In light of the current UK heatwave, Tesco reports a near 10% surge in fruit sales over the past three weeks. The demand spans berries, stone fruits, kiwis, melons, watermelons, pineapples, grapes, and bananas. According to Simon Reeves, Tesco's fruit category buying manager, "The extra demand for fruit that we've seen during the recent heatwaves in the last month has been unprecedented." This trend correlates with favorable growing conditions attributed to increased sunshine, enhancing fruit quality.
To accommodate this demand, Tesco has adjusted its supply chain strategies, securing additional fruit shipments from its growers. As the country experiences another heatwave, Tesco further anticipates higher sales in other categories, including 750,000 burger packs, millions of ice creams, and numerous bottled beverages like Pimm's. Waitrose observes a 300% jump in Wimbledon-related food sales, with strawberries and cream showing a 450% hike.
Will Torrent of Waitrose highlights the influence of cultural events on consumer behavior, particularly in products linked to tennis, such as strawberries and Pimm's. This phenomenon underlines the intersection of climatic conditions and cultural events in shaping market demand.
Source: Independent
