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The appearance and the price predominate in the purchase of fruit and vegetables.

According to the results of the last report carried out by Aecoc Shopperview "The buyer of Fruits and Vegetables", the appearance and the price are the main reasons that incline the consumer to buy fruits and vegetables.

What factors influence the purchase of fruit and vegetables?

According to the results of the study carried out in collaboration with 'Meléndez x Frescos', for 70% of Spaniards who consume fruit and vegetables, appearance is the most important thing when making a purchase. For 68% of consumers, price also influences. While 67% of consumers affirm that it is also a decisive factor in their choice.

Other habits that consumers have are offers and promotions, 53% of consumers make their purchase according to current offers.

The consumption of fruit and vegetables fell by 13% in 2022, as reflected in the latest food consumption panel, carried out by the Ministry of Agriculture, Fisheries and Food. Despite this drop in consumption, fruit and vegetables are present in 98% of the Spanish shopping baskets. 90% of consumers buy this product in bulk, that is, without packaging or packaging. Although, 34% sometimes also buy packaged fruit and 45% include packaged vegetables in their basket.

The head of studies at Aecoc Shopperview, Marta Munné, has expressed her opinion on the current situation after the latest report: "Despite the inflationary context, issues such as appearance, origin or sustainability continue to be a priority for consumers when it comes to buy fruits and vegetables

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