Mixed results seen within fruits in 2025 although overall sales saw moderate growth in retail volume terms. Fruits with strong and stable supplies and a healthy image, such as strawberries and cranberries/blueberries, saw the strongest gains. However, some other fruits, such as citrus fruits, were impacted by supply shortages which impacted volume sales. Moving forward players are expected to invest in innovative branding and marketing to drive interest in UK fruits, with a focus on health, tast
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Overview:
Understand the latest market trends and future growth opportunities for the Fruits industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fruits industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fruits in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fruits in United Kingdom?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fruits sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fruits in the United Kingdom - Category analysis
KEY DATA FINDINGS
Sales of fruits post growth in 2025 thanks to the category’s healthy image
Health concerns, convenience, and retail support drive growth in fruits in 2025
Strawberry surplus drives UK fruit retail, while premium and imports face pressure
Value growth set to be driven by health concerns, premiumisation, and local sourcing
Creative branding and innovation can propel UK fresh fruit beyond commodity status
Fresh Food in the United Kingdom - Industry Overview
Fresh food sees solid growth in 2025 despite headwinds
KEY DATA FINDINGS
Fresh food sales influenced by economic pressures and health concerns in 2025
Financial pressures push consumers to favour cheaper alternatives
Despite supply pressures demand for many fresh foods remains strong
Positive outlook for the UK’s fresh food market
Healthy eating campaigns should benefit fresh food sales
Sustainability a growing concern
Supermarkets, hypermarkets and discounters dominate sales of fresh food
Sustainability adds value to the market
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Fruits
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
Fruits
This is the aggregation of fresh apples, bananas, cherries, cranberries & blueberries, grapefruit & pomelo, grapes, kiwi fruit, lemons & limes, oranges, tangerines & mandarins, peaches & nectarines, pears &quinces, plums & sloes, pineapples, strawberries and other fruits, whether sold packaged or unpackaged. Large fruit, such as watermelons and melons, cut and packed by retailers at their premises are also included. All other packaged, processed fruit products such as fresh cut fruits marketed as fresh fruit snacks and salads, cut frozen fruits and berries, jams & preserves, canned/preserved fruits, dried fruits and fruit snacks and fruit juices and juice drinks are excluded.
See all of our definitionsWhy buy this report?
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This report originates from Passport, our Fruits research and analysis database.
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