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
Increase in the cost of fruit and vegetables
Appearance and price are two factors that go hand in hand when choosing fruit and vegetables, but the price has skyrocketed over the last year due to inflation. Watermelon and melon production increased drastically during the summer, due to being the products most in demand due to the heat. Watermelon became more expensive by 18%, while melon by 3%.
At IRI, they told Efeagro that the fresh fruit market "is facing a historic upward trend in inflation" after "having overcome a pandemic, transport strike, adverse weather conditions and even the volcanic eruption of La Palma". The haze, the rains, the frosts and the hail were responsible for the drop in supply, which caused a high price increase, according to several agrarian organizations.
Changes in the consumption trend.
The report has made it clear that inflation has not had as much impact on the consumption of fruit and vegetables as on other items or services. Currently, 53% of consumers guide their purchases in fresh products according to the promotions and discounts of the moment, while 64% do so with the set of consumer products.
The most common new habit when carrying out the shopping basket has been the reduction in the volume of fruit and vegetable purchases. It has also increased the purchase of products without packaging or packaging and looking for new establishments or supermarkets with cheaper prices.