Over the last two years, inflation has significantly impacted the cost of produce, adding to the difficulties faced by brand-named produce. Understanding the consumer sentiment amidst inflation and tailoring marketing strategies accordingly becomes crucial for brands aiming to maintain their market share.
The article addresses the following key findings:
- Inflation has heightened consumer awareness of rising prices, particularly in supermarkets.
- Despite high inflation, consumers continue to prioritize regular consumption of fruits and vegetables.
- Brand awareness is high among consumers, but actual purchases of brand-named produce remain lower than expected.
- Price is a significant factor influencing consumer choices, with many opting for generic produce due to cost considerations.
- Affluent consumers often perceive no quality difference between brand-named and generic produce.
- Television, in-store demonstrations, and more are favored channels for learning about brand-named produce.
- Less popular media channels like billboards, radio, and magazines/newspapers are less effective for promoting brand-named produce.