20 Dec 2021
Grocery Brand Equity Study Reveals Fresh Produce Brand Drivers – Produce Business
Provoke Insights’ freshly published research on produce trends is featured in Produce Business’s November issue. Head to page 14 to view the article.
In September 2021, Provoke Insights launched a survey amongst 1,504 Americans. The study aimed to identify key trends in several different industries, including fresh produce, and break out said trends by several demographics.
The standout findings include:
- Almost half of grocery shoppers purchase produce every few days.
- 64% of these shoppers are looking for freshness, followed by brand name and price
- Unaided awareness of produce brands is low, with about half of shoppers unable to conjure a name. Dole (29%), followed by Chiquita (6%) and Del Monte (4%), top the unaided brand awareness chart.
Overall, Americans are purchasing fresh produce more than ever. In 2022, fresh fruit and vegetable brands should focus their marketing strategy on freshness, which is the key attribute most shoppers are looking for.