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Flandria name recognition continues to improve
Belgium
Tuesday 09 June 2009
According to the results of a consumer survey commissioned by the Flanders Agricultural Marketing Board (VLAM), the share of vegetables in purchases of fresh produce rose by no less than 4.4% per capita last year, although the share of fruit actually fell by 1%.
The most popular vegetable is still the tomato, with apples maintaining their lead in the fruit category. Name recognition of the Flandria quality label increased by 3%, signifying a 9% improvement over five years.
The consumption of fresh fruit and vegetables has shown an upturn for the second year running. Last year the total per capita purchased was 137 kg: 59 kg of vegetables and 78 kg of fruit. This is 2 kg more than in 2007, marking a slight growth (+1.4%).
According to VLAM, the economic crisis is prompting Belgian families to eat at home more. “Fresh vegetables have benefited from the growing popularity of home cooking, with per capita consumption increasing by 4.4%,” commented a VLAM spokesperson. “What’s more, vegetables were slightly lower in price last year than in 2007, which made them a more attractive proposition for shoppers.” However, at €2.11 per kg, the average retail price of fruit was 6.6% higher than in 2007.
Although spending on fruit increased considerably (+5.7%), there was actually a slight decrease in the volume purchased ( 1%). Last year the average Belgian spent €124 on vegetables and €166 on fruit, making a total of €290, which represents a 3% increase in spending. There has been a steady rise in spending since 2000.
The top five in the vegetable hit parade (tomatoes, carrots, onions, witloof chicory and lettuce) remains unchanged. Tomatoes are still firmly in the number one spot, at almost 10 kg per capita. This is an increase of just over 1%, i.e. lower than the market average of 4.4%. In second place, carrots have seen the biggest rise in consumption, by 400 g to 9 kg per person. Onions are in third place (6.8 kg), followed by witloof chicory with a per capita consumption of 6.6 kg, up 300 g. Lettuce brings up the rear in the top five with 3.7 kg. Belgians bought more brassicas in 2008. Cauliflower is still the most important variety, with consumption at 1.9 kg per person (1.6 kg in 2007). Consumption of all vegetables in the top ten has increased, except for mushrooms and courgettes.
