After Italy, the UK is the EU market where fresh-cut products are most popular among consumers.
It’s a statement of fact backed by the numbers―sales volumes of 129 thousand tons on receipts of more than €900 million with a more than 2% share of all produce sold at retail―and by the response of a Nomisma Consumer Survey (730 household shoppers interviewed in both countries).
That fresh-cut produce is a consolidated success in the UK is evident even, and mostly, by its penetration rate: 9 out of 10 households bought some at least once in the last year. Packaged salad greens are the most popular of vegetable products in the country―59% of households buy them―followed by ready-to-heat packaged veggies―38%―mixed salads in punnets with condiments (33%) and heat-‘n’-eat vegetable soups (36%). Compared to their counterparts in other EU markets, UK consumers are also fond of pre-washed, sliced and packaged fresh fruit, an item with a penetration rate of 48% and an 18% growth rate by volume over the last 5 years.
Whereas the UK market stands out by size, Germany’s is notable for growth, especially for fresh-cut salad greens. In effect, what’s surprising here is the rate of acceleration in packaged greens’ trend―0.5 kg per capita at present and a strong 58% growth by volume at retail over the last 5 years. Packaged salad greens today have the largestconsumer base by product category in the country with a 37% household penetration rate. Popular too are heat-’n’-eat packaged veggies with a 30% household rate, ready-to-heat minestrone and vegetable soups at 28%. Fresh fruit in punnets at 21% and salads in tubs with condiments included at 20% are also popular to a somewhat lesser degree.
Nomisma’s consumer survey focused not only on household purchases and which fresh-cut items go in the shopping trolley but also on the decisional criteria that motivate shoppers’ choices vis-à-vis these foods.
The choice-determinant criteria are more or less the same in both countries: German and UK consumers look first at price―more than 30% say so when it comes to fresh-cut items. Another, very strong indicator of consumer price-sensitivity is the attention paid to promotional offers. Indeed, more than 50% of UK and German shoppers pick fresh-cut salads and fruit according to the bargain price tag.
Other drivers of consumer appeal include brand, with Germans showing a preference for private-label items, and format, with nearly a quarter of UK shoppers focusing on product size.
The factor that evinces the biggest difference between the two markets is product use.For example, British shoppers with their fondness for large sizes like to dip into the same package for more than one serving―so say 63% of respondents―whereas consumers in Germany use a package only once―the response of 89%. A distinguishing factor too, especially telling as an approach to this kind of produce, is the habit of washing the produce under running tap water. A third of UK consumers never do so, using the product directly, whereas only 18% in Germany do so, although 39% of German consumers rinse packaged salad greens against 26% of their UK counterparts.