Pea sales continue to rise as more consumers use it as an ingredient as well as an accompaniment.
Value sales have risen 11% year-on-year to £216m [TNS 52w/e 14 June], with volumes also rising 2% to 122 million kg.
While fresh and canned pea volumes had fallen 4% and 9% respectively, frozen pea volumes, which represent the overwhelming majority of the market, had risen 4% as consumers looked for versatility and value for money, said TNS analyst Teresa Fisher.
The image of the vegetable had also benefited from sustained marketing and promotional work both by the industry's Yes Peas! campaign and Birds Eye, added Tim Mudge, commercial manager of the Processed Vegetable Growers' Association.
"Before the Yes Peas! campaign, peas were seen as an accompaniment," he said. "Now they're seen as an ingredient, which was the objective."
Value sales have risen 11% year-on-year to £216m [TNS 52w/e 14 June], with volumes also rising 2% to 122 million kg.
While fresh and canned pea volumes had fallen 4% and 9% respectively, frozen pea volumes, which represent the overwhelming majority of the market, had risen 4% as consumers looked for versatility and value for money, said TNS analyst Teresa Fisher.
The image of the vegetable had also benefited from sustained marketing and promotional work both by the industry's Yes Peas! campaign and Birds Eye, added Tim Mudge, commercial manager of the Processed Vegetable Growers' Association.
"Before the Yes Peas! campaign, peas were seen as an accompaniment," he said. "Now they're seen as an ingredient, which was the objective."
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