New consumer moments through “Healthy Convenience“ To get consumers to change their eating habits and eat more vegetables, Dutch grower and marketing cooperative Growers United has been focusing specifically on how to create new consumption moments. Thanks to detailed shopper analysis, the cooperative has a clear picture of what consumers are looking for and where the opportunities for value growth in the category lie.
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ccording to Wim van den Berg, marketing manager of Prominent, Growers United’s tomato brand, consumer research helps identify potential for value growth on the grocery shelf. “Growers United is a cooperative that focuses not only on its customers - exporters and service providers - but also on the end consumer. We are market-oriented to create the largest possible outlet.“ To get a picture of consumers, Growers United has teamed up with the market research company GfK. The focus is on answering questions such as: Who buys the products? When are the products bought and how are they used? And: What are the purchase motives, obstacles and drivers? “We found out that 42 % of shoppers in Germany pay attention to a consciously healthy and sustainable diet. Of these, 16% focus primarily on health as a goal, while 26% very strongly associate a consciously sustainable diet with climate and environmental issues.”
”Healthy Convenience” The focus of Prominent’s activities is now increasingly on ‘Healthy Convenience’ “We want to inspire and activate our customers with healthy dishes that are easy to prepare. We
Pictures:Prominent
Tomatoes are not only delicious and versatile, but also fit in with the trend towards “healthy convenience”.
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know from research that personal health is still a particularly important motive for consumption,” says Van den Berg. The aim is therefore also to make healthy food conveniently available and tasty at any time of the day. “Together with our partners, the Prominent tomato brand is doing everything it can to encourage more consumers to enjoy different tomato varieties more often and at different times of the day. For example, you can turn their tapas into a healthy meal. Tomatoes offer endless possibilities for variety. And with a tapas plate for the little ones, parents can also create a healthy and fun moment for their children,” Wim van den Berg is convinced. The World Health Organisation (WHO) underpins the great importance of fruit and vegetables and recommends a minimum daily intake of 400 g or five portions. To achieve this, four principles come into focus. For example, vegetables should always be part of meals, consumers should eat fresh fruits and vegetables in their raw state as snacks and pay attention to seasonal offerings and variety. “We also see that other research institutions are picking up on these developments.”
International focus International studies confirm that more and more consumers are questioning and changing their diets. The market research company IGD, for example, conducted a survey among shoppers in the UK. “It showed that 58 % of shoppers are open to changing their eating habits and are more consciously choosing healthy or sustainable products,” Wim van den Berg summarises the most important result. A trend reversal can also be observed in food retailing. In Sweden, for example, the country’s largest supermarket chain ICA has set itself the goal of increasing the sale and consumption of fruit and vegetables to 500 g per day by 2025. There are also various initiatives in the Netherlands, in the retail sector for example by market leader Albert Heijn and number two Jumbo. They have developed new apps with which consumers can get a better overview of healthier eating habits and purchasing decisions. “These trends fit seamlessly with our goal of promoting vegetable consumption that is at the same time healthy, varied, convenient and sustainable,” says Wim van den Berg. m.s. 71
