UK consumers buying less fruit and veg: IGD

By Rod Addy

- Last updated on GMT

Related tags Vegetable Fruit Food Igd

The latest research suggests consumers are buying and eating less fruit and vegetables
The latest research suggests consumers are buying and eating less fruit and vegetables
Sales of fruit and vegetables continue to go down, despite efforts to encourage shoppers to cut fresh produce waste and eat more cheaply, according to the IGD’s chief economist James Walton.

Speaking exclusively to at the IGD conference in London yesterday (October 8) Walton said there was “good evidence”​ to suggest consumption of fruit and vegetables had decreased – and was continuing to do so – within the UK.

As early as 2009 national press reports indicated fresh produce sales were falling as the recession kicked in. The decline had continued since then, said Walton.

That's despite the fact that programmes such as Jamie Oliver's Money Saving Meals, recently launched on Channel 4, are urging consumers not to waste fruit and veg and use them more effectively.

“ONS​ [Office of National Statistics] data shows us there has been steady price pressure in both fruit and vegetables; DEFRA​ [Department for Environment, Food and Rural Affairs] data shows us that people are purchasing less; the NHS health data suggests that people are eating much less,” ​he added.

Listen our podcast to find out what Walton said the drivers were behind this trend and what the food industry needed to do to resolve the issue.

‘Boom in business start-ups’

However, Walton said a recent “boom in new​ [food and drink manufacturing] business start-ups”​ meant that it was not all doom and gloom for the industry.

Meanwhile, earlier this year StartUp Britain gave 10 businesses the chance to pitch their products​ to Sainsbury.

StartUp Britain is a national campaign, set up by eight entrepreneurs, to help new businesses secure initial contracts with retailers.

Related news

Show more

Follow us

Featured Jobs

View more


Food Manufacture Podcast

Listen to the Food Manufacture podcast