This Tuesday the first Bollo Natural Fruit Barometer on Fruit Purchasing and Consumption Habits in Spain was published, which provides a detailed x-ray on purchasing and consumption habits of fresh fruits in the country. This study offers a clear view of how consumers are adapting their purchasing behavior to new trends and economic circumstances. Despite the contraction in the purchase and consumption of fruit, conditioned especially by strong inflation, the consumer considers that it has an increasingly important role in the feeding of the Spanish.
In fact, the barometer shows that half of Spaniards consider that they consume more fruit than 5 years ago (48%), while, at the other extreme, which considers that they eat much less fruit now, is 22% of the population.
Regarding the frequency of consumption, and taking into account users who usually buy fruit, 70% of the participants say they consume fruit every day20% indicate that they do it more than 3 times a week and 10% reduce their consumption to less than 3 days a week. Furthermore, 40% of these consumers claim that, despite promotions or offers, they prefer to continue consuming the branded fruit that they normally buy.
Oranges, bananas, apples and tangerines, the kings of the shopping basket
The most consumed fruits Among Spaniards they are, today, oranges, bananas, apples and tangerines, which represent more than 50% of the total volume of fresh fruits consumed in homes. In summer, the melon and watermelon They gain prominence, with 20% of the market during the summer months.
Of Spaniards consume fruit daily
20% indicate that they do it more than 3 times a week and 10% reduce their consumption to less than 3 days a week.
In fact, according to data on Home Consumption by Type of Fruit – Evolution 2023-2024, from the Ministry of Agriculture, Fisheries and Food, The mandarin is the only fruit that has increased its consumption. Orange, lemon, melon and watermelon have a strong seasonality, while banana remains more stable throughout the year.
Young people prefer cut and peeled fruit
Regarding the format of the fruit, and taking into account the participants in the study who usually buy fruit, the vast majority (92%) declare that They prefer whole fruit in bulkwhile 6% opt for the packaged fruit (either in meshes or in boxes) and only 2% choose cut and prepared fruit. However, it changes completely when talking about youth consumption: for them, cut, peeled and packaged fruits are the ideal way to consume fruit.
This is due to three main factors. On the one hand, convenience, and fruits cut and packaged in individual portions offer a quick and accessible option for people who do not have the time or desire to peel and cut them, a significant effort for young people, who do not have the habit. . On the other hand, they are seen as ‘healthy snacks’, ideal alternatives to processed and sugary foods. Lastly, attractive packaging of cut fruits plays an important role as it not only makes them more convenient but also captures the attention of consumers at the points of sale.
Apples, bananas and tangerines: children’s fruits
Regarding consumption in minors, the most popular fruits Among them are those that are directly proportional to their ease of consumption. Therefore, we find the mandarins on the podiumfollowed by bananas and apples. However, in terms of volume, fruit consumption among those under 18 years of age has decreased slightly in recent years and they consume less fruit than older generations.
By age range, the study shows that people aged 45 and older are those who regularly consume the most fruit, while young people under 30 tend to consume less fruit than older generations.
Young people between 18 and 35 years old show consumption more linked to discount fruit, and towards white label varieties. Although this group shows lower consumption, there is a growing tendency among young people to consume fruit as a healthy snack, as we mentioned previously.
This is the average age of the highest fruit consumers
They are motivated by health reasons, but also because they feel a “sensory pleasure” from the flavor and freshness of these foods.
Adults between 45 and 65 years old are the main consumers of fresh fruits. They are motivated by health reasonsbut also because they feel a “sensory pleasure” from the flavor and freshness of these foods. In addition, they show greater interest in branded fruit than younger generations.
For their part, oranges are the favorite fruit of those over 65 years of age due to their health benefits. Citrus fruits dominate the age group between 45 and 65 years, where their freshness and quality are valued. Lemons are protagonists in the group of young people between 18 and 35 years old, driven by consumption in healthy drinks and recipes.
Good and bad fruits
At a general level, when asked about the characteristics that define what is considered a good fruit, 45% of the participants highlight flavor as the main indicator, followed by freshness (18%), the point of ripeness (14% ), the good color (13%), the appearance (12%) and whether it is seasonal (11%).
Considering that consumers cannot taste the fruit at the point of sale, visual perception plays a key role in the purchase. The consumer associates flavor with visual aspects when purchasing. Therefore, it is essential to ensure that the fruit at points of sale is presented in an attractive and appetizing way, to positively influence the purchase decision.
At the other extreme, Spaniards consider that a bad fruit is, first of all, one that is too ripe or expired (for 33% of those surveyed), one that is tasteless (33%), one that looks bad or appearance (18%) and that which is hard or green (12%).
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