Pea consumption by age groupnIn the past year, peas were consumed on 2.7 billion occasions, 2% less than in the previous year
n70% of peas eaten are frozen
nThe 45+ age group consumes 48% of peas
n66% of peas are eaten at the main meal Most peas are eaten at the main meal or in the evening Some 66% of peas are eaten at the main meal. This is greater than for total vegetables, indicating the importance of peas at the main meal.
The consumption of total foods at the main meal has declined by 5.5%. This has had a knock-on effect on peas, the consumption of which has declined 12% at the main meal.
When eaten at a main meal, peas are mainly paired with meat and potatoes.
Peas are generally on the decline because of greater demand for more convenient food options. Since the majority of peas are frozen and require cooking from scratch, they do not offer a high level of convenience. Most peas are eaten at the evening meal (58%). However, consumption of peas at the evening meal has dropped 5.6%. Conversely, consumption at teatime, which represents nearly 20% of pea consumption, has increased by 5% compared with last year.
The biggest consumers of peas are the 45 to 64-year-olds, who eat 28% of total consumption. The over-45s have increased consumption compared with last year, as have young males.
Younger children (aged 0-10 years) have increased pea consumption at teatime by 9%. Other age groups’ levels are currently in decline, indicating an opportunity to gain a greater spread of consumers across the market.
Richard Orr, TNS
Produced for The Grocer by TNS. Year to November 2004.
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