12 FARM NEWS JUN / JUL 2023 • farmers-mart . co . uk
12 FARM NEWS JUN / JUL 2023 • farmers-mart . co . uk
Demand for frozen peas soars 20 % as brits look for cheaper foods during inflation
NEW data has been released which shines a light on Brits ’ changing food habits , as a result of the cost of living crisis .
With Great British Pea Week returning between the 3rd and 9th of July , this year , Yes Peas !, the industry campaign dedicated to championing the frozen pea , has released data which shows that demand for peas has increased 20 % YOY , as Brits look for more cost-friendly ingredients for their weekly food shops .
Google Trends data shows that searches for ‘ frozen peas ’ in the UK have increased 20 % in the last 12 months , with over 2,000 searches in the last month alone .
Alongside this , the data from Yes Peas ! sheds further light on Brits ’ changing shopping behaviours , showing that Brits are increasingly shopping at Aldi and Lidl , rather than Morrisons , as they look to reduce the cost of their shopping basket .
The number of Brits who shop at least monthly at Aldi and Lidl has risen by 4.6 % and 4.5 % respectively , compared with the start of 2022 . Meanwhile , the number of Brits shopping at Morrisons has decreased by 0.7 %.[ 1 ]
Marking the busiest season for the UK pea industry , Great British Pea Week is an annual celebration that champions the UK pea industry , whose farmers work around the clock each summer to deliver 2bn portions of frozen peas to the nation each year – with most making it to the factory and through the freezing process in under two and a half hours !
Holly Jones , Crop Association Executive at the British Growers Association , which runs the Yes Peas ! campaign , comments : “ Great British Pea Week is the perfect time to celebrate the versatile vegetable that we all love here in the UK . And this year ,
Great British Pea Week is more relevant than ever before , as Brits look for ways to reduce the cost of their weekly shopping basket at a time when inflation continues to rise for us all .
“ Not only are peas incredibly cost-effective , they ’ re also a great source of protein , vitamins and minerals – making them a staple for any dinner plate ”, Holly continues . “ On top of this , in the UK we are nearly 90 % self-sufficient in pea production , meaning that nearly all peas in supermarket freezers going into your trolley or online order are most likely grown by British farmers on a British farm – so you ’ re supporting the country ’ s local farmers when you buy them !”
Rupert Ashby , Chief Executive of the British Frozen Food Federation added : “ With more shoppers choosing frozen food during the cost of living crisis due to its value for money , convenience , and high-quality , this year ’ s Great British Pea Week is a great opportunity to raise the profile of the hard work that goes into getting peas from farms to freezers and onto our forks .
“ In the 12-weeks to 19 March this year , the volume sales of frozen vegetables including peas grew by + 1.3 % (+ 978,000 tonnes ) which shows that consumers are increasingly switching fresh for frozen . Frozen vegetables are a premium option as freezing locks in all the vitamins and nutrients ensuring that our vegetables and peas are always as fresh from the freezer as they were on the day they were picked .
“ Frozen food also helps to reduce food waste , which accounts for up to 10 % of global greenhouse gas emissions . Lots of food waste is caused before food even reaches supermarket shelves as vegetables can go off or get damaged in transport , but by freezing peas so soon after they are harvested means that spoilage is prevented and a huge number of ‘ escapeas ’ are saved from going to waste .”
For further information about Great British Pea Week or the Yes Peas ! campaign , along with recipe inspiration , please visit www . peas . org
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