Ten leading companies in the European fresh produce business are preparing to back a ground-breaking new research project costing half a million euros to investigate purchasing behaviour and consumer preferences across the continent when it comes to fresh produce.
Unveiled at a policy meeting of the European fresh fruit and vegetable association Freshfel Europe in Brussels this week, Consumer Compass is aimed at helping the sector gain a better understanding of the general public’s attitudes towards buying and eating fruit and vegetables.
It was hailed by Vincent Dolan, European marketing manager at Total Produce, as a “landmark” project that promised to match the depth and scope of research projects more commonly rolled out by major FMCG companies. “What Consumer Compass is all about is a pan-European research project involving landmark, industry-led research in the hands of people who market fresh produce,” he explained.
“The project is ambitious but it needs to be, in order for it not to be just another fresh produce market report. It’s going to be authoritative and we’re investing in expertise, invoking behavioural science-based research and uncovering hidden motives that would be hidden in normal answers.”
It appears a dose of cold reality dished out at a recent ’devil’s advocate’ event – during which rival FMCG marketers were encouraged to critique the industry’s approach to consumers – has prompted a number of leading players to step up efforts to understand the market better.
“They told us our market research was not fit for purpose,” Dolan admitted. “We don’t know our consumers.”
Funded by a total of ten sponsors, of which five are already confirmed, the project organisers plan to speak to 6,000 European consumers, including men, women and children over 10 years of age, across 12 representative European countries.
The initiative will apparently involve legislators, industry marketers, health promoters and others involved in promoting fresh produce. Consumers will be asked about their underlying feelings about fresh produce, identifying specific barriers and drivers to consumption, and assessing how consumers interpret health messages.
Already signed up to supporting the project are Compagnie Fruitière, Dole, Fyffes, Total Produce and Univeg. The research will be branded and offer the sponsors exclusivity in terms of regional branding, PR opportunities and circulation of the report’s findings in their respective regions.
“In an industry where marketing funds are woefully small, it’s essential we’re not wasting the money we put into promoting fresh produce,” Dolan concluded. “We face huge competition from fast-moving consumer goods, so if we don’t effectively target our natural customer base, they will.”
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