Sales of superfood spinach on the rise according to leading NZ veggie producer
LeaderBrand, one of New Zealand’s largest producers of fresh vegetables, has noticed a significant increase in spinach
sales this year. The leap has been accounted to consumers becoming more aware of the superfood’s health benefits as well
as the increased interest in eating clean and avoiding processed foods.
“Recent research from Nielsen shows that spinach is currently taking up 17 percent of the salad shelf category with 35.1
percent value growth over the past year - well above the overall salad category growth of 8.6 percent,” explains
LeaderBrand Marketing Manager, Bevan Roach. “Our own spinach sales are sitting even higher, with value growth of 37.6
percent.”
“People are eating healthier, or wanting to eat healthier,” explains Bevan. “They are also becoming more educated about
the foods they are putting into their bodies. It’s common knowledge now that dark leafy greens, such as spinach, are
higher in nutrients and full of antioxidants.”
Bevan adds that the juicing trend has likely played a part in sales increasing over the past few years.
“Before, consumers might have bought a bag of baby spinach every now and again to add to salads,” says Bevan. “Now
people into juicing use a couple of handfuls of spinach per glass, and those serious about it may juice two to three
times per day.”
Bevan also credits media to the rise in the popularity of superfoods as a whole with journalists crowning a new trendy
vegetable every year. He believes that the recent surge in the profile of kale has given all dark green, leafy
vegetables a boost, including spinach.