From Tommy Leighton in California

New consumer research from the Produce Marketing Association has found that, while consumers purchase loose fruits and vegetables because they believe these items are fresher and of better quality, they also believe that pre-packaged produce is safer and more sanitary.

Thirty-five percent of consumers said loose produce items make up between 76 and 100 per cent of their fresh produce purchases, while 42 per cent said pre-packaged items make up less than 15 per cent of their purchases. Pre-packaged salads were excluded from this report, titled Produce Packaging: Consumer Preferences and Buying Behaviour.

The survey was conducted for PMA by Opinion Dynamics Corporation in the spring of 2004. The results are statistically valid within a four per cent margin of error and carry a 95 per cent confidence level. It is PMA’s first in-depth consumer study as part of the association’s ongoing market research programmes. The study was sponsored by Hays Container Services.

“As consumers include more fruits and vegetables as part of delicious meals and healthful diets, it’s important to monitor their needs and expectations. This report explores key trends that will help suppliers and their supply chain partners better understand packaging preferences and consumer perceptions of freshness, quality, and safety as they relate to loose and packaged produce,” said PMA president Bryan Silbermann.

“PMA members have told us that keeping abreast of consumer needs is a critical part of their organisation’s success, profitability, and strategic planning. This report is just one piece of the informational and educational resources PMA offers. We are committed to giving our members the tools they need to increase consumption.”

Silbermann, who presented highlights of the survey during a lunch session at the PMA Fresh Summit in Anaheim, California on Saturday, revealed that the survey also found that:

* While 72 per cent of primary shoppers surveyed said loose produce “delivers consistently better quality and taste,” 51 per cent of these same shoppers described packaged produce as “more sanitary,” while 41 per cent described packaged produce as being “safer.” The reason for this is that consumers feel loose produce is “handled” more often at the store.

* Smaller, more flexible packages are preferred more than larger, rigid packages. The reasons given for flexibility were being able to “see” and “feel” the produce, as well as ease of storage. Reasons given for smaller packages related to household size, with 52 per cent saying they purchase produce for a smaller family, and 28 per cent saying that larger packaging may spoil too quickly.

* Package design plays a key influencing role in produce purchase decisions. Eighty-four percent of consumers said a transparent design allows them to see what they are purchasing.

Available electronically as a PDF document, the report is available to PMA members for $199. The non-member price is $799. In addition, as a value-added bonus, the retail labeling research PMA conducted earlier this year is included in the study. To order the report, contact the PMA Solution Center at +1 (302) 738-7100.

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