The rise in popularity of snacking and baking fruits has been prompted by the emphasis on healthy eating as well as by dual sitings in-store
This year fruit sales have put on an impressive performance.
The snacking and baking fruits categories are taking the largest bite out of the home baking market and both have attracted an additional one million households into their respective categories [TNS 52 w/e May 22, 2005].
This rise in popularity has been partly prompted by the rise of healthy eating, and also because of the increased prominence of dual sittings which has meant many products are now available in the fruit and vegetable aisle as well as the snacking section of supermarkets.
What used to be considered a highly seasonal market is now booming all year round as manufacturers introduce new mixes to attract younger, more adventurous audiences.
“Home baking is an important category for us and product sales are growing year-on-year,” says Ian Tidmarsh, buying director for Julian Graves. “This is an attractive area for new product development for us and we are launching several new dried fruit mixes to attract younger consumers, such as pineapple, mango and banana pieces.”
Sun-Maid is the brand leader in the raisin market and the fastest-growing in terms of volume and value. The brand is now worth £7.2m with a year-on-year growth of 13.9% [ACNielsen MAT to June 11, 2005]. It has now extended its range with the launch of a new cookie mix. “The Sun-Maid cookie mix is backed by the Sun-Maid heritage and quality, giving a healthier alternative to the traditional chocolate chip cooking widely available in this fixture,” says a spokeswoman for the brand.
Whitworths also predicts more product development is on the cards for the category in the near future.
“Changing consumer lifestyles are a major factor in the rapid growth of snacking fruits,” says David Smith, Whitworths’ marketing director. “Exciting times lie ahead for snacking fruits, which are changing the face of home baking, led by younger consumers who are turning the old-fashioned image of fruit on its head.”
This year fruit sales have put on an impressive performance.
The snacking and baking fruits categories are taking the largest bite out of the home baking market and both have attracted an additional one million households into their respective categories [TNS 52 w/e May 22, 2005].
This rise in popularity has been partly prompted by the rise of healthy eating, and also because of the increased prominence of dual sittings which has meant many products are now available in the fruit and vegetable aisle as well as the snacking section of supermarkets.
What used to be considered a highly seasonal market is now booming all year round as manufacturers introduce new mixes to attract younger, more adventurous audiences.
“Home baking is an important category for us and product sales are growing year-on-year,” says Ian Tidmarsh, buying director for Julian Graves. “This is an attractive area for new product development for us and we are launching several new dried fruit mixes to attract younger consumers, such as pineapple, mango and banana pieces.”
Sun-Maid is the brand leader in the raisin market and the fastest-growing in terms of volume and value. The brand is now worth £7.2m with a year-on-year growth of 13.9% [ACNielsen MAT to June 11, 2005]. It has now extended its range with the launch of a new cookie mix. “The Sun-Maid cookie mix is backed by the Sun-Maid heritage and quality, giving a healthier alternative to the traditional chocolate chip cooking widely available in this fixture,” says a spokeswoman for the brand.
Whitworths also predicts more product development is on the cards for the category in the near future.
“Changing consumer lifestyles are a major factor in the rapid growth of snacking fruits,” says David Smith, Whitworths’ marketing director. “Exciting times lie ahead for snacking fruits, which are changing the face of home baking, led by younger consumers who are turning the old-fashioned image of fruit on its head.”
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