Time For Rest Of The Industry To Catch Convenience-Fruit Craze

By Jim Prevor, Editor-in-Chief, Produce Business

It is odd. We have no evidence that overall produce consumption is expanding, yet the reputable folks over at the NPD group show that fruit is a fast growing snack. Why might this be so?

One possibility is that this is a testament to the fresh-cut fruit industry. From apple slices to fruit cups that fit in car cup-holders, there has been an explosion in convenient ways to eat fresh fruit. Some items, such as fresh pineapple or fresh watermelon, which once were very difficult for consumers to cut, are now available most conveniently.

Another driver may be expanded distribution. Today, from the drive-through at McDonald’s to many drug stores, vending machines, and convenience stores, fresh fruit, whether a simple display of apples, bananas, oranges, and pears or a full fresh-cut offering, are quite common. In fact, we covered this topic in our October cover story, Produce Finds A Home In Non-Traditional Outlets.

In addition, varieties have changed. More fruit is seedless and some, such as easy-peeling citrus, is easier to eat in the car or at one’s desk. New varieties have made a selection of tastier items available. This is clearly true in apples and melons. Grape varieties have also expanded enormously.

What’s more, counter-seasonal and tropical growing opportunities have made most fruits available year-round.

There are also lots more programs at schools and offices to give out free fresh fruit. In the office of Produce Business, we receive two fresh fruit deliveries each week, which we share with all associates at no cost.

Whatever the cause, the fruit industry is intersecting profitably with a growing trend toward snacking and that is for the good.

Of course, since overall consumption of produce is flat, the rise in fruit and vegetable consumption for snacks may mean a decline in fruit consumption at other times or a decline in vegetable consumption.

This may point to an enormous difficulty in increasing overall produce consumption — for every action, there is a reaction. If we give away fruit at the office, it seems as if this would increase produce consumption. It well may, but quite possibly by less than hoped. After all, someone who always has a banana after work might have a cookie if he already had two bananas in the office that day.

Where to go from here? Well, one lesson is that snack-eating occasions are rising; this might link into a grazing trend and imply less consumption at the tradition breakfast, lunch and dinner. This poses particular challenges to vegetables as they are so often consumed as side dishes.

One wonders if producers of microwave-steamer type packs shouldn’t focus on producing single-serve snack packs perfect to microwave at the office or home for a quick snack. If a desire to eat healthily and to fight obesity is part of what is driving the increased consumption of fruit at snack occasions, an increased availability of tasty vegetable snack items might be well received.

Merchandising may have to change — and substantially. Right now, drugstores sell fresh-cut fruit, maybe some celery and carrot sticks, sandwiches, pudding, etc., all things ready to eat. Maybe someone could design a merchandising display with an integrated steamer or microwave appliance so that vegetable snack packs could be heated in-store ready to slip in a cup- holder, and snack on the way to work or school. Maybe we can get cars to come with little microwave ovens?

Distribution would be another challenge. Most gas station convenience stores have a fresh-cut fruit of various sorts, and many have whole fruits in at least a limited assortment. There may be some salads. But salad greens aside, there isn’t a fresh vegetable to be seen.

Another issue for both fruits and vegetables is how to capture more late-night snacking. Here, the answer to a consumer yearning for “flavor and taste sensations” may be more tie-ins with other popular snack items. Chocolate, caramel, cheese, whipped cream, olive oil, bacon… all these and more can take fresh produce and ramp it up a notch. At Kings Super Markets, headquartered in Parsippany, NJ, you never see a produce department without at least three different specialty cheeses being cross-merchandised amidst the produce.

To sell more produce, we need to meet consumer needs at different day-parts and with different accompaniments. Sometimes you feel like having some berries and sometimes you want them with a great cheese, and sometimes with whipped cream and sometimes dipped in chocolate. Maybe the key to increasing consumption is offering items in variations — so they are perfect for every eating occasion.