Recent research carried out by Ipos MRBI on behalf of Bord Bia shows that the interest in recent years by households in GIY (“Grow it Yourself”) is still being maintained. Over the last two years, the spend by the adult population on fruit & vegetables for planting has increased by 15% to a market now valued at €16million. Over the last decade the increase in the value of this market is estimated to be close to 60%. These increases are being driven primarily by an increase in spend per purchase occasion but purchasing occasions have also increased.
The research shows that 5% of the adult population now purchase from this market category. The main products purchased include herbs, salad vegetables, leafy greens, root vegetables, seed potatoes and fruit plants. These trends can most likely be linked to a number of factors including financial reasons with consumers trying to maximise their return from disposable income, people spending more time at home and engaging in DIY/GIY activities and the promotion of gardening through events such as Bloom and on TV. In addition there is significant promotion and coverage on the role that fruit & vegetables play in a healthy balanced diet which is generating greater interest in the category.
Source: Bord Bia – GIY Still Growing in Ireland – Mike Neary of Bord Bia
