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Convenience Still Important to Consumers

11 June 2013

IRELAND - Recent market research data from Kantar Worldpanel has shown that the trend of recent years for consumers to purchase convenient prepared fresh produce has been maintained and increased over the past 12 months, according to Mike Neary the Horticulture Division Manager of Bord Bia – Irish Food Board.

The prepared fruit and vegetable retail market is now valued annually (to March 2013) at €84ml which is an increase of 4.5 per cent on the previous 2 months.

The corresponding volume increase was estimated at 1.5 per cent.

The research shows that there were increases in the category in the volume purchased per buyer, household penetration, average price and the frequency of purchase which showed a five per cent increase.

The prepared fruit and vegetable category comprises a number of segments including prepared fruit, prepared vegetables, chilled salads, mixed tray salads and leafy salads.

The latter three salad products dominate this category making up 70 per cent of the product purchased.

The research indicates that despite a higher price per unit when compared with unprepared fresh produce that consumers want to purchase value added fresh produce products which are prepared, convenient and ready to use.

TheMeatSite News Desk

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