Ahead of this summer's promotional drive in the UK to raise awareness of the South African grapefruit offering, the country's Citrus Growers Association (CGA) has revealed the results of qualitative and quantitative research it has carried out regarding consumer preferences for the fruit.
According to the study, ensuring that UK shoppers have access to larger fruit sizes is key to growing the grapefruit category in the country, with consumers willing to actively seek out larger fruit – so much so that they would, in some cases, not make a purchase at all instead of buying smaller grapefruit.
CGA's findings have suggested that a tiered pricing structure could help boost sales in the UK, with smaller fruit bagged and sold for snacking or juicing at home, and larger-sized fruit sold at a higher, premium price point.
In addition, the study also suggested that certain perceptions of grapefruit as being a bitter fruit continues to hold back sales in the UK, with little knowledge among consumers of sweet-tasting pink or red varieties or sweeter white varieties.
'We carried out this study as part of our ongoing efforts to understand the UK consumer better and target sustainable growth,' said Justin Chadwick, chief executive of the CGA. 'There is strong evidence that a change from traditional marketing of the fruit and the introduction of clearly differentiated levels in the category could unlock this potential.'
This summer's promotional campaign, which ties into South Africa's 'Beautiful Country, Beautiful Fruit' promotion, aims to raise awareness of the fruit while also eliminating misconceptions of grapefruit, through in-store activities such as point-of-sale material and tastings.
Further promotional work includes a 'South African Grapefruit Challenge', with a 'beauty panel' of consumers reporting on their experiences of eating grapefruit every day for a fortnight – and noting any effects they perceive in their appearance.
'The research results show strongly that not enough consumers know or understand the sweeter varieties of grapefruit that come from South Africa today,' Chadwick noted. 'We are taking on these outdated perceptions with this campaign.
'We achieved positive early results in UK retailers with our first promotion last season,' he added. 'We are confident that with their continued support – and with what we have learned from this year's research project – we will help deliver strong results for the 2011 season.'
