The latest industry sales figures from market analyst Kantar show that despite low wholesale and retail prices, sales of carrots are continuing to decline in the UK.
The FPJ reports that, according to Kantar data, sales volumes of the vegetable staple fell 2.3% for the 12 months to 14 May 2023, a figure which comes on top of a previous 7.7% decline in sales.
This has led some growers, such as Martin Evans, managing director of FreshGro, to call for higher prices and a boost to the consumer perception of carrots. “Cost of production has been up by over 20 per cent, and on the whole low carrot pricing should have meant more sales, but this has not transpired at all,” he said. “Carrots at 50p per kg are too cheap and are almost overlooked. In most European countries, carrots retail at 1.50-2 Euros per per kg.
”General UK food consumption patterns are towards ready-meals, snacking and convenience. Yet scratch-cooking of whole foods is by far a cheaper option but is still not a choice selected by most consumers. Our messaging is totally absent as an industry. We are not engaging with our consumers on cooking using carrots. We need consumer engagement more than ever to teach, create and encourage carrot consumption.”
He also warned that establishment of this year’s domestic crop has been hampered by the wet March followed by the dry April and May, although the recent rains may have come in time to boost final yields. “If we have a hot dry summer, this will create low yields,” he warned. “[However] if we have a wet summer, it will be the same outcome. If the weather is mixed, crops will catch up. Watch this space.”
