Storage and HandlingCalifornia Fresh Grapes are Top-of-Mind with Consumers
Good News! Consumers - by a whopping 99% - prefer to purchase fresh grapes from California over Imports. But that's not all the good news for retailers that we discovered from telephone and shop-along surveys. Here are the research highlights you can use to bolster your grape promotional programs.
Demographic information about our survey group
-76% have an income over 40k per year and 30% have income over 75k per year
-60% have some college education or college degree
Shopping behaviors of primary shoppers in the survey group
-90% shop for groceries 4 or more times per month or more than once a week
-92% make a shopping list in advance
-49% include specific types of fruit on their lists; 40% at least write down "fruit" on their lists
-Shoppers don't want to purchase more produce than they can reasonably eat in order to avoid spoilage. (With a nearly two-week shelf-life, grapes can be purchased in larger quantities than most soft fruits.)
-82% shop at large grocery store chains, but they also shop at supercenters (30%), farmers markets (25%), warehouse clubs (25%), and smaller grocery stores
Shopper attitudes regarding purchasing grapes
-66% make some effort to purchase and eat fruits with antioxidants - grapes are among those fruits. 17% make a great deal of effort to eat such fruits.
-Price, quality (appearance) and taste were the factors for deciding to purchase grapes. Once in the store, taste trumped quality. Here's to the value of sampling! In the end, however, price led the way in all cases.
Take a look at the summary of our Category Research for information about how your promotion efforts can offer the most appeal to your grape purchasers.
