11 April 2007, 14:58 PM
  • According to research by Nielsen, the humble apple is enjoying a surge in popularity amidst competition from so-called superfood fruits and more exotic fruits which are becoming more popular with today’s health conscious consumers.

“Total supermarket sales are growing at seven percent year-on-year, so the growth we are seeing in apples is ahead of market levels. For such a mature and large category, attaining double digit growth is a significant achievement,” Commented Simon Cox, senior business development manager at ACNielsen.

Figures show that the sales of apples are growing over ten percent in the latest year and the market is now worth £610million. Last year, sales were flat overall with standard variants in decline and only organic apples showing signs of growth. This year both organic (+10%) and standard lines (+11%) are performing well. Organic varieties now account for five percent of the market, worth £31 million.

Mr Cox continued, “We have identified that the consumer today requires foods that are both healthy and convenient and the apple naturally meets both of these criteria.”

Of standard lines, Granny Smiths are enjoying a revival with growth of 13% year-on-year – these now account for nine percent of all apple sales in Great Britain with £57 million sales in the latest year. Cox apples have also enjoyed growth (+20%) this year following a poor year in 2005. Worth £43 million in the year to March ’07 sales have increased by over £7 million. Meanwhile, sales of the red delicious apple have crumbled for the second year running. This variant sold over £8 million worth in 2005 compared to the latest annual figures of just over £5.6 million.

Of the organic variants, Royal Gala apples are the most popular and in money terms, the fastest growing type with £12.6 million sales in the year to March ’07, an increase of £2.4 million versus the previous year. Organic Pink Lady and organic Fuji apple’s are also growing in popularity with sales of £1.8 million (+7%) and £1.3 million (+25%) respectively.

“In the coming year I expect to see further increases in organic lines. Though in solid growth, organic apples have not yet reached their full potential and there is plenty of room for growth,” predicted Mr Cox.