Consumers are voting with their wallets and opting for cheaper fruit and vegetables.

Sales of expensive tropical fruits such as pineapples, mangoes and melons have fallen 5.5% to £319m, with volumes slumping 9.7% [TNS 52w/e 22 March].

By contrast, the more ­affordable root crops such as carrots and turnips have seen an 8.8% value and 5.8% volume increase, with the sector now worth £702m.

Producers say the shift is due to shoppers looking for cost-effective and versatile produce.

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