The future of the UK soft-fruit industry will not be compromised by consumer cutbacks on spending, Edward Garner, communications director at TNS Worldpanel, claimed last week.
Speaking at the Global Berry Congress in London, Garner described the berry category as a “remarkably positive” sector.
The UK soft-fruit market has grown 14 per cent in the last 12 months, adding an extra £76.5 million onto the value of the category. TNS data shows that strawberries, raspberries, blueberries and blackberries have all shown strong growth, while cranberries, blackcurrants, redcurrants and gooseberries have not fared so well.
Some 79 per cent of UK households have bought the category in the last 12 months, with consumers buying more on each trip and buying more frequently.
Garner said: “Any market growing this much is a hot prospect for retailers, but the price has hardly moved - this growth is all about volume. If there was an opportunity for soft-fruit marketing, it would be to catch them young.
“There is scope for premium marketing, rather than getting food down to the lowest possible price.”
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