CHICAGO, IL – Food Marketing Institute (FMI) released its inaugural report at FMI Connect, The Power of Produce 2015, which explores changes in shoppers’ produce purchasing trends and behaviors at retail. The new study features a fresh insight for the produce retail industry by highlighting the full path to purchase, from mega trends and pre-trip preparation through the actual purchase and consumption, followed by shopper suggestions to improve the produce department.
Insights include:
In-Store Perspectives
- Produce is a planned purchase, but with a great opportunity for impulse —While fruit and vegetables are well-researched list items for many shoppers, 57 percent estimate that they frequently or almost always purchase unplanned items when in-store —making produce a great category to help grow the basket.
- In-store execution crucial — while price and promotions attract shoppers to the store, once there, they emphasize the need for clear signage, clearly-marked prices, variety, freshness, good organization and product availability. More than 40 percent forego the produce purchase when faced with an out-of-stock item, rather than substituting.
- Appearance beats price in purchasing decision —for both fruit and vegetables, the top purchase considerations are freshness/quality followed by price — underscoring the importance of providing value versus low prices alone.
Alternative Channel Concepts
- Alternative channels take some of the fresh produce dollar —50 percent of shoppers will occasionally purchase produce at farmers' markets. They are the primary produce destination for 6 percent of shoppers and the secondary destination among 26 percent.
The Potential Beyond Conventional
- Value-added grows ahead of conventional —Value-added produce (chopped, sliced, halved, washed, etc.) grew 13 percent over 2014 versus 3 percent for unprepared produce. About half of shoppers purchase value-added produce with some regularity, but 38 percent remain on the sidelines for cost reasons or preferring to cut/wash/prepare produce themselves.
- Megatrends affect the produce purchase —in a direct comparison, local wins out in a fruit-purchasing scenario where conventional, local and organic are all equally priced. Six-in-10 shoppers encourage their stores to add more organic and local items.
- Produce snacking and juicing growing meal occasions — Dinner remains the biggest opportunity for vegetables. Snacks and breakfast are the biggest occasions for fruit. The study suggests growth potential in juicing and snacking for both segments – 38 percent of households say they are eating more produce for snacking while 27 percent say they are eating more produce for juicing/smoothies
The Power of Produce was conducted by 210 Analytics, LLC, sponsored by Yerecic Label and was released at FMI Connect 2015.
About FMI
Food Marketing Institute proudly advocates on behalf of the food retail industry. FMI’s U.S. members operate nearly 40,000 retail food stores and 25,000 pharmacies, representing a combined annual sales volume of almost $770 billion. Through programs in public affairs, food safety, research, education and industry relations, FMI offers resources and provides valuable benefits to more than 1,225 food retail and wholesale member companies in the United States and around the world. FMI membership covers the spectrum of diverse venues where food is sold, including single owner grocery stores, large multi-store supermarket chains and mixed retail stores. For more information, visit www.fmi.org and for information regarding the FMI foundation, visit www.fmifoundation.org.
About FMI Connect
FMI Connect is the prominent annual event for food retailing bringing a dynamic exposition together with education formats focusing on the imperatives of keeping ahead of the accelerating pace of change in food retail. The catalysts for change represent intense competition from new formats, drive for operational excellence, including speed to market, and consumer transparency and customization – all of which are enabled by technology. www.FMIConnect.net
About Future Leaders
Formerly known as Future Connect, provides current and high-potential leaders in food retail with the tools, knowledge, insights and skills to be successful in today's and tomorrow's business environment. In 2015, Future Leaders is co-located with Future Connect and requires a separate registration. www.fmi.org/future-leaders
Source: Food Marketing Institute