Convenience is king but consumer is confused
10 September 2006 12:01 | Permalink
John Hey
The UK and the US are often said to lead the world in supermarket retailing, and supermarkets have become the mainstay of grocery shopping for their cash-rich, time-poor consumers. Yet for all the convenience of the one-stop shop, consumers appear to be more confused than ever when it comes to buying fresh produce in these markets.
Food safety is now a major concern for consumers worldwide, who are constantly bombarded with mixed media messages on the issue. In the absence of clear information at point of sale on the origin of produce and what’s been sprayed on it, more US and UK shoppers are plumping for ‘organic’. But even this category suffered a blow recently when a Dallas Morning News investigation in the US found serious breaches of national organic standards among USDA-certified products (see Americafruit Magazine, Aug/Sep 06). If the USDA isn’t protecting its own organic label, then who can consumers trust if they want organic products?
In the UK, meanwhile, consumers are receiving media messages that local produce is ‘greener’ than organic. This is all part of the ethical eating movement with its injunction to ‘buy local’ to cut food miles, which are harming the environment. Supermarkets have been stirred into action, running big promotions for local produce, but it is their centralised systems that have largely replaced local markets. These are the same retailers that have long been touting to consumers the notion of buying any fruit you want at any time of the year from all corners of the globe, which is one reason why finding produce grown in your region in the UK can now present a challenge – and may only yield a stick of rhubarb!
Working out what’s the ‘best buy’ on fresh produce can also be confusing for shoppers in today’s UK supermarket. Entering the produce aisles, you’re likely to be presented with dozens of ‘offers’. But once you’re looking at particular items, price comparisons may be difficult. ‘Buy one, get one free’ (bogof) is especially common, and a big draw, but when you stop to analyse the ‘offer’, it often turns out that it’s not such a good deal after all, and you feel like telling the vendor to ‘bogof’! Of course, the lure is you don’t have to work it out – you’re told you’re getting a good deal. Just like all the pre-packs, which save you having to pick your own produce; it’s all done for your convenience.
The drive for convenience has benefited the fresh produce industry in many ways, prompting innovation, technological advancements and better consistency and availability. But in markets where ‘convenience is king’, other factors have clearly been compromised in the process. UK consumers often complain that supermarket produce looks flawless, but lacks flavour; they bemoan the dearth of alternatives to supermarkets; and even if they found one, they may not know how to select a piece of fruit. Meanwhile, supermarket suppliers complain of poor returns and difficult trading terms. It’s easy to understand why farmers’ markets are gaining ground in the UK and the US.
The UK and the US are often said to lead the world in supermarket retailing, and supermarkets have become the mainstay of grocery shopping for their cash-rich, time-poor consumers. Yet for all the convenience of the one-stop shop, consumers appear to be more confused than ever when it comes to buying fresh produce in these markets.
Food safety is now a major concern for consumers worldwide, who are constantly bombarded with mixed media messages on the issue. In the absence of clear information at point of sale on the origin of produce and what’s been sprayed on it, more US and UK shoppers are plumping for ‘organic’. But even this category suffered a blow recently when a Dallas Morning News investigation in the US found serious breaches of national organic standards among USDA-certified products (see Americafruit Magazine, Aug/Sep 06). If the USDA isn’t protecting its own organic label, then who can consumers trust if they want organic products?
In the UK, meanwhile, consumers are receiving media messages that local produce is ‘greener’ than organic. This is all part of the ethical eating movement with its injunction to ‘buy local’ to cut food miles, which are harming the environment. Supermarkets have been stirred into action, running big promotions for local produce, but it is their centralised systems that have largely replaced local markets. These are the same retailers that have long been touting to consumers the notion of buying any fruit you want at any time of the year from all corners of the globe, which is one reason why finding produce grown in your region in the UK can now present a challenge – and may only yield a stick of rhubarb!
Working out what’s the ‘best buy’ on fresh produce can also be confusing for shoppers in today’s UK supermarket. Entering the produce aisles, you’re likely to be presented with dozens of ‘offers’. But once you’re looking at particular items, price comparisons may be difficult. ‘Buy one, get one free’ (bogof) is especially common, and a big draw, but when you stop to analyse the ‘offer’, it often turns out that it’s not such a good deal after all, and you feel like telling the vendor to ‘bogof’! Of course, the lure is you don’t have to work it out – you’re told you’re getting a good deal. Just like all the pre-packs, which save you having to pick your own produce; it’s all done for your convenience.
The drive for convenience has benefited the fresh produce industry in many ways, prompting innovation, technological advancements and better consistency and availability. But in markets where ‘convenience is king’, other factors have clearly been compromised in the process. UK consumers often complain that supermarket produce looks flawless, but lacks flavour; they bemoan the dearth of alternatives to supermarkets; and even if they found one, they may not know how to select a piece of fruit. Meanwhile, supermarket suppliers complain of poor returns and difficult trading terms. It’s easy to understand why farmers’ markets are gaining ground in the UK and the US.
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