UK market demand for citrus during the spring and summer months improved versus last year, according to Chingford Fruit category insight manager Jo Mumford.
Top-line spend increased through greater shopper numbers and trips to the citrus fixture, which offset a decline in trip volume, she says.
Added to that, variable weather conditions during the summer this year (versus the relative consistency in 2014) is likely to have favoured citrus by delivering a minor boost.
“Lower average selling prices to the UK consumer during spring to midsummer months helped attract more shoppers to visit citrus more often,” says Mumford. “In the following months prices were higher than last year, but buyers and trips to fixture remained strong. This was thanks to the market emphasising simple price messages, as opposed to a pronounced number of promotional mechanics the year before.”
Within the citrus category, easy peelers and oranges contribute most to total category sales during spring, summer and autumn months, she explains. Grapefruit is an exception, exhibiting relatively steady volume sales throughout the year.
“Grapefruit has seen uplift in sales over the summer but historically has lost out to more fashionable segments within citrus,” Mumford says. “Oranges have correspondingly declined versus easy peeler growth, due to on-the-go convenience of the latter.”
Meanwhile, lemons and limes have received exposure from chefs, TV cookery programmes and increasingly from online communication carrying health messages and culinary usage tips and ideas. “More UK shoppers are buying, more often and in greater volume,” she says.
During seasonal holidays, celebrations and events, lemons and limes are most prone to volume surges, while retaining a relatively solid base sale throughout the year.
“Easy-peeler and orange demand ordinarily begins to intensify from October through to Christmas,” says Mumford. “Lemon and Lime sales exhibit uplift in the four weeks to Christmas, with lemons receiving an additional boost in demand during Pancake Day.
“Grapefruit undergoes a slight drop off in demand in the run up to Christmas, which is offset by growth in New Year sales, driven by the shopper mindset switching to a healthier, simpler approach to food.”
The current citrus offer provides something for all age groups, according to Mumford. Older shoppers tend to over trade in grapefruit, oranges and certain types of soft citrus, namely satsumas and tangerines (health and traditions drive these decisions). Younger shoppers, meanwhile, buy more limes and easy peelers (driven by foodie fashion and convenience). Yet lemons have wide appeal across an array of age bandings illustrating a broad assortment of usage options.
“Citrus has long been recognised as an ideal option for younger consumers (healthier lunchboxes etc) in the UK,” says Mumford. “As such, most retailers in the UK provide an option which appeals to younger shoppers and is often ranged within the easy-peeler sub-category due to fitting product attributes.
“Grapefruits and oranges offer variation and meaningful difference to a category that would otherwise be relatively one dimensional,” she adds. “Continued focus to ensure suitable varieties from each sub-category are offered to the UK citrus consumer will help safeguard their future on UK retail shelves.”
For a full write-up of the current UK citrus market, see the next issue of FPJ, out 20 November.
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