Retail Insight
Consumers OK with Mexican produce
A study sponsored by Nogales, Ariz.-based Fresh Produce Association of the Americas was created to gauge perceptions regarding Mexican produce. More than 1000 consumers were asked to respond to a 10-question online survey before and after reading text from the FPAA's web site, www.freshfrommexico.com.
Findings included that after reviewing FPAA information, positive perception jumped 17 percent with those already with favorable perceptions, and 14 percent with those bringing non-favorable perceptions.
"The premise of this study was to prove that consumer perceptions improve with education," says FPAA spokeswoman Allison Moore. "In this case, the results showed us that programmed learning improves attitudes. Once consumers were informed about the details of the Mexican produce industry, the number of those with negative feelings declined, while those with already positive perceptions increased." Additionally, Moore says the study also tested "intent to buy" Mexican produce this season - a key driver for retail promotions.
Customers who bought the same or more produce from Mexico in 2007 than 2006 made up 84 percent of the total surveyed, while 95 percent intend to buy the same or more Mexican produce this season.
The three top Mexican produce items consumers intend to buy more of this season are tomatoes, grapes and cucumbers.
The study was developed in partnership with FPAA's marketing agency VIVA Marketing Strategies, with Connecticut-based Ridgefield Marketing Group, and hosted by Greenfield Online, an Internet research company. Key findings, along with demographic breakdowns for customer profiling, will be used by FPAA merchandisers to help retailers educate their consumers about Mexico produce.
IRI study finds sustainability an emerging key to product and store selection
About 50 percent of U.S. consumers consider at least one sustainability factor in selecting consumer packaged goods items and choosing where to shop for those products, according to a recently released survey conducted by Information Resources Inc.
The 22,000 U.S. consumers surveyed were asked to determine the impact of four key sustainability features in their product and store selection: Organic, eco-friendly products, eco-friendly packaging and fair treatment of employees and suppliers. One-fifth of those surveyed were determined to be "sustainability-driven," taking at least two sustainability factors into account when making their selections.
"Sustainability has evolved from a niche segment concern to a major factor influencing purchasing and shopping behavior across a sizable consumer base," says IRI chief marketing officer Andrew Salzman. "Our survey indicates that consumers are focused more and more on the social and environmental impact of their CPG purchases, creating a viable and growing U.S. market for sustainable products and packaging with the potential to mirror well-developed markets in Europe and Japan. U.S. retailers and manufacturers are beginning to respond to that demand."
Findings highlighting the evolution of sustainability factors in consumer decision-making include:
-
About 30 percent look for eco-friendly products and packaging in their brand selection.
-
Up to one quarter of those surveyed consider fair trade practices along with eco-friendly or organic designations in selecting a shopping destination.
-
Nearly 40 percent of consumers search specifically for organic products.
"Currently, organic products are scoring extremely well with consumers," Salzman says. "Benefiting from the winning combination of a 'better for you' association and a 'better for the environment' attribute, the organic designation has moved to the front of consumer consciousness."
Whether motivated by the aim for healthier ingredients or a heightened environmental consciousness, the survey underscores the fact sustainability demand cuts across every consumer age group. Contrary to the belief that the focus on sustainability is a more youth-oriented phenomenon, IRI data shows that older consumers are actually the more likely audience to weigh multiple sustainability factors in their purchases.
"Consumers aged 55 and older are the real driving force behind this expansion," Salzman says. "Generally, with the time to seek out specialty items and the resources to afford premium priced products, aging consumers are a critical target market today. As sustainable products and packaging become more widely available, we anticipate that the market will expand across consumer segments."
The Times & Trends report is available from IRI. The findings were compiled based on the IRI Consumer Network and IRI AttitudeLink. To download the report, go here.
Back to current Retail Insight section
