This represents significant growth of around 12 per cent compared with last year. TNS research also reveals that a key factor in the consumption of grapes is health. Around two thirds of the fruit is consumed because grapes are perceived to be healthy.
The largest group for grape consumption is women aged over 45, who consume more than a third of the volume gobbled up by UK shoppers. The older age group tend to be more concerned with their health and unsurprisingly, it appears that grapes appeal more to the UK’s senior citizens.
Children also must not be ignored. The 0-10s are key consumers of grapes. In particular, children aged between six and 10-years-old have increased their consumption by a massive 60 per cent when compared with last year. This may be linked to the lunchbox occasion and to parental power when it comes to choosing the contents of a lunchbox, says TNS.
Interestingly, when it comes to the most popular times to consume grapes, most of the fruit is eaten at the beginning of the week rather than the end.
Consumption of grapes on a Monday is up 23 per cent year-on-year. This is linked to health, enjoyment and practicality drivers. Health is a key driver at the beginning of the week while enjoyment is an overriding factor at the end of the week, says TNS.
Grapes are more likely to be consumed at lunchtime, as an inhome snack or in the lunchbox.
Home snacking alone accounts for 23 per cent of grape consumption. There has been a 43 per cent increase of grapes consumed in the lunchbox, where as the proportion consumed as an inhome snack has fallen by five per cent.
Young consumers are driving this growth in the lunchbox. Grapes are proving to be a healthy option in this area, especially since retailers are beginning to develop smaller packaging and pouches to suit the lunchbox occasion.
The grape-eating peak is at lunchtime and between 10-11pm, and it is fair to assume this may be where the majority of in home snacking is occurring.
Around 50 per cent of grapes are consumed with a cold drink, 26 per cent are consumed with sandwiches and 18 per cent with a biscuit. These all tie in with the lunchbox occasion.
When it comes to variety, the most popular by far is white seedless, with around 63 per cent of the market, swiftly followed by red seedless with a 30 per cent share. Other varieties, such as red seeded and white seeded have around a one per cent share.
However, when it comes to performance, red seedless is leading the charge, showing a sales increase of around 21 per cent on last year. This compares with white seedless, which while growing, is only managing an annual increase of around 5.7 per cent.
When it comes to the retailers, in the 52 weeks ending November 7, 2004, Tesco leads the pack with a 29 per cent share of the market in value, and 28.8 per cent in volume. Sainsbury’s follows next with 18.1 per cent value and 16.4 per cent volume, then Asda with 12.1 per cent value and 11.2 per cent volume.
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