tropicana

THEFruiTSE REPORT

FruiTSEREPORT

THE

THEFruiTSE REPORT

As experts in fruit juice, Tropicana are passionate about discovering new fruits and mixing them in exciting ways. Over the past few years we have introduced 14 innovative juice blends to our shelves, using fruits that until recent times were considered rare and exotic, such as the Papaya and Passionfruit. Always forward thinking, we have commissioned the FruiTSE Report to provide a fresh insight into the world of fruits and the ways in which British consumers view these tasty and versatile commodities.

The report draws on data from our FruiTSE 100, an index that maps the movers and shakers of the fruit world, and uses the expertise of Food Futurologist Dr Morgaine Gaye to identify current and future fruit trends that will influence what consumers could be putting into their shopping baskets in years to come.

The Fruits of our Labour

THEFruiTSE REPORT

“We take for granted that most of the fruit we see every day in the supermarket has always been there, but for the general public it wasn’t until the late 1980’s that the variety of fruits available went beyond the Granny Smith, Golden Delicious, Red Apples, Oranges, Bananas and Pears.

Seasonality meant that Strawberries and Raspberries were only available in the summer months and Satsumas were considered a Christmas treat. Avocados were called Avocado Pear and were considered exotic. Pineapple was most often tinned.

Technology has developed since then and fruits are, more often than not, available all year round. More exotic fruits are appearing in supermarkets and the introduction of new varieties continues at a growing rate.

There is a range of key factors that continually affect our access to rare and exotic fruits and these have influenced the FruiTSE 100, an index that has been created to identify and highlight future super fruits along with current consumption trends.

In short, what we can see on our shelves today will be very different to what we are readily able to purchase in the future.

I believe it is an exciting time for British foodies, with an abundance of undiscovered fruits on the cusp of making their way into households across the UK.”

Morgaine Gaye, Fruit Futurologist

FOREWORD

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THE

of Brits are stuckin a fruit rut only eating4 di�erent fruits a week.78�

Have NO FRUIT7�

6 in10people end up buying a limited or fairlystandard bowl

have a “Limited Bowl”21�

have a “Super Fruits Bowl”11�

have a “Slightly Exotic Bowl”20�

have a “Standard Bowl”41�

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THE

of Brits say appearanceis the biggest decidingfactor in buyng fruit

25�

of us are more likely to try a fruit we've read about or seen used by celebrity chefs

OVER ATHIRDpeople say travelling abroad and eating out are major influences for trying new fruits

1 IN 4

of us are more likely to buy a fruit if it has increased health benefits.

1 IN 3

of Brits are put o� buying fruit if they don't know how to prepare it

27� of us are willing to try afruit we haven't heard of68�

THEFruiTSE REPORT

One key theme uncovered in the FruiTSE Report is that despite there being a great deal of fresh produce available to us all year round, and the selection of fruits available in supermarkets ever increasing, over half of us eat the same fruits out of habit and over 80% of us only eat four different fruits a week.

Despite this, two out of three British consumers still express a genuine desire in trying new and exciting varieties, however not knowing how to prepare them has become as a major barrier to over 20% of us.

This desire to try new fruits is being fuelled by a variety of factors, including the exposure to novel foods through TV Chefs and cookery programmes (35%), foreign holidays to exotic locations (33%) and Hollywood celebrity food fads (10%).

Another growing consumer trend identified by the research is that of actively seeking out new ‘super fruits’, with a third of people claiming that they will spend money on fruits they haven’t tried before if they’ve read of their potential health and wellbeing benefits in the media.

As well as highlighting the foreign fruits that have recently become common supermarket produce such as the Acai and Goji berries, the FruiTSE Report identifies a new resurgence in home grown fruit such as the Great British Gooseberry and showcases five of the most exciting future super fruits that consumers could look forward to discovering much sooner than they think.

At a Consumption Junction

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In the year of the Jubilee, traditional English fruits like the Strawberry, Rhubarb and Gooseberry are becoming a big hit with UK consumers

Gooseberry “Sales of Gooseberries have risen by 91%”

The age-old traditional fruit is making a comeback. Growing wild, this fruit will be a free source of food as foraging increases in popularity. Gooseberry preserves, yogurts and pies are also increasing in availability.

Sales of Gooseberries have risen by 91% year on year since 2008 when the retro-food trend first started. UK retailers are attributing this dramatic rise in sales to the fruit’s versatility, celebrity chef endorsements and a growing mindfulness among British consumers towards eating seasonally.

Strawberries: “The 2012 British strawberry season is likely to be one of the best ever”

Sales of British strawberries more than doubled during the unusually warm spring compared to the same period in 2008. The 2012 British strawberry season is likely to be one of the best ever for both consumers and growers alike. British Strawberries in season and available now are considered some of the best tasting berries ever produced as the result of this year’s perfect growing conditions. This year we will see a selection of new varieties introduced to market, which have been developed specifically to suit the UK climate and British consumers, who like naturally sweet Strawberries.

This year’s crop is of excellent quality, with larger, sweeter and juicier berries as a result of the mild and warm spring weather, with no frosts and good pollination, lots of bees as well as a good amount of uninterrupted sun to ripen fruit. The long-range forecast for the summer is also looking positive, which means we are expecting a long and successful season full of the best Strawberries, Raspberries and Blackberries we’ve ever produced.

Rhubarb “Rhubarb is also increasingly being championed by celebrity chefs”

This quintessentially British crop loves cold, wet climates and the recent weather is helping to produce bumper crops, especially in its regional growing ‘triangle’ in the north of England. This is great news for retailers who are seeing this retro fruit increase in consumer popularity, reflected in the shelf space it now commands in leading supermarkets. Its presence isn’t contained within the produce section either, with Rhubarb becoming one of the newer natural flavours used in own brand yogurts and compotes. With an increase in fruit and sweet foods mixed with savouries or meats, rhubarb is also increasingly being championed by celebrity chefs and cooking websites as a multi-purpose ingredient.

A Retro Resurgence

THEFruiTSE REPORT

Goji“Discovered growing by the side of the M1”

The otherwise known Chinese Wolfberry is sold in supermarkets as a packaged dried fruit, which is most often eaten as a snack or an addition to cereal. It reached the dizzy heights of a health solution for just about everything a few years ago, but started to lose consumer perception as an exotic super fruit when it was discovered growing by the side of the M1.

The Goji Berry’s other uses are limited and it has not been embraced in recipes adding to its declining popularity amongst UK consumers.

Acai“The Acai berry is no longer flavour of the month following unsubstantiated weight loss claims”

The follow up super fruit to the Goji, the Acai Berry, saw a sharp rise in popularity when its strong antioxidant properties were revealed. Acai contain anthocyanins, which give the fruit its distinctive colour, and flavinoids. Such antioxidants may help reduce the risk of some diseases, such as heart disease and cancer.

Despite studies, which show the fruit’s pulp has a higher antioxidant capacity than Cranberry, Raspberry, Blackberry, Strawberry, and Blueberry the Acai berry is no longer flavour of the month in dietary circles following unsubstantiated weight loss claims in a variety of Acai products.

The super fruits of the last decade like Gogi and Acai Berries are losing their appeal making way for new fruits of the future.

So Last Season

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Food Futurologist Morgaine Gaye gives us her pick of a selection of global super fruits that could become staple produce in British fruit bowls in future years.

Back to the Fruture

SAPODILLA:THE SUPER FRUIT OF THE FUTURE?

Native to southern Mexico, Central America and the Caribbean.

Like a smooth-skinned potato with an internal juicy flesh that ranges from a pale yellow to an earthy brown colour and boats a grainy texture akin to that of a well-ripened pear. The fruit has an exceptionally sweet, malty flavour that bears a striking resemblance to caramel or a pear candied with brown sugar. A super fruit of the future, it is rich in the antioxidant tannin, a complex family of naturally occurring polyphenols that neutralize acids giving them anti-inflammatory, antiviral, anti-bacterial, and anti-parasitic effects. Sapodilla contains a healthy amount of antioxidant vitamins including vitamin C (24.5% of recommended daily intake per 100 g of fruit) and vitamin A. Freshly ripened sapodilla is a good source of minerals; potassium, copper, iron and vitamins; folate, niacin and pantothenic acid.

MAMEY SAPOTE:ICE CREAM SOME-DAE?

Native to southern Mexico and now cultivated in Central America and the Caribbean.

The fruit has orange flesh but is smooth and the brown skin has a texture somewhat between sandpaper and the fuzz on a peach. The fruit’s texture is creamy and soft. A Mamey Sapote is ripe when the flesh is pink. This is revealed by scratching the fruit. About the size and shape of a mango the fruit is used in Mexico and Central America to make milkshakes, smoothies, ice cream and fruit bars.

GUANABANA:NATURE’S CANCER CURE?

Native to Cuba, Colombia, Brazil, Peru, Venezuela and sub-Saharan African countries that lie within the tropics.

The flesh of the fruit consists of an edible, white pulp and a core of indigestible, black seeds. Its flavour has been described as a combination of strawberry and pineapple with sour citrus flavour notes contrasting with an underlying creamy flavour reminiscent of coconut or banana. Guanabana contains significant amounts of vitamin C, vitamin B1, and vitamin B2. The fruit, seeds, and leaves have a number of herbal medicinal uses among indigenous peoples of regions where the plant is common. Many western doctors believe that this future super fruit could even help cure cancer, presenting evidence that its extracts selectively inhibit the growth of human breast cancer cells.

BUDDHA’S HAND:A BLESSING FOR FUTURE SALADS

The origin of Buddha’s hand plant is traced back to North Eastern India and China.

Buddha’s hand has a thick peel and only a small amount of lemony-flesh. It’s juiceless but boasts highly fragrant seeds. The peel of the fruit can be candied or used for zest. The inner white pith is not bitter like a usual lemon, so the fingers are cut off, sliced and used as a citrusy addition to salads or scattered over cooked foods such as fish.

THEFruiTSE REPORT

1. Gooseberry2. Brejaúba3. Buriti4. Cagaita5. Pears6. Cajá-manga7. Guabiroba8. Buddha’s Hand9. Jatobá10. Murici11. Golden Delicious12. Pequi13. Taperebá14. Mamey Sapote15. Cherimoya16. Taperiva17. Strawberry18. Tomato19. Copoazu20. Aguaje 21. Hungurahui22. Cacau23. Goji berry24. Carambola25. Acai Berry26. Cupuaçu27. Mangaba28. Siriguela29. Pinha30. Rhubarb31. Pitanga32. Orange33. Satsuma34. Caqui

35. Tangerine36. Pineapple37. Sapodilla38. Umbú39. Nance40. Biriba41. Guanabana42. Micro banana43. Banana 44. Rosapera45. Feioja 46. Kiwi47. Granny smith apple48. Cox’s orange pippin apple49. Red Apple50. Rubus rosifolius51. Pink lady apple52. Egg fruit53. Corazon54. Camu Camu55. Lacuma56. Noni57. Cashew fruit58. Pineapple 59. Pomelo60. Greengage61. Plum62. Peach63. Necatarine64. Yellow plum65. Grapefruit66. Papaya67. Mango68. Mirabel

69. Blueberry70. Sharon fruit71. Boysenberry72. Pink grapefruit73. Lychee74. Durian75. Jack Fruit76. Figs77. Black grapes78. Green grapes79. Ugli fruit80. Avocado81. Lemon82. Blackberry83. Raspberry84. Blackcurrant85. Pineberry86. Lime87. Loganberry88. Tayberry89. Blood lime90. Star fruit91. Damson92. Kundong93. Horned melon94. Mulberry95. Persimon 96. Passion Fruit97. Tomatillo98. Watermelon99. Honeydew melon100. Rock melon

Becoming More Popular Becoming Less Popular Fruits Included in the Report

The Fruits of the FruiTSE 100