrass for the 12 weeks to 3rd January 2016.
In 2015, Vitacress Herbs, the UK’s largest producer and supplier of fresh herbs in the UK, invested £40,000 in the Make Everyday Herbiliciousconsumer-facing campaign, targeting younger shoppers.
The campaign aims to inspire and educate consumers on how fresh herbs are an essential kitchen ingredient and encourage them to use them regularly when cooking. As part of the campaign Vitacress commissioned health, fitness and lifestyle blogger Carly Rowena to record a series of videos promoting fresh herbs on YouTube, Instagram and her blog.
To date, the videos, which encouraged consumers to share their own ‘Herbilicious Meals’, have had more than 72k views. Supporting activity on social media has seen the campaign reach more than 43k Twitter, Facebook and Instagram users per month.
Simon Conway, MD for Vitacress Herbs, which recently opened its new £4.5m 9ha herb facility, said: “It’s refreshing to see that consumers are recognising the benefits of purchasing fresh herbs, with sales increases in the sector outperforming that of the produce industry in general.
'Total produce penetration is at 99 per cent, and for herbs it’s at 44 per cent, so there is plenty of room for growth, but with both traditional and newer varieties of herbs showing consumer appeal the future looks promising. This is why Vitacress continues to invest in infrastructure, people and marketing initiatives for the fresh herb industry.”
