Shopper segmentation study has apparently helped kiwifruit marketer to identify two high-potential consumer groups
Zespri says it has worked with market research group YouGov to develop a deeper understanding of fruit shoppers and identify consumer groups with the greatest potential to drive growth in the kiwifruit category.
The collaboration centred on Zespri SunGold, which was introduced to the European market in 2014 and identified by the New Zealand-based marketer as a key product for increasing brand and category value.
Starting in Italy, YouGov Shopper developed a European shopper segmentation study that apparently helped Zespri understand purchasing behaviour and identified consumers most likely to buy the variety.
Using YouGov Shopper Segmentation and its Why2Buy data, the research divided fruit shoppers into six groups; and two of those segments, nicknamed Full Load and Quality Hunter, were identified as showing particularly strong potential in terms of potential new demand for SunGold and kiwifruit in general.
“The collaboration with YouGov has allowed us to gain a much deeper understanding of fruit shoppers and the factors that influence their purchasing decisions,” says Emanuele De Santis, Zespri’s marketing manager for Italy and Mediterranean countries.
“The segmentation study developed by YouGov identified the consumer segments with the highest growth potential, while the strategic workshop brought together key stakeholders to transform the insights into concrete action plans,” he explains.
“This combination of data-driven evidence and strategic consulting was crucial, contributing to the success and growth of Zespri SunGold in Italy and continuing to support sustainable growth for both our brand and the entire kiwifruit category.”
The research comes as the Italian kiwifruit category enjoys new growth, following several years affected by smalller-than-expected harvests.
According to YouGov, category value has increased by 27 per cent, while Zespri’s own brand value has risen by 35 per cent.
Just under half of Italian households now buy kiwifruit, it said, with average per-buyer spending at €27.90.
YouGov said four in ten kiwifruit shoppers in Italy now choose Zespri, while average spending per Zespri shopper has increased by 12 per cent.
