New research from food and grocery think tank IGD finds that 51 per cent of Britons barbecue at home and some people are now barbecuing all year round, presenting big opportunities for the fresh produce industry.

Joanne Denney-Finch, Chief Executive IGD said "Our research found that 51 per cent of Britons barbecue at some point in the year, and many are now barbecuing outside of the traditional barbecue months of July and August. The market is evolving, becoming more sophisticated and ...this represents great potential."

Opportunities exist for produce, found the IGD, not just in the traditional salad of tomato lettuce and cucumber which already feature at 53 per cent of barbecues, but also vegetable components of meat kebabs, sweetcorn, and stuffed peppers all of which can be cooked in other ways should the barbecue be rained off. "This also creates the opportunity for linked promotions to buy the meat and vegetable accompaniment, said an IGD spokesperson.

Home-made coleslaws, and rice and potato salads also feature strongly at UK barbecues and the IGD believes there are further opportunities in this arena. "The challenge is raising awareness..and for today's sophisticated consumer, the ability to add different ingredients, for example, more carrots in the coleslaw, peppers and courgettes in the rice salad," said the IGD spokesperson. "There could be an opportunity for citrus fruits in salads too." And although few choose a dessert, those who do like fruit salad (19 per cent) or fresh strawberries (19 per cent). But there is still more potential , the IGD believes in cooking fruit on a barbecue, such as bananas, or spiced apples for an autumn barbecue, or reminding shoppers of fruit as a dessert possibility in store.

For more information on IGD's Consumer Watch series of reports visit www.igd.com

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