According to the latest strategic report from Organic Monitor, fresh organic fruit sales in the UK rose by 33 per cent in 2001 as consumer demand strengthened. The report shows that market revenues increased to some £137million in 2001. The multiples are driving this growth as they increase availability of organic fruit lines to the point where the UK now leads the world in the breadth of its range of organically grown fresh produce.
The leading category is top fruit in terms of revenue, but exotics and tropical lines win on volume. However, growth is forecast to slow down on apples and pears as product penetration reaches saturation point.
Organic top fruit, the first organic fruits to be retailed in the UK, is now losing out in popularity to bananas and kiwifruit with organic kiwifruit showing staggering growth: 20 per cent of all kiwifruit sales in UK supermarkets are of organically grown product. The supply base is extremely fragmented with most pre-packers specialising in a handful of categories. Organic Farm Foods has the greatest market share, but this has decreased significantly due to a surge of new players in the game.
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