Pepper producers should target mums and children to help reverse declining consumption, an analyst has claimed.

Consumption of peppers is in 5% year-on-year decline [TNS year ending May] and sales have fallen 0.2% to £239.5m this year [TNS 52 w/e 4 October].

Adults are eating fewer peppers but there has been positive growth among children aged six to 10 and males aged 17 to 24.

"Producers should look to increase consumption with mums and children by highlighting the benefits they bring as part of a healthy diet and adding to the recommended 5-a-day portions of fruit and veg," said TNS analyst Teresa Fisher.

The rise of home cooking should also suit the versatility of peppers, Fisher added, as they were commonly used with pasta, rice, noodles and baked potatoes. Shoppers often bought peppers to other foods, she said.