Dutch developments
The consumer market is changing rapidly. Henri van Hassel Of GfK Nederland delved into the developments happening online. Personal care and soft drink items scored high when it came to online sales. Many fresh produce categories are lagging behind. The fresh fruit and vegetable category is the exception to this rule. 3,5% of fresh fruit and vegetables are being bought online. Albert Heijn and Jumbo are forerunners here, but Picnic and Plus are also doing well. It is mostly well-off households with children and young singles who buy online. The campaign pressure within the fresh fruit and vegetable category is higher than average and, in 2017, increased considerably. In the Top 10 of vegetables bought, sweet peppers and cauliflower were the biggest climbers in 2017; with fruit, it was grapes and mandarins.
Vegetables seldom eaten out-of-house
Bas van Eekelen of GfK gave insight into the changing consumer behaviour at home and out-and-about. The younger generation clearly consumes more fruit and vegetables away from home. It is also striking that many younger people see this a routine. Vegetables still do not play an important role in away-from-home consumption. Almost 85% of the vegetables consumed are still eaten at home. Snacking tomatoes is an exception. Here, more than half are eaten while away from home. Population growth, an ageing population and new retail habits (including online) offer great perspectives on the increase in future consumption.
Role of the discounter increasing in the UK
After a presentation about the Brexit state of affairs, Gert Mulder and Ed Griffiths of the Kantar World panel discussed the developments in the United Kingdom. In 2017, consumer expenditure for fruit and vegetables climbed with 5%. This growth was mostly due to higher prices. In the UK, 7,5% of fruit and vegetables are already being sold online. Aldi and Lidl's market shares are steadily increasing in the UK at the expense of formulas such as Tesco, Asda and Morrisons.
Fruit and vegetables shares are growing within the organic sector. A decline was recorded in the sales of organic meats and dairy products. Campaign sales shares are also showing a decline. In 2014, 31% of fruit and vegetable sales were due to campaigns versus 26% in 2017. Brits still prefer soft fruit; 5% higher volumes and 8% more spending. Another climber is avocado: volume +9%, expenditure +13%.
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