"Tight budgets are limiting fruit and vegetable choices. Smart value accessibility, meal enablement, health benefit-led claims, and Canadian-grown will support sales."
Richard Caines, Senior Analyst, Insights - Food & Drink
Household budgets continue to be under pressure, with 80% of shoppers seeking deals when purchasing fruit and vegetables. Tight budgets limit fruit and vegetables choices for 57% of fruit/vegetables purchasers. This highlights the importance of tiered price architectures, as well as emphasizing the value of frozen, canned and imperfect fresh produce. Retailers need to make affordability and value a positive narrative, shifting promotions from deep discounting to smart value accessibility.
Aside from price, freshness, appearance and taste/flavour are the attributes most important in fruit and vegetable choices. 79% of Canadians agree that fresh produce quality affects their view of a store, while 25% of fruit/vegetables purchasers are encouraged by appealing in-store displays to buy more fruit and vegetables. This highlights the importance of making the fresh fruit and vegetables shine in-store.
Canadians aspire to eat healthily, but only 32% say they eat the recommended servings of fruit and vegetables daily. Nutrient/health claims increase purchase intent. 40% of purchasers of fruit/vegetables would be more likely to buy certain fruit/vegetables if they came with nutrition information, and 41% if health benefit information was given.
For the purposes of this Report, Mintel has used the following definitions for fruits and vegetables by format.
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