Consumption of fresh fruit has increased, while vegetable volumes continue to slide, according to a new report by market research specialist Key Note.

The report, Fruit & Vegetables, says that in 2001, the overall UK market for fresh produce increased in value by 1.1 per cent to £7.49 billion. While vegetables retain the largest share of the market, at 1.7 per cent growth over the last five years, it is fruit that has shown the fastest expansion. This figure includes prepared, peeled and sliced fresh fruit as well as fruit-based snack products.

Meanwhile, vegetable consumption is suffering long-term decline in volume terms.

Key Note attributes the shift in sales to the increasing perception of fruit as a healthy snack or light meal. Fruit consumption has risen from 522 grams a head in 1960 to 745 grams in the year 2000. Apples and bananas remain the most popular choice of fruit.

Unsurprisingly, the majority of produce is now purchased in the multiple retailers. The report highlights the increased range of prepacked and prepared produce, and category management - which has seen fruit marketed alongside other snack items - as key drivers of market growth.

However, in spite of the rising popularity of processed food, whole produce still has a 60 per cent share of all fresh sales. In 2001, consumers, caterers and processors used more than 13 million tonnes of fresh produce, with the retail market accounting for 6.9mt of this.

Key Note says its expects similar trends to prevail throughout 2002, adding that the next four years will see only modest sales growth, with fruit maintaining the fastest increase. By 2006, it predicts the market with be worth £8.03bn.

The report concludes with the following outlook for the industry. 'In the next few years, consumption of fresh fruit and vegetables is unlikely to increase significantly. Increases in the consumption of fruit and fresh green vegetables will offset the decline in consumption of traditional vegetables.' TheKey Note report costs £340, but is available to readers of freshinfo and the Fresh Produce Journal at a discount price of £299 when mentioning this article. Call Key Note on 020 8481 8750.

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