Why is banana consumption is lower in Belgium, Netherland and Luxembourg than neighbouring countries?

Twice as many bananas are eaten in Scandinavia than in Belgium, The Netherlands and Luxembourg (Benelux). So writes Franklin Ginus, director from Chiquita Netherland in the newsletter Chiquitalk. He asks why consumers eat so few bananas compared to neighbouring countries. "We talk about obesity, too little exercise and unhealthy eating. Why is it that bananas are not more popular? Eating more bananas can contribute to a healthy lifestyle and it brings added benefits. They make you happy, you are more attentive and bananas are packed full with vitamins. For the consumer to understand this there has to be a change in their behaviour. The consumer will only eat more bananas if their knowledge of the product and its availability is increased."

Franklin Ginus

In the same newsletter, Chiquita explained how an extensive management study was conducted in Belgium which discovered where the opportunities for growth lie. "Through this study we discovered that 50% of sales are on impulse and that the Belgian consumer likes to select their own bananas. Important information which we have used to develop along with the Belgian retailer Delhaize and with display designers Tchai International a completely new display, the plus points of this were not only increased sales due to its 'appetite appeal' of Chiquita bananas, but also decreased loss."

"In August this was implemented in 150 Delhaize supermarkets. The bananas were not presented in boxes but loose and given a 'wave' presentation to compliment the natural form of the banana. For the consumer there were clear instructions on bunch dividers which made the bunches easier to put into bags. The next step is rolling out at independent Delhaize supermarkets. We hope to make a positive contribution to the growth of this product category and reduce losses."

Source: Chiquitalk