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”).

Shopper behaviour since the pandemic

of respondents are eating healthier

of respondents are purchasing more prepared fruit to take home

Shopper attitudes towards shelf life

‘Shelf life’ ranks second in the consumer decision tree for pre-prepared fruit (after ‘Fruit type’)


Consumers perceive prepared fruit lasts 3-4 days

Shopper attitude towards waste

of respondents avoid food waste ‘more than ever’

 would actively choose eight days vs. four days shelf life

Shopper expectation on shelf life

*Averages calculated using weighting of response.
Data source: Orchard House Internal Survey 2021. N=XXXX