Shoppers happy to buy wonky looking fruit

18 December 2014

funny-shaped-vegetables What do you think of wonky fruit? No need to tell us because we've got some figures to share!

Mintel’s Fruit and Vegetables UK 2014 report (very exciting) found 48% of shoppers who bought fruit and veg, would be totally into buying disfigured root vegetables that resemble genitalia and moody looking fruit, if they looked edible enough.

56% of the researched believe that retailers should do a bit more to reduce the amount of food they waste, with 28% voicing concerns about the amount of fruit and veg that ends up scrapped.

Kiti Soininen, head of UK food, drink & foodservice Research at Mintel, said: “It is clear that consumers are open to ‘ugly’ produce, but where oddly shaped fruit and veg sits with mainstream offerings, it is at risk of going unchosen, even if subconsciously.”

"The fact half of consumers would buy good quality oddly shaped fruit and veg, and the recent focus on food waste and the grocers’ role in curbing it showed there was scope to actively use the non-standard quality of produce as a selling point"

“Prices come across as a real consideration for many and by positioning ‘ugly’ fruit and vegetables as a tasty, low-cost option should help the grocers to reach this group.”

So, don't turn that carrot away because it doesn't conform to conditioned pre-conceptions of what beauty is, right? Yeah.

2 comments

  • Martin
    Put them next to each other and see which ones sell
  • Arthur
    The same customers who would be happy to buy something sustainable like Pollack... try asking for it at any supermarket, even my local fishmonger doesn't bother.

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