Understanding consumer trends 'fundamental' for marketing strategies
In a world where consumers have access to a huge range of fruits and vegetablse in a wealth of different sizes and packaging, understanding the factors behind purchases can be critical for companies to stay ahead of the competition.Â
'Turning trends into market strategies' will be one of many sessions at the upcoming PMA Fruittrade Latin America, to be held in Chile on Nov. 12 and 13.
U.S.-based Nielsen Perishables Group vice president Sherry Frey will speak during the session that will focus not only on consumer trends and how they differ among world regions, but will also explore the way businesses in Latin America can capitalize on opportunities to promote their brand.
"Understanding and making use of consumer trends is fundamental for the fresh fruit and vegetable industry. This is especially true at times of dramatic change, both in consumer behavior and in the retail sphere," Frey told www.freshfruitportal.com.
Nielsen Perishables Group carries out and publishes surveys relating to consumer trends, which Frey says allow companies to focus on 'the why behind the purchase'.
Frey explained the information could be used by companies to differentiate themselves from the competition, and ensure their range of products are best suited to the customers' desires.
As an example of this, Frey said that freshness was one of the key factors driving sales in Latin America, while healthy snack options were growing generally throughout the world.
"Consider including smaller fruits or vegetables, or several different flavors for snacks that appeal to people wanting convenience. Working out why consumers choose one snack over another is vital to maintain competitiveness," she said.
As well as addressing global consumption trends t producers and retailers must consider, the Nielsen Perishables Group executive will also discuss the topics of health and sustainability, and the impact of increasing food prices.
A representative of Naturipe Farms will also be participating in the session at PMA Fruittrade Latin America, where he will provide the producer's perspective.
Marketing vice president Robert Verloop says having good fruit and vegetables was just the beginning; companies must also consider how to make the products as appealing and attractive as possible to consumers.
"Our business isn't just what we grow - we have to understand the 'Product Circle of Life', participate in the whole process from the farm to the table," he says.
How does a producer in Chile address the needs of a consumer who is looking for a healthier snack? According to Verloop, the answer lies in rethinking the supply chain to the consumer.
Naturipe Farms was one of the first companies to bring ready-to-eat blueberries to the market - something which made their incorporation by restaurants far easier.
The product is also available to supermarkets, where parents can buy the snack and give it to their children as an easy school lunch.
"We made it simple for the moms and easy to eat for the kids. They're also fun to eat," Verloop says.
"When the product is available for immediate consumer and it becomes an impulse item, people simply eat more of it."