Market Trends of United Kingdom Fruits & Vegetables Industry
Increased Dependence on Imports
The United Kingdom's climate and growing conditions limit the year-round domestic production of many fruits and vegetables. As a result, the country heavily relies on imports to meet consumer demand, especially during the off-season. While efforts have been made to increase local cultivation, overall production has decreased in recent years, especially in fruit production. After Britain left the European Union (Brexit), many migrant workers left the country, leading to current labor shortages that hinder efforts to increase production. The UK imports over 40% of its fruits and vegetables, with major suppliers being the European Union, Africa, and South America.
Additionally, the United Kingdom's diverse population is driving the increasing demand for exotic and ethnic fruits and vegetables. Communities from South Asia, Africa, and the Caribbean have increased the import of fruits and vegetables, particularly from non-European countries. For instance, the import of fresh raspberries, known for their health benefits, increased from 26.2 thousand metric tons in 2020 to 27.2 thousand metric tons in 2022. This trend extends beyond berries, with an increase in the import of other exotic fruits and vegetables driven by the United Kingdom’s diverse culinary preferences and the influence of global food cultures.
Increased Consumption of Fruits and Vegetables
The demand for fruits and vegetables in the United Kingdom has been steadily rising due to an increased focus on health among consumers. This has led to higher domestic consumption and an increase in the import of fresh produce. Government-supported programs like "Peas Please" have also played a role in encouraging this trend by partnering with retailers to make vegetables more visible and available in supermarkets, influencing consumer purchasing habits in favor of healthier options.
Supermarket chains such as Tesco, Sainsbury's, and Morrisons dominate the UK retail market for fruits and vegetables. Sainsbury's launched the 'Great Big Fruit and Veg Challenge' program to promote healthy eating, which encouraged and rewarded customers for purchasing more fruits and vegetables in 2020. As a result, participants in the challenge increased their weekly consumption of fruits and vegetables by 3.6 portions during the initiative. They continued to buy 2.7 portions more vegetables in the subsequent weeks, driving the demand for fruits and vegetables. According to a 2022 study conducted by the OECD (Organization for Economic Cooperation and Development), one in three adults in the UK consume five or more portions of fruit and vegetables daily. Therefore, these factors are anticipated to drive the consumption of fruits and vegetables in the country.
