Download Consumer Attitudes Towards and Usage of Fruit, Vegetables and

Consumer Attitudes Towards and Usage of
Fruit, Vegetables and Potatoes
May 2010
Produced by: Lorcan Bourke,
Horticulture Department,
Bord Bia
Date: 1/5/2010
Table of Contents
Page No.
1. Introduction
1.
2. Research Objectives
2.
3. Research Methodology
3.
4. Main Findings:
4.1
Fresh Produce Consumption
4.
4.2
Daily Portions of Fresh Produce
9.
4.3
Fresh Produce Shopping Behaviour
4.4
Fresh Produce: Attitudes to Irish & Organic Produce 23.
4.5
Perception of Fresh Produce & Alternative Categories 28.
4.6
General Attitudes
15.
33.
1. Introduction
Bord Bia conducts consumer market research into behaviour and attitude trends, in relation to
fruit, vegetables, and potatoes on an ongoing basis. The research outlined in this document is
an update on research carried out in 2006, and is intended to gauge changes in consumers‟
attitudes and behaviour, in respect to purchase and consumption of fresh produce over that
time period. Of particular interest in this review were changes in behaviours and attitudes
between 2006 „Celtic Tiger‟ Ireland and the unfolding and deepening recession of 2010.
The report is written up not only to present key research findings, but also to present an
analysis of the implications of the research, in so doing hopefully presenting opportunities for
suppliers and retailers of fresh produce in Ireland.
For further information on this research report contact:
Lorcan Bourke,
Horticulture Department,
Bord Bia,
Clanwilliam Court,
Dublin 2.
E-Mail: [email protected].
Phone: 01-6685155
1
2. Research Objectives
The research objectives for this project can be segmented into two distinct categories:
Research Objectives and Marketing Objectives, were set as follows:
Research
Objective
To assess the behaviour of the Irish population and their
attitudes in relation to the purchasing, consumption and
usage patterns of fruits, vegetables, potatoes, chilled
salads and related substitute markets.
this first objective then informing the marketing objective;
Marketing
Objective
To communicate trends to growers, packers and other
stakeholders to plan promotional campaigns to ultimately
drive increases in sales.
The research objective can be further distilled into three key areas where an information
requirement exists:
1. Consumption levels of fresh produce (Food Horticulture Produce)
2. Perception of fresh produce (Food Horticulture) Produce Category
3. Perception & Consumption of Competing/Substitute products
2
3. Research Methodology
Bord Bia engaged Amárach Research (market research consultants) to undertake this ad hoc
market research survey on their behalf. In total, 796 Irish consumers were administered a 20
minute face-to-face questionnaire, which was completed in the respondent‟s own home by
fully trained Amarach Research interviewers. The fieldwork was conducted in March 2010.
The research was conducted among a representative sample of adults aged 18+ in the
Republic of Ireland. Quotas sampling was utilised to ensure a nationally representative
sample of all adults were interviewed, quotas being set on gender, age, social class and
regional basis to ensure representativeness. Weighting was employed to correct for any
sampling error that occurred in the base population.
The results are written up and presented in terms of all consumers and grocery shoppers. 66%
of all adults surveyed were either primarily or jointly responsible for grocery shopping in
their household. These grocery shoppers were asked a number of questions relating to their
shopping behaviour for fruit, vegetables, and potatoes. As such, some parts of this report will
refer to all consumers other findings will relate to the sub-sample of grocery shoppers only.
The distinction will be highlighted between this sub-sample and all consumers.
3
4. 1 Fresh Produce Consumption
What consumers are eating?
An extensive list of different fresh produce items, complementary items and substitute
products were shown to consumers, and they were asked how frequently they consumed each
of these products. The scale of frequency focused on trial of specific food categories as well
as consumers‟ typical food consumption, both on a daily and weekly basis.
The full list segmented into three groupings based on consumers‟ trial (i.e. ever consuming),
the table below illustrating:
High incidence of
consumption
(85%+)
Fresh fruit
Fresh
potatoes
Medium incidence of
consumption (70-84%)
Low incidence of consumption
(40-69%)
Baked goods
(fruit filling)
Packet
vegetable soup
Fresh
vegetable soup
Fresh
vegetables
Fresh fruit
juice
Pizza
Pasta/Noodles
Stir fry (no
meat)
Casserole/stew
Frozen
vegetables
Yoghurt (with
fruit)
Tinned
vegetables
Probiotic
drink
Stir fry (meat)
Prepared
vegetables
Prepared
chilled
potatoes
Sandwiches/
wraps/
paninis
Chilled wet
salads
Chilled leafy
salads
Smoothies
Fajitas/Tortillas
Salad (from
scratch)
Rice
Frozen chips/
wedges/waffles
Tinned fruit
Pre-packed
chilled tray/
bowl salads
Prepared
chilled fresh
fruit
Speciality
chilled potatoes
Frozen fruit
As is evident, fresh produce dominates the high incidence group, suggesting they are staples
of the Irish diet. The two key exceptions included in the consideration set are frozen
vegetables and frozen chips. Indeed, the incidence of consuming frozen vegetables is
currently at 88%, up 10% from three years ago. This suggests that consumers are increasing
their trial of fresh produce substitutes, possibly seeking a more convenient product. Trial of
these substitutes may continue to increase, as consumers become increasingly aware of the
options available to them.
Conversely, pre-prepared fresh produce and processed foods dominate the medium and low
incidence consumption groups. This suggests that Irish consumers prefer to make their meals
from scratch, using fresh produce wherever possible but do utilise alternatives on a regular
basis. The incidence of smoothie‟s consumption is currently 72%, up 14% from three years
ago, again convenience would appear to have played a part in this increase, however the
primary driver appears to be health reasons. Irish consumers are becoming more aware of
healthy options, and smoothies enable them to consume a healthy drink conveniently. As a
general trend products that offer health and convenience to consumers are those winning out
in the marketplace.
4
15
Frequency of Consumption of Food Types
(Base: All adults 18+)
Primary
Fresh fruit
43
47
Fresh vegetables
48
Fruit juice
1 10
Frozen vegetables
2 11
Salad (from scratch)
4
Rice
Sandwiches/wraps/paninis
Frozen chips/wedges waffles
81
26
Casserole/stew
83
60
80
72
57
14
43
1 10
56
36
98
94
98
95
97
91
90
88
86
63
49
94
87
70
2 13
% Ever
Eaten
88
60
21
7
Weekly+
79
Fresh potatoes
Yoghurt with Fruit
4-5 times
weekly+
Daily
85
84
The weekly consumption of fresh produce is nearly ubiquitous, unsurprisingly given its
versatility. Encouragingly, fresh produce is becoming increasingly integrated into the Irish
diet with 48% of consumers now eating fresh vegetables on a daily basis, up 7% from three
years ago, while 47% eat fresh potatoes and 43% eat fresh fruit daily, both showing a 3%
increase on three years ago. Fresh potatoes remain the dominant form of carbohydrate in the
Irish diet: only 2% of consumers eat rice on a daily basis, the same for pasta. Considering the
daily consumption of fresh vegetables and potatoes, it is likely that a large number of meals
eaten by Irish consumers still follow the “meat and two veg” tradition, suggesting potatoes
and one other vegetable accompany the main meal of the day. Casserole and stew are also
popular dishes, though they are by no means staples: with most consumers only eating them
once a week.
Though daily fruit consumption is high at 43%, consumers are also consuming fruit in
different forms; 26% of consumers drink fruit juice on a daily basis, while 14% eat yoghurt.
A further 12% drink probiotic drinks on a daily basis. Again, these levels of daily
consumption are likely to be driven by health reasons. When consumers are unable to
consume fresh fruit, they may switch to these alternative forms, which they perceive provide
them with health benefits but are also more convenient.
5
How has consumption of food categories changed in the past three years?
Changes in Consumption of Food Categories
Versus 3 Years Ago
18
(Base: All adults 18+)
% Less
Fresh fruit
2
Salads
3
Pasta
4
Rice
Net
Gain
Loss
2010
Net Gain
Loss
2006
72
1
+21
+16
75
1
+20
+13
73
7
+14
+13
14
66
16
+10
+10
15
70
11
+12
+8
82
1
+4
+4
64
15
-6
-14
52
35
-3
N/A
24
22
17
3
6
10
Frozen chips/wedges/waffles 13
Pre prepared chilled potatoes
Do
Not
Eat
3
Fresh vegetables
Fresh whole potatoes
Remain
The
Same
More %
7
7
4
Consumers were asked if their frequency of consuming key food categories had increased,
decreased, or remained the same versus three years ago. Consumers claim to be eating more
fresh produce compared to three years ago; 24% of consumers claim to be eating more fruit
now, similar to 22% three years ago. Also, 22% of consumers claim to be eating more fresh
vegetables, compared to 18% three years ago. However, the growth in potato consumption
remains static: 10% claimed to eat more potatoes, but 6% are eating less. This static growth
in potato consumption may be underpinned by growth in claimed consumption of alternative
carbohydrates: 15% of consumers claim to be eating more rice, 14% for pasta. Though both
rice and pasta are still far behind potatoes in overall consumption, their growth in popularity
may impact on potato consumption in the next few years. Frozen potatoes variants are
showing the highest number of consumers claiming to be cutting back at 13%.
6
19
Rationalised Reasons for Eating More – Fruit,
Vegetables, Salads, Potatoes
(Base: All adults eating more of specific food type)
Fruit
(23%)
Vegetables
(22%)
%
Good for health/ Healthy
alternative
%
71
Like the taste
Improved quality available
18
Easy to prepare/cook
13
Already prepared
11
56
31
23
21
More availability all year round
%
59
32
26
Fresh whole
potatoes (10%)
%
68
41
Good value for money
Salads
(17%)
36
22
26
19
19
19
20
21
18
20
6
29
14
25
6
Cheaper now
8
7
10
Convenient packaging
8
8
10
6
Change in life stage/situation
changed
7
11
7
11
9
(Q.9)
For those who are eating more fresh fruit and vegetables, roughly 70% claim they do so for
the health benefits. 41% of those eating more fruit do so because they enjoy the taste,
suggesting fruit may be considered a “healthy treat” by consumers: instead of having a
chocolate bar, some consumers may have a piece of fruit. 26% of consumers also consider
fruit as good value for money, with the same for fresh potatoes. 25% of those eating more
potatoes claim they do so, because they are easy to prepare and cook.
Very few consumers are eating less fresh produce. For those that are eating less fresh fruit
and vegetables, reasons cited include simply not thinking about including fresh produce as
part of the diet and for some not enjoying the taste.
7
23
Reasons for Reduced/Non Consumption of
Fresh Whole Potatoes
(Base: All adults eating less fresh whole potato/do not eat – 52 people)*
Any Mentions
%
7%
%
Preparation
77
Carbohydrate
replacement/preference
63
Takes too long to cook
52
I eat more pasta/rice/noodles
Pasta/rice/noodles cook faster
49
My children prefer
pasta/rice/noodles
Take a lot of work to prepare
47
I eat more frozen potato variants
17
My children prefer frozen potato
variants
16
I don't know how to cook them
properly
18
Health issues
70
They are fattening
67
Not healthy
48
Expense/price/waste
58
23
29
Bag size are too big/waste
18
More expensive than
rice/pasta/noodles
18
Reject taste
29
Particular focus was given to potatoes given the growth of alternative carbohydrates product
options in the Irish diet. For those consumers eating less fresh whole potatoes versus three
years ago and those who do not eat potatoes, a specific question was asked regarding their
lower consumption. For this group, in contrast to fresh fruit and vegetables, taste was not the
issue. Rather, these consumers had weight management and some health concerns: for this
small group within the overall sample, potatoes were considered too fattening and less
healthy than other foods. These consumers also felt that potatoes took a lot of time and work
to prepare and cook, with many saying that pasta, rice and noodles cook faster.
Implications
It is encouraging to see that fresh produce is a staple of the Irish diet but work is required to
maintain this momentum in the market to encourage continued growth. Though fresh produce
makes up the majority of food consumed, convenience oriented alternatives to fresh produce,
such as frozen vegetables, frozen potato products (chips/waffles), rice, and pasta are
becoming more popular with consumers. As diets become more varied, it is vital to draw
consumers back to traditional fresh potatoes and associated vegetables. This can be done
through promotion or providing recipes that utilise fresh produce in novel ways, and by
highlighting the health and energy benefits of fresh fruit, vegetables and potatoes, a key factor
for consumers. While the consumption level of fresh fruit continues to increase, the increase
will be influenced by the consumption of alternative forms of fruit, such as juice and
yoghurts. These products have a valuable convenience factor for consumers, so will continue
to be popular with consumers. There will be a potential opportunity for growers and packers
to expand their operation, providing fresh, locally produced juice to consumers. This could
also be supported by messaging to encourage consumers to buy fruit for the purposes of
making juice, smoothies and fruit desserts at home, with freshness and price being key
considerations here.
8
4.2 Daily Portions of Fresh Produce
Do consumers understand portion size?
Consumers looked at a number of photographs showing a variety of fresh produce portions,
and were asked to identify the correct portion size for vegetables, fruit, and potatoes.
28
Opinion on Definition of Portion Size
Q.
(Base: All adults 18+)
Looking at this card, there are different examples of portion sizes shown – which
example would you consider to represent one portion?
Fruit
Vegetable
Potato
2010
%
2006
%
2010
%
2006
%
2010
%
12
14
18
15
11
2006
%
6
45
75
58
75
62
63
46
Can’t say
12
1
8
3
Can’t say
23
20
1
2
25
Can’t say
2
3
Three in four Irish consumers indentified the correct portion size for fruit, the same as three
years ago. 62% of consumers indentified the correct portion size for potatoes, an increase of
() = on
2006 three years ago. This is likely driven by consumers‟ health concerns: consumers
17%
have increasingly become aware of health issues over the last three years and have factored
these into their diet. Only 58% of consumers indentified the correct portion size for
vegetables, a decrease of 5% on three years ago.
Implications
Though concerns on weight management may have increased the accuracy of judging the
correct potato portion, the positive health attributes of vegetables may have caused confusion
when viewed in relation to portion size. It is postulated that some consumers may select a
smaller portion size of potatoes, hoping to reduce the amount of food consumed, while some
consumers may select a larger portion sizes of vegetables, thinking they should eat as much
fresh vegetables as possible. This offers great opportunity for improved communication,
with plenty of room for education in this area, particularly to communicate the fact that
potatoes are virtually fat free. It is important for consumers to recognise the correct portion
size of fresh produce, so that they can effectively include fresh fruit, vegetables and potatoes
in their diet.
9
How many portions are consumers eating?
Ideal Versus Actual Fruit & Vegetables Portion
Consumption per Day – Actual Numbers
103
(Base: All adults 18+)
Ideal Fruit & Veg
2010
%
Six+
8
Actual Fruit & Veg
2006
2010
%
8
%
Six+
11
2006
%
5
20
50
Five
Five
34
Four
16
Three
19
Two
16
One
None
4
1
12
3
3.9
3.2
70
14
Four
Three
One-two
None
Average no.
of portions
14
9
8
5
*
4.7
24
22
19
9
*
4.2
70% of consumers correctly identify that five portions of fruit and vegetables a day is the
recommended number, this represents an increase of 20% on three years ago. In total, 78%
of consumers said 5 or more was the recommended daily amount, this compares to 45% of
consumers who claimed to actually eat 5 or more portions of fruit and vegetables a day, an
increase of 20% on three years ago.
10
Reasons for Not Eating Recommended 5
Portions of Fruit & Vegetables a Day
32
(Base: All not eating 5+ portions of fruit & veg per day – 55%)
%
Didn’t realise I was not eating enough
33
23
Prefer other foods
Forget/don’t remember to eat fruit and vegetables
14
Don’t like eating fruit
13
Don't like eating vegetables
10
Don't have the time
9
Fruit & vegetable storage leads to waste
6
Expensive/poor value for money
5
Too difficult to prepare
5
Limited Cooking skill
4
Those that are eating less than five portions a day were slightly more likely to be male and
from a lower socio economic background. A third of consumers who are eating less than five
portions a day, say they didn‟t realise they were not eating enough, while 23% say they prefer
other foods. Only 5% say fresh produce is too expensive and 5% say they are too difficult to
prepare.
11
103
Actual Potato Portion Consumption
(Base: All adults 18+)
2010
2006
%
4
%
6
7
Four
Three
11
Two
31
One
52
None
2
3
1.6
1.5
21
63
Average no.
of portions
With regards to potatoes, 52% of consumers eat one portion a day, while 31% eat two
portions a day. This is a marked increase on three years ago, when 63% of consumers ate one
portion a day, while only 21% ate two portions a day.
Implications
Positively, the awareness of the five-or-more a day message is increasing. The “five-a-day”
message has been very successful in raising both awareness and consumption of fresh
produce. However, 33% of consumers are still unaware of the message. Ongoing
communication of the “five-a-day” message and branding fresh produce with “one of your
five daily portions per day, can help keep the message in consumers‟ minds.
Although 76% of consumers recognise the need for eating the recommended portions, 48%
are still knowingly eating less than what they consider to be ideal. Though these consumers
are knowingly eating less, that does not mean they wilfully choose to eat less. More likely,
there is an inherent desire to eat more. The continued advertising of the “five-a-day
message” can provide consumers with suggestions on how best to incorporate these portions
into their daily diet. Recipes and alternative ways to use fresh produce can be provided, to
encourage trial and consumption among those consumers who prefer other foods.
31% of consumers are now eating two portions of potatoes a day, compared to 21% of
consumers three years ago. Those eating only one portion of potatoes are likely doing so at
dinner, so the increase to two portions suggests potatoes are increasingly being considered as
an option for lunch. Simple recipe ideas such as the „baked potato‟ may be driving this
increase. It should be possible to further capitalise on the lunchtime meal and particularly
quick snacks for kids – displacing the role of frozen chips and waffles. Consumers need to be
reminded that potatoes can offer a quick, healthy meal option, especially for growing
children. This opportunity can be exploited by providing simple recipes specifically tailored
for cooking in work, or „on the run‟ while at home (for example, using the microwave).
12
Neither price nor convenience appears to be major barriers for increasing consumption of
fresh fruit and vegetables. Instead, further increasing awareness and putting produce „top of
mind‟ or within the people‟s mind frame is vital. All opportunities must be used to put fresh
produce ideas and recipes in front of consumers and refresh their memory as to how healthy
and good value it really is. The latter point in terms of its value has to be presented to the
public as „good value for money‟, which is particularly important in recessionary Ireland.
Availability of fresh produce is also an important sales opportunity; ensuring stores have
ample supplies of excellent quality fresh produce on their shelves and making sure shelves
are stocked at all times with this produce. Attractive point of sale material can stimulate
consumers to think beyond their normal shopping experience of the fixture and should be
used where permitted, but refreshed periodically.
13
104
Reported Perceived Number of Portions Consumed versus Perceived
Recommended Number of Portions of Fruit and Vegetables
2010
2006
Consumed
less than
perceived
ideal
Consumed
less than
perceived
ideal
41%
48%
11%
Consumed more
than perceived
ideal
Consumption
equals
perceived
ideal
60%
32%
Consumption
equals
perceived
ideal
8%
Consumed more
than perceived
ideal
Regardless of the recommended five portions a day, 41% of consumers are eating what they
consider to be the ideal number of portions, while 11% eat more and almost half knowingly
eat less than they believe to be the recommended number. Three years ago, only a third ate
what they considered to be ideal, with only 8% eating more and 60% eating less. Again, this
highlights that consumers are becoming more mindful of their diet and the food they eat on a
daily basis.
14
4.3 Fresh Produce Shopping Behaviour
In this section different aspects of grocery shopper‟s behaviour and attitude towards the fresh
produce section are reported on. 66% of all adults surveyed were either completely or jointly
responsible for grocery shopping in their household, these individuals were asked a series of
questions regarding shopping for fruit, vegetables and potatoes.
Where are grocery shoppers buying fresh produce?
In all 90% of Irish grocery shoppers purchase fruit, vegetables or potatoes from a mainstream
supermarket, by far the most popular channel for purchasing. The second most visited
channel now is discounters (Aldi, Lidl); 45% of shoppers visit them to purchase fresh
produce. In 2006, 28% of shoppers claimed to purchase from discounters. There has been an
increase of 17% points over the two periods of the research. New store openings, in the
intervening time period, have assisted their increased market share.
40
Incidence of purchase by Channel/Location
(Base: All grocery shoppers – 66%)
2010
%
Supermarket
90
83
45
Discounter
Green grocers
28
Convenience store
28
Direct from farm/farmers
market/box scheme
2006
%
19
28
+ 17%pts
29
34
10
+ 9%pts
Just over a quarter of grocery shoppers purchase fruit, vegetables or potatoes from a green
grocers, the incidence consistent with that seen in 2006; these shoppers are more likely to be
female and also those who eat their five-a-day. The incidence of shoppers purchasing from
Convenience Stores has fallen back by 6% points over the past three years, potentially driven
by the change in consumer‟s discretionary spending power, with keen pricing being an
ongoing concern for consumers in the current economic climate. However, as in 2006 the
profile of the convenience store purchaser is more likely to be male and/or shoppers with no
children in the household.
15
With the growth in recent years, in the trend of „Keep It Real‟ as identified in Bord Bia‟s
Consumer Lifestyle trends research, consumers are looking to purchase items that are “real
and authentic, because they have stood the test of time and remained true to their heritage”.
Shoppers are attracted to products and produce that have continuity with the past, which offer
a real and valued experience, and convey to the consumer a sense of celebrating tradition.
Suppliers must therefore display a pride and interest in the craft involved in producing fresh
produce, from the farm onwards. The incidence of those purchasing directly from the farm or
from farmers‟ market has almost doubled in the past three years, now one in five shoppers
purchasing from this channel.
How much is purchased by each channel?
41
Volume of Produce Purchased by Channel/Location
(Base: All grocery shoppers – 66%)
%
59
Supermarket
Discounter
17
Greengrocers
8
• Higher for over 55 yr olds and ABC1F50+
households.
Convenience store
8
• Significantly higher for male shoppers.
Direct from farm/farmers
market/box scheme
Other
6
3
The volume of produce purchased by channel is reflected in the incidence of purchase, with
supermarkets being the primary channel accounting for 59% of all produce purchased, one
third of shoppers buy all of their fresh produce exclusively from supermarkets. Discounters
claim a 17% share of the market, however only 2% of shoppers buy all their fresh produce
requirements here suggesting consumers „cherry pick‟ what they buy, instead of them
fulfilling all their fresh produce shopping needs.
The more traditional channels such as greengrocers and direct from farms/farmers‟ markets
account a lower share of the market - there are definite demographic groups opting for these
channels. Greengrocers‟ volume is more likely to come from older and more affluent grocery
shoppers.
16
Implications
Given the prominence of supermarkets in the fresh produce market, this channel provides a
key focus for marketing activity in this sector. 90% of shoppers purchase fresh fruit and
vegetables through supermarkets, thus the channel offers the greatest exposure to the Irish
grocery shopper than any other. Successful category management of the fresh produce
department in all supermarkets is vital to increasing industry sales. Maximising the market
share of locally grown fruit, vegetables and potatoes either within their season or from
storage is critical for the sustainable growth of the domestic fresh produce industry going
forward.
Aldi and Lidl‟s growth in share in this sector over the past number of years is not surprising
given the economic strain the recession has placed on the available spend of grocery
shoppers. The profile of this shopper shows no sweeping demographic skews, which imply
the discounters are now becoming part of the average shoppers‟ shopping experience.
How consumers shop the fresh produce section?
Grocery shoppers were asked about the different factors influencing how they were
purchasing fruit and vegetables, the results remarkably similar to each other. When
compared with the 2006 findings, it was found that the display/or in-store influence has
diminished somewhat, with planned purchasing and price being more influential overall now.
%
%
Fruit
Vegetables
2010
2006
Planned
33
30
Display
46
51
Price
21
19
-5% pts
2010
2006
Planned
36
31
+5% pts
Display
45
51
-6% pts
Price
21
18
In 2010, 33% of the consumer decision to buy fruit is pre-planned and 36% for vegetables. In
all approximately 45% of the decision is accounted for by the display and this is down by 5%
and 6% points on (2006) respectively for fruit and vegetables on the 2006 findings.
Availability of quality produce on display is the largest influencing factor in generating sales
in the category (i.e. consumers making choice by looking to see what is available). The fresh
17
appearance of produce is also a key consideration - with 16% of influence being attributed to
this aspect.
Implications
Irish grocery shoppers are considering all aspects of their purchases more now than they did
in 2006 as manifest by the fact that planned purchasing and pricing, now account for more of
the purchase influence than the in-store display. Both of these factors under-pins the shift in
grocery shoppers available spend in this period. More shoppers are being influenced by the
promotions and „deals‟ available and are planning their purchases using shopping lists, etc. as
a means to control their spend.
Even though in-store display has reduced in influence, it still accounts for 45% and is the
largest influencing factor on sales. This offers an opportunity for retailers to drive sales by
tuning into the aspects that are growing in importance for shoppers, like utilising displays to
instil messaging surrounding price and planning. For example, meal ideas or recipe plans
meal deal promotions (e.g. potatoes plus two vegetables,) link promotions to other categories,
etc.
18
What are grocery shoppers spending on fresh produce?
On average Irish grocery shoppers claim to be spending €26 per week on fruit, vegetables and
potatoes. This is in line with the claimed spend reported in 2006, however with an increase
in the number of portions being consumed this would suggest that price is falling at retail
level.
Fruit and vegetables each account for €10 of the overall spend, with potatoes less so, at just
under €6, - this has fallen slightly versus the 2006 figure at over €7.
Two in five shoppers spend €10 or more on fruit in an average week, the same proportion for
vegetables. Overall spend shows some differences by demographic groups; those with
children in the household spend on average €29, whereas households with no children spend
€21. Dublin shoppers are also spending slightly higher than the norm at almost €30.
Consumers who eat their required 5 or more portions a day also spent more on produce.
What formats are they purchasing?
When it comes to the format Irish grocery shoppers purchase their fruit and vegetables in,
fresh is by far the preferred option. 82% of all the fruit types purchased are fresh, canned
fruit accounts for 11% and frozen 7%. For vegetables, frozen and canned claim a higher
share at 30% but fresh still remains the most purchased. These shares are broadly in line with
2006, however fresh has grown marginally at the expensive of canned.
Fruit
Vegetables
Frozen
18%
Fresh
82%
7%
11%
Frozen
Fresh
Canned
70%
12%
In 2010, a new question was added with respect to potatoes and what formats consumers are
purchasing them in. On average consumers purchase two potatoes items in their weekly
shop, one of these items being fresh potatoes, but frozen and chilled potatoes account for
44% of the products purchased.
19
Canned
Frozen
34%
Potatoes
Fresh
56%
10%
Canned
Frozen potatoes such as chips, waffles and wedges accounted for one in three potato items
purchased, with chilled in the minority at only 10%, both formats appease consumers need
for convenient products.
Implications
Fresh whole potatoes are a staple in the Irish diet but a significant threat is posed to the Irish
growing industry by the increased market share of frozen branded imported potato products.
Some consumers perceive convenience issues with fresh potatoes and are therefore turning to
frozen products as a substitute. However, if developed further the chilled category could
potentially offer the convenience advantages of the frozen segment but the health credentials
of fresh. It is also a category that Irish retailers and producers could look to increase share
against frozen formats.
20
How many different types do they purchase?
The average shopper is purchasing five different types of fruit in their weekly shop and six
types of vegetables (these include all types; fresh, frozen and canned). Both of these numbers
have increased versus 2006 with fresh formats, the segment showing growth.
Irish grocery shoppers appear to be somewhat regimented in the range of fruit and vegetables
they purchase in their shop, 83% agreeing with the statement “I more or less buy the same
range of fruit and vegetables every week for my household”.
Agree strongly
%
%
43
47
%
%
30
19
Agree slightly
40
32
29
37
More or less
buy the same
range of fruit
and veg each
week
I buy a broad
range of fruit
and veg
regularly
I like to
experiment
with new fruit
and veg item
I enjoy
browsing the
fruit and veg
section
79% claim they purchase from a wide range of produce regularly, but a similar proportion
agrees that they do purchase a few key vegetables, the same ones each week. For the
majority of grocery shoppers (2 in 3) browsing the fruit and vegetable aisle is a pleasurable
experience: female shoppers, shoppers from more affluent socio-economic households and
those who eat their recommended five proportions per day were more likely to agree with this
statement.
Just under half of grocery shoppers enjoy experimenting with new types of fruit and
vegetables, 19% agreeing strongly with this statement. Grocery shoppers were asked what
factors would encourage them to broaden the repertoire of the types of fruit and vegetables
they were buying. Unsurprisingly, in the current economic climate price emerged as the
biggest factor for both. However, other aspects including availability of Irish produce types
and information on new fruit and vegetable types including sampling also featured.
21
48
Factors to Encourage Increased Variety
Purchase of Fruits and Vegetables
(Base: All grocery shoppers – 66%)
Fruit
Vegetables
%
%
Cheaper prices
71
68
Greater availability of Irish varieties
37
36
Awareness of other varieties
35
36
Free sampling in store
30
28
Availability of info on other
varieties/ranges/types
29
28
Recipes using other varieties/ranges/types
24
26
Implications
In the economic downturn price is undoubtedly a hugely important criteria to Irish grocery
shoppers. Although price appears to be the clear driver in broadening produce repertoire,
education is fundamental in encouraging shoppers to trial different types of produce - given
there is a high level of favourability shown towards the fruit and vegetable aisle and as almost
half the purchase decision is actually made in store. Therefore the point of purchase is the
optimum location to provide information and education on produce. In store sampling and
demonstrations of new types/varieties of produce, or new recipe ideas, for either established
or niche produce will aid in their inclusion in more shopping baskets.
22
4.4 Fresh Produce: Attitudes to Irish & Organic Produce
This section of the report looks at grocery shoppers attitudes to buying Irish produce and
organic produce, it also deals with the general public‟s attitude to Irish produce.
What consumers think about Irish produce?
54
Opinions and Attitudes Towards Fresh Produce
(Base: All grocery shoppers – 66%)
I would prefer to only buy
Irish grown fresh produce
I pay no attention to where the
fresh produce I buy comes from
47
+8% pts
(39)
(7) 7
76%
I buy produce based on quality
and price, regardless of
country of origin#
16
(27)
29
(27)
I prefer to buy Irish grown fresh
produce, but I am prepared to
buy imported if it is cheaper
() = 2006
# statement slightly altered vs. 2006
Almost half (47%) of Irish grocery shoppers prefer to buy only Irish grown fresh produce,
this figure up 8% on the 2006 findings. This sentiment is strongest amongst older shoppers
(55 years and older) and also those from a farming background. For almost a third of
shoppers, they do profess a desire to buy Irish, but price is also an influencing factor for
them. Therefore country of origin is an issue to varying degrees, for 76% of Irish grocery
shoppers.
23
What would make Irish consumers purchase Irish products?
Preference for Irish produce is being driven by the current recession; with 84% of consumers
saying that “Irish fruit and vegetables grown by skilled farmers provide sustainable jobs in
the economy” would make them more likely to buy Irish products. It appears consumers are
keen to support the Irish potato, fruit and vegetable industry particularly as a result of the
current challenging economic times as they recognise that the support of their spend can offer
to employment within the country.
55
Impact of Messages on
Likelihood to Purchase Irish Products
Economy
Irish fruit and vegetables have a higher
nutritional content because they take less
time to get from the farm to me
Environment
Irish fruit and vegetables grown by skilled
farmers provide sustainable jobs in the
economy
It is important to have an Irish fruit and
vegetable industry to ensure we have
security of food here
Health
(Base: All adults 18+)
Irish fruit and vegetables are a more
sustainable choice and are better for the
environment
Irish fruit and vegetables have a lower carbon
foot print and are therefore better for the
environment
Irish fruit and vegetables are better for the
environment because of lower food miles
Increase
Likelihood to buy
%
84
82
77
74
72
72
Again, health also emerges as an important concern for consumers: 77% said that the
message “Irish fruit and vegetables have a higher nutritional content because they take less
time to get from the farm to me” would make them more likely to buy Irish products. The
greater environmental credentials of Irish grown potatoes, fruit and vegetables, also affected
consumer‟s likelihood to buy Irish products compared to imports. Roughly 70% of
consumers agreed with various statements on the more positive environmental criteria of
Irish grown produce i.e. they are a more sustainable choice, they have a lower carbon
footprint and they involve lower food miles.
24
What impact the Bord Bia Quality Mark has on purchase?
Consumers were positive towards the Bord Bia Quality Mark, with 65% saying the presence
of the mark would increase their likelihood to buy a product.
Effect of Bord Bia Quality Assurance Mark on
Purchase Decisions
59
(Base: All adults 18+)
Higher
likelihood
%
%
Much more likely (5)
31
Older (45 yrs+)
70
65%
Slightly more likely (4)
Makes no difference (3)
ABC1F50+
68
Eating 5+ a day
68
34
30
Little less likely (2)
2
Mean Score:
3.9
In general, consumers are quite aware of where their produce comes from, and only 7% of
shoppers pay no attention to where their fresh produce comes from. The Bord Bia Quality
Mark is an effective way of communicating both the local nature/origin and quality assurance
aspects of fresh produce.
Implications
Consumers are very positive about finding and identifying Irish produce with the Bord Bia
Quality Mark. Retailers, produce packers and growers need to capitalise further on this
positive sentiment. Consumers respond very well to produce clearly identified as Irish and
carrying the Bord Bia Quality Mark. Supermarket aisles and fresh produce shelves
throughout the store should highlight that produce in their supermarkets carries the Bord Bia
Quality Mark and all produce should be labelled accordingly by growers and packers. This
provides consumers with a simple cue to identify Irish grown produce, grown to Bord Bia‟s
quality standards. Bord Bia promotions of their Quality Mark has built consumer trust and
awareness across a wide range of products in store.
The positive consumer sentiment towards Irish produce is in part driven by consumers‟ desire
to support the Irish economy. The contributions of farming and the horticultural food industry
to the Irish economy as a whole needs to be continuously highlighted. Growers and packers
can further attract the loyalty of some consumers by working with the retailers to highlight
the local nature or regional aspect of their farm and produce - bringing an important personal,
unique touch to their produce.
25
How frequently Organic Food purchased?
93
Frequency of Buying Organic Food
(Base: All adults 18+)
%
Every week
8
Every month
12
Every three months
Every six months
7
3
Less often
17
Never
52
27%
Frequent purchasers of Organic Food
(3 monthly +)
Females
30%
Rest of Leinster
39%
Aged 34-44 years
33%
ABC1/F50+
32%
Those that eat 5+ portions of
fruit/vegetables daily
34%
In terms of the frequency of purchase of buying organic food, only 27% of consumers claim
they have bought organic food in the last three months - the same incidence as three years
ago. This shows static growth in the organic market over the last three years, which can be
attributed to its higher price in a recessionary environment. Furthermore, a large cohort of
people exists who still do not buy into the organic food market. 52% of survey respondents
claimed they have never bought organic food. However, consumers who regularly eat five
portions of fruit and vegetables a day have a slightly higher purchase rate of organic food:
34% of whom bought organic food in the last three months.
26
Why consumers purchase organic food?
95
Ranked importance of benefits of
Organic Food
(Base: All adults who have ever purchased organic food – 48%)
1st – 3rd
%
1st
%
27
Is better for my physical
appearance
3
Guaranteed to be made in
Ireland
2
9
Primary
Does not have added
chemicals or pesticides
62
Healthier for my body
Secondary
30
1st 1st – 3rd
%
%
More natural
9
40
Supports the local community 2
Tastes better
9
39
Helps me avoid allergies
2
Fresher
5
Uses less energy for
production
1 5
Good for the
environment/nature
4
55
27
14
Conveys a certain status
13
10
7
3
Good for animal welfare 3 8
62% of consumers listed “healthier for my body” as one of the top three reasons for buying
organic food, while 55% mentioned “does not have added chemicals or pesticides”. With
consumers becoming increasingly aware of health and environmental issues, these are key
strengths of organic food, which may lead to growth in the market over the next few years.
40% of consumers also listed “more natural” as on the top three benefits of organic foods,
while 39% listed that it “tastes better”.
Implications
Though growth in the organic food market has been somewhat static over the last three years,
organic food has a strong image among customers who have bought it: they see it as
healthier, more natural, and better tasting. For those consumers who buy into organic food
they have many strong non-price reasons to support their purchase behaviour, in particular its
„free-from‟ health benefits. Retailers can exploit this positive image by running taste tests in
store, to raise awareness and get consumers talking about organic food. At the moment,
consumers who regularly eat five portions of fruit and vegetables a day are more likely to
purchase organic food. Retailers may be able to target this segment immediately, by offering
complementary offers of five portions of organic fruit and vegetables linked to organic food
sales. Offering different selections in the deals may encourage consumers to purchase more,
as they seek variety in their fruit and vegetable intake.
27
4.5 Perception of Fresh Produce & Alternative Categories
Consumers were asked their opinion on the different food categories: fresh vegetables, fresh
fruit, fresh potatoes, salads, rice, pasta, and chips/waffles.
1
Attitudes Towards Food Categories – Health
Benefits & Weight Management
(Base: All adults 18+)
Fresh
Fruit
Fresh
Veg.
Fresh
Potatoes
Salads
Pasta
Rice
Chips/Waffles/
Wedges
%
%
%
%
%
%
%
Good nutritional value
Part of a healthy/
Health balanced diet
benefits
65
69
42
71
73
43
Suitable for those who
are weight conscious
56
56
Low in fat
60
61
Weight
Manag- Fattening
ement
2
3
58
46
77
85
Healthy/good for you
44
53
65
16
54
27
21
4
23
26
2
20
23
2
19
21
3
13
18
1
12
18
1
29
15
72
Consumer‟s rate fresh produce, such as vegetables and fruit, significantly higher on health
and nutritional factors: 85% consider fruit healthy while 77% consider vegetables healthy.
Processed foods perform poorly: only 2% of consumers consider frozen chips healthy, 23%
for pasta. This is a real strength for fresh produce as consumers continue to become more
aware of health issues. As more consumers become more conscious of all the foods in their
diet, this can help drive increased consumption of fresh produce. Fresh potatoes were
perceived to be the healthiest and most nutritional of the main carbohydrates, in a direct
comparison with pasta and rice. However, there continues to persist the misconception that
potatoes contain the highest fat levels (and are therefore fattening) of the three main
carbohydrates when then have in fact the least fat content. This major misconception needs to
be addressed by the industry.
28
2
Attitudes Towards Food Categories –
Preparation & Cooking
(Base: All adults 18+)
Preparation & Cooking
Fresh
Fruit
Fresh
Veg.
Fresh
Potatoes
Salads
Pasta
Rice
Chips/Waffles/
Wedges
%
%
%
%
%
%
%
Quick and easy to prepare
49
46
33
Convenient
50
44
36
Versatile
15
41
Good for imaginative/
adventurous cooking
16
36
Takes too much time and
effort to prepare/cook
Ideal for quick meals/snacks
for younger children
4
34
56
41
35
30
18
29
27
18
17
32
26
4
23
36
31
5
31
37
19
19
15
11
8
17
7
8
36
21
9
33
When considering preparation and cooking, 56% of consumers consider fresh potatoes to be
the most versatile food. Potatoes were also considered good for imaginative cooking, along
with pasta and rice. Conversely, only 15% of consumers consider fresh fruit to be versatile,
while only 16% consider it good for adventurous cooking. This suggests that consumers are
primarily eating fruit raw and not incorporating it to any great degree into their cooking or
baking. Historically, baked fruit was a key component of the family meal, but increasingly it
has been replaced in desserts by bakery and dairy items e.g. cakes, biscuits and yogurts.
Pasta and frozen chips are considered the best choice for a quick meal for children, with
potatoes and vegetables not contesting strongly on this point. Though health factors are
important for consumers today, it appears convenience can plays a huge role when preparing
meals for children. Parents can readily justify choosing the higher nutritional worth of
potatoes and vegetables in a trade off for speed of preparation and convenience.
29
3
Attitudes Towards Food Categories –
Price, Consumption & Trends
(Base: All adults 18+)
Price
Fresh
Fruit
Fresh
Veg.
Fresh
Potatoes
Salads
Pasta
Rice
Chips/Waffles/
Wedges
%
%
%
%
%
%
%
Good value for money
40
Expensive
25
Good promotions/
special offers
31
Safe to eat
Consumption
Trends
22
44
15
37
67
Tasty/delicious
Becoming more
popular
Fashionable/a new
trend
Popular amongst
teens/young adults
46
24
68
51
24
43
8
14
14
11
52
29
25
22
13
12
15
9
8
24
10
17
13
27
21
59
45
27
23
11
38
24
23
38
20
37
7
7
19
19
29
12
47
29
12
51
29
49
44% of consumers consider potatoes to be the best value for money, while frozen chips and
waffles are considered the most expensive. Indeed, consumers correctly appreciate that fresh
foods are better value for money, and that they must pay a premium for processed and
prepared foods such as frozen chips and salads. They clearly understand that convenience
costs money.
Fresh produce is seen as very traditional and not very exciting: it greatly underperforms on
trendy and popularity factors. Consumers consider pasta and rice (and salads to a lesser, but
significant degree) to be trendy and fashionable. Indeed, this finding is backed up by the
purchasing figures, which shows a large increase in the consumption of pasta and rice over
the last three years. The huge popularity of frozen potato products (chips/waffles) amongst
teens/young adults was also established in our findings
30
98
Perceptions Regarding Potato’s
Health Credentials Versus Pasta & Rice’s
2010
2006
(Base: All adults 18+)
Potatoes
Rice
%
%
13
11
69
66
The best taste
45
45
The most calories
15
14
36
39
40
37
28
24
The highest in fat
Is the most convenient
%
11
16
46
41
The healthiest
Most expensive
Pasta
18
25
52
N/A
38
47
48
17
N/A
28
N/A
-8% pts
7% pts
23
N/A
N/A
11
19
29
N/A
Highest Association
Facts: (per 100g cooked weight)
Fat (g)
0.1
1.3
0.5
Calories (kcal)
72
138
86
With regards to the specific health credentials of the main carbohydrates, 69% of consumers
agree that potatoes are the best tasting, compared to only 13% for rice and 11% for pasta.
Despite rice having the most calories, only 15% of consumers recognised this: 36% believed
pasta has the most calories while, 45% believe potatoes have the most calories despite them
having the least. Despite being considered the carbohydrate with the most calories, 46% of
consumers consider potatoes the healthiest carbohydrate, up 5% on three years ago. This
compares to 40% for rice and only 11% for pasta. Furthermore, all carbohydrates perform
poorly on weight management factors.
Potatoes in themselves are not considered highest in fat by consumers (pasta been perceived
as higher). In fact, rice has the highest calories and the highest fat content but is perceived by
consumers to be lowest in both calories and fat.
Overall potatoes are considered „the healthy carbohydrate‟ (46%), but are challenged on this
front by rice - helped by misconceptions surrounding rice‟s health credentials (40%).
31
Perception of food categories – Implications
Although consumers perceive fruit as less popular and trendy, the consumption figures do not
reflect these perceptions. Despite the current economic difficulties, claimed spend on fruit
has risen 9% over the last three years, from €9.27 to €10.10 per week. Consumers have a real
appetite for buying fruit: both growers and retailers can capitalise on this interest by offering
new or exotic fruit varieties to consumers. Indeed, taste is a key reason why consumers enjoy
fruit. New flavours and varieties are likely to appeal to them, further increasing the average
spend on fruit.
Fruit is also mainly being eaten raw, so there is potential to drive sales further by informing
consumers on how fruit can be incorporated into cooking and baking. Fruit needs to be
promoted to reclaim the dessert eating occasion at family meals. There is also potential for
retailers to offer “dessert/snack deals” centred on fruit, e.g. strawberries and cream, or apples
and pastry, this can help encourage consumers to use fruit in novel ways. It can also be
pointed out to consumers that this is an avenue to help them increase their portions of fruit
per day to reach the 5-a-day target.
Though 41% of consumers see fresh vegetables as it being versatile, only 15% consider
vegetables to be good as a snack or for a quick meal for young children; it may have a great
health impact in years to come, as parents exclude vegetables from quick meals and many
children grow up without vegetables as part of their regular diet. It is critical to address this
potential problem now. It is important to work with schools to educate both children and
their parents in the benefits of eating fresh vegetables. Providing simple, tasty recipes and
broader nutritional educational material can encourage parents to incorporate vegetables into
their children‟s meals. Children may also become more interested in vegetables if they are
encouraged to grow their own either at home or in their school.
Consumers‟ perception of potatoes is mixed. Though potatoes are considered to be the
healthiest carbohydrate, consumers also believe they have the most calories. Furthermore,
consumers consider rice to have the lowest calorie and fat content, when in fact it has the
highest. These are key misconceptions which may cause negative feelings by consumers‟ in
relation to their opinion of potatoes.
32
4.6 General Attitudes
How are Irish consumers feeling about price?
86
Attitudes to Price/Expense –
Agree Strongly/Slightly
(Base: All adults 18+)
%
Price - Store
Good value/cheap fruit & vegetables is an important factor in
choosing which supermarket to shop in/ where to shop
When fruit and vegetables are discounted heavily, I am
suspicious of the quality of the produce & where it comes from
45
I shop around to get the best value on fresh fruit and vegetables
43
I would prefer more discounted prices on ambient (on the shelf)
products rather than fresh fruit and vegetables
I regularly review the Sunday papers to check for special offers
before deciding where to shop for the week
Price – Produce
53
38
21
I would buy more vegetables if they were better value
51
I am prepared to pay more for fruit and vegetables from farmers
market, farm-shops or locally produced produce
47
I am buying less organic fruit and vegetables now
because it is too expensive
I used to buy organic fruit and vegetables but since the
recession I have had to cut back
44
29
Price is a key consideration for Irish consumers in the current difficult economic period.
Although 67% do agree that the freshness of produce is more important than price, this is
down 16% points on the 2006 findings. Just over half of Irish consumers (53%) claim that
good value in the fruit and vegetable section influences where they are going to shop, 43%
actively shop around in order to get the best possible value on produce. Just over one fifth of
all shoppers (21%) review the offers promoted in the Sunday papers before deciding where to
shop that week.
This suggests that shoppers are becoming less loyal and more promiscuous in their shopping
behaviour with price influencing more and more switching between retailers and retail
channels.
Significantly, when fruit and vegetables are discounted too heavily, 45% of people become
suspicious of the quality of the produce and where it comes from. This suggests that good
quality produce is still a major focus for consumers. Indeed, 47% are prepared to pay more
for local produce. So retailers must find a balance between the price point offered for produce
items and its perceived quality and origin.
33
How is quality and wastage impacting on consumers’ choices?
88
Attitudes to Quality & Wastage –
Agree Strongly/Slightly
(Base: All adults 18+)
Wastage
Produce Quality
%
I am more confident in the safety of fruit and vegetables
produced in my local area
(68%)
Freshness of fresh food is more important
than price
(83%)
73
67
I prefer to buy produce that is from my local area
60
I am prepared to pay more for better quality
fruit and vegetables
(59%)
58
I tend to vary my fruit/veg purchases
according to season
(56%)
57
I would like more vegetables to be available in half
sizes/smaller sizes e.g. half a head of cabbage or turnip
(46%)
If I buy a big bag of potatoes they go off
before I use them
(36%)
At the end of the week I usually throw away half the
fresh produce I buy because it is gone off
(29%)
48
33
26
() = 2006
It may be that local produce is associated with quality, as 60% of consumers claim they prefer
to buy produce that is from their local area, and 73% are more confident in the safety of
locally produced fruit and vegetables. Furthermore, 57% of consumers agree they vary their
fruit and vegetable purchases according to season, again reinforcing the notion that
consumers want the freshest, highest quality fresh produce available and are willing to
change their buying behaviour to get them.
Most consumers are not wasteful and buy an appropriate amount of fresh produce to suit their
needs. Yet 26% of consumers agree that they throw away half their fresh produce at the end
of the week because it has gone off, while 33% claim that a big bag of potatoes will go off
before they use them. Almost half (48%) of consumers agree they‟d like to see more
vegetables available in half sizes. So while consumers are generally not wasteful, it may be
that they buy certain types of fresh produce because they know they will use it before it goes
off e.g. onions, carrots, etc. If there were more reduced sizes available, some consumers may
purchase an increased range of fresh produce, particularly for more perishable items.
34
Irish consumers’ attitudes to cooking and preparation of fresh produce
82
Cooking
Attitudes to Cooking – Agree Strongly/Slightly
(Base: All adults 18+)
%
Preparing fresh meals from scratch is becoming a more
important part of my cooking routine
When buying fresh produce I think about how I can
prepare it and choose the easiest to prepare
57
57
(51%)
49
I have never cooked potatoes in a microwave oven
By using a cook-in sauce that has vegetables added I
get my required veg portions
(28%)
I cook traditional dinners less often these days and buy
ready-prepared produce because I don't have the time
(28%)#
Potatoes cooked in the microwave taste as good as
boiled, roasted, baked
I don't know how to cook vegetables properly
35
24
23
(19%)
21
() = 2006
Irish consumers still take pride in their cooking; 57% agree that cooking meals from scratch
is becoming an increasingly important part of their cooking routine. Only a quarter (24%)
agree that they are too pressed for time to cook traditional dinners, forcing them to purchase
ready prepared produce to use. This latter sentiment is potentially driven by the change in the
economic situation of most Irish households; as pre-planning of meals and cooking from
scratch offer a more economical way for households to eat.
While consumers prefer to make meals from scratch, convenience is still an important factor:
51% agree that when choosing their vegetables, they choose the easiest to prepare, and
convenience foods are still prevalent in Irish homes, with just over a third using cook-in
sauces with added vegetables, as their means to consume their required vegetable portions;
these consumers are more likely to be under 35‟s, urban based and from lower socioeconomic households.
Just over a fifth of consumer‟s claim they do not know how to cook vegetables properly, with
males and the under 35 year age group featuring more prominently here.
35
What Irish consumers think about health and environmental issues?
84
Attitudes to Health & Environment –
Agree Strongly/Slightly
(Base: All adults 18+)
%
Environment
Health
It is important to eat the recommended daily allowance
of fruit and veg per day
(80%)
76
The use of chemicals in growing fruit and vegetables
concerns me
I know very little about the nutritional values of fruit
and veg, I just know they are good for me#
74
(36%)
48
I want stores to provide me with more environmentally
friendly options for fruit and vegetables
There is too much plastic packaging on fruit
and vegetables nowadays
67
66
(67%)
I would like more information on purchasing the most
environmentally sound fruit and vegetables
I intent to grow/I am currently growing fruit and
vegetables myself that we use in our household
65
26
() = 2006
Irish consumers are relatively health conscious with over three quarters (76%) agreeing that it
is important to eat the recommended daily allowance of fruit and vegetables. Though
consumers know that fruit and vegetables are good for them, almost half (48%) say they
actually know little about their specific nutritional value. However, consumers are wary of
some aspects of fruit and vegetable growing methods: 74% agree that the use of chemicals in
growing fruit and vegetables concerns them; this may be why consumers are willing to pay
more for local produce purchased directly from farmer‟s market, farm shops, etc. Local
producers may generate more trust and provide extra assurances to consumers.
In general, consumers feel the environmental credentials of fruit and vegetables could be
improved; 67% want more environmentally friendly fresh produce in store, while 66% feel
there is too much plastic packaging on fruit and vegetables. Consumers also feel there is a
lack of education regarding environmental issues with respect to the growing process, as 65%
would like more information on purchasing the most environmentally sound fruit and
vegetables. In a move to take part control of some of their own food production 26% are
growing or intend to grow their own fresh produce – offering a great opportunity to develop
sales of Grow It Yourself gardening items (e.g. tools, seeds/plants, growing media, etc).
36
Attitudes – Implications
There is a slight paradox when it comes to consumers‟ attitudes to price and quality.
Consumers claim to shop around for the best price on fresh produce; however they are also
suspicious of the quality if the price is too low. The key is that consumers want value in their
fruit and vegetables, manifest as good quality produce at a fair price. It is important for the
retail trade to maintain the quality of the produce they stock, as consumers won‟t accept
inferior quality produce, regardless of price. Price and quality is always a difficult balancing
act, however balancing it successfully can attract loyal consumers.
Convenience is also a key factor for consumers. The majority of consumers cook meals from
scratch, but easy preparation is vital. Retailers can support this desire to cook meals from
scratch by offering complementary products bundled together, coupled with recipes and
serving suggestions appropriate to the products in the bundle. Recipes can be offered based
on customer criteria, for example, cooking occasion, time to cook, ease of preparation, etc.
With regards to the health and nutritional aspects of produce, nearly half of consumers agree
they know little about the specific nutritional benefits of it, so there is a clear need for
education in this area. Retailers could potentially provide more nutritional information at the
point of sale for the various food categories or reference websites that have this information
such as Bord Bia‟s www.bestinseason.ie
This can educate consumers and help them make more informed decisions. Having the
information available at the point of purchase may also encourage consumers to try new types
and varieties of fresh produce, as consumers may see a certain benefit that appeals to them.
Tied to health, there is a real desire among consumers to be more environmentally friendly
and this translates into consumers wanting to buy more ethically. In particular, Irish
consumers are interested in buying more environmentally sound produce. However, at
present consumers‟ knowledge does not match this high level of desire. The industry can
work to educate consumers on how local produce is grown with sound environmental
credentials, and identify this as a positive point of differentiation in the marketplace.
Consumers also feel that there is too much plastic packaging on fresh produce at present, so
this presents a real opportunity to retailers/packers to save on costs by presenting their fresh
produce in more enticing and natural formats.
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