Shopper behaviour has changed dramatically over the last year, but it’s not bad news for fresh prepared fruit. 4/10 shoppers use both FoS and BoS and, despite food-to-go losing relevance for many shoppers, most have retained a relationship with the category. Other shoppers – new and old – have stepped up their at-home consumption. Generally shoppers find the category highly practical but are also emotionally engaged (in terms of indulgence and wellbeing, for example).
Shelf life is shoppers’ second decision-making factor after fruit type when selecting products. 93% avoid food waste now more than ever, but 57% are suspicious of long shelf life; more than four days feels “long” to most consumers. Only 19% of shoppers are negative about extension to 7-10 days, and 52% are positive about it (in terms of waste reduction and convenience).
Appearance (and then date) are used to judge the freshness of prepared fruit. When offered a choice between four days and eight days life, 44% of our sample consciously chose the longer life product (21% “happy either way” / 9% “wouldn’t notice”).