Irish Consumer Attitudes
to Fresh Produce
Date:
July 2007
Table of Contents
Introduction – Research Method.............................................................1
1. General Consumption of Fresh Produce...........................................2
2. Fresh Produce Average Daily Consumption ...................................11
3. Fresh Produce Shopping Behaviour ...............................................18
4. Awareness and Attitudes to Fresh Produce....................................25
5. General Attitudes to Shopping, Cooking and Food .........................32
Appendix 1............................................................................................42
Appendix 2............................................................................................49
Introduction – Research Method
The total market for retail sales of fresh produce in Ireland in 2005 was approximately €996
million, leaving the category second only to dairy produce in terms of the most important
food categories (Source: TNS Superpanel).
Since 1998 Bord Bia has conducted consumer market research into behaviour and attitude
trends in relation to fruit, vegetables and potatoes, through conducting a quantitative research
survey every two years. The research outlined in this document is an update on research work
carried out in previous years and is intended to gauge changes in consumers’ attitudes and
behaviour, in respect to the purchase and consumption of fresh produce over that period.
In November 2006, Bord Bia engaged Research Solutions (market research consultants), to
undertake a survey on their behalf which consisted of 808 face-to-face interviews in
respondents own homes. Quota sampling was implemented to ensure that a fully
representative sample of adults (18+ years) in the Republic of Ireland was interviewed. The
quotas were controlled for gender, age and social class.
The results are written up and presented in terms of consumers and grocery shoppers. 57% 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 this sub-sample of grocery shoppers, but the distinction will be highlighted between
these and all consumers.
A key element investigated in this report was consumers’ consumption of fresh produce and
to this end, they were asked to detail what fresh produce they would eat in a typical day.
These servings were then analysed by weekday versus weekend, location and produce type, to
name a few.
Appendix 1 provides charts illustrating the full responses to a large number of consumer
attitudinal statements. Appendix 2 provides an additional level of analysis giving an insight
into what a number of distinct consumer groups’ behaviour and attitude to produce is,
allowing produce suppliers to potentially target different segments of consumers.
The report is written up not only to present the 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,
Strategic Information Services
Bord Bia,
Clanwilliam Court,
Dublin 2.
Phone 01-6685155
1
1.
General Consumption of Fresh Produce
Frequency and Incidence of Consumption
Consumers were asked their frequency of consuming a range of fresh produce items,
complementary items and substitute products. Frequency of consumption ranged from daily,
4-5 times weekly, once a week and/or less often. The chart below outlines the incidence of
ever having tried any of these products (i.e. incidence of trial).
Fruit, vegetables and potatoes are among the foods that are eaten with the highest frequency
by consumers, occupying a central role in the Irish diet. Their associations with health and
positive nutritional worth make them valued foods to the national diet. There was almost full
trial of foods such as fresh potatoes, fresh vegetables and fresh fruit. 80% to 90% of
consumers stated that they had ever eaten products such as salads, yoghurt with fruit, rice,
stews and potato derivatives such as chips, wedges and waffles. When looking at the
frequency with which people declared they were eating the various produce types, it was
found that circa 40% of consumers ate fruit, vegetables and potatoes on a daily basis. Just
under a third were found to drink fruit juice daily, with a further 26% found to drink it 4-5
times a week.
2
A second tier of produce related food items appeared to include convenience format and/or
extended shelf life products. This grouping included such items as tinned or packet vegetable
soups, frozen / tinned vegetables and pasta / noodles, with 70% to 79% of consumers
claiming to have ever eaten these. In frequency terms, a minimal proportion of consumers
were found to eat from this group on a daily basis, circa one in six ate from them four to five
times a week, with around 40 – 50% eating from them at least once a week. Pasta/noodles
had the highest frequency levels of consumption from this group, with 55% of all adults
found to be eating them at least once a week.
A third tier grouping of produce related items had a lower incidence of trial ranging from
40% to 69%. This group included pre-packed and prepared produce i.e. chilled leafy salads
and prepared fresh fruit, vegetables & potatoes. This tier also included probiotic drinks and
smoothies. Two thirds of the adult population claimed to have trialled probiotic drinks and
58% smoothies, which is very high given how recent these products are in the market. In fact,
12% of all adults aged 18 years or older drink a probiotic drink on a daily basis with a further
17% claiming to drink one, four to five times a week. This level of daily consumption ranks
probiotic drinks sixth in terms of most frequently consumed produce related items, on a daily
basis, after fresh potatoes (44%), fresh vegetables and fresh fruit (both 41%), fruit juice
(30%) and yogurt with fruit (15%).
3
Health is the key reason cited for eating more of all types of produce – fresh
produce is at the centre of the health agenda
Consumers were asked to nominate the key types of produce that they were eating more, less
or the same versus three years ago. The results showed that consumers claimed to be eating
significantly greater amounts of healthy foods in particular fresh fruit, vegetables and salads.
The three carbohydrate groups have all increased over the past 3 years, with pasta and rice
showing the greater net gain (10% and 8% respectively), one in ten claimed to be eating more
fresh potatoes versus 3 years ago. One in five claimed to be eating less chips/waffles/ wedges
than three years ago, with only 5% saying they were eating more.
4
Changes in Consumption Behaviour - Gains and Losses
While “health” was the key reason cited for eating more of all of these types of produce,
“improvement in the quality of fresh produce available” and “value for money” emerged
quite strongly as motivators (“value for money” was a particularly strong motivator for the
purchase of potatoes). The change in consumption was examined for a number of fruit, salad
and vegetable types. The chart below details the net gains or losses seen by each type.
Implication:
The common thread found for those produce items winning favour with consumers was
convenience of use/preparation, versatility, purchase and storage with little waste. This is
backed up by previous Bord Bia research (Fresh Vegetable, Salads & Soft Fruit Focus Group
Research 2005-2006). Presenting cabbage and turnips in more convenient formats, minus the
hassle of carrying, chopping and reducing potential waste, was suggested to stimulate the
same levels of increased consumption as other fresh vegetables. Consumers are emotionally
very satisfied with these produce items but do not want the hassle they bring. It was also
suggested that parsnips could benefit from increased recipe development and more promotion
of usage ideas e.g. honey roast parsnip. The short shelf-life of raspberries presents a logistical
challenge to all retailers. It is noticeable from the above listing that the fruit and vegetables
gaining popularity are those that are highly convenient, versatile in usage, easily
prepared/consumed with little waste or bother. With a wide selection of fresh produce
available nowadays, “time strapped” consumers, leading busy lives, are increasingly choosing
produce items based on these criteria. The strong growth in the chilled prepared salads/
vegetables market in recent years is further evidence that consumers are prepared to pay extra
for convenience formats.
5
Rejection of Fresh Produce
The survey asked those respondents who said they were eating less fresh produce than
previously, the reason why this was the case.
The key reason most people cited for not including fresh fruit, vegetables or salads
in their diet was the tendency to overlook it. Most agreed that they “never really think
about it in their diet”
Other reasons cited by some were that vegetables involved too much time and hassle to
prepare, whereas the key reason for not eating salads was they didn’t like their taste.
The two key barriers for eating more potatoes that emerged were: 1) problems with the time
and hassle involved in preparation 2) they were seen as fattening (albeit some consumers
recognised the reduced health credentials being due to accompaniments such as sauces,
butter, salt, etc.)
Of the 7% of consumers who were eating less potatoes today compared with 3
years ago, 50% of these were doing so due to “weight management” concerns,
however just under half (21%) expressed concerns with respect to the
accompaniments consumed with potatoes
Preparation was seen to be the single greatest barrier to eating potatoes. The main ways seen
to encourage consumers to eat more potatoes were through the development of new products
(and/or packaging) delivering convenience, providing easy simple recipes for potatoes, as
well as promoting them as healthy but without the hassle.
6
Understanding of Recommended Portion Size
The researchers presented consumers with photos of various portion sizes of fruit, vegetables
and potatoes. They were then asked to identify what they would consider to be one portion
based on a photo prompt of three portion examples (see above). The majority of adults
(75%) aged 18+ correctly identified one medium apple as one serving of fruit, with 14%
believing it to be only half an apple. Nearly two thirds (63%) correctly identified two
tablespoons as a portion of vegetables. However, only 45% correctly identified one medium
sized potato as a portion size. A similar percentage (46%) overestimated a single portion size
to be two medium sized potatoes, which was higher amongst the older age cohorts and those
living in rural or farming households.
Implication:
This confusion regarding portion size suggests that a set of simple clarifying guidelines are
needed to engrain daily habits in consumers’ minds. Portion size information needs to be
easily communicated on produce packs (where possible) and fully understood by consumers.
There may also be a significant underestimation of the perceived portions of produce being
consumed particularly in relation to potatoes.
7
Daily Allowance Consumption Behaviour
Although over half (58%) of the population consider five or more portions of fruit and
vegetables per day to be the number of recommended daily servings, only a quarter actually
eat this amount.
Almost 6 in 10 people are aware of the “five or more a day message” but on average
Irish people claim to be eating only three portions of fruit and vegetables a day.
They also claim to be eating 1.5 portions of potatoes per day*
*
as we have already seen there is currently consumer confusion in relation to what a potato portion size
actually is (with 46% overestimating it), so in fact they could be eating even larger quantities of
potatoes
An inconsistency currently exists between consumer awareness of what is the recommended
number of portions of fresh produce and their actual behaviour.
The key reason cited for not eating the recommended number of servings was ignorance of
the recommended 5 portion-a-day requirement, rather than considered rejection, although
there is a minority of consumers who claimed they do not eat the recommended five a day
because they simply prefer eating other foods (28%). 15% of respondents stated that do not
like to eat fruit and 7% stated that they do not like to eat vegetables.
8
There was a slightly higher incidence of not eating the recommended five portions a day
amongst the lower socio-economic groups and those living in Dublin.
Consumers believe they are eating fewer portions than what is recommended.
9
Further analysis of what people believed to be the recommended number of portions versus
what they actually were eating revealed that only 32% of consumers were eating what they
actually thought as the recommended daily amount. 60% were found to be eating less
portions than their perceived ideal, with only a minority of 8% eating more. This illustrates
the behaviour that the majority of consumers were knowingly eating fewer portions than they
perceived to be recommended.
Implication:
If 58% of consumers recognise five or more portions of fruit or vegetables to be the
recommended allowance, then clearly further awareness/education is needed i.e. the message
must reach the other 42%. Consumer confusion on this issue may represent a significant
opportunity for fresh produce companies to provide information and stimulate demand, in so
doing increasing their own sales. Furthermore, even though 58% of consumers know what
they should be doing, they are not all doing it, and therefore there is plenty of room for
working towards the recommended behaviour.
10
2.
Fresh Produce Average Daily Consumption
Consumption Behaviour through-out the Week
Consumers were asked to think about a typical day and the servings of fresh fruit, vegetables
and potatoes that they would eat. They were then asked to record a diary of a typical week
day and a typical weekend day. Every serving was detailed by; what it was, the time of day it
was eaten at, how it was prepared, where they ate it, where it was purchased and the meal
occasion it was eaten at. Servings for weekday and weekends were analysed separately to
evaluate any difference in consumption patterns.
Fresh produce consumption was found to be less at the weekends than during the
week due to lifestyle related differences - this was especially evident for fruit
It was found that on average consumers claimed to be eating 4.4 servings of fresh produce
related items on a typical weekday and only 4.1 servings on a typical weekend day. In both
cases (weekday and at the weekend) there was higher averages exhibited amongst female,
those outside the Dublin area and those from higher socio-economic backgrounds.
Of all the produce servings on a typical day, just under a quarter were found to be fresh
vegetables and a similar proportion of potatoes.
Consumption of fresh fruit was higher during the week versus the weekend, due to
fresh fruit being used as part of a more structured regime of “snack food” in work,
school or college
11
Implication:
Consumption of fresh fruit in the home drops away at the weekend, which could possibly be
increased by highlighting other potential usage occasions for consumers e.g. breakfast /
brunch recipes, yogurt with fruit as a snack, smoothies, fruit as an energy boost for sports
activities, etc.
12
Time of Day of Servings
When servings were analysed by time of day it appears that consumption generally followed
traditional meal times, but different foods came into prominence in differing time periods.
During the week a quarter of all servings of fresh produce were eaten between noon and 2pm
(lunchtime) and 44% were eaten between 4 to 8pm (dinner). Over the weekend, lunchtime,
i.e. noon to 2pm, accounted for 30% of all servings and dinner for only 37%.
Fruit juices and smoothies dominate the morning period, although people tended to drink
them slightly later at the weekend, possibly due to a later start time. Two thirds of all juice or
smoothie servings during the week were consumed during breakfast hours. Fresh fruit
dominated the mid-morning slot with nearly half of all servings being consumed between
10am and 2pm, either as a snack or as part of lunch. As expected, fresh vegetables had two
time peaks of usage during weekdays around lunch and dinner time - lunchtime accounted for
a third, but dinnertime dominated with over half of all servings. Consumption of vegetables
also changed at the weekend, when compared with weekdays, with the highest proportion of
servings being served for traditional Sunday lunch. Similarly, potatoes were predominantly
eaten at dinnertime, with two thirds of all weekday servings typically eaten between 4 and
8pm. At the weekend potatoes come into prominence around lunch time too, particularly for
Sunday lunch.
13
Methods of Preparation of Fresh Produce
As might be expected, the methods of preparation employed for fresh produce varied
depending on the type of produce. Unsurprisingly, nearly all fresh fruit was eaten raw while
almost two-thirds of potato servings were boiled, followed by baked (13%) and steamed
(10%). There was an increase in roasting potatoes at the weekend, as part of the “traditional
Sunday roast”. Boiling was also the most important method of preparation of fresh vegetables
at the weekend, with six in ten servings prepared in this manner. Furthermore, at the
weekend, nearly a fifth of all vegetable servings were eaten raw, driven by increased use of
salads, closely followed by steaming at approximately one in six.
14
Location of Consumption – In or Out of Home
Overall, consumption of fresh fruit, vegetables and potatoes was centred in the home
particularly at the weekend, when only 7% were found to be consumed outside the home.
When we looked at the types of produce, it was evident that potatoes were nearly entirely
eaten in the home and circa nine in ten of all fresh vegetable servings were eaten in the home.
During the week nearly a fifth of all produce servings were outside the home, with work,
school or college accounting for 11% of the overall amount. The servings eaten at work,
school or college were primarily comprised of fresh fruit servings and what has been grouped
as “other vegetable produce” which was dominated by fresh vegetable soup. Fresh produce
servings eaten “on the go” only accounted for 4%, which was predominantly consumers
eating fresh fruit.
Just over 4 in 10 servings of fresh fruit are eaten outside the home on weekdays,
with 16% being eaten “on the go” highlighting the importance of fresh fruit’s role in
snacking behaviour
15
Less structured routines at the weekend typically meant lower overall consumption of fruit,
vegetables and potatoes. However, weekend consumption patterns for most produce types
were quite similar to mid-week consumption apart from two significant differences. Firstly,
only 14% of fresh fruit was eaten out of home at the weekend compared with 44% during the
week, which was due to consumers not working or attending school/ college, where fruit was
used as lunchtime or snacking food. Secondly, “Other Vegetables” share fell back to 6%
from 23%, again due to consumers not working or attending school/ college where vegetable
soup was often eaten as a lunchtime option.
Implication:
These findings would suggest that fresh fruit needs to be continuously highlighted and
promoted as a nutritious convenient snack food, targeted at the mid-morning and midafternoon consumption occasions e.g. fruit as a snack between meals. Furthermore, other
weekend usage occasions need to be identified and encouraged e.g. Sunday lunch, snacking
for sports, etc.
16
What Channels is Produce Purchased Through?
As expected supermarkets dominate as the primary location for purchasing fresh produce
with approximately eight in ten servings purchased from there. The channels used to purchase
fruit, vegetables and potatoes were slightly different on weekdays versus at weekends. There
was a higher incidence of purchasing in convenience stores, garage forecourts, canteens,
cafes and restaurants (especially for fresh fruit purchasing) during the week compared with
the weekend (21% versus 16%) due to consumers being more “on the go” during the week.
Implication:
Increasingly, a wide variety of convenience retail channels and foodservice outlets are
becoming important sources of fresh produce with people increasingly living their lives “on
the go”. This is particularly the case for fruit, as much of it is in fact eaten “on the go”. As
such, there are market opportunities for produce through these other channels which need to
be explored fully by produce suppliers.
17
3.
Fresh Produce Shopping Behaviour
Introduction
57% 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.
Fresh Produce Shopping Channel
Supermarkets emerged as the primary channel for purchasing most of the
fruit, vegetables and potatoes bought in a typical week, with 7 in 10
grocery shoppers claiming this to be the location chosen for their main
shop. However, in terms of “top-up shopping”, convenience stores were
the chosen option for 33% of grocery shoppers, followed closely behind
by the supermarkets at 30%.
Implication:
Convenience stores capture a highly significant one third of all “top-up” fruit, vegetable and
potato shopping, being oftentimes located on major traffic flows and/or near to residential
areas. As they are typically smaller store sizes, these retailers need to consider better ways to
manage and promote fresh produce items in-store. Key to this will be to source and
merchandise quality fresh produce, provide general information on produce to consumers
(sourcing policy, seasonal availability, etc.), while always highlighting the nutritional benefits
and multitude of ways of using fresh produce (recipes etc.).
18
Average Spend on Fresh Produce
Over a third of grocery shoppers spend over €10 on fruit per week, 38% spend over
€10 on vegetables and only 11% spend over €10 on potatoes.
On average grocery shoppers claim to be spending €26 per week on fresh produce,
€10 on vegetables, €9 on fruit and €7 on potatoes
19
Decision Making Criteria for Fresh Produce
Physical appearance of the fruit, vegetables and potatoes, including the produce
display was cited as the number one factor influencing the purchase decision for
fresh produce
When questioned regarding decision making about the types of fruit and vegetables
purchased, the key motivating factors were very similar for both types. Over half of this
decision was influenced by display, primarily that fruit and vegetables appeared fresh to
them. Just a fifth of the decision was based on price and a quarter was driven by pre-planned
purchasing.
20
Grocery shoppers were seen to choose potatoes differently to fruit and vegetables, citing
various aspects of “quality” as the most important criteria (i.e. quality/ appearance /
freshness), followed by “price” and “potato variety”. Potato variety was found to be the key
decision making factor for 20% of the grocery shoppers and of equal importance to price.
Seasonal aspects of the chosen potato (i.e. early, mid-season, main crop) and the size of the
bag accounted for 10% and 11% of the choice respectively.
A “known potato variety” was found to be the key decision making factor for 20% of
grocery shoppers buying potatoes following quality/appearance/freshness
21
What Makes a Produce Item Fresh for Consumers?
Grocery shoppers primarily use visual and sensory aesthetics as critical indicators of
freshness for fresh fruit and vegetables. The most employed method to judge freshness was to
“touch or feel” followed by inspection for “free of blemishes” i.e. sight. The “use by date”
was used by a fifth of all grocery shoppers as their first method of gauging the freshness of
fruit and vegetables. “Seasonality” and “country of origin” were other considerations but only
5% and 3% of grocery shoppers respectively use these as their primary cues.
Implication:
These findings would suggest that in-store displays of fresh produce (particularly in
supermarkets) are critical in influencing a consumer’s decision to purchase fruit and
vegetables. The best way to have quality produce on shelves is to source from a trusted
producer/supplier, while ensuring that the produce hasn’t travelled too far. “Price”
information is also important while “seasonality” and “country of origin” information, though
not primary cues, are of interest and should be clearly communicated.
Consumers seek extra assurances on the appearance of potatoes and information on the actual
potato variety is essential for a sizeable number of consumers. With some potatoes sold in
non-see through paper packaging, it may be worth further exploring these issues with
consumers.
22
The main things to get right in-store in the fresh produce department would appear to be:
•
Put fresh produce at the centre of the “healthy eating message”
•
Ensure that stock is sourced in its freshest possible condition and rotated at all times
to encourage purchase
•
Ensure displays are merchandised correctly and consistently with fresh items
•
Make sure quality, freshness and appearance cues are paramount
•
Strong freshness cues are essential, e.g. stock levels, removal of spoilage, etc.
•
Inform consumers of price and/or any special offers at point of sale
•
“Seasonality” and “country of origin” need to be clearly communicated and
understood by consumers (these criteria can contribute towards imparting uniqueness
of Irish grown produce at a time when consumers are increasingly seeking “local”,
“seasonal” and “close to source” products)
•
Inform consumers on quick and easy recipes and ways to cook / prepare vegetables
•
Provide information on the positive nutritional value of fruit and vegetables and what
constitutes a portion
23
The Fresh Versus Frozen Decision
In terms of preference for which format fruit and vegetables were purchased, fresh wins out,
as the vast majority of fruit (78%) and vegetables (67%) were purchased fresh in a typical
weekly shop. For vegetables, frozen is second to fresh at 18%, closely followed by canned or
tinned at 15%. For fruit, frozen only accounted for 7%, of purchases and tinned accounted for
15%. This would suggest that vegetables were more than twice as likely as fruit to be
purchased in a frozen format. This was reflected in the lower incidence of purchasing frozen
fruit, with only one in five grocery shoppers buying at least one fruit variety frozen, compared
with two thirds buying at least one variety of frozen vegetables. The following table details
the average number of fruits and vegetables purchased in a typical weekly shop by format:
Number of Produce Items Purchased in an Average Weekly Shop
Format
Fresh
Frozen
Tinned/Canned
Total
Fruit
3.3
0.3
0.6
4.2
Vegetables
3.7
1.1
0.8
5.6
Implication:
It would appear there are a handful of fruit and vegetable items that are regularly bought in
either the frozen and tinned/ambient condition. For producers of fresh produce, these
represent substitute items and one (or more) less purchase of fresh produce items. Frozen and
tinned/canned fruits and vegetables offer the consumer convenience, longer shelf-life and
easier storage capability, with little waste for consumers. Fresh produce producers should
seek these attributes out for their product offerings.
24
4.
Awareness and Attitudes to Fresh Produce
Comparing the Health and Taste Credentials of the Main
Dietary Carbohydrates
A UK report (Source: British Potato Council 2005 ) sought to evaluate consumers perception
of potato, rice and pasta to establish which they felt had the best taste, had the most calories,
was the healthiest, and was the highest in fat. Bord Bia chose to replicate this survey question
in an Irish context and compare the results.
Perceptions Regarding Potato Health
Credentials Versus Pasta and Rice
(Base: All grocery shoppers)
ROI
UK Survey 2005
POTATOES
RICE
%
The best taste
66
N/A
The most
calories
PASTA
%
11
N/A
%
16
N/A
39
33
14
15
45
41
41
The healthiest
27
The highest in
fat
24
27
37
41
25
9
19
25
48
47
Facts: (per 100g
cooked weight)
Fat (g)
0.1
1.3
0.5
Calories (kcal)
72
138
86
24% and 27% of Irish & UK consumers incorrectly saw potatoes as having
the highest fat content when in fact it has the lowest
Two thirds of Irish adults considered potatoes to be better tasting than rice and pasta and
41%believed potatoes to be the healthiest of the three offerings. This was significantly higher
than the UK, where the figure in relation to perception of healthiest was only 27%. Similar
proportions of both Irish and UK consumers (47-48%) incorrectly identify pasta as having the
highest fat content when it is in fact rice, with potatoes having the lowest fat content. There
were a higher proportion of Irish consumers who correctly identified this (25% versus 9%
amongst UK consumers).
In a comparison of views towards potatoes, pasta and rice, similar proportions of
Irish and UK consumers (24% and 27%) incorrectly identified potatoes as having the
highest fat content, when it is in fact rice followed by pasta. In fact, potatoes have
the lowest fat content of the three carbohydrates
As such, a significant portion of the UK and Irish population considered rice to have the
lowest fat content of the main carbohydrate staples, which is in fact false, with potatoes
suffering under the negative perception and the bad image of being too fattening.
Implication:
The potato sector needs to get out a strong simple message to consumers i.e. potatoes have
the lowest fat content of the three main dietary carbohydrates and have a superior taste. Also
25
the link between the negative effects on healthy eating in relation to high fat content and high
calories, needs to be explained to consumers for the main dietary carbohydrates - this would
appear to be poorly understood at present.
Irish Consumer Views on “Country of Origin”
Where price and quality are equal for Irish and non-Irish produce, almost 7 in 10
grocery shoppers prefer to buy Irish
93% of grocery shoppers claimed to pay attention to the origin of fresh produce, but only 4 in
10 expressed a clear-cut outright preference to always buy Irish. 27% of respondents declared
a desire to buy Irish, but only if it is not more expensive than imported produce, while a
similar portion declared no affiliation to any country of origin, with availability, price and
quality the only decisive factors. Country of origin was totally irrelevant to only 7% of
respondents.
Implication:
Almost one in four grocery shoppers will always try to buy Irish fresh produce above all else.
However, despite being interested in fresh produce of Irish origin, 27% of grocery shoppers
will trade off “Irishness” for quality and price. This puts the onus on the Irish potato sector
always to remain competitive.
The fact that 7 in 10 grocery shoppers expressed the view that all things being equal they
would prefer to buy Irish, presents a great opportunity to Irish suppliers and retailers to
highlight the key benefits of Irish produce i.e. being fresher, grown locally and close to
source. This information needs to be clearly available either on pack or at point of sale.
26
Irish Consumer Views on “New Season” and “Seasonality”
Six in ten of consumers expressed a preference for the description of “New Season”
to refer to “New Season Produce in Ireland”
When asked, 60% of respondents expressed a preference for the description of “New Season”
to refer to new season produce in Ireland only, as opposed to new season for other countries.
However, the proportion of those who actually understood the description fell below this for
all three categories, fruit, vegetables and potatoes. While one in two assumed new season
potatoes to mean Irish new season, the figure was slightly lower in the categories of fruit and
vegetables.
Nearly 6 in 10 consumers claim that they vary their fruit and vegetables purchasing
according to seasonality, reflecting a perception that “in season” produce is fresher
Implication:
Consumers are confused on claims in relation to the seasonality of fresh produce they
currently see around them. The majority of consumers (6 in 10) clearly stated that they would
prefer “New Season” to uniquely refer to new season Irish. An opportunity exists to remove
confusion surrounding seasonality by retailers, by clearly explaining the Irish growing season
to customers and tie seasonal Irish produce in with other seasonally available foods through
recipe suggestions, linked purchase, etc. Seasonality represents another key selling point for
Irish grown fruit, vegetables and potatoes especially when linked to superior freshness.
27
Information Available on Fresh Produce
The above chart illustrates the proportion of consumers who used a variety of sources of
information on fresh produce, while the question also asked where they would like to obtain
more information on fresh produce i.e. from what sources.
Friends and relatives provided nearly 42% of all consumers with their information regarding
fruit and vegetables, with TV programmes also rating quite high at 30%. By far, the most
desirable source of information that consumers sought were leaflets in store, with one in three
citing this method as their preferred choice. Demonstrations in-store was rated as the second
most popular preferred source of information, by 21% of consumers.
Recipe leaflets, in-store demonstrations and media practical information / recipes on
how to cook and prepare fresh produce, represent the best communication options
to increase fresh produce consumption
Implication:
Presently there is a gap between how consumers get information regarding fresh produce and
the sources from which they say they would like to get it from. The two most prominent gaps
occur for in-store leaflets and demonstrations:
•
At present it would appear that leaflets lag in fifth place on the list concerning
dissemination of information, after friends/relatives, TV programmes, magazines and
on the label/packaging.
•
Demonstrations rank eighth in terms of where consumers actually get information on
products but second in terms of how they say they would prefer to get information.
28
As such in-store leaflets and demonstrations would be a welcome mechanism to:
•
Create awareness of produce
•
Encourage trial of new recipes
•
Prompt new usage occasions
•
Give basic information on source, seasonality, variety/type, etc.
•
Provide other consumer information of interest (see next section)
29
“Other” Information Sought on Fresh Produce
Consumers expressed widespread interest across the board concerning more information on
labels placed on fresh produce. The four most important additional information items that
consumers claimed that they would like to find on labels included:
1. nutritional information for fruit and vegetables
2. different ways to use potatoes
3. how to select the best fruit and vegetables
4. methods of encouraging kids to eat fruit and vegetables
Implication:
Consumers would broadly welcome the provision of information (via leaflets or in-store
demonstrations) on all aspects of fresh produce:
• Fruit and vegetable portions
• Quick and easy usage recipes – especially for kids
• Convenient preparation tips
• Health / nutritional values of specific fruits, vegetables and potatoes
• Tips on how to select best quality fruit and vegetables
30
Irish Consumers Awareness of Potato Varieties
Roosters, Kerrs Pinks Records, Golden Wonders and British Queens were the most known
potato varieties being purchased. Grocery shoppers, in general, exhibit higher levels of
awareness of potato varieties than their non-shopping counterparts, both spontaneously and
when prompted. The varieties of potatoes that all consumers were most aware of were
Roosters, Kerrs Pinks and Records. One in two spontaneously mentioned Records when
asked, which rose to six in ten for Roosters and Kerrs Pinks amongst grocery shoppers. At a
prompted level, approximately two thirds of all adults were aware of each of these varieties;
again the incidence was higher at over 80% amongst grocery shoppers. Golden Wonders and
British Queens also achieved high levels of awareness with at least half of all adults aware of
these at a prompted level.
A number of other potato varieties were found to have limited awareness amongst both the
general public and within grocery shoppers. Lady Rosetta, Saxon and Cultra had prompted
awareness levels of less than one in ten.
Implication:
Irish consumers know and actively seek their preferred potato varieties. Roosters, Kerrs
Pinks, Records, Golden Wonders and British Queens are the main potato varieties that Irish
consumers can identify. Suppliers and retailers of Irish potatoes should actively promote the
availability and distinctiveness of these varieties based on taste, seasonality, locality (origin)
and suitability of purpose.
31
5. General Attitudes to Shopping, Cooking and
Food
To evaluate general attitudes to specific food types, shopping, cooking, freshness, price,
health benefits and consumption/preparation in general, consumers were asked their level of
agreement using a scale from “agree strongly” to “disagree strongly” across a number of
statements pertaining to these topics.
Attitudinal questions were examined under 5 broad headings:
•
•
•
•
•
Attitudes Towards Specific Food Types - see Charts 1, 2, 3, 4 in Appendix 1.
Attitudes Towards Shopping & Cooking - see Charts 5,6,7,8 in Appendix 1.
Attitudes Towards Food Freshness & Price Expense - see Chart 9 in Appendix 1.
Attitudes Towards Food and Health Benefits - see Chart 10 in Appendix 1.
Attitudes Towards Food & Consumption/Preparation - see Chart 11 in Appendix 1.
These five broad headings are now discussed as separate sections.
32
I) Irish Consumers Attitudes Towards Specific Food Types
Attitudes to specific food types were measured by asking consumers to associate food types
such as fresh fruit, fresh vegetables, fresh potatoes, salads, pasta, rice and chips/ waffles/
potato wedges with appropriate descriptors.
The chart below summaries the food types that were most positively associated with the
statements listed in the left hand column, as well as the food types associated with the most
negative associations.
Potatoes: By looking at these associations, it was evident that potatoes were not considered
to be as healthy as fresh vegetables, fruit or salads. Potatoes were also viewed as having more
adverse effects regarding weight management. In cooking terms potatoes were viewed as
versatile but were not seen to be convenient or easy to prepare. However, one in two
associate potatoes with being good value for money. As seen previously (in the UK/Irish
carbohydrate comparison) pasta and rice were independently not perceived as being as
healthy as potatoes by Irish consumers. Chips/waffles/wedges were considered to have the
lowest health benefits and worse impact on weight management.
33
Fresh Fruit: Fresh fruit along with fresh vegetables rated the highest in terms of health
credentials, with fruit rated slightly higher for some statements. Nearly 8 in 10 associated
fresh fruit as being good for children. Fruit rated highly in the cooking/preparation measures,
in its convenience and it was seen as quick and easy to prepare (which was noted by 6 in 10
Irish consumers). It was however not particularly seen as becoming more popular or
fashionable. A third of consumers’ associate fruit with being expensive but nearly 1 in 2 rate
its value for money credentials.
Fresh Vegetables: Fresh vegetables performed extremely well in terms of health benefits and
weight management. However, only 4 in 10 perceived vegetables to be quick and easy to
prepare, and a similar proportion rated them as convenient. Vegetables were found to have
the lowest levels of associations with trendiness but were seen to be safe to eat and taste
good.
Salads: Salads performed well for health benefits, although not to the same extent as fruit
and vegetables, and they were especially not seen in the same light when it came to providing
a meal solution for children. Salads performed the best across all produce types for weight
management, but they were not perceived to be versatile or good for imaginative cooking.
Their ease of preparation was recognised by over half of all consumers. Only a third of
consumers associated salads with positive taste credentials and only a quarter rated salads as
value for money.
Implication:
It is important to highlight health benefits of potatoes vis-à-vis substitute carbohydrates in
any promotional material, as currently there is consumer confusion on their healthiness and
fears in terms of their negative influence on weight management. The key challenge for fresh
fruit is addressing the perception that the category is not fashionable or popular. Highlighting
new and trendy fruit types/varieties along with more innovative methods of preparing or
consumption could help address this. Fresh vegetable promotion should focus on their unique
contribution towards health benefits and weight management. Fresh vegetables need to be
refocused in consumers’ minds by promoting them as trendy and fashionable - they need to
be placed at the centre of the health agenda for consumers. The taste properties and versatility
of salads require promotion to encourage greater consumption.
34
II) Irish Consumers Attitudes Towards Shopping and Cooking
General attitudes to shopping and cooking highlighted some interesting insights.
Two thirds of all adults either agree strongly or slightly with the statement “There is
too much plastic packaging on fruit and vegetables nowadays” highlighting potential
concerns regarding the environment and/or waste charges
Increased awareness of environmental issues and waste charges were cited as the reason
behind wanting less packaging on fresh produce.
One fifth of consumers stated that sometimes they do not purchase fresh produce
as they find it heavy and awkward to carry and one quarter of all Irish consumers
agree strongly/slightly that they have difficulty in storing it
A proportion of consumers had difficulty in storing and carrying fresh produce, with one in
five consumers restricted by weight /bulk factors and one in four consumers citing storage
difficulties with produce.
Time pressures are a key factor for consumers nowadays, as they seek all forms of
convenience fresh produce items to fit in with their modern busy lifestyles and
expectations
Time pressures were found to be a key factor for consumers nowadays, with one third
admitting to buying potato alternatives (i.e. pasta, rice, noodles) because of their time savings
properties and a quarter purchase ready prepared produce for the same reasons.
Just over a quarter of respondents claimed to be cooking less “traditional” potato
and vegetable dinners due to time pressures, while a quarter will buy readyprepared vegetables, salads or potatoes due to their time saving credentials
Less “traditional” potato and vegetable meals were being cooked due to time constraints.
A fifth of all consumers are using cook-in sauces with added vegetables as a
method of getting their required vegetable portions
For those consumers preparing meals involving cook-in-sauces, many were found to be
choosing sauces with “added vegetables”, as a means to increase their intake of vegetables.
Implication:
Produce must be available to consumers in convenience formats, with the least amount of
packaging while incurring the least amount of waste. The demand for convenience is at all
levels – packaging, produce formats/sizes, transport, storage, ease and length of preparation /
cooking.
35
III) Irish Consumers Attitudes Towards Food Freshness &
Price/Expense
Consumers put quality ahead of price, with over four in five respondents agreeing to
the statement that “Freshness of fresh food is more important than price”
Just over half expressed concerns of the nutrient credentials of pre-prepared
fruit/vegetables/salads believing they may have lost some nutrients in the preparation process
– however their convenience was seen to overcome any such shortcomings. As was
mentioned previously some consumers were having difficultly with storage and would like
more vegetables to be available in half sizes. Over a third of consumers found that if they
bought a big bag of potatoes, the potatoes would be gone off before they used them all. 3 in
10 consumers stated that they threw out produce at the end of the week as it had usually gone
off.
36
Nearly six in ten claimed that they were prepared to pay more for better quality fruit and
vegetables, with just over a half claiming they would buy more vegetables if they were better
value.
The overriding claim regarding quality and price, is that quality wins out - in saying
that, nearly three in ten are buying more of their fruit and vegetables from discount
stores, so presumably price remains an important factor
37
Implication:
Freshness and quality cues in-store would appear to be the most important aspect of retailing
fresh produce. As such, retailers should primarily focus on all aspects of quality to drive up
sales. Produce must be available to consumers in convenience formats, with the least amount
of packaging while incurring the least amount of waste. Price is always an important
consumer driver as manifest by the increased popularity of the discounter channel.
38
IV) Irish Consumers Attitudes Towards Food and Health Benefits
Over half (58%) of the population consider five or more portions of fruit and
vegetables per day to be the number of recommended daily servings, but 80%
agree that it is important to eat the recommended daily allowance – by deduction
further education of the 5-a-day message could lead to increased levels of
consumption
Despite only a third of grocery shoppers expressing a clear-cut preference to buy Irish
produce, the majority (68%) of consumers expressed increased confidence in the safety of
fruit and vegetables produced in their local area.
Implication:
In-store practical information about the basic properties of fruit and vegetables will increase
interest amongst consumers. Education is required regarding how to cook and prepare
produce, nutritional values of fruit and vegetables, portion size and the 5-a-day message. As
seen previously the best and most preferred medium for conveying this information is either
in-store leaflets or in-store demonstrations. Locally produced produce is the most trusted in
terms of food safety and can also claim the same benefits as Irish sourced produce i.e. being
fresher, grown locally and close to source.
39
V) Irish Consumers Attitudes Towards Food Consumption /
Preparation
More fundamental to increasing the usage of vegetables was the revelation that there would
appear to be a lack of cooking skills in the Irish population.
A fifth of all consumers claim they do not know how to prepare vegetables properly
One in five consumers said they did not know how to cook vegetables properly.
Nearly two thirds of consumers choose vegetables that are easy to cook and
prepare from their repertoire of choice
47% of grocery shoppers buy 5 or more fruit varieties in a typical weekly shop and 69% buy
5 or more vegetable items in their typical weekly shop.
Two thirds of respondents agreed that they pick fruits and vegetables that they found easy to
cook and prepare. Naturally convenient produce types and conveniently packed preparations
of produce that are quick and easy to prepare, were seen to encourage increased consumption.
A third of all consumers say they are not adventurous when it comes to buying fruit
and vegetables and 4 in 10 will only eat salads in the summer
Many consumers openly profess to being either not adventurous with fruit and vegetables or
restricting salad usage to summers only.
Implication:
There appears to be a large deficit of knowledge concerning how to cook vegetables properly.
This would appear to present an opportunity to educate consumers and increase consumption.
The increased choice of fruit and vegetables available to consumers, when coupled with
reduced cooking skills and a greater desire for time saving and less waste, means consumers
are focusing their fresh produce buying on items that meet their convenience needs. This is
happening despite consumers often professing an emotional attachment to more traditional
produce items and liking their taste (e.g. cabbage/swedes). Educating the public into different
and easier ways to cook and handle fruit and vegetables could turn people back on to more
traditional produce items. The provision of recipes and preparation ideas could empower less
knowledgeable consumers to purchase and consume more of a wider variety of produce.
Information on basic fresh produce use and preparation in the context of seasonality could
also encourage less knowledgeable consumers to eat more.
40
Irish Consumers Attitude Towards Organic Purchases & Attitudes
Nearly three in ten of the population claimed to have purchased some sort of organic food
within the past three months. A slightly higher incidence of purchasing was evident amongst
a number of sub-groups within the population, namely females, especially females aged
between 25 to 44 years and those in the more affluent socio-economic groups. Males aged
25-34 had the highest incidence amongst all males, but it was females in these two age
groups who had the highest incidence amongst all age/gender groups. The highest levels of
organic purchasing occurred within those people who claimed to eat the recommended five or
more portions of fruit and vegetables a day i.e. more enthusiastic buyers of fruit and
vegetables.
It would appear that Irish consumers buy into organic food for a bundle of reasons. Those that
have purchased organic food were more likely to find claims regarding the beneficial aspects
of organic food (i.e. it’s healthier, tastes better, is more natural, etc.) to be more credible than
their non-buying counterparts. Three quarters of organic buyers for example, believed that
organic food was better for their health, compared with 59% amongst all consumers. Both
groups identified that perceived health benefits had the most influence on their propensity to
buy organic food.
Implication:
At present, claims regarding better health credentials and that organic food tastes better, are
the two most influential factors cited by those who buy organic food. The environmental
benefits of organic food are also high on the consumers’ agenda. The benefits of organic food
need to be more fully explained and promoted to consumers, to increase its uptake amongst a
wider, more mainstream audience.
41
Appendix 1
42
I) Irish Consumers Attitudes Towards Specific Food Types
Chart 1.
Chart 2.
43
Chart 3.
Chart 4.
44
II) Irish Consumers Attitudes Towards Shopping and Cooking
Chart 5.
Chart 6.
45
Chart 7.
Chart 8.
46
III) Irish Consumers Attitudes Towards Food Freshness &
Price/Expense
Chart 9.
IV) Irish Consumers Attitudes Towards Food and Health Benefits
Chart 10.
47
V) Irish Consumers Attitudes Towards Food &
Consumption/Preparation
Chart 11.
48
Appendix 2
49
Age and Lifestage Segmentation
The chart below illustrates the consumer segments interviewed and their level of occurrence
within the sample population.
Every respondent surveyed was classified into one of the five segments listed above based on
their lifestage. Having children is a major division in terms of lifestage, with consumers’
behaviour and attitudes changing with the event of having children. The age profile of the
respondent and age of his/her children was used as a segmentation tool.
The younger age segments were the Young Singles and the Younger Family Formations.
These are made up of consumers generally aged under 34, the Young Singles defining
characteristic is that they have no children, although they can be married, living with partner
or single. Young Family Formations are aged under 34 with children or are consumers over
the age of 34 but only have young children (i.e. under 10).
The three remaining segments used were from the older age groups. Older Singles being aged
35 or older who have no children, Older Family Formations are aged over 35 years and have
children who aged ten or older, Empty Nesters are consumers aged 45 years or older and their
children have grown up.
50
Young Singles
Young Singles were found to have the lowest consumption of fruit and vegetables across all
segments, they consumed less produce compared to the total population on a daily basis.
The importance of time to Young Singles in day to day life was evident, as they were much
more regular consumers of pre-prepared fresh produce, frozen vegetables and tinned
vegetables. One third of this group claimed to often purchase ready prepared produce from
the chilled cabinet because it saves time.
This group were most likely to consume vegetables such as peppers, onions and mushrooms,
now versus three years ago. When looking for information regarding fresh produce, in-store
leaflets and on the label/packaging were cited as the most popular.
Ease of preparation cues are necessary to increase purchasing levels of fresh
produce due to the perceived time pressure Young Singles are under
51
Older Singles
One of the key issues of importance to Older Singles was their attitude to the way fresh
produce was handled and prepared - their view would appear to be that “simplicity is best”.
Older Singles were more likely to have health concerns with the safety of fresh produce and
claimed to be more confident in the safety of produce from their local area. Older Singles
also had the highest incidence of expressing a preference to buy Irish grown produce at 45%.
Older Singles had the highest consumption levels of fresh potatoes, with 93% of the segment
eating them at least four to five times a week.
Assuring messages on produce handling, Irishness and locally sourced produce are
key motivators for Older Singles.
52
Young Family Formation
The Young Family Formation group were defined by the fact that they had younger children
and they were not overly pre-occupied with the health aspects of fresh produce. Instead price,
value for money and time considerations were more important.
Pre-prepared produce was found to be popular amongst Young Family Formations because of
its time saving qualities. Young Family Formations were most likely to consume cook-in
sauces with added vegetables as a source of their required number of portions.
Young Family Formations had one of the highest incidences of consuming juices, smoothies,
yogurts with fruit and probiotic drinks across all groups, possibly for their young children.
Family and friends emerged as the most preferred source of obtaining information regarding
fresh produce. This was significantly higher than the other four segments. This group also
expressed the highest level of interest in using the internet, albeit only for a small percentage
at 6%.
Young Family formations are under time pressures due to the young age of their
families. Time saving recipes and convenience formats are of interest to them, while
information highlighting quality cues and nutritional benefits is also most welcome.
53
Older Family Formation
The Older Family Formation segment had the highest spend for fruit, vegetables and potatoes
across all segments. On average they spent a total of nearly €30 per week on various produce
types, which was primarily due to the larger and older households in this segment. Quality
and range was clearly an important issue for this segment, as nearly two-thirds vary their fruit
and vegetable purchased according to season.
The Older Family Formation were most likely to purchase their fresh fruit and vegetables in a
supermarket, and had a higher (13% of segment compared with total population of 10%)
incidence of purchasing either directly from a farm, from a box scheme or farmers market.
This group were the least likely group to purchase from convenience stores.
Older Family Formations were found to be the heaviest consumers of rice, with nearly a fifth
eating rice daily or four to five times a week. A similar proportion ate stir-fries with meat and
7% ate stir-fries without meat at this frequency. This reflects the teenage/young adult
composition within the household profile.
When looking for information about fresh produce, in-store leaflets were cited as the top
ranking choice, followed by in-store demonstrations.
Providing quality and range is key to increasing purchase amongst the Older Family
Formation group - however highlighting seasonality will also impact. The
teenage/young adult composition of these families must be catered – offer trendy
recipes and dishes
54
Empty Nesters
The majority of Empty Nesters were found to alter their purchase behaviour according to
seasonality. This could be a quality issue or it could be price driven, as six in ten claimed they
would buy more vegetables if they were better value.
Empty Nesters identified with the importance of eating fruit and vegetables, with nine in ten
agreeing with the statement that “fruit is a healthy option for snacking”, and a similar
proportion agreed with the importance of eating the recommended daily allowance of fruit
and vegetables. Half of all Empty Nesters claimed to eat between four and five fruit and
vegetable portions per day, giving the segment an average of 3.3 portions daily, the highest
across the five segments.
Empty Nesters had the highest incidence of using a dedicated fruit and vegetable shop or
greengrocer (at 13%) as the outlet to purchase most of their fruit and vegetables, a further
17% used them as a top-up outlet. The majority of Empty Nesters professed a desire to
purchase Irish grown fresh produce, with two thirds preferring to buy Irish - the others
actually prefer to buy Irish but will buy imported produce if it is cheaper.
This group had the highest incidence of preferring information regarding fresh produce to
come from trusted official government sources (14%). In-store demonstrations and leaflets
were also suggested as preferred means of getting information. Magazines and press coverage
was also ranked quite high amongst this segment.
Health cues could be used to target this segment as they all agree regarding the
importance of eating fruit and vegetables. There is also a definite preference for
Irish produce amongst Empty Nesters
55