Bord Bia Information on Market for Horticultural Products

The key outlet for fresh produce is the retail market and in particular through the major multiples outlets.

The retail market in Ireland is the most important market for sales of fresh produce. The retail market for fresh produce was valued at €1.203 billion in 2007 which was a 5.4% growth compared with 2006. This market is made up of sales of fruit (45.4%), salad vegetables (14.2%), vegetables (23.6%) and potatoes (16.7%).

An increase in value sales was recorded in 2007 in the fruit, vegetables & salad vegetables categories with the vegetable category showing the greatest value increase of 12.7%. The potato category showed a sales value decrease of 6.9%. The key factors which contributed to the overall growth in the value figure included an increase in the retail price per Kg and greater household penetration. 88% of the retail sales now occurs through the multiple supermarkets.

A key trend in recent years has been the growth in the retail sales of chilled prepared fruit & vegetables (incl wet salads). This market was valued at €66 million in 2007 showing a growth of 20% on the previous year. Some two thirds of all households are now regular consumers from this category of products.

Value of Retail Sales of Fresh Produce 05-07

Retail Market Share for Key product categories

In addition produce is also sold to the service sector. Recent market research by Bord Bia indicates that this market is worth is worth in the region of €150 million at caterers' purchase prices.

Amenity Crops:

The key market outlets for amenity products are:

• Sales of plants/flowers to consumers which is valued at €1 billion per annum
• Gardening & Commercial Landscape market which is valued at €1 billion per annum.

Recent years have seen a significant growth in these markets and in particular there has been strong growth in the demand for container plants which reflects the modern consumer trend for convenience, low maintenance and instant effect.

Export of Horticultural Products:

The Irish Horticultural Industry is primarily targeted towards supplying the domestic market. However there are two key areas where Horticultural products are exported in significant quantities including:

• Mushroom exports to the UK valued at over €110 million annually
• Amenity Product exports including Christmas Trees, Nursery Stock & Cut Foliage Products valued at €15 million annually.

Source: BordBia - Bord Bia Data on Market for Horticultural Products

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