Florette has identified six ‘types’ of bagged salad shopper to help retailers increase penetration and double category sales to £1bn.

Florette’s research, with Kantar Worldpanel, has categorised leafy salad shoppers into addicts, adorers, selectors, acceptors, avoiders and rejectors.

Florette claims that longer-life bags, low rsps and salad bowls would appeal to rejectors who are put off salad because of lack of enjoyment, cost and lack of convenience.

“This new insight helps retailers to get under the skin of what shoppers like and how they shop the fixture, so they can better inform and inspire their customers,” said category manager Tony Walsh.