Provoke Insights’ Carly Fink and Jordin DeSenzo explore the factors that drive consumers to choose generic produce over branded options in a recent article for Produce Business.

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.