An independent survey of over 2,000 consumers, taking place as the English berry season reaches its historical peak during Wimbledon fortnight, has revealed that 74 per cent of supermarket shoppers would be encouraged to buy more packs, more often, if berries could last longer.
The research, carried out by Manor Marketing Consultancy, has been sponsored by Its Fresh!, which has encouraged leading retailers and suppliers in the UK, US and Chile to trial and adopt an ethylene removal pad across a range of fresh produce including berry fruit. It’s Fresh! claims that it can extend shelf life for at least two days.
The British season for strawberries and raspberries, plus more limited crops of blackberries and blueberries, extends from April to October and totals over 50,000 tonnes.
Results from the survey indicated that if improved shelf life could be extended into the home, 62 per cent of the consumer sample would buy up to four more packs monthly.
But while British berries enjoy both a high degree of impulse sales and seasonality, there is room for improvement. Half of the survey participants admitted to discarding up to a quarter of the berries they purchased, reflecting the need for longer shelf life.
The research also revealed consumers were resigned to berry waste and not surprised by the fact they were throwing away fruit every month. Some 32 per cent claimed their berries went to waste after purchase, with 94 per cent claiming this was because they “went off” before they were eaten.
Spoilage levels even deterred some shoppers, with five per cent of the sample claiming they don’t buy berries any more due to perishability. Almost a quarter surveyed admitted that if berries deteriorate it makes them less likely to buy again from the same place.
“Given that berries are being tipped for record sales in 2013, the industry should be using all the tools at its disposal to absolutely maximise sales opportunities with consumers,” said Simon Lee, director of It’s Fresh!
“This research highlights how consumers are crying out for more berries. Everyone in the trade knows consumers expect to be delighted by the berries they buy that last long enough to be enjoyed at the peak of freshness.
“It's all about giving retailers the confidence to put more produce on shelves to increase availability, then utilising that availability by giving consumers the confidence to buy more packs per purchase and make more purchases overall.
“If we drive up sales, everyone in the business, from grower to retailer, is going to win.”
