TNS figures for the year to April 25 show that it is now worth nearly £12 million, a 68 per cent increase on last year. While it still represents less than four per cent of the berry category overall, this rate of growth is expected to continue. As UK production is minimal and UK consumers do not necessarily register a season for the fruit, blueberry figures are also less susceptible to seasonal peaks and troughs and increases have come through year-round growth.
TNS senior account executive Rick Storey tells the raspberry story. “Raspberry growth is slowing, but remains strong - it is a £51m market, which grew by 28 per cent in the last 12 months. This opportunity should also be set to continue as only 28 per cent of all berry and currant buyers currently buy into raspberries. In terms of expansion potential, that compares favourably with the same figure for Strawberries - which is already at 98 per cent. Expanding the buyer base should ensure that raspberries continue their strong growth curve.”
The growth of the strawberry sector in recent years has been tremendous. “It is now a market worth £245m and two successive consistent years of 17 per cent value growth, indicate that this trend is showing no signs of slowing,” says Storey. “Tesco is the market leader and continues to strongly overperform so will only gain more share from its competitors if these trends continue.”
From a regional point of view, there are some firm indication that sales may be heading north, says Storey. “Southern England remains crucial but interestingly, it is Yorkshire that is the region with the fastest growth patterns. It may be no coincidence then that Morrisons is performing very well as a retailer.”
The annual growth rate of strawberries has been achieved on the back of an extremely positive eight-week peak season last summer. Storey says: “Promotions have been the key to this growth, coupled with a hot summer. In fact, 18 per cent of all strawberry sales in the last year were sold on promotion, half of that using the TPR mechanic. That compares to 13 per cent in the previous 12-months. Early signs for a repeat performance this summer are encouraging, but not ground-breaking. The eight weeks to April 25 is up seven per cent on the same period last year. Still in growth, but is this the start of the strawberry market finally slowing down?”
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