TOP 10 MESSAGES
GLOBAL USAGE & ATTITUDES ON FRUIT
OUR OBJECTIVE By understanding current habits and behaviors limiting intake, M&S can change the game to break through consumers’ perceptions to increase consumption of fruit and fresh foods.
AM FRESH LAUNCHED THE FIRST GLOBAL USAGE & ATTITUDE STUDY ACROSS A SELECT PANEL OF 6000 CONSUMERS WORLDWIDE WE HAVE A STRONG HERITAGE OF PROVIDING FRUIT CONSUMER AND SHOPPERS INSIGHTS. AND WE WANTED TO CONDUCT A COUNTRY DEEP DIVE TO UNLOCK OPPORTUNITIES TO DRIVE FRUIT CONSUMPTION, GAIN INCREMENTAL SALES, UNDERSTAND HOW AND WHERE BEST TO FOCUS MARKETING ACTIVITIES AND DRIVE OVERALL CATEGORY GROWTH OF FRESH GOODS. THE UK DEEP DIVE: 2000 UK SHOPPERS 385 FLAGGED M&S SHOPPERS FOR GRAPES AND EASY PEELERS SPECIFICALLY, ADDITIONAL IN-FIELD QUALITATIVE IN-STORE INTERVIEWS CONDUCTED IN OCTOBER 2019 AMONG 100 UK CONSUMERS IN 2O STORES FROM MAIN REAILERS.
This research would provide understanding of: Global Usage & Attitude THE PEOPLE
Shop-Alongs
THE CATEGORY How do they make their decisions in store?
Who is the buyer?
What do they buy, how, when, where
Reasons driving your customers
and why?
to buy fruit
Measuring usage, frequency, moments
How much time do they require to make a decision?
Buying patterns and habits
of consumption
How can Retailers enhance their Shopping experience?
Retailer visit motivations
Barriers to purchase some fruits Cannibalization among fruits Understanding the occasions that
THE BRAND What do they think of the brands in the category? Understanding the role of the brand Brand awareness and perception Brand choice drivers Barriers to buy brands
What influences these decisions?
How do they view the category and navigate through it? Response to In-store promotions
prompt shopping and using a product in
Understanding main touchpoints influencing your customers’
a particular category
decision to purchase
Exploring product preference and understand key motivations to purchase Understanding product experience after the point of purchase How much fruit is thrown away
How much time do they spend in Fruit department? Do they pick and place fruits before placing them in the shopping basket?
1. The main reason behind fruit consumption is for health purposes Consumers actively seek healthy options Health is the main reason for which people eat fruit
What does this mean in M&S
What’s the main reason you eat fresh fruit?
To be healthy
66 %
I really like it
30 %
To fuel me
3%
To avoid eating unhealthy snacks
Remind younger generations the healthy
12 %
impact, so let’s deep dive in many other ways
While sometimes shoppers chose fruit to avoid eating unhealthy snacks
attributes associated to fresh fruit. But Health-related messaging alone has limited M&S can change the game to increase fruit consumption. Do the work for the consumers as have sincere desires and intentions to eat fruit.
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
What does this mean in M&S
2. Heavy consumers are the ones who eat
Emphasizing the use of fruit for breakfast and
fruit as a snack & for breakfast and with a
snacking moments would be a lever to increase
healthy mindset.
fruit consumption.
17% Shoppers claimed eating only 1 portion of fruit a day
1%
Shoppers do not eat fruit
17 %
… eat 1 portions a day
32 %
…eat 2 portions a day
27 %
… eat 3 portions a day
22 %
Eat 4 or more portions a day = “Heavy consumers”
Note: These numbers show rational appeals; things people consciously think they should do or even want to do.
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
3. Fresh fruit is a driver of store choice, driving traffic and preference 57% Shoppers stated fruit department is extremely important or quiet important as a driver of store choice for the main grocery shop % stating fruit section is “Extremely important“ or “Quiet important” <35
36-45
46-55
+56
73 % 66 % 59 % 49 % What does this mean in M&S Fruit departments should be at the core of M&S to Young Families
75 %
Mature Families
65 %
Sinks&Dinks
64 %
Empty Nesters
attract families to their door.
51 %
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
4. Fruit category generates its fair share of impulse sales too. There are 2 important Shoppers clusters and it’s important to meet their needs. The way both groups buy is totally different: What does this mean in M&S Shoppers who always buy with an Occasion in mind
Shoppers who always decide in store what to buy, depending on what looks good
Maintaining displays and merchandising with the freshest, high quality fruit items to drive unplanned purchases
20 %
Shoppers
What influence them? What? Why?
33 %
Shoppers
Snacking is one of the main occasions
appearance, freshness
20% of them buy branded Fruit almost always
37% of them Buy branded fruit only from time to time
Healthy mindset
I like it
Make fruits more convenient to the consumer throughout the day with Displays featuring Ocassions or “Snacking” solutions, snack packs and single serve options, to tackle morning and evening snacks occasions. What about having fruit as part of the “Meal Deal”? SOURCE: AM FRESH GROUP GLOBAL U&A 2020
5. Grapes: Quality is the most important attribute for grapes, with colour of the berries as an important factor to define quality. Short shelf life is a main barrier to buy grapes.
Quality is the most important attribute when buying grapes
+
50% +
Quality
Quality
Colour
Colour
Variety (Cotton Candy…)
30-49% Price Variety <30%
-
Quality is even more important for M&S Shoppers
Price (Cotton Candy…)
Promotions Country of Origin Packaging If Organic
Price ranks much lower for M&S shoppers
Country of Origin Promotions
What does this mean in M&S It’s critical to clearly communicate Quality via: - Outer appearance of grapes: colour of berries and firmness. - Firmness and colour for Easy peelers
Packaging
Extended shelf life and visibility in store could attract more frequent
If Organic
Specialty plays a key role among M&S Grape Shoppers.
Source: on line survey to 2000 UK Fruit Shoppers – Feb’20. N= 1861 Grapes Shoppers. Top 2 Boxes. M&S Main + Occasional Shoppers N=367
purchases
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
5. Easy peelers: Quality is the most important attribute for Easy peelers, with Firmness and colour as important factors to define Quality Colour and size rank higher for M&S Shoppers Sweetness and Easy to peel are much more valued by Shoppers than seedless
Quality is the most important attribute when buying grapes
+
Quality
Quality
Price Size 30 -49% Colour
Price Size Colour
50% +
<30%
-
Colour and Size rank higher than price for M&S Shoppers
Promotions
Packaging
Packaging
Country of Origin
Country of Origin
If Organic
If Organic
Promotions
Source: on line survey to 2000 UK Fruit Shoppers â&#x20AC;&#x201C; Febâ&#x20AC;&#x2122;20. N= 1684 Easy peelers Shoppers. Top 2 Boxes. M&S Main + Occasional Shoppers N=350
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
What does this mean in M&S
6. Established brands leverage an image of quality and trust with consumers.
Branded Fresh Fruit plays its role attracting Families and young generations to Retailers door, looking for quality guarantee and consistency, and resulting in bigger tickets, not just for fruit department, as they do main grocery shop too.
Branded fresh fruit plays its role attracting Shoppers to retailers doors. Families with children, younger generations and Heavy Fruit Shoppers buy branded with higher frequency than other profiles
By presence of children
By # fruit consumed per day
By main shop
By age
Only 46%
60% Shoppers (up
60% Families with
62% Heavyยน fresh
Shoppers buying
to 35 yo) buy
children buy
fruit consumers
at Discounters
branded fruit vs
branded fruit vs
buy branded fruit
buy branded
50% older than
50% no families
vs 49% Light
product vs 56%
55+
Consumers
buying at Big4
Notes:ยน Buying 4 or more fruit type per trip SOURCE: AM FRESH GROUP GLOBAL U&A 2020
Watch out! COVID effect and its influence on Shopper behaviour patterns
7. Loose fruit is not working driven by several factors. 1 every 4 Shoppers never wash the fruit they buy This is one of the main barriers for people to buy loose fruit, but not the only one¹:
“Other people have touched it” “There is no difference in size and quality vs packed fruit”. “It it would be bigger size than packed fruit I would buy loose” “Shelf price seems more expensive”
(Loose is priced by Kg while packed fruit is priced by 600g or 400gr pack). It’s quite difficult for people to compare prices
What does this mean in M&S Loose fruit is not working for a “weekly shop”, but will work for targeting specific moments as Meal Deal, for food for tonight and small shopping occasions, on the go and convenience. But let’s explore options to avoid the effects of COVID on Shoppers behaviors
Source: ¹ Verbatims from Shop-along conducted in UK retailers (N=100) – October 2019 SOURCE: AM FRESH GROUP GLOBAL U&A 2020
What does this mean in M&S
8. The Fruit category is relevant in multiple occasions throughout the day; and an
Let’s do the work for Consumers: let’s leverage these Occasions throughout the right packaging, pack size, visibility… Morning and evening snack occasions provide a
important snacking alternative for kids
great opportunity to drive fruit purchase
Fruit is highly relevant across meal occasions % Shoppers eating fruit in main meals weekly
Breakfast
51 %
Morning Snack
47 %
Lunchtime
61 %
Evening Snack
44 %
45 %
After dinner Snack
34 %
Dinner
What about including Fresh Fruit as part of the Meal Deal and Snacks? SOURCE: AM FRESH GROUP GLOBAL U&A 2020
What does this mean in M&S
9. More than 50% consumers eat fruit mixed with other products, including yogurt and cereals
Cross-merchandising activations and dual or multiple placements in- store, could be appealing and increase the impulse purchase for new moments of consumption Yogurt and Cereals offer the best opportunity to prompt
Cross-merchandising activations could be
unplanned and impulse purchases among category buyers.
appealing and increase the impulse purchase for new moments of consumption Heavy
Consumers
Total UK
64 %
71%
Yogurt, Cereals, Cream
Yogurt, Cereals
Salads is an option to explore in UK as itâ&#x20AC;&#x2122;s popular in other countries
Notes:š Buying 4 or more fruit type per trip
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
What does this mean in M&S Let’s deep dive into more appealing promotions
10. M&S remains the gold standard for quality among its Shoppers. But it ranks lower for Displays and promotions for Fruit, Shelf signage and ease of in-store navigation among its Shoppers
Source: on line survey to 2000 UK Fruit Shoppers – Feb’20. N= all who shop at this banner
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
M&S remains the gold standard for quality among
M&S shoppers think Tesco is better in terms of
its Shoppers, even most of them are Occasional
promotions
Thinking about the Fruit category, which retailers you think are
Thinking about the Fruit category, which retailers you think are
the 2 best for Quality?
the 2 best for Displays and Promotions?
M&S Shoppers
All Shoppers
M&S Shoppers
All Shoppers
56%
21%
41%
45%
38%
46%
39%
12%
28%
24%
20%
25%
18%
10%
17%
20%
10%
17%
M&S rank lower for
33%
29%
23%
15%
16%
18%
15%
22%
Displays and promotions for Fruit, Shelf signage and easy to find the product
18% Source: on line10% survey to 2000 UK Fruit Shoppers – Feb’20. N= all who shop at this banner Sustainable options tracked: plastic free, recyclable solutions, loose product... Source: on line survey to 2000 UK Fruit Shoppers – Feb’20. M&S Shoppers = 385
SOURCE: AM FRESH GROUP GLOBAL U&A 2020
A new horizon of FRESH foods
GLOBAL U&A PANEL: 6000 SHOPPERS WORLDWIDE / UK U&A PANEL: 2000 UK SHOPPERS