Use, waste and choice: a UK Fresh Fruit & Veg Shoppers Survey 2008 was conducted on behalf of the board of the campaign by Bristol-based research and planning agency Ragdoll.
Anthony Levy, chairman of the EiC board, explains the reasoning behind funding the study: “The purpose of the research was two-fold,” he says. “Firstly, we felt it was important that the campaign was armed with some new market intelligence to help steer the activities in this, its final year. Secondly, we wanted to be able to give something back to the sponsors of the campaign in the form of new insights into what is triggering fresh produce shoppers’ decisions in store and behaviour at home. With resourcing and sustainability high on the agenda for retailers, the fresh produce industry and consumers alike, we chose to investigate the consumer’s relationship with fruit and vegetable purchase, storage and waste.”
A significant UK representative sample was structured in terms of age, socio-economic group (SEG) and location. Interviews were undertaken with the person responsible for the main household shop. Happily, all respondents claimed to buy fresh fruit and vegetables - at least to some extent.
Fresh produce a frequent purchase
The research revealed, unsurprisingly, that the big four supermarkets are dominating both main and top-up shopping occasions. This is not likely to be ‘lifestyle’ orientated as behaviour of this nature runs across all age and SEG categories. Interestingly, this behaviour is as likely when it comes to fruit and vegetable purchase (40 per cent buy every 2-3 days or more frequently) and has interesting ramifications for both menu choice and waste. According to the survey, 18-24 year olds are likely to buck this trend - they are almost three times more likely than average to shop for fruit and vegetables fortnightly - again, having ramifications for both menu choice and waste.
Price and shelf-life main motivators
Unsurprisingly in the current climate, value is the main decision driver. Martyn Jones, chief researcher at Ragdoll, explains: “Price and shelf life are the lead factors influencing purchase in the fresh produce aisles. And pack format (loose or pre-packed) was also declared to be important, although sales contradict this. Fairtrade, organic and local are the least motivating factors.”
Curiously, product appearance also fails to feature highly when it comes to choosing from the display - the research reveals that shoppers are far more likely to delegate responsibility to shelf life and best-before-end advice. Only one in five shoppers felt themselves competent to choose based on look, feel or smell. Shelf life and date codes are consistently considered important - although slightly less so in the South and amongst “more upmarket” supermarkets (Waitrose and M&S).
However, despite this claim to ignorance, consumers would prefer to buy fruit and vegetables loose and therefore devoid of on-pack advice - the primary reason appearing to be a perceived increased in quality. Where bagged produce is favoured, ease and price (perhaps related to discount deals) are the main motivations.
What’s in a date?
Martyn adds: “As soon as consumers get a product home, attitudes to date codes change and it becomes a different story. Only 10 per cent bin all fruit and veg beyond its date point, whilst a quarter eat everything beyond the best-before-end date, with more than 60 per cent exercising judgement.
“Judgements as to what can and cannot be used once past its best are far more likely to be taken amongst older consumers. There is also evidence to suggest that those from the higher SEGs are also prepared to do this. This presents a striking dichotomy in that those who financially could really do with wasting least feel less capable of making the choice with confidence.
“There is, however, limited elasticity to this decision-making. More (60 per cent) products will be thrown away within three days of passing their date code. Thirty per cent will make it to a week with a tiny minority making it any further.”
It seems that dates on fruit and veg are very important - equal in standing to corresponding dates on both cooked meats and chilled ready meals. Fresh meat and milk are considered more important, while cheese and tinned goods considerably less so.
Waste and storage
The consumers surveyed claimed on average to eat just over three portions of fruit and veg a day (3.14) although this figure is notoriously over-claimed in research. More than a third (35 per cent) said they wasted nothing, while over half (56 per cent) claimed to waste less than four portions a week. Again, waste is more prevalent in both younger age groups and those living in the North.
Consumers know that storage affects fruit and vegetable longevity (79 per cent) but appear in general to feel unable to do this effectively. In addition to conscious admission during interviews, many consumers demonstrated a range of mistakes when tested on the correct storage of various items of produce (for example, 30 per cent believe that both garlic and onions should be stored in the fridge).
Education is the key
“What the research has shown, at least in terms of how we can best build purchase amongst consumers,” concludes Levy, “is that in general the EiC audience would appreciate guidance on making the most of their fresh produce purchases, in terms of storage and use. “As the EiC campaign unfolds, we will be ensuring that fruit and vegetables remain a valued part of every shopping list, and a diverse and flexible as well as essential part of every household’s diet. There appears to be a lot that older generations could pass on to younger consumers and the EiC website can play a significant part in offering guidance.”
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