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Consumer Attitudes Towards and Usage of Fruit, Vegetables and Potatoes May 2010 Produced by: Lorcan Bourke, Horticulture Department, Bord Bia Date: 1/5/2010

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Consumer Attitudes Towards and Usage of Fruit, Vegetables and Potatoes

May 2010

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

Table of Contents Page No.

1. Introduction 1.

2. Research Objectives 2.

3. Research Methodology 3.

4. Main Findings:

4.1 Fresh Produce Consumption 4.

4.2 Daily Portions of Fresh Produce 9.

4.3 Fresh Produce Shopping Behaviour 15.

4.4 Fresh Produce: Attitudes to Irish & Organic Produce 23.

4.5 Perception of Fresh Produce & Alternative Categories 28.

4.6 General Attitudes 33.

1

1. Introduction

Bord Bia conducts consumer market research into behaviour and attitude trends, in relation to

fruit, vegetables, and potatoes on an ongoing basis. The research outlined in this document is

an update on research carried out in 2006, and is intended to gauge changes in consumers‟

attitudes and behaviour, in respect to purchase and consumption of fresh produce over that

time period. Of particular interest in this review were changes in behaviours and attitudes

between 2006 „Celtic Tiger‟ Ireland and the unfolding and deepening recession of 2010.

The report is written up not only to present key research findings, but also to present an

analysis of the implications of the research, in so doing hopefully presenting opportunities for

suppliers and retailers of fresh produce in Ireland.

For further information on this research report contact:

Lorcan Bourke,

Horticulture Department,

Bord Bia,

Clanwilliam Court,

Dublin 2.

E-Mail: [email protected].

Phone: 01-6685155

2

2. Research Objectives

The research objectives for this project can be segmented into two distinct categories:

Research Objectives and Marketing Objectives, were set as follows:

Research

Objective

this first objective then informing the marketing objective;

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

To assess the behaviour of the Irish population and their attitudes in relation to the purchasing, consumption and

usage patterns of fruits, vegetables, potatoes, chilled salads and related substitute markets.

To communicate trends to growers, packers and other stakeholders to plan promotional campaigns to ultimately

drive increases in sales.

3

3. Research Methodology

Bord Bia engaged Amárach Research (market research consultants) to undertake this ad hoc

market research survey on their behalf. In total, 796 Irish consumers were administered a 20

minute face-to-face questionnaire, which was completed in the respondent‟s own home by

fully trained Amarach Research interviewers. The fieldwork was conducted in March 2010.

The research was conducted among a representative sample of adults aged 18+ in the

Republic of Ireland. Quotas sampling was utilised to ensure a nationally representative

sample of all adults were interviewed, quotas being set on gender, age, social class and

regional basis to ensure representativeness. Weighting was employed to correct for any

sampling error that occurred in the base population.

The results are written up and presented in terms of all consumers and grocery shoppers. 66%

of all adults surveyed were either primarily or jointly responsible for grocery shopping in

their household. These grocery shoppers were asked a number of questions relating to their

shopping behaviour for fruit, vegetables, and potatoes. As such, some parts of this report will

refer to all consumers other findings will relate to the sub-sample of grocery shoppers only.

The distinction will be highlighted between this sub-sample and all consumers.

4

4. 1 Fresh Produce Consumption

What consumers are eating?

An extensive list of different fresh produce items, complementary items and substitute

products were shown to consumers, and they were asked how frequently they consumed each

of these products. The scale of frequency focused on trial of specific food categories as well

as consumers‟ typical food consumption, both on a daily and weekly basis.

The full list segmented into three groupings based on consumers‟ trial (i.e. ever consuming),

the table below illustrating:

High incidence of

consumption

(85%+)

Medium incidence of

consumption (70-84%)

Low incidence of consumption

(40-69%)

Fresh fruit Fresh

potatoes

Baked goods

(fruit filling)

Packet

vegetable soup

Fresh

vegetable soup

Pre-packed

chilled tray/

bowl salads

Fresh

vegetables

Fresh fruit

juice

Pizza Pasta/Noodles Stir fry (no

meat)

Prepared

chilled fresh

fruit

Casserole/stew Frozen

vegetables

Tinned

vegetables

Stir fry (meat) Prepared

vegetables

Speciality

chilled potatoes

Salad (from

scratch)

Yoghurt (with

fruit)

Probiotic

drink

Tinned fruit Prepared

chilled

potatoes

Frozen fruit

Rice Sandwiches/

wraps/

paninis

Chilled wet

salads

Chilled leafy

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.

5

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.

15

Frequency of Consumption of Food Types

43

47

48

26

1

2

4

14

2

7

1 10

36

13

43

21

11

10

60

83

81

79

49

63

56

70

60

57

72

80

95

94

94

% EverEaten

98

98

97

91

90

88

87

88

86

85

84

Daily

4-5 times

weekly+ Weekly+

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+)

Primary

6

How has consumption of food categories changed in the past three years?

18

Changes in Consumption of Food Categories

Versus 3 Years Ago

3

2

3

4

3

6

13

7 4

7

10

15

14

17

22

24Fresh fruit

Fresh vegetables

Salads

Pasta

Rice

Fresh whole potatoes

Frozen chips/wedges/waffles

Pre prepared chilled potatoes

% Less More %Remain

The

Same

Do

Not

Eat

Net

Gain

Loss

2010

Net Gain

Loss

2006

72 1 +21 +16

75 1 +20 +13

73 7 +14 +13

66 16 +10 +10

70 11 +12 +8

82 1 +4 +4

64 15 -6 -14

52 35 -3 N/A

(Base: All adults 18+)

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%.

7

19

Rationalised Reasons for Eating More – Fruit,

Vegetables, Salads, Potatoes

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

Fruit

(23%)

71

41

26

21

18

13

11

8

8

7

%

68

32

23

19

20

20

6

7

8

11

59

31

22

19

21

29

14

10

10

11

56

36

26

19

18

25

6

9

6

7

Vegetables

(22%)

%

Salads

(17%)

%

Fresh whole

potatoes (10%)

%

(Base: All adults eating more of specific food type)

(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.

8

23

Reasons for Reduced/Non Consumption of

Fresh Whole Potatoes

Preparation

Takes too long to cook

Pasta/rice/noodles cook faster

Take a lot of work to prepare

I don't know how to cook them properly

Health issues

They are fattening

Not healthy

(Base: All adults eating less fresh whole potato/do not eat – 52 people)*

77

52

49

47

18

70

67

48

%

Carbohydrate replacement/preference

I eat more pasta/rice/noodles

My children prefer pasta/rice/noodles

I eat more frozen potato variants

My children prefer frozen potato variants

Expense/price/waste

Bag size are too big/waste

More expensive than rice/pasta/noodles

Reject taste

Any Mentions

63

58

23

17

16

29

18

18

29

%

7%

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.

9

4.2 Daily Portions of Fresh Produce

Do consumers understand portion size?

Consumers looked at a number of photographs showing a variety of fresh produce portions,

and were asked to identify the correct portion size for vegetables, fruit, and potatoes.

28

14 18 15 11 6

7558

45

12 823 25

46

1 3 1 2 2 3

12

7563

62

20

2010 2006 2010 2006 2010 2006

Opinion on Definition of Portion Size

(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?

Can’t say Can’t sayCan’t say

Fruit

%

Vegetable Potato

() = 2006

% % % % %

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

17% on three years ago. This is likely driven by consumers‟ health concerns: consumers

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.

10

How many portions are consumers eating? 103

4.7

Ideal Versus Actual Fruit & Vegetables Portion

Consumption per Day – Actual Numbers

(Base: All adults 18+)

8 115

5034

20

14

16

19

19

24

5 9

16

22

41 3

8

70

14

9

8 12Three

Four

Five

Six+

NoneAverage no.

of portions

*3.9

One-two

Ideal Fruit & Veg Actual Fruit & Veg

Two

Three

Four

Five

Six+

NoneOne

*4.2 3.2

2010 2006 2010 2006% % % %

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.

11

32

Reasons for Not Eating Recommended 5

Portions of Fruit & Vegetables a Day

Didn’t realise I was not eating enough

Prefer other foods

Forget/don’t remember to eat fruit and vegetables

Don’t like eating fruit

Don't like eating vegetables

Don't have the time

Fruit & vegetable storage leads to waste

Expensive/poor value for money

Too difficult to prepare

Limited Cooking skill

(Base: All not eating 5+ portions of fruit & veg per day – 55%)

%

33

23

14

13

10

9

6

5

5

4

Those that are eating less than five portions a day were slightly more likely to be male and

from a lower socio economic background. A third of consumers who are eating less than five

portions a day, say they didn‟t realise they were not eating enough, while 23% say they prefer

other foods. Only 5% say fresh produce is too expensive and 5% say they are too difficult to

prepare.

12

103

Actual Potato Portion Consumption

(Base: All adults 18+)

6

21

63

2 3

4

11 7

31

52

Three

Four

None

Average no. of portions

One

2010 2006

% %

Two

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).

13

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.

14

104

41%

11%

48%

Reported Perceived Number of Portions Consumed versus Perceived

Recommended Number of Portions of Fruit and Vegetables

Consumed

less than

perceived

ideal

2010

Consumption

equals

perceived

ideal

Consumed more

than perceived

ideal

32%

8%

60%

Consumed

less than

perceived

ideal

2006

Consumption

equals

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.

15

4.3 Fresh Produce Shopping Behaviour

In this section different aspects of grocery shopper‟s behaviour and attitude towards the fresh

produce section are reported on. 66% of all adults surveyed were either completely or jointly

responsible for grocery shopping in their household, these individuals were asked a series of

questions regarding shopping for fruit, vegetables and potatoes.

Where are grocery shoppers buying fresh produce?

In all 90% of Irish grocery shoppers purchase fruit, vegetables or potatoes from a mainstream

supermarket, by far the most popular channel for purchasing. The second most visited

channel now is discounters (Aldi, Lidl); 45% of shoppers visit them to purchase fresh

produce. In 2006, 28% of shoppers claimed to purchase from discounters. There has been an

increase of 17% points over the two periods of the research. New store openings, in the

intervening time period, have assisted their increased market share.

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.

40

90

45

28

28

19

Incidence of purchase by Channel/Location

(Base: All grocery shoppers – 66%)

Supermarket

Discounter

Green grocers

Convenience store

Direct from farm/farmers market/box scheme

%

2010

83

28

29

34

10

2006

%

+ 17%pts

+ 9%pts

16

With the growth in recent years, in the trend of „Keep It Real‟ as identified in Bord Bia‟s

Consumer Lifestyle trends research, consumers are looking to purchase items that are “real

and authentic, because they have stood the test of time and remained true to their heritage”.

Shoppers are attracted to products and produce that have continuity with the past, which offer

a real and valued experience, and convey to the consumer a sense of celebrating tradition.

Suppliers must therefore display a pride and interest in the craft involved in producing fresh

produce, from the farm onwards. The incidence of those purchasing directly from the farm or

from farmers‟ market has almost doubled in the past three years, now one in five shoppers

purchasing from this channel.

How much is purchased by each channel? 41

Volume of Produce Purchased by Channel/Location

(Base: All grocery shoppers – 66%)

59

17

8

8

63

Supermarket

Discounter

Greengrocers

Convenience store

Direct from farm/farmers market/box scheme

Other

• Significantly higher for male shoppers.

• Higher for over 55 yr olds and ABC1F50+ households.

%

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.

17

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.

3036 31

51 45 51

19 21

33

46

1821

Display

Planned

Fruit Vegetables

% %

2010 2006 2010 2006

Price

Display

Planned

Price

-5% pts

+5% pts

-6% pts

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

18

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.

19

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.

Fresh 7%

11%

82%

Fruit Vegetables

Frozen

Canned

18%

12%70%

Frozen

CannedFresh

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.

20

34%

10%56%

Frozen

CannedFresh

Potatoes

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.

21

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”.

40 32 29 37

43 47

1930

Agree strongly

Agree slightly

% % % %

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.

22

48

Factors to Encourage Increased Variety

Purchase of Fruits and Vegetables

Cheaper prices

Greater availability of Irish varieties

Awareness of other varieties

Free sampling in store

Availability of info on other

varieties/ranges/types

Recipes using other varieties/ranges/types

Fruit

71

37

35

30

29

24

%

68

36

36

28

28

26

%

Vegetables

(Base: All grocery shoppers – 66%)

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.

23

4.4 Fresh Produce: Attitudes to Irish & Organic Produce

This section of the report looks at grocery shoppers attitudes to buying Irish produce and

organic produce, it also deals with the general public‟s attitude to Irish produce.

What consumers think about Irish produce?

54

Opinions and Attitudes Towards Fresh Produce

(Base: All grocery shoppers – 66%)

I would prefer to only buy

Irish grown fresh produce

I prefer to buy Irish grown fresh

produce, but I am prepared to

buy imported if it is cheaper

I buy produce based on quality

and price, regardless of

country of origin#

I pay no attention to where the

fresh produce I buy comes from47

29

16

7

() = 2006 # statement slightly altered vs. 2006

(39)

(7)

(27)

(27)

+8% pts

76%

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.

24

What would make Irish consumers purchase Irish products?

Preference for Irish produce is being driven by the current recession; with 84% of consumers

saying that “Irish fruit and vegetables grown by skilled farmers provide sustainable jobs in

the economy” would make them more likely to buy Irish products. It appears consumers are

keen to support the Irish potato, fruit and vegetable industry particularly as a result of the

current challenging economic times as they recognise that the support of their spend can offer

to employment within the country.

55

Impact of Messages on

Likelihood to Purchase Irish Products

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

Irish fruit and vegetables have a higher nutritional content because they take less time to get from the farm to me

Irish fruit and vegetables are a more sustainable choice and are better for the environment

Irish fruit and vegetables have a lower carbon foot print and are therefore better for the environment

Irish fruit and vegetables are better for the environment because of lower food miles

84

82

77

74

72

72

Eco

no

my

Healt

hE

nv

iro

nm

en

t

%

(Base: All adults 18+)

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.

25

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

31

34

30

2

Effect of Bord Bia Quality Assurance Mark on

Purchase Decisions

Much more likely (5)

Higher likelihood

Older (45 yrs+)

ABC1F50+

Eating 5+ a day

70

68

68

%

%

Slightly more likely (4)

Makes no difference (3)

Little less likely (2)

Mean Score: 3.9

65%

(Base: All adults 18+)

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.

26

How frequently Organic Food purchased?

93

Frequency of Buying Organic Food

%

Every week 8

12

73

17

52

Every month

Every three months

Every six months

Less often

Never

(Base: All adults 18+)

Frequent purchasers of Organic Food

(3 monthly +)

Females 30%

Rest of Leinster 39%

Aged 34-44 years 33%

ABC1/F50+ 32%

Those that eat 5+ portions of

fruit/vegetables daily34%

27%

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.

27

Why consumers purchase organic food?

95

2

2

2

1

3

3

5

7

10

13

930

27

9

9

5

4

3 8

14

27

39

40

55

62

Ranked importance of benefits of

Organic Food

1st

%

1st – 3rd

%

(Base: All adults who have ever purchased organic food – 48%)

Healthier for my body

Does not have added

chemicals or pesticides

More natural

Tastes better

Fresher

Good for the

environment/nature

Good for animal welfare

Is better for my physical

appearance

Guaranteed to be made in

Ireland

Supports the local community

Helps me avoid allergies

Uses less energy for

production

Conveys a certain status

1st

%

1st – 3rd

%

Pri

mary

Seco

nd

ary

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.

28

4.5 Perception of Fresh Produce & Alternative Categories

Consumers were asked their opinion on the different food categories: fresh vegetables, fresh

fruit, fresh potatoes, salads, rice, pasta, and chips/waffles.

1

23

20

19

13

12

29

58

44

53

65

54

4

46

42

43

16

27

21

77

69

73

56

61

3

85

65

71

56

60

2

Healthy/good for you

Good nutritional value

Part of a healthy/

balanced diet

Suitable for those who

are weight conscious

Low in fat

Fattening

26

23

21

18

18

15

2

2

3

1

1

72

Attitudes Towards Food Categories – Health

Benefits & Weight Management

Fresh

Fruit

%

Fresh

Veg.

%

Fresh

Potatoes

%

Salads

%

Health

benefits

Weight

Manag-

ement

(Base: All adults 18+)

Pasta RiceChips/Waffles/

Wedges

% % %

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.

29

2

49

50

15

16

4

34

46

44

41

36

19

15

33

36

56

37

19

11

41

31

17

23

8

17

35

29

32

36

7

36

30

27

26

31

8

21

18

18

4

5

9

33

Attitudes Towards Food Categories –

Preparation & Cooking

Quick and easy to prepare

Convenient

Versatile

Good for imaginative/

adventurous cooking

Takes too much time and

effort to prepare/cook

Ideal for quick meals/snacks

for younger children

(Base: All adults 18+)

Preparation & Cooking

Fresh

Fruit

%

Fresh

Veg.

%

Fresh

Potatoes

%

Salads

%

Pasta RiceChips/Waffles/

Wedges

% % %

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.

30

3

44

15

24

59

43

17

12

8

46

22

37

68

45

24

13

9

40

25

31

67

51

27

13

15

23

21

14

52

29

25

22

11

Attitudes Towards Food Categories –

Price, Consumption & Trends

Good value for money

Expensive

Good promotions/ special offers

Safe to eat

Tasty/delicious

Becoming more popular

Fashionable/a new trend

Popular amongst teens/young adults

(Base: All adults 18+)

Consumption

Price

Fresh

Fruit

%

Fresh

Veg.

%

Fresh

Potatoes

%

Salads

%

Pasta RiceChips/Waffles/

Wedges

% % %

27

10

14

38

24

37

47

51

24

8

11

38

20

29

29

29

7

23

7

19

19

12

12

49

Trends

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

31

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%).

98

13

15

40

18

23

28

11

14

37

25

Perceptions Regarding Potato’s

Health Credentials Versus Pasta & Rice’s

69

45

46

28

52

38

66

45

41

24

The best taste

The most calories

The healthiest

The highest in fat

Most expensive

Is the most convenient

Potatoes Rice Pasta

% % %

2010

2006

11

36

11

47

17

29

16

39

19

48

Facts: (per 100g cooked weight)

Fat (g) 0.1 1.3 0.5

Calories (kcal) 72 138 86

-8% pts

7% pts

N/A

N/AHighest Association

N/A

N/A

N/A

N/A

(Base: All adults 18+)

32

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.

33

4.6 General Attitudes

How are Irish consumers feeling about price?

86

Attitudes to Price/Expense –

Agree Strongly/Slightly

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

%

53

45

43

38

21

51

47

44

29

(Base: All adults 18+)

Pri

ce -

Sto

reP

rice –

Pro

du

ce

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.

34

How is quality and wastage impacting on consumers’ choices?

88

Attitudes to Quality & Wastage –

Agree Strongly/Slightly

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

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

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

%

73

67

60

58

57

48

33

26

(Base: All adults 18+)

Wasta

ge

Pro

du

ce Q

uali

ty

(68%)

(83%)

(59%)

(56%)

(46%)

(36%)

(29%)

() = 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.

35

Irish consumers’ attitudes to cooking and preparation of fresh produce

82

Attitudes to Cooking – Agree Strongly/Slightly

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

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

I don't know how to cook vegetables properly

%

57

57

49

35

24

23

21

(Base: All adults 18+)

Co

okin

g

(51%)

() = 2006

(28%)

(28%)#

(19%)

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 socio-

economic 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.

36

What Irish consumers think about health and environmental issues?

84

Attitudes to Health & Environment –

Agree Strongly/Slightly

It is important to eat the recommended daily allowance of fruit and veg per day

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#

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

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

%

76

74

48

67

66

65

26

(Base: All adults 18+)

Healt

hE

nvir

on

men

t

() = 2006

(80%)

(36%)

(67%)

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).

37

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.