ForeSights: Wonky Fruit and Vegetables - Embracing ‘ugliness’ and imperfection in the fight against food waste

ForeSights: Wonky Fruit and Vegetables - Embracing ‘ugliness’ and imperfection in the fight against food waste


ForeSights: Wonky Fruit and Vegetables explores the new and emerging concept of wonky fruit and vegetables in the FMCG industry, explaining what it is and asking why it is important. The report also considers the various actors involved and the impact of the trend across the FMCG supply chain. The conclusions reached are underpinned by GlobalData's unique blend of proprietary consumer insight and innovation knowledge.

Millions of tonnes of edible produce are wasted each year by retailers, businesses, and households, but now a growing body of evidence suggests that consumers are happy to buy ugly produce, and there are growing calls for retailers to relax specifications and offer more imperfect fruit and vegetables.


  • It is estimated that 10 million tonnes of food and drink is wasted in the UK each year.
  • The creation of a more sustainable supply chain promises to increase profitability for farmers and suppliers, and also reduce costs for consumers. Increasing consumer awareness is also driving efforts to alleviate rising food poverty in the UK.
  • Consumption is switching to an experience-based model, and ugly fruit and vegetables tap into the counter-culture sentiment of many consumers who seek simplicity and authentic produce.
  • A new wave of global NPD launches is addressing these issues through the use of unwanted or ugly fruit and vegetables.
Reasons to buy
  • Provides an early warning system for emerging trends, threats, and opportunities in fast-moving consumer goods.
  • Drives analysis of potential future consumer behavior.
  • Generates ideas and inspiration for new product development.

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