‘How do you encourage consumers to make healthy food choices, which ultimately leads to increased sales of vegetables?’ Perry Dekkers, Commercial Director at Growers United, asks. ‘The first step in stimulating shoppers to select vegetables more often, is gaining insight in their selection and purchasing process. Together with our supply chain partners, we can then provide retailers with up-to-date advice and smart solutions.
Which influence for example, do placement and positioning in fruit and vegetables displays have on a successful purchasing process? And how this be further optimised, to ensure better sales results? Senior Trade Marketeer Mark van den Barg has gathered insights and advice like these and turned them into a whitepaper. ‘Here, we share data from our extensive international shopper research, to clarify how we can serve shoppers even better. This will not only benefit them, but the entire fruit and vegetable supply chain too.’
Presentation, placement, and positioning for successful sales results
‘Take the aubergine. An impressive 70% of the shoppers claims to be open to an initial but also a recurring purchase of this vegetable. That being said, 21% of these shoppers say they do need inspiration in the form of recipes. 17% mentions wanting to know how and in which combinations aubergines can be prepared. Information about the versatility of aubergines shouldn’t just be shared through leaflets, magazines or retailer’s apps, but consumers can also be inspired in-store.
‘Another example is the pepper. The bell pepper is often included on a shopping list before visiting a supermarket. This does not count for the pointed pepper, which is why this variant relies more on impulse buys. A more prominent position on the shelves – right above the bell pepper – would be a great move to stimulate sales of pointed peppers.
Curious to discover more insights and points of improvement like these? Download our whitepaper International shopper research provides tools to boost vegetable sales
Growers United keeps an eye on the selection and purchasing process of international shoppers. Curious to know how we translate the results into up-to-date advice and smart solutions that inspire growth opportunities for the entire fruit and vegetable supply chain? Check the website of Growers United for more information or get in touch, via marketing@growersunited.nl or +31 (0)174 238 000.
download whitepaper