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Despite ultra-low pricing and increased demand for bargains among cash-strapped consumers, UK carrot sales have not seen a corresponding rise. Over the last 12 months leading up to May 14, 2023, sales volumes have actually experienced a decline of 2.3 per cent compared to the previous year. This article delves into the reasons behind this trend and explores the consequences of this development on the British root vegetable sector and the retail industry.
The UK carrot market has been witnessing persistently low prices, which one might expect to drive higher sales. However, the opposite has been observed. According to the latest figures from Kantar, the decline in sales volumes over the past year has been even steeper than the previous year’s decrease of 7.7 per cent. This raises concerns for producers and growers who are puzzled by the lack of impact that reduced pricing has had on consumer behavior.
Martin Evans, the managing director of grower group FreshGro, believes that the main issue lies in carrots being perceived as “too cheap” by UK consumers. Surprisingly, the very characteristic that should attract buyers seems to be driving them away. In comparison to other European countries where carrots retail at higher prices, UK consumers might be subconsciously associating higher prices with better quality, causing them to overlook the more affordable carrots.
One of the contributing factors to the declining sales is the shift in UK food consumption patterns towards ready-meals, snacking, and convenience. Despite whole foods offering a cheaper option, most consumers are not actively choosing scratch-cooking as their preferred method. Evans emphasizes that the lack of messaging and engagement from the industry is a missed opportunity. There is a need for stronger consumer engagement to promote and encourage carrot consumption, especially as an affordable and healthy choice.
