Global survey finds that 81% of consumers open to buying wonky produce

New global consumer research from machine learning, predictive analytics provider, Blue Yonder, has revealed 73% of shoppers are open to buying imperfect fruit and vegetables. Additionally, Blue Yonder has found that 90% of grocery retailers felt their customers would buy imperfect fruit or vegetables at a discount.

Blue Yonder’s survey asked 2000 consumers across the UK, US, France and Germany whether they would purchase wonky fruit and veg and found 81% of those shopping in the supermarket and at discount retailers would buy imperfect fruit and vegetables, but this slips to just 52% online, an increasingly popular channel for shopping.

While the survey showed openness to the idea 90% need a discount to incentivise them. The findings also showed that 60% would need a discount of at least 20%. Of these shoppers, 22% need a discount of at least 50%

Matt Hopkins, Retail Industry Director, says: “Discounting imperfect produce helps overcome the waste problem in the supply chain. However, for it to have a real impact on waste reduction, retailers need to understand what demand will be for products – wonky or not – to accurately stock the right amount of ‘imperfect’ versus ‘perfect’ fruit and vegetables."


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