A new study from Foodmix Marketing Communications gave new insight into the produce market and what consumers are looking for.
The food marketing agency surveyed over 1,000 people of all ages, and found that more than half of consumers find it important to shop for specific brands in the produce department vs. non-branded products. Of particular interest to produce marketers will be the insights related to the industry's most coveted potential consumer target households that spend at least $25 on fresh produce each week.
Foodmix’s study proved the perception that younger generations are less brand engaged to be wrong. They found that brand affinity is growing generationally with almost half of Gen X and Boomers considering it important that the fresh produce they buy is branded, while two-thirds of Millennials and Gen Z generations are likely to purchase branded fresh produce.
While private labels currently make up the bulk of the produce selection at grocery stores, research shows that there is a significant opportunity for branded produce companies to grow their market share. Foodmix's study reveals that brands with an established story generate trust and engagement among consumers.
"We did our homework to make sure we brought the industry a fresh perspective. This is a landmark study that will end the debate to brand or not to brand," says Dan O'Connell, CEO at Foodmix Marketing Communications. "Through our research, we have identified that customers will indeed buy more at higher margins from brands who embark on sharing a true, sustainable story. Consumers have made it clear that there are not enough brands to love, and they want more."