Nuanced fresh produce trends present opportunities for sharp marketers

Werner van Rooyen, chief operating officer of the Fresh Produce Exporters Forum, unpacks the fresh produce trends that will drive growth over the short to medium terms. Lindi Botha reports.

- By Lindi Botha

Global fresh produce consumption is increasing as consumers seek out health food options.

Fresh produce exporters, however, need to position their products according to country-specific trends to take advantage of nuances in the market, and overcome price sensitivity.

Speaking at the Netafim impact day in White River, Mpumalanga in August, Werner van Rooyen, chief operating officer of the Fresh Produce Exporters Forum, noted that the last year had seen a 2,4% growth in the global expenditure on fresh produce.

"But three out of four consumers are concerned about rising costs and are price sensitive. They think carefully about what they buy, shop around, and seek out discounts," Van Rooyen said.

"Retailers are therefore working to discount fruit on the international market. We need to think about how best to provide fresh produce and eating quality that fits their needs."

DOMINANT TRENDS

Convenience continues to dominate trends with over a third of consumers buying prepared food at least once a week.

With food waste being front of mind, consumers were buying smaller quantities than previously.