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5 May 2026
Key Findings
– Sales and Volume Change: Broccoli/broccolini retail sales grew 4.2%, broadly in line with the fresh vegetable market, while volume growth was more modest, at 2.4%.
– Drivers of Change: Growth was driven by heavier annual spend and purchase volumes, while household penetration declined to 72%.
– Household Engagement: Volume growth was absent among families with babies, teenagers and senior couples, highlighting some demographic gaps.
– Retail Channel Trends: Non major supermarkets and greengrocers drove national volume growth, while volumes were relatively stable across major supermarkets.
– Format Performance: Prepacked broccoli/broccolini is the growth engine in major supermarkets supported by shoppers purchasing this format more often. In contrast, fewer households purchased loose.
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Broccoli
Brassicas