Fruit and vegetables are perhaps the ultimate healthy snack, so why aren’t they commonly available in convenience stores?
Despite their high consumer appeal, snacking fruit and vegetables have relatively low penetration in the convenience channel. Shelf life and wastage are valid concerns for a channel accustomed to ranging processed foods. But shifts in consumer behaviour warrant a rethink of tradition.
A study into consumer shopping and consumption behaviour during the Covid-19 pandemic highlights the important role of fresh Australian produce in helping people improve health and wellbeing through the benefits of fresh fruit and vegetables.
Hort Innovation, which released the findings last year, found that 27% of surveyed Australians were eating more snacks during the pandemic. Compared with before the pandemic, many fresh produce categories have been consumed more regularly (as snacks), including berries, bananas and nuts.
Perfection Fresh Australia Head of Marketing Luke Gibson says a wealth of data and insights supports the growth opportunities of fresh snacking.
“Consumers are skipping larger meals in favour of snacks,” he says. “44% of millennials are snacking often during the day [Euromonitor, 2019] – double that of older generations.
Citing data from IRI Shopper Panel and Nielsen HomeScan Panel, Mr Gibson says fresh vegetables, prepacked smallgoods and snack food categories gained significant traction in the market for both one year ago and two years ago, while branded options outpaced private label.
Before rushing into launching a fresh offer at their store, Mr Gibson says retailers should consider these questions:
- Do you know your customer? “Are they buying snacks or topping up? What are the right complementary products? Are they interested in topping up fresh? Test and learn,” he says.
- Do you have the space and time to dedicate to creating an in-store destination that facilitates consideration and purchase of fresh produce?
- Are you buying the best? “Quality produce has been grown and handled to preserve shelf life and eating experience for the shopper,” Mr Gibson says.
Read more about fresh fruit and vegetables snacks in the latest issue of Convenience World.
