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Fresh Produce Pricing Analysis

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Brand View Insights provides analysis on the impact of key market changes to price and promotion trends for your category, your customers and your competitors. This analysis takes a closer look at the Fresh Produce Category and the sub-categories that fall within it – i.e. Fresh Vegetables, Fresh Potatoes, Fresh Fruit and Fresh Salad.

Price Index

The Brand View Index has been tracking the shelf price of more than 30,000 FMCG products over the last 4 years in Tesco, ASDA, Sainsbury’s and Waitrose. This particular analysis includes Fresh Produce items that have been in the market since August 2011 and which remain in stock today, to ensure an accurate measure of inflation.

The index as a whole has remained fairly stable from June 2012 after the sharp increase early last year. However, Brand View has identified significant recent inflation in the Fresh Produce category.


Price Changes

Compared to June 2012, prices in Fresh Produce have risen at a rate of 5% – significantly higher than the overall rate of inflation. The Potato sub-category has seen the most significant increase (19%) since June 2012, with Fresh Fruit at a distant second – up 6%.

In contrast, growth in prices in the remaining sub-categories has been much more modest with Fresh Salad up 1.7% and Fresh Vegetables rising to 3%. The retail price rises in the Potato category are driven ultimately by increased farm prices following poor harvests in both the UK and Ireland as a result of adverse weather in 2012.


Healthy Products

Back in November, Brand View monitored the range of Healthy lines stocked across supermarkets and how these lines have changed over time. We found that major multiples had decreased their range of Own Label Healthy lines versus the same time a year ago. The range stocked across Tesco, ASDA and Sainsbury’s has diminished over this time with 13% fewer lines than November 2011.

We have updated these figures to January 2013 and found that these lines haven’t been replaced and have remained flat over the last 3 months.

Tracking Healthy lines such as Tesco’s Healthy Living, ASDA’s Good For You and Sainsbury’s Be Good to Yourself, Brand View reviewed the range stocked this January versus those stocked in November 2012 and November 2011.

ASDA has decreased a larger number of Healthy lines year-on-year compared to Tesco and Sainsbury’s.


Actionable Intelligence

Brand View is the leading global provider of price, promotion, product content and online product positioning analytics.