Sales of Brussels sprouts are in recovery mode, as this year’s improved weather has enabled retailers to lower prices.
Sales rocketed 23% by volume, to 5,636 tonnes on value up 18.5% to £14.2 in the 12 weeks to 10 November [Kantar Worldpanel].
Poorer availability last year resulted in less promotional activity and higher prices but this year had been more “normal”, said Richard Mowbray, commercial director at supplier TH Clements. “We have seen an increase in promotional activity versus the same period last year and also some deflation, which has helped to push volume.”
Average price per kilo - after promotions - in the past 12 weeks was £3.59 compared with £3.88 in same period a year ago [Brandview.com].
“Unless this changes as we move into the peak season, sales should continue on this trajectory,” added Andrew Ovens, marketing director at Produce World Group.
The news comes as suppliers up their NPD on sprouts. M&S sells the Flower Sprout, a cross between a Brussels sprout and kale, developed by Tozer Seeds. Produce World is also running field trials of milder and stronger tasting sprouts as well as red sprouts. And Ocado has gone one step further, listing supplier Propermaid’s Christmas Dinner Cake which contains Brussels sprouts as well as all the other trimmings.