The shallot industry reported strong sales in the run-up to the Christmas with penetration up to 12.9 per cent - a 21.6 per cent rise on last year.
Increased promotion and strong retailer support are the main reasons for the boost, according to marketing body UKShallot.com, which is pledging to continue its campaign into the New Year.
The market is now reported to be worth £6 million, up 17 per cent on November 2004 figures. Ukshallot.com said Tesco and Sainsbury’s continue to dominate the market, with 29 per cent and 22 per cent market share respectively. Tesco has supported shallots with in-store activity and increased information on pack in 2005 and Sainsbury’s has committed to do the same in 2006.
Waitrose and Morrisons have also experienced huge growth in their shallot sales this year, with each recording increases in value sales of over 60 per cent.
Waitrose’s performance has benefited from the introduction of a UK-grown 500g shallot string, and Morrisons has benefited from increased market access through newly acquired Safeway stores.
Paul Cripsey, Ukshallot.com spokesman, said: “As an industry we’ve invested in promoting our product and have seen shallots covered widely in the media as a result. I’m sure this has encouraged consumer confidence in shallots.”
