ARLINGTON, VA. — The produce category is outpacing total store sales, making it a force to be reckoned with at retail, according to the Food Marketing Institute’s (F.M.I.) “Power of Produce 2017” report. Produce sales increased 3.3% to reach $63 billion over the 52 weeks ended March 19, and volume grew 2.6% during the same period.
Several factors serve as catalysts for growth in and opportunities for retailers to capture consumer dollars in the produce segment, the report said, including more local offerings and value-added options. But where retailers need to start, F.M.I. said, is focusing on appearance in the aisles.
While price and promotions are important to consumers, appearance is the main driver behind purchasing decisions, F.M.I. said. Fifty-eight per cent of impulse produce purchases are a result of eye-catching displays. Retailers can take advantage of this sight-based shopping with visually appealing presentation, sampling, recipes and cooking demonstrations.
|Rick Stein, vice-president for fresh foods at F.M.I.|
“Consumers continue to look at ads and price when deciding where they plan to shop, but ultimately, when they are in the store, the eyes decide,” said Rick Stein, vice-president for fresh foods at F.M.I. “The final purchase and incremental purchases are based on quality product and eye-catching merchandising.”
Read on for eight more ways to harness the power of produce at retail.