Demand For Soft Fruits, Green Veggies Surges As Brits Embrace Juicing Trend

Information Resources Inc., a market research company, has revealed that sales of soft fruits and green vegetables in United Kingdom supermarkets have increased by up to a third. The data and analytics provider attributed the increasing demand to the growing number of Brits who are embracing the latest homemade juicing trend.

Express reported that IRI figures showed that demand for avocado has soared by 31 percent in 2015 compared with the previous year. This increase is equivalent to £34 million. Moreover, sales for spinach and greens rose by 21 percent and 12 percent respectively.

An increase was also seen on soft fruits that incurred £1 billion in sales. Soft fruit sales rose by 12 percent, to be worth an additional £115 million to the British economy.

Supermarket sales of blenders and juicers have also registered a notable 49 percent boost in the past year. In contrast, sales of fruit juices, fizzy drinks and dilute-to-taste products have suffered. Fruit juice sales have dropped by eight percent, fruit drinks have declined by four percent and dilute-to-taste products went down by seven percent.

"It's clear that certain categories are receiving a boost from shoppers' changing attitudes towards 'free-from', natural products and food authenticity, and an increased awareness of the health benefits of certain foods and ingredients," Martin Wood, Head of Strategic Insight - Retail Solutions & Innovation at IRI, told European Supermarket Magazine. He added that it is interesting to see that sales of green vegetables and fruits have risen throughout the year.

"At a time when obesity rates are at their highest in the UK, it's encouraging to see this, possibly as a result of pressure on the government to levy a sugar tax on food and drink, and the influence of celebrities like Ella Woodward," Wood added. "Based on our data, it's clear that retailers are already supporting this healthy agenda, but they do need to ensure they maintain it with the right price and promotion, and marketing strategies."