The Interprofessional Banana Association wants to incite the French to eat more bananas. Bananas are the second most consumed fruit in France following apples, but “it is a banal product that we don’t always thinks of. And consumers question it’s nutritional contribution”. To answer such questions they are setting up a marketing campaigning at sales points in Lyon.
Their campaign is aimed at large retailers, but also OOH and local channels. The aim is to target new household buyers, as today only 15% of them represent the 50% of bananas marketed. They want bananas to become “a supplementary fresh fruit offered and competition for industrial desserts and fruits”. The website : labananechange.fr has been set up to change peoples opinions about bananas.
Whilst France produces bananas, their average annual consumption is only 8.5kg per capita whilst the European average is 10.5kg. The average in Sweden is 16kg per capita and 15kg per capita in the UK.