There has been "a phenomenal growth rate" in the Irish strawberry market, according to the latest information from the Irish horticulture board, Bord Glas.
And while the strawberry market has almost doubled in value from €11.3 million in 2001 to €21.5 million in 2003, there has been a drop in the volume of potatoes consumed by Irish people.
Research published by the board this week found that between 2002 and 2003 the value of the fresh potato market was static at some €162 million, but the market experienced a fall in volume terms, dropping by 5.1 per cent to 252,000 tonnes.
"A decrease in both the average volume per buyer and the price per kilo reduced the market to a lower level," said the Bord Glas spring report.
However, it said the continued phenomenal growth experienced in the Irish strawberry market was particular good news.
"The sustained hot summer weather in 2003, combined with improved quality and the introduction of larger pack sizes, has been attributed to the growth rates experienced in this market."
It said the fresh produce market during 2003 was worth €844 million, up 4.5 per cent on the previous year, and second in value size to dairy products.
"The main reason for this growth was due to an increase in the number of households buying fresh produce, an increase in the frequency of purchase and an increase in the volume being bought per shopping trip," it said.
"On average, individual households spent €642 per annum on fresh produce in 2003."
It reported that fresh fruit accounted for 41 per cent of the fresh produce market.
It said research had valued the fresh vegetables market in the Republic last year at €335.4 million, an increase of 7.8 per cent over 2002.