Just under 40 percent of the adult population currently belongs to Generation Z or Millennials, also known as the Convenience Generation. By 2030, this group will comprise more than half of the adult population.
The strawberry industry is focusing explicitly on this group of consumers. Why? On the one hand, it is a large and growing group of consumers, but on the other hand, the number of strawberry buyers within this group is declining.
The number of strawberry buyers younger than 30 has been falling for several consecutive years, according to figures presented by Wilco van den Berg, market expert at GroentenFruit Huis, during Strawberry Day. From 76 percent of buyers under 30 in 2021, the number has dropped to 62 percent in 2023. Young adults purchase a quarter fewer strawberries compared to older generations.
Wilco sees opportunities for strawberries within this "Convenience Generation." "Their hectic lifestyle revolves around convenience and enjoyment. What fits that better than a product like strawberries?" the market expert asks.
Promotional campaign
Late last year, the industry received the green light for a promotional campaign targeting consumers aged 18-35 in the Netherlands, Belgium, and Germany. Running from 2025 to 2027, the campaign has a total budget of €1.2 million, 70 percent of which is subsidized by Brussels. In addition to strawberries, the campaign also focuses on berries, blackberries, and raspberries.
The ambition, as explained by Mark de Jong of ZLTO, is to increase strawberry consumption among young adults by 3 percent annually. Highlighting the effectiveness of advertising (as evidenced by the success of Red Bull, a "rubbish" product selling for €6.80 per liter these days), he emphasized that advertising differs from merely putting products on sale. "After all, that's like taking a cigar from your own box," he remarked.
In the coming months, the team behind the promotional campaign plans to select an advertising agency to develop the campaign further. To be continued, no doubt.
The working team promoting soft fruit includes: ZLTO, Glastuinbouw Nederland, NFO, Berry Brilliant, Simply the Bes, and GroentenFruit Huis (lead organization).
Partners: abbGrowers, Berries Pride, Berry Brothers, BerryWorld, Fossa Eugenia, FruitMasters, Genson Group, Kompany, Royal Berry, The Greenery, Veiling Hoogstraten, Veiling Zaltbommel, and ZON.
Mark de Jong on Strawberry Day