Busy consumers don’t have much time to worry about their meals. They want eating solutions that help them spend their hours more cleverly. Or put simply: so they have more time to relax and binge Netflix shows. This has been concluded by Saskia Smulders, key account manager for GfK, after a self-examination, but mostly based on market figures. The latter makes more than clear that the growth of convenience-oriented channels transcend the market. For hurried consumers, time is the most important thing, and they don’t mind spending money on that.
Saskia Smulders presents market trends during the Consumer & Retail meeting of GroentenFruit Huis on 21 March 2019.
During the Consumer & Retail meeting for members of GroentenFruit Huis, Saskia talked about the market developments in 2018. Looking at the various sales channels, the increase in online grocery shopping (+33%) and online meal delivery (+23%) stand out. Specialist’s shops and catering are also growing, but slightly more gradually, with 1 and 1.5 per cent, respectively. This is followed by supermarkets (+3%), the catering industry (4%) and convenience formulas (+5%).
That consumers are looking for convenience can also be seen at a product level. Market penetration of fresh kits increased by 4 per cent last year, meaning 1 in 4 households now buy fresh kits. Within vegetables, stir fry vegetable mixes are one of the fastest growers. With 5 per cent, these are in second place between bell peppers (8%) and tomatoes (3%). Processed fruit also shows an increase: in turnover by 15 per cent and in volume by 19 per cent.Despite the wonderful growth figures, Saskia emphasised the challenge to safeguard processed fruit, considering the growing opposition to plastic packaging.
Figures show consumers buy their fruit and vegetables online more often, and although the share of fresh produce shows a rising line, that growth is still below average when it comes to online purchases of FMCG. “This provides opportunities, because once you’re on the digital shopping list of consumers, you’ll have it made. Major advantage is that online shelves, unlike physical shelves, are flexible,” Saskia explains. “However, it’s important to talk about the freshness of fruit and vegetables more.”
Regarding the purchasing of fruit and vegetables, major differences within groups of consumers can be seen. Fruit and vegetables are particularly bought by affluent households and older people. The percentage of consumers that buys a lot of fruit and vegetables, amounts to 20 per cent of the buyers. They’re good for nearly half the purchased volume (45% vegetables; 51% fruit). Light buyers are falling far behind, they only buy vegetables once a week, and fruit once every two weeks. “To keep them on board, price continues to be crucial,” Saskia concludes.
For more information:
GfK
Saskia Smulders
T +31 88 4351509
M +31 6 81 872 732
[email protected]
www.gfk.com
GroentenFruit Huis
Wilco van den Berg
T + 31 79 368 11 19
M + 31 6 134 75 666
[email protected]
www.groentenfruithuis.nl
