Consumers are eating more carrots this year thanks to the cooler weather and growing popularity of the vegetable among children.
The number of carrot-eating occasions has risen 3% to 3.8 billion, according to new consumption data from TNS. Value sales have also increased 3% to £219m [year to 13 July].
Home snacking was up 48% year-on-year and children’s consumption was up 13% for the six to 10 age group, said TNS analyst Vicky Mansell, with this group overindexing on carrots but underindexing on other veg.
This was likely to be driven by increased consumption at schools, she said. Children’s awareness of carrots had been boosted by the Schools Fruit and Veg Scheme, added British Carrot Growers’ Association chairman Martin Evans.
The increasing popularity of alternative carrot formats such as Chantenay, prepared carrots and batons was also boosting overall figures, he said.
The poor summer had also played a part, said Evans, with consumers opting for more cold-weather produce.
“Historical data shows people eat more carrots when it’s cold,” he said.
Carrot sales had been ‘stagnant’ after Christmas when the weather had been warmer than expected, but had picked up as the summer had gone on and the weather failed to improve, Evans reported. Consumers were becoming more adventurous with using carrots, he added.
“Carrots have lost their stigma,” he said. “We are giving people fresh ideas of what to do with carrots and giving a bit more impetus back to the category.”
Producers could drive further growth by talking about the ‘carrot crunch’ and by pointing out that the vegetable was convenient, wholesome and versatile, and ideal to incorporate in a range of easy meals, Evans suggested. This would be a key element in promotional activity over the coming year, which would include nationwide ‘carrot carnivals’.
The number of carrot-eating occasions has risen 3% to 3.8 billion, according to new consumption data from TNS. Value sales have also increased 3% to £219m [year to 13 July].
Home snacking was up 48% year-on-year and children’s consumption was up 13% for the six to 10 age group, said TNS analyst Vicky Mansell, with this group overindexing on carrots but underindexing on other veg.
This was likely to be driven by increased consumption at schools, she said. Children’s awareness of carrots had been boosted by the Schools Fruit and Veg Scheme, added British Carrot Growers’ Association chairman Martin Evans.
The increasing popularity of alternative carrot formats such as Chantenay, prepared carrots and batons was also boosting overall figures, he said.
The poor summer had also played a part, said Evans, with consumers opting for more cold-weather produce.
“Historical data shows people eat more carrots when it’s cold,” he said.
Carrot sales had been ‘stagnant’ after Christmas when the weather had been warmer than expected, but had picked up as the summer had gone on and the weather failed to improve, Evans reported. Consumers were becoming more adventurous with using carrots, he added.
“Carrots have lost their stigma,” he said. “We are giving people fresh ideas of what to do with carrots and giving a bit more impetus back to the category.”
Producers could drive further growth by talking about the ‘carrot crunch’ and by pointing out that the vegetable was convenient, wholesome and versatile, and ideal to incorporate in a range of easy meals, Evans suggested. This would be a key element in promotional activity over the coming year, which would include nationwide ‘carrot carnivals’.
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