UK table grape sales volumes are levelling off after two decades of growth as consumption reaches near saturation point, industry experts reveal.
In the 52 weeks to 6 December 2015, market penetration into the grape category was at 80.4 per cent, according to Capespan UK consumer insight manager Rebecca Lovegreen.
Meanwhile, Kantar figures for the 52 weeks to 8 November showed a 0.4 per cent fall in sales volume from the prior year to just under 220,000 tonnes, while value rose 3.6 per cent over the same period to £765 million.
“We have started to see the consumption of grapes stabilise as the market penetration reaches a near saturation point,” said Lovegreen.
Flatter sales volumes in 2015 follow a five-year period of strong growth, figures show. Grape sales volumes rose by 22 per cent between 2011 and 2015, while the percentage of UK households purchasing grapes in the same period increased from 74 per cent to 80 per cent in a calendar year, according to Peter Stanley, commercial manager for grapes at Mack, which supplies all major UK retailers.
Mixed grape packs and black grapes are the sectors growing the fastest, experiencing 37.5 per cent and 25.4 per cent value growth respectively, according to Kantar.
Meanwhile, loose grape packs are diminishing fast, with the more convenient punnets now accounting for 84 per cent of total sales, Stanley said.
This is thanks to the introduction of seedless green varieties – seeded grapes had previously only been available in the UK –and greater year-round supplies, according to buyers.
The arrival of red seedless varieties into the market some 10-15 years ago, and the shift from loose bunches to more convenient punnets is also credited with boosting demand.
Stiffer competition between retailers for market share and ensuing price wars have further stimulated the category, since supermarkets frequently offer grape promotions within the produce department.
For a full analysis of the UK grape market, see the next issue of FPJ out 15 January.
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