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UK Insights

Are avocado and quinoa still trendy?

Kirsty Cooke

UK Editor

Shoppers 18.05.2018 / 09:00

quinoa-avocado-salad

Are people still buying kale and coconut water? Which food and drink fads from the last few years are still alive and well? Kantar Worldpanel has the data.

Avocado

It’s supposedly the reason why millennials can’t get on the property ladder, but do we actually have an insatiable appetite for avocado on toast? Supermarket sales data would suggest so. The UK spent a whopping £176,120,000 on avocados in the last year, up 7% on the previous year. 



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However, this growth pales in comparison with the growth that avocado enjoyed, both in spend and in volume of sales, in the previous years. Between April 2015 and April 2016, the UK spent a whopping 35% MORE on avocado, and bought 39% more of them by volume. So is it on its way out? CAN WE BUY A FLAT IN LONDON? 

Kale

If you’d told me a few years ago that I’d happily munch on a kale crisp and not even care that there was no potato involved, I would have laughed in your face. But here we are. 2018 and the UK is spending around £32m on kale over a year, and supermarkets are shifting 7.5m units of the curly green stuff. But this is actually a dip since last year – spend is down 8.6% and volume has dropped 5.1%. 



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Quinoa

Does it make you smug when you realise you can say AND spell ‘quinoa’, while your colleagues don’t even know what it is? Or do you harbour a feint nostalgia for the time we could just have rice with meat and be done with it? Well, quinoa (keen-wah) has climbed over the past few years, although growth is slowing. In the last year, Brits spent 8.9m on quinoa, a 13.2% growth year on year. But it was definitely trendier back in the day – the bigger growth (of 38.3%) happened between 2015 and 2016. 



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Coconut Oil

Coconut Oil saw some massive growth in 2015/2016 thanks to widespread publicity around how healthy it was for cooking with (and myriad beauty uses too). While we are still spending nearly £22m on it as a nation, the total spend and indeed volume of sales, has dropped in the past 12 months. Spend has dropped 12% since April 2017. 



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What's next?

As the latest Brand Footprint Ranking from Kantar Worldpanel shows, we Brits are happy to stick with tried, tested and trusted brands to provide our daily bread (literally) – Warburtons, Heinz and Hovis are the top three most chosen brands in the UK. That said, the growing brands in the top 50 are the ones innovating around customer needs and desires, introducing quirky new variants and flavours, and encouraging shoppers to purchase them for different occasions.

According to Kantar Worldpanel research, who are the new kids on the block when it comes to food (and drink) fads? 

Well, pineapple sales are growing incredibly quickly, even when you take into account overall growth of 5% in the fruit sales – another example of healthy eating trends driving consumer decision-making. Pineapples are seeing 6.8% growth in the year to Feb 2018 – spend levels were at £43,935,000 for the year. 

Drinks mixers have also grown versus other drink subcategories, thanks in part to the success of newcomer Fever Tree. This example of how a brand has helped drive an entire category rests on their message of being “natural”, and their ability to create excitement around a category where not much was going on 5 years ago. Of course, more gin drinkers has helped.

 

Source : Kantar Worldpanel

Editor's Notes

All data Kantar Worldpanel.

Unless stated otherwise, figures for 2018 are for 52 w/e 22 April 2018 and figures for 2016 are for 52 w/e 24 April 2016.

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