Fruit sector will beat the credit crunch, experts claim

Director at Supply Intelligence Cedric Porter said at the Fruit Focus event that fruit prices are beginning to grow in the current economic climate but demand for these items is increasing.

He suggested that the general public now thinks more in depth about healthy eating and this is filtering into overall buying trends.

"Thanks to campaigns such as five-a-day, and the focus on locally produced food, consumers are now convinced of fruit's financial and nutritional value," he commented.

Nielsen's business insight director Jonathan Banks added that food is still good "value for money" when compared to the past.

And Nielsen research has also revealed that customers believe high-quality fresh fruit and a broad range of fruit to be important during the shopping experience, he remarked.