When Covid-19 first emerged on Australian shores, the risk of transmission via fresh produce was quickly dispelled. Even with this early assurance and more than 12 months of evidence to support it, Australian consumer research released last month, shows that 46 per cent of the surveyed main grocery buyers agreed that “packaged to minimise the spread of coronavirus” had become more important when choosing fresh produce compared to before the start of the pandemic.
Australian consumers are not alone with international consumers demonstrating a similar increased preference for packaged fresh food evident in response to the global pandemic and the lockdowns, restrictions on travel and economic uncertainty it has triggered (Hall & Partners, 2020).
Across the first three months of 2020 when there was considerable uncertainty regarding the impact and transmission of Covid-19, Australian consumers increased their purchase volume of pre-packed apples from major supermarkets by more than 16 per cent compared to the year prior – this increase was well above the 4.9 per cent recorded for the overall apple category in major supermarkets for the same period.
As we moved through 2020, pre-pack apples sold in major supermarkets continued to record volume growth while overall apple volumes dropped – ending the year almost 10 per cent below the year prior.
However, APAL’s Regional Manager North & South Americas and Head of Group Brands, Craig Chester says it’s too early to assume a simple cause and effect.
“The tough growing conditions reduced overall supply which impacted on the availability of quality fruit on shelves across the year. The season also saw an increased proportion of smaller sized fruit that found a home via pre-packs targeting school lunch boxes,” Craig said.
And prices?
“The data indicates apple prices in major supermarkets began 2020 about 10.5 per cent lower than the year prior. As we moved through 2020, prices for packed and the overall category progressively increased and finished 2020 26 per cent above the prior year,” Craig said. As discussed by management consultant and fresh produce specialist Tristan Kitchener, Kitchener Partners, in previous columns, we know that apples have a relatively low price-elasticity which means price changes up or down have limited impact on consumers’ buying behaviour.
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May 19, 2021 at 06:06PM
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Packaged fruit – will the trend continue? - FreshPlaza.com
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