consumer research presented at fpjlive2016 april 2016 · 2019-02-21 · q: what would encourage you...
TRANSCRIPT
CONSUMER RESEARCH
PRESENTED AT
FPJLIVE2016
April 2016
2
Contents
Background .................................................................................................................... 3
Aims of Research ........................................................................................................... 3
Methodology ................................................................................................................. 3
Sample ............................................................................................................................ 3
Respondent Profile ................................................................................................... 4
Key Findings ................................................................................................................ 6 Q: Which fresh produce do you buy on a weekly basis? ........................................... 7 Q: How many portions of fresh produce do you eat a day? ..................................... 8 Q: How important is having your 5 a day? ..................................................................... 9 Q: To what extent do each of the following prevent you from buying fresh produce? ................................................................................................................................. 11 Q: How important are size, shape and colour when buying fresh produce? .. 12 Q: How interested are you in buying pre-prepared or pre-packed fresh produce that is ready to cook or serve? ...................................................................... 14 Q: How interested are you in making smoothies or juicing with you uneaten fruit and vegetables? .......................................................................................................... 15 Q: What percentage of the fresh produce you buy do you think is thrown away? ....................................................................................................................................... 17 Q: How much does fresh produce waste concern you? .......................................... 18 Q: Who should take responsibility for encouraging us to eat more fresh produce? ................................................................................................................................. 19 Q: Do you think schools to enough to encourage children to eat fresh produce? ................................................................................................................................. 20 Q: What would encourage you personally to eat more produce? ...................... 21 Q: Which of these labels do you recognise? ............................................................... 25 Q; To what extent do you agree with the following statements when buying fresh produce? ...................................................................................................................... 26 Q: To what extent do you agree with the following statements?........................ 27
3
Background
England Marketing has just completed a survey into consumers’ attitudes
towards fresh produce. We explored consumer views and habits when
buying fresh produce and examined how these have changed in the last two
years.
Aims of Research
To understand whether consumers are eating their 5 a day and how
important this is to them.
What barriers exist to purchase of fresh produce
The importance of size, shape and colour in making a choice
Interest in pre-packed and pre-prepared fruit and vegetables
The extent to which consumers juice uneaten fruit and vegetables or make
smoothies
A view on waste
Recognition of labels
Methodology
England Marketing conducted an online survey amongst a nationally
representative sample of shoppers. A sample of 1002 shoppers were
surveyed between 8th and 11th March 2016.
Sample
1002 primary shoppers;
Split by region to be nationally representative.
Split by age to enable comparison across age ranges.
Comparison with 2014 where appropriate
4
Respondent Profile
0%
5%
10%
15%
20%
25%
Under 25years
26 - 35 years 36 - 45 years 46 - 55 years 56 - 65 years 65+ years
Respondent Profile by Age
48%52%
Gender
Male Female
5
Respondents' Locations
Yorkshire and Humberside Northern Ireland West Midlands
Scotland East Anglia East Midlands
Wales North West South West
London North East South East
6
Key Findings
The average number of portions of fresh produce eaten on a daily basis has declined a small amount since 2014 and still does not exceed 3 a day.
Cost and quality of fresh produce appear to be the key barriers to increasing consumption.
Whilst people think it is important to eat 5-a-day they are not all achieving this and a third think the government, schools and the retailers should be encouraging people.
Two thirds of people are concerned about waste but this not does stop them throwing away fresh produce, uneaten.
There has been no increase in the number of people looking for particular labels on fresh produce and no change in those choosing organic produce.
Provenance if still an important factor in choosing fresh produce in the sense that people like to know where it has come from and would pay more if they knew more money went back to farmers.
7
Q: Which fresh produce do you buy on a weekly basis? Green vegetables, root vegetables, apples and bananas are purchased by the largest number of consumers on a weekly basis but the percentages have dropped slightly since the same question was posed two years ago.
8
0% 20% 40% 60% 80% 100%
Smoothies
Pre-prepared vegetables
Pre-packed fruit salads
Pre-packed salads
Citrus fruits
Bananas
Apples and pears
Berries
Stone fruits
Salads
Green vegetables
Root vegetables
Percentage of Shoppers Buying These Items Weekly
2014 2016
9
Q: How many portions of fresh produce do you eat a day? The average number of portions consumed is 3.47 per day compared to 3.55 per day in 2014. The slight decline is reflected in the chart below.
0%
5%
10%
15%
20%
25%
30%
35%
0 1 2 3 4 5 5+
Number of Portions of Fruit and Veg Consumed per Day
2016 2014
10
Q: How important is having your 5 a day? Although the number of portions of fruit and vegetables consumed has declined slightly, more people say that they recognize it is very important to have 5 portions a day.
16%
13%
32%
48%
49%
33%
0% 20% 40% 60% 80% 100%
2016
2014
Importance of 5-a-Day
Not at all important Not important Neither Important Very important
11
Q: To what extent do each of the following prevent you from buying fresh produce? Lack of freshness and cost are the biggest detractors to buying fresh produce.
29%
15%
10%
12%
20%
25%
29%
22%
14%
15%
23%
25%
30%
28%
23%
19%
20%
24%
8%
23%
35%
27%
26%
20%
4%
11%
18%
27%
11%
6%
0% 20% 40% 60% 80% 100%
Too little packaging
Too much packaging
Cost
Lack of freshness
Appearance
Insufficient range
Barriers to Buying Fresh Produce
Not at all Not really Neutral A little A lot
12
Q: How important are size, shape and colour when buying fresh produce? Colour and size are more important than having a regular shape when selecting fresh produce; size and shape are more important to younger shoppers.
7%
20%
7%
34%
25%
31%
36%
16%
35%
18%
10%
24%
0% 20% 40% 60% 80% 100%
Size
Regular shape
Colour
Importance of the Colour Shape and Size When Buying Fresh Produce
Not at all Important Not Important Neutral Important Very Important
13
17%
19%
38%
15%
4%
6%
15%
12%
22%
16%
25%
9%
18%
16%
20%
16%
17%
13%
14%
13%
13%
18%
26%
16%
11%
12%
11%
19%
27%
21%
0% 20% 40% 60% 80% 100%
65+ years
56 - 65 years
46 - 55 years
36 - 45 years
26 - 35 years
Under 25 years
Importance of Size by Age
Not at all Important Not Important Neutral Important Very Important
17%
19%
25%
17%
12%
9%
17%
22%
17%
15%
21%
10%
18%
12%
16%
20%
18%
16%
11%
4%
9%
16%
38%
21%
6%
5%
11%
17%
33%
28%
0% 20% 40% 60% 80% 100%
65+ years
56 - 65 years
46 - 55 years
36 - 45 years
26 - 35 years
Under 25 years
Importance of Shape by Age
Not at all Important Not Important Neutral Important Very Important
14
Q: How interested are you in buying pre-prepared or pre-packed fresh produce that is ready to cook or serve? Pre-packed and pre-prepared fresh produce appeals to about half the consumers, little change since 2014. It tends to appeal slightly more to the younger age groups.
0% 20% 40% 60% 80% 100%
2016
2014
Interest in Buying Pre-packed and Pre-prepared Fresh Produce
Not at all interested Not interested Neither
Interested Very interested DK
15
Q: How interested are you in making smoothies or juicing with you uneaten fruit and vegetables? Juicing and making smoothies appeals to half the consumers surveyed but is significantly more popular amongst younger age groups.
16
19%
13%
18%
25% 25%
0%
5%
10%
15%
20%
25%
30%
Not at allinterested
Not interested Neither Interested Very interested
Interest in Making Smoothies or Juicing with Un-Eaten Fruit and Vegetables
32%
22%
18%
16%
9%
3%
21%
23%
18%
16%
11%
12%
18%
14%
18%
18%
20%
12%
6%
10%
16%
19%
29%
20%
6%
8%
16%
17%
31%
22%
0% 20% 40% 60% 80% 100%
65+ years
56 - 65 years
46 - 55 years
36 - 45 years
26 - 35 years
Under 25 years
Interest in Making Smoothies or Juicing with Un-Eaten Fruit and Vegetables by Age
Not at all interested Not interested Neither Interested Very interested
17
Q: What percentage of the fresh produce you buy do you think is thrown away? The majority of consumers throw away less than 25% of the fresh produce they buy.
67%
22%
6%1% 2% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Less than 25% 26%-50% 51%-75% 76%-99% 100% Don't know
Percentage of Fresh Produce that is Thrown Away
18
Q: How much does fresh produce waste concern you? Two thirds of consumers are concerned about fresh produce waste, even those who throw away significant amounts purport to be concerned.
6%
10%
17%
36%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Not at all Not so much Natural A little Very much so
Concern About Fresh Produce Wastage
19
Q: Who should take responsibility for encouraging us to eat more fresh produce? The majority of people think it is up to consumers themselves to eat more fresh produce; however, a third of respondents also felt that the government, retailers and schools should play their part. Only a quarter felt that responsibility for encouraging greater consumptions lies with the fresh produce suppliers.
0%
10%
20%
30%
40%
50%
60%
70%
80%
Where Responsibility lies for Encouraging Us to Eat More Fresh Produce
20
Q: Do you think schools do enough to encourage children to eat fresh produce? The sample of shoppers was split on this issue.
31%
39%
30%
Do Schools do Enough to Encourage Children to Eat Fresh Produce?
Yes No Don't know
21
Q: What would encourage you personally to eat more produce? Cheaper prices, better quality and better taste would be the key features to encourage individuals to eat more fresh produce.
4%
14%
25%
21%
14%
42%
47%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Something else
More pre-packed fruit and vegetables
More individual packs
More reminders at the point of sale in the…
More Government awareness programmes
Better taste
Better quality
Cheaper prices
What Would Encourage You to Eat More Fresh Produce?
22
Cheaper prices Better quality Better taste
More individual packs
More reminders at the point of sale in the supermarkets
More Government awareness programmes More pre-packed fruit and vegetables
Something else
23
What else would encourage you to eat fresh produce?
Some felt they eat enough already:
I think I already eat enough fresh fruit/veg, and don't need encouraging
Nothing, as eat as much as can be reasonable each day
Smaller pack sizes:
Living alone I have two issues, portion size and associated cost, but a big thing is lack of storage space, I have a small fridge and only one room bedsit with temperature control issues so most food goes off if left out although it doesn't need refrigeration, also had mice problem. I want smaller portions that can be eaten in one sitting by one person without paying a premium
Smaller packages so there's less food wastage
Smaller sizes/cuts of vegetables. For one person a whole Spring Cabbage or Cauliflower is too much waste. Smaller packs of pre-packed vegetables
Packet for two
Improvement in quality of some fruits:
More organic produce or better quality
New products
More organic produce
Better variety loose
Nicer tasting
More availability of British ORGANIC vegetables
Being able to buy it and have it remain fresh/useable for more than 24 hours
Promotions:
Money off or promotions
Ideas of how to cook with it:
24
Ideas on what to do with produce
More time to cook the meal
Healthy cooking classes/demonstrations
Having more inspiration
Various ideas on quick and easy “fridgable” options
Better knowledge on how to incorporate them in meals
25
Q: Which of these labels do you recognise? The most recognised label was the Red Tractor although recognition has declined since 2014. The LEAF Marque has shown an increase in recognition.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Soil Association LEAF Red Tractor
Recognition of Labels
2016 2014
26
Q; To what extent do you agree with the following statements when buying fresh produce? There has been a slight increase in the number of consumers looking for specific labels when buying fresh produce although they are not universally sought out.
22%
22%
19%
17%
13%
15%
30%
22%
29%
21%
23%
15%
30%
42%
30%
42%
34%
37%
7%
9%
13%
15%
19%
24%
3%
5%
4%
5%
7%
9%
0% 20% 40% 60% 80% 100%
2014
2016
2014
2016
2014
2016
I lo
ok
fo
rth
e L
EA
Fla
bel
I lo
ok
fo
rth
e So
ilA
sso
ciat
ion
lab
el
I lo
ok
fo
rth
e R
edT
ract
or
lab
el
Which Labels do you Look for Year On Year
Strongly Disagree Disagree Neutral Agree Strongly Agree
27
Q: To what extent do you agree with the following statements? Over half the respondents agree with the fact that they like to know where their food has come from, would pay more for fresh produce if they knew more money went back to the farmers and accept there might be some pesticide residue in their fresh produce. Despite the apparent rise in sales of organic produce, attitudes towards organic produce have not changed much in the last two years and there is no more acceptance of GM fresh produce.