New research by the Produce Marketing Association (PMA) that explored what makes consumers decide to buy fresh produce has found that taste remains the top purchase influencer. The national telephone survey of 1,000 consumers was conducted by Opinion Dynamics Corporation (ODC) in mid January and sponsored by PMA’s Information Center.
When asked to specify in their own words what is most important to them in deciding which fresh fruits and vegetables to buy, 23 per cent of respondents said taste is most important. Taste was also the key factor in all regions of the US as well as among men and women. The other top five purchase drivers (in order of preference) were health benefits (18 per cent), appearance (16 per cent), price (15 per cent), and habit/buy every week (six per cent).
The survey reinforces the public’s demand for good-tasting produce that PMA found in September 2003 when the association posed the same question to consumers. The 2005 results increased by one per cent for the taste attribute and decreased slightly for health benefits and appearance. The price attribute increased three per cent.
“For years our industry has educated consumers on the nutritional and health benefits of produce,” explained PMA president Bryan Silbermann. “We need to go further. Now our challenge is to offer shoppers new flavours and textures to engage their senses. As marketers, our focus should go beyond getting produce from seed to store and be devoted toward getting fruits and vegetables from seed to stomach.”
With a renewed focus on healthy eating by many consumers, PMA also asked survey respondents if they resolved to eat more fresh fruits and vegetables in 2005 and why they will do so. Half of consumers said they had resolved to eat more produce this year, while 48 per cent said they would not.
Of those who indicated they would increase their fruit and vegetable consumption, more than three-quarters (76 per cent) cited health benefits as the reason. Diet/weight loss garnered 13 per cent of responses; while eight per cent said they would eat more produce items out of habit/enjoy eating them. When asked to specify which fruits and vegetables they would eat more of in 2005, consumers said:
• Apples (39 per cent)
• Oranges (24 per cent)
• Bananas (19 per cent)
• Broccoli (16 per cent)
• All/A Variety of Produce (11 per cent)
• Greens: Collard/Spinach/Kale (11 per cent)
• Tomatoes (10 per cent)
• Carrots (9 per cent)
• Beans/Green beans (9 per cent)
• Salads/Lettuce (7 per cent)
• Corn (6 per cent)
• Grapes (6 per cent)
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