Australian high-tech greenhouse growers are observing a shift in consumer behavior, as high-demand fruits like pineapples face declining sales due to perceived inconvenience. Despite the affordability and sweetness of pineapples, shoppers are deterred by the effort required to prepare them. This trend is impacting the fresh produce industry, with concerns about its implications for both consumer health and the economy.
John Zelenka, a grower from Alligator Creek, expressed surprise at the lack of fresh pineapple consumption among Australians. He noted, "The flavor is much better and you can enjoy the experience, it's very nutritious and it's a fruit that is very universal in what you can do with it." However, the need for convenience is driving consumers away from fruits that require preparation.
Anthony Dobson, General Manager of Tropical Pines, highlighted the stagnation in pineapple consumption despite population growth. He stated, "Even though the population is increasing, we're not really seeing our consumption of pineapple increasing." Dobson attributed this to consumers' preference for convenience, saying, "The need for convenience and fast food, our industry hasn't adjusted to that change."
Research by Hort Innovation revealed that only 5.5% of households express a desire to purchase pineapples, with the main barrier being the effort required to prepare the fresh fruit. In response, the industry is exploring value-adding solutions such as cold-pressed juice and dried pineapple to appeal to time-poor consumers.
Gary Mortimer, a retail and consumer behavior expert, observed that convenience drives purchase behavior in supermarkets. He noted the trend of pre-prepared meals and cubed produce as examples of how brands are adapting to consumer preferences. Mortimer also mentioned that other fruits, like pomegranates and kiwi, face similar challenges due to their preparation requirements.
Efforts to address these challenges include leveraging social media platforms like TikTok and Instagram to educate consumers and connect with younger audiences. Mortimer emphasized the importance of authentic social commerce in reaching Gen A and Gen Z consumers.
Vegetables are also experiencing a decline in consumption, with research from AUSVEG showing that 93% of Australians do not meet the recommended daily intake. Chief Executive Michael Coote pointed out that the average cost of a serving of vegetables is only 65 cents, making them cheaper than many popular snack foods. The industry is promoting the addition of one extra serving of vegetables per day to boost both health and economic outcomes.
In conclusion, the fresh produce industry is exploring various strategies to adapt to changing consumer preferences and enhance the convenience of their products.
Source: ABC News