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RESEARCH PERSPECTIVE
New Consumer Study Explores The Intersection Of Fresh And Fast
by sharon olson, executive director, culinary visions
As grocery orders go mobile, quick-ser- vice restaurants tout salads, and the internet makes it possible to access anything on demand, there’s no doubt that fresh and fast are merging on the menu. Cu- linary Visions sought out to explore this topic in a new study of 1,500 consumers who were asked to share their perspectives on fresh, convenient food they can eat on the go.
Grab-and-go items featuring fruits and vegetables are the natural t for consumers’ cravings in today’s time-starved world. Seven- ty-six percent of consumers said they prefer to snack on fresh produce, and 74% said they enjoy eating single-serving, handheld food.
Younger Consumers Leading The Way
Produce’s biggest fans were younger consumers, who consistently expressed the most interest in quick, ready-to-eat concepts. Seventy-six percent of consumers ages 18-34 said they would be likely to purchase prepared items from the produce department, compared with 69% of consumers ages 35-54 and 56% of consumers ages 55 and older.
Pesticide-free also divided generations, drumming up far more enthusiasm from younger consumers than other age groups. Sixty-nine percent of those 18-34 said they would be likely to purchase organic items, a number that dropped to 55% for consumers 35-54 and just 44% for consumers 55 and older.
Seasonal ingredients, on the other hand, stood out as a unifying force. Eighty percent of consumers 18-34 said they would be likely to purchase items that were seasonal specials. In comparison, 78% percent of consumers 35-54 and 76% of consumers 55 and older said they would be likely to purchase items that were seasonal specials.
Loving Local While Relying on Brands
Consumers of all ages take pride in produce they can trace back to their own communities. According to the study, 84% of consumers agreed locally sourced food is
Some 66% of consumers agree that it is dif cult to nd fresh snacks on the go, suggesting there are plenty of opportunities for fruit, vegetable and salad grab-and-go offerings to grow.
the freshest food, and 81% said they would like to eat more meals that contain locally sourced ingredients. Placards and labels that identify where produce was grown will make consumers feel good about supporting their neighbors as well as answer their questions about how their food got from the eld to their plates.
At the same time, big brands offer consumers their own bene ts. The study found that even though consumers are loving local, brand loyalty plays a great role in fresh perceptions. Eighty-six percent of consumers said there are certain brands they trust to be fresh, and 90% of consumers said their
previous experience in a store is important in determining food’s freshness.
Making Produce A Priority
Consumers expressed their desire to get more natural fuel into their diets, and produce is helping them ful ll it. Eighty-eight percent of consumers said they want to get more fruit into their diets, and 87% said that they would like to eat more vegetables. Eighty-four percent of consumers said that eating less processed foods is important to them.
Whether portioned into handy to-go cups, or simply merchandised at the register as an alternative to candy and chips, fresh produce took center stage as one of the top grab- and-go concepts studied. Seventy- ve percent of consumers said they would be likely to purchase raw fruits and vegetables they can eat on the go.
Fresh produce from the salad bar was a hit among younger consumers in particular, with 78% of consumers ages 18-34 stating they would be likely to purchase fresh food from a salad bar. Seventy-four percent of those 35-54 and an equal 74% of those 55 and older stated they would be likely to purchase fresh food from a salad bar.
More Fresh Produce, Please
When it comes to fresh and fast, consumers are willing to put their money where their mouth is. Sixty-six percent of consumers said they don’t mind paying extra for a snack if it’s fresh. Younger consumers were even more likely to shell out, with 73% of those 18-34 answering that they would be willing to pay extra for a fresh snack. Yet, some 66% of consumers agree that it is dif cult to nd fresh snacks on the go, suggesting there are plenty of opportunities for fruit, vegetable and salad grab-and-go offerings to grow.
Sharon Olson is the Executive Director of Culinary Visions, a division of Olson Communications based in Chicago, Illinois. Culinary Visions is a food-fo- cused insight and trend forecasting rm that provides original consumer and culinary professional research for companies in the food industry.
14 / SEP TEMBER 2019 / PRODUCE BUSINESS