Produced by: Lorcan Bourke,
Horticulture Department,
Bord Bia
Date: 1/5/2010

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: lorcan.bourke@bordbia.ie.
Phone: 01-6685155
1

The research objectives for this project can be segmented into two distinct categories:
Research Objectives and Marketing Objectives, were set as follows:
this first objective then informing the marketing objective;
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

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

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 vegetables
Fresh potatoes
Fresh fruit juice
Casserole/stew Frozen
Salad (from scratch) vegetables
Yoghurt (with fruit)
Medium incidence of consumption (70-84%)
Baked goods
(fruit filling)
Pizza
Tinned vegetables
Probiotic drink
Packet vegetable soup
Pasta/Noodles
Low incidence of consumption
Fresh
(40-69%) vegetable soup
Stir fry (no meat)
Stir fry (meat) Prepared vegetables
Tinned fruit Prepared chilled
Chilled leafy salads potatoes
Pre-packed chilled tray/ bowl salads
Prepared chilled fresh fruit
Speciality chilled potatoes
Frozen fruit
Rice Sandwiches/ wraps/ paninis
Chilled wet salads
Frozen chips/ wedges/waffles
Smoothies Fajitas/Tortillas
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

Primary
Fresh fruit
Fresh potatoes
Fresh vegetables
Fruit juice
Casserole/stew
Frozen vegetables
Salad (from scratch)
Yoghurt with Fruit
Rice
Sandwiches/wraps/paninis
Frozen chips/wedges waffles
(Base: All adults 18+)
Daily
43
47
48
4-5 times weekly+
79
81
83
60 26
1 10
2 11
4 21
14
2 13
7
1 10
36
43
49
57
56
60
63
72
70
Weekly+
94
94
95
80
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.
88
86
85
84
90
88
87
% Ever
Eaten
98
98
97
91
15
5

How has consumption of food categories changed in the past three years?
(Base: All adults 18+)
Fresh fruit
% Less
3
More %
24
Remain
The
Same
72
Do
Not
Eat
1
Net
Gain
Loss
2010
Net Gain
Loss
2006
+21 +16
Fresh vegetables
2
22 75 1 +20 +13
Salads
3 17 73 7 +14 +13
Pasta
4 14 66 16 +10 +10
Rice 3 15 70 11 +12 +8
Fresh whole potatoes 6 10 82 1 +4 +4
18
Frozen chips/wedges/waffles 13 7 64 15 -6 -14
Pre prepared chilled potatoes
7 4 52 35 -3 N/A
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

(Base: All adults eating more of specific food type)
Good for health/ Healthy alternative
Like the taste
Good value for money
Improved quality available
More availability all year round
Easy to prepare/cook
Already prepared
Cheaper now
Convenient packaging
Change in life stage/situation changed
8
7
26
8
13
11
21
18
Fruit
(23%)
%
41
71
Vegetables
(22%)
%
68
6
7
8
11
19
20
20
23
32
22
31
14
10
19
21
29
10
11
Salads
(17%)
%
59
Fresh whole potatoes (10%)
%
56
26
36
19
18
25
6
7
6
9
19
(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
(Base: All adults eating less fresh whole potato/do not eat
– 52 people)*
Any Mentions
7%
% %
Preparation
Takes too long to cook 52
77
Carbohydrate replacement/preference
I eat more pasta/rice/noodles
Pasta/rice/noodles cook faster
49
My children prefer pasta/rice/noodles
23
Take a lot of work to prepare
47
I eat more frozen potato variants
17
I don't know how to cook them properly
18 My children prefer frozen potato variants
16
Health issues 70 29
Expense/price/waste
They are fattening 67 18
Bag size are too big/waste
Not healthy
48 More expensive than rice/pasta/noodles
18
29
Reject taste
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.
63
58
8

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
(Base: All adults 18+)
Q.
Looking at this card, there are different examples of portion sizes shown – which example would you consider to represent one portion?
2010
%
12
Fruit
2006
%
14
Vegetable
2010
%
18
2006
%
15
2010
%
Potato
11
2006
%
6
45
62
58 63
75
75
46
25
12
1
23 20
Can’t say
8
3
Can’t say
1 2
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 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?
(Base: All adults 18+)
Six+
Ideal Fruit & Veg
2010
%
8
2006
%
8
Six+
Actual Fruit & Veg
2010
%
11
2006
%
5
20
103
Five
34
50
14
Five
70
Four
16
24
14
Three 19
22
Four
9
19
Two 16
Three
One-two
8
One
12
5
9
None
3
None
* *
Average no. of portions
4.7
4.2
3.9
3.2
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

32
(Base: All not eating 5+ portions of fruit & veg per day
– 55%)
Didn’t realise I was not eating enough
%
23
33
Prefer other foods
Forget/don’t remember to eat fruit and vegetables
Don’t like eating fruit
14
13
10
Don't like eating vegetables
Don't have the time
9
Fruit & vegetable storage leads to waste
6
Expensive/poor value for money
5
Too difficult to prepare
5
4
Limited Cooking skill
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
Four
Three
Two
(Base: All adults 18+)
2010
%
4
11
2006
%
6
7
21
31
63
One
52
None 2 3
Average no. of portions
1.6
1.5
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

Reported Perceived Number of Portions Consumed versus Perceived
104
Recommended Number of Portions of Fruit and Vegetables
Consumed less than perceived ideal
48%
2010
41%
Consumption equals perceived ideal
11%
Consumed less than perceived ideal
60%
2006
32%
Consumption equals perceived ideal
8%
Consumed more than perceived ideal
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

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
(Base: All grocery shoppers
– 66%)
2010
%
2006
%
Supermarket
90 83
Discounter
Green grocers
Convenience store
28
28
45 28 + 17%pts
29
34
Direct from farm/farmers market/box scheme
19 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
(Base: All grocery shoppers
– 66%)
%
Supermarket
59
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 2010 2006
Planned 33
30
Planned
36
31 +5% pts
Display
46 51 -5% pts
Display 45
51 -6% pts
Price 21
19
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
Fresh
82%
7%
Frozen
11%
Canned
Fresh
70%
18%
Frozen
12%
Canned
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

34%
Frozen
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
Agree slightly
43
47
30
40
32
19
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
(Base: All grocery shoppers
– 66%)
Cheaper prices
Greater availability of Irish varieties
Awareness of other varieties
Fruit
%
37
35
71
Vegetables
%
68
36
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

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
(Base: All grocery shoppers – 66%)
I pay no attention to where the fresh produce I buy comes from
47
(39)
I would prefer to only buy
Irish grown fresh produce
+8% pts
I buy produce based on quality and price, regardless of country of origin#
(7) 7
16
(27)
29
(27)
76%
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
(Base: All adults 18+)
Increase
Likelihood to buy
%
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
84
82
Irish fruit and vegetables have a higher nutritional content because they take less time to get from the farm to me
77
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
74
72
Irish fruit and vegetables are better for the environment because of lower food miles
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.
59
(Base: All adults 18+)
%
Higher likelihood
%
Much more likely (5) 31
70
Older (45 yrs+)
65%
ABC1F50+ 68
Slightly more likely (4)
34
Eating 5+ a day 68
Makes no difference (3) 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?
(Base: All adults 18+)
Every week
Every month
Every three months
Every six months
Less often
%
8
12
7
3
17
27% Frequent purchasers of Organic Food
(3 monthly +)
Females 30%
Rest of Leinster
Aged 34-44 years
39%
33%
ABC1/F50+
Those that eat 5+ portions of fruit/vegetables daily
32%
34%
Never 52
93
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?
(Base: All adults who have ever purchased organic food – 48%)
95
Healthier for my body
Does not have added chemicals or pesticides
More natural 9
30
27
1st
%
1st – 3rd
%
40
55
62
1st
%
1st – 3rd
%
Is better for my physical appearance
Guaranteed to be made in
Ireland
3
2
9
13
Supports the local community 2 10
Tastes better
Fresher
Good for the environment/nature
5
4
9
14
27
39 Helps me avoid allergies
Uses less energy for production
Conveys a certain status
2 7
1 5
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

Consumers were asked their opinion on the different food categories: fresh vegetables, fresh fruit, fresh potatoes, salads, rice, pasta, and chips/waffles.
1
(Base: All adults 18+)
Healthy/good for you
Fresh
Fruit
%
85
Fresh
Veg.
%
77
Fresh
Potatoes
%
46
Salads
%
58
Pasta
%
23
65 69 42 44 20 Good nutritional value
Part of a healthy/
Health benefits balanced diet
71 73 43 53 19
Rice
Chips/Waffles/
Wedges
%
26
%
2
23
21
2
3
Suitable for those who are weight conscious
Low in fat
Weight
ManagFattening ement
2
56
60
3
56
61
16
27
21 4
65
54
13
12
29
18
18
15
1
1
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

(Base: All adults 18+)
Preparation & Cooking
Quick and easy to prepare
Fresh
Fruit
%
49
Fresh
Veg.
%
46
Fresh
Potatoes
%
33
Salads
%
41
Pasta
%
35
Rice
Chips/Waffles/
Wedges
% %
30 18
44 36 31 29 27 18 Convenient 50
Versatile 15
Good for imaginative/ adventurous cooking
Takes too much time and effort to prepare/cook
Ideal for quick meals/snacks for younger children
4
16
34 15
41
36
19
37
19
11
56
8
17
23
17
7
32
36
36
8
26
31
21
4
5
9
33
2
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

(Base: All adults 18+)
Price
Good value for money
Fresh
Fruit
%
40
Expensive
Good promotions/ special offers
25
31
Fresh
Veg.
%
46
Fresh
Potatoes
%
44
Salads
%
23
15 22
37 24
21
14
Pasta
%
27
10
14
Rice
Chips/Waffles/
Wedges
%
24
%
7
23 8
11 7
3
Safe to eat
Consumption
Tasty/delicious
Trends
Becoming more popular
Fashionable/a new trend
Popular amongst teens/young adults
27
13
15
67
51
24
13
9
45
68 59
17
43
12
8
25
22
29
52
11
38
24
37
47
51
38
20
29
29
29
12
12
19
19
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

(Base: All adults 18+)
2010
2006
Potatoes
%
The best taste
The most calories
The healthiest
45
45
46
41
The highest in fat
28
24
Most expensive
N/A
Is the most convenient
Highest Association
Facts: (per 100g cooked weight)
Fat (g)
Calories (kcal)
N/A
0.1
72
38
52
69
66
Rice
%
13
11
15
14
N/A
18
25
23
28
N/A
40
37
7% pts
1.3
138
0.5
86
Pasta
%
11
16
11
19
36
39
-8% pts
47
48
N/A
17
29
N/A
98
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

How are Irish consumers feeling about price?
(Base: All adults 18+)
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
I shop around to get the best value on fresh fruit and vegetables
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
I would buy more vegetables if they were better value
I am prepared to pay more for fruit and vegetables from farmers market, farm-shops or locally produced produce
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
%
21
29
51
47
44
53
45
43
38
86
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?
(Base: All adults 18+)
%
I am more confident in the safety of fruit and vegetables produced in my local area
Freshness of fresh food is more important than price
(68%)
(83%)
I prefer to buy produce that is from my local area
I am prepared to pay more for better quality fruit and vegetables
I tend to vary my fruit/veg purchases according to season
(59%)
(56%)
73
67
60
58
57
I would like more vegetables to be available in half sizes/smaller sizes e.g. half a head of cabbage or turnip
If I buy a big bag of potatoes they go off before I use them
At the end of the week I usually throw away half the fresh produce I buy because it is gone off
(46%)
(36%)
(29%)
33
26
48
88
() = 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
(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
(51%)
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
I cook traditional dinners less often these days and buy ready-prepared produce because I don't have the time
Potatoes cooked in the microwave taste as good as boiled, roasted, baked
(28%)
(28%)#
I don't know how to cook vegetables properly
(19%)
%
24
23
21
35
57
57
49
82
() = 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?
(Base: All adults 18+)
%
It is important to eat the recommended daily allowance of fruit and veg per day
(80%)
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#
(36%) 48
76
74
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%)
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
26
67
66
65
84
() = 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.
37