Tropical produce specialist has published new Kantar consumer research showing high brand awareness and purchase consideration scores
Fyffes has released the results of new Kantar research that it said confirms its ”enduring strength with Irish consumers”.
According to the tropical fresh produce specialist, aided brand awareness for its bananas reached 88 per cent, with 83 per cent of Irish consumers saying they would consider buying Fyffes the next time they purchase bananas.
The findings place Fyffes among the strongest-performing banana brands measured in Ireland, it stated, ”reinforcing its position as Ireland’s favourite banana and one of the country’s most recognised fresh produce brands”.
Fyffes said its pineapples are also gaining strong recognition among Irish consumers, with aided brand awareness at 85 per cent and consideration at 81 per cent.
The results, it outlined, point to growing consumer familiarity with Fyffes beyond bananas and support the increasing popularity of pineapples as a fruit enjoyed year-round.
“Fyffes has long been regarded as a household name in Ireland, and this Kantar research gives us clear evidence of the strength of that connection with consumers,” said Adriano Di Dia, Fyffes chief marketing officer.
”As a brand with more than 135 years of heritage, we are proud of that legacy but we are equally focused on keeping Fyffes fresh, relevant and engaging for new generations.
”Our recent ‘Eat ’Em, Like ’Em, Love ’Em’ campaign reflects that ambition, bringing an emotional message and contemporary energy to one of Ireland’s best-loved fruit brands,” he continued.
The recent campaign featured Fyffes bananas being enjoyed by consumers at well-known Irish landmarks, including Dublin’s Poolbeg Chimneys and Samuel Beckett Bridge.
Fyffes said the campaign highlights the joy of sharing bananas together, a key insight aimed at strengthening the brand perception in the consumer’s mind and making the banana an even more regular snack.
Kantar’s Irish findings build on wider European consumer research released by Fyffes last year, where 89 per cent of consumers said they had eaten bananas within the previous four weeks.
The same research showed that pineapples are increasingly being enjoyed outside of special occasions, such as part of lunch or dinner.
The Kantar brand awareness findings form part of Fyffes’ wider consumer insight programme, helping guide marketing strategy, brand development and market expansion plans.
