AGE PROFILE of dried fruit consumers



Children

0-1620%

Male

17-446%

45+23%

Female

17-4411%

45+40%

Info: Usage overview of dried fruit. In-home and lunchbox

Dried fruit was eaten on 690 million occasions last year, and the sector is in growth by 8% year-on-year

Adults 45+ account for 63% of consumption

53% is eaten at breakfast

51% is eaten with cereals and 40% with tea

63% of dried fruit is consumed for health reasons

Breakfast buoys up dried fruit sales

Breakfast remains the key time for dried fruit consumption. It is also popular as an in-home snack (15%) and in the lunchbox (13%).

Women aged 45+ account for 40% of consumption and have increased their consumption by 14% in the last year.

Some 63% of consumers state health as their motivation.

Michael Vahid