Berries have overtaken apples as the biggest selling fruit category by value, according to new data from Kantar Worldpanel.

Berry sales shot up by 13.3% y-o-y [52w/e 7 August 2011] and now make up 18.4% of fruit sales, compared with 18% for apples. Berry market share is also greater than citrus (14.8%) and bananas (14.7%).

"We've always had a strong affection for berries and they've become more popular as consumers have become more aware of their health benefits," said Laurence Olins, chairman of British Summer Fruits.