If Google search is to be believed, I am about to join a very select group of people to ever include the words ‘fresh produce’ and ‘customer insight’ in the same sentence. But scratch beneath the surface and this is a topic absolutely ripe for discussion - because customer insight really does offer a key to unlock growth in this industry.
The greatest challenge, according to the Fresh Produce Consortium, is the fact that UK consumers were ranked 21st in consumption of fresh produce compared with the other 26 EU countries. What is more, the trend across all European member states is of reduced consumption of fresh fruit and vegetables. Simply put, we are one of the weakest nations in an underperforming continent on an issue that directly affects our health and wellbeing.
Can customer insight save the nation from obesity? Probably not. Can it help the fresh produce industry maximise its opportunity? Quite possibly. Let me give three examples directly from client work I have been involved in.
Firstly, by understanding end customers better - identifying the needs of consumers and the retailers that serve them directly requires a massive step-change in thinking. Producers should break their end customers down into segments; for example, by life stage or lifestyle, and think about the way they live and shop, the other items in their basket, and their current and future fresh produce needs.
Secondly, by accessorising fresh produce - this means understanding the potential combinations and marketing the meal possibilities to consumers in order to inspire them to purchase an essential component. Banana fritters, beef Massaman curry with sweet potatoes, peach tarte tatin - the possibilities are endless!
Thirdly, by making marginal improvements to in-store execution - small differences matter in today’s competitive grocery environment. There is a science to packaging and shelf arrangement that producers themselves need to understand and influence. The colours used, the fonts, typefaces and the messaging - these small visual cues can make a real difference.
Producers need to do more to understand the varied and evolving tastes of UK consumers, and use this knowledge to market their products in a way that brings them to life. They must understand in minute detail how people shop for fresh produce, and be the ones suggesting new ideas and innovations. Whether it is analysing transactional data, running taste tests, or conducting primary market research, customer insight is a tool to enable them to do this. It really boils down to one thing. The way to the stomachs of UK consumers is through their heads. -
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