Generic promotion | “The extra portion of fruit”: how the processed fruit sector is getting into communication | Succeed fruits & vegetables

This has been mentioned, but almost in half-words: the group FIAC fruit (French Federation of Preserved Food Industries), for the first time in a very long time, will communicate. The announcement was made during a press breakfast on May 24 in Paris, during which professionals testified about their sector, their companies and were questioned at length by journalists on current market news.

A consumption of processed fruits that does not cannibalize that of fresh

” We throw the “le fruit en +” communication campaign, confirmed Adrien Mary, general delegate of the FIAC. The thresholds of PNNS are not monitored, and fruit consumption is an issue in the face of obesity which continues to grow in France. We believe that our products are a good complement to the consumption of fresh fruit and therefore we want to promote them”.

The consumption of processed fruit does not in fact cannibalize that of fresh fruit. The two segments have each been progressing in parallel for years. Thus, in adults, fresh consumption increased from 109 g/day in 2007 to 127 g/day in 2019, while that of processed fruits increased from 7 g/day in 2007 to 13 g/day in 2019 . “The consumption of processed fruits is a complement to that of fresh”, thus claim the professionals of the FIAC.

Céline Richonnet (Nutrition Director of Materne) even cites a 2019 Credoc study : “Children who consume processed fruit are already consumers of fresh fruit, so we do not come to cannibalize fresh products but rather elaborate desserts, cakes. There is a fruit culture. We want to claim it we are the extra portion of fruit “.

An OpinionWay study to paint the portrait of the processed fruit consumer

The Fiac group, for the first time in years, will therefore communicate. “We are only at the beginning! », relativizes Adrien Mary. First step: an OpinionWay study, to confirm the sector’s interest, in the hearts of the French, in processed fruits. Second step : “Bringing market players together to reflect together on how to communicate and to have them testify”. Press relations actions are therefore on the program for the next few months and the Fiac does not refuse to develop its communication plan.

“We want to adopt the “extra fruit” reflex: with elaborate fruits, more practicality, more pleasure, a diversification of times and uses, and for everyone », summarizes Anne-Laure Jardin, Marketing Director of Charles & Alice.

Processed fruits are already an integral part of French habits, since almost all (98%) say they consume at least one type of product and more than three quarters eat it at least once a month, reveals the first OpinionWay* survey for the Fruits de la Fiac group on the perception, uses and attitudes of the French in terms of consumption of compotes, canned, jarred and frozen fruits.

“Nevertheless, there are interesting behavioral differences, highlighted Frédéric Micheau, director of studies OpinionWay. If men and women consume in the same way, on the other hand there is a marked generational evolutionwith young people consuming less than older people (75% vs. 79%), and a sociological difference with the CSP+ categories consuming more than the most modest ones (82% vs 76%). And like other food products, when children are present in the household, the consumption of processed fruits also increases (85% vs. 76%)”.

Categories more popular than others

Also by product, differences should be noted: jams and compotes are the most popular products and consumed more often (42% at least once a week for jam), while canned and frozen foods, although consumed, are consumed less frequently (canned: 76% including 22% at least once a month; frozen: 61% including 15% once a month).

Consumption patterns

The French are diversifying consumption patterns : in dessert or prepared (52%) especially for women and CSP+, in fruit salad (50%) in particular for seniors and plain as is (45%) in particular for young people and CSP+. “But processed fruits are also consumed, to a lesser extent, in sweet and savory ready meals (20%), in bowls with cereals, yogurt (18%) or to make jam or spreads ( 18%) or in a smoothie (14%)”, notes Frederic Micheau.

The French have a good opinion of processed fruits.

© OpinionWay x FIAC

Pratic, economical, and healthy: the French claim the advantages of processed fruits

“The French associate multiple and varied benefits with processed fruits: practical, good value for money and beneficial for health”summarizes Frédéric Micheau.

The practical advantages of processed fruits are recognized by almost all French people: we can consume all seasons (92%) and they keep for a long time (91%), they make it possible to vary the fruits and increase their consumption (summer fruits, tropical fruits). They are also suitable for the whole family (88%).

Beyond practicality, the French recognize the pleasure of consuming it (84%). And two items stand out, essential in the current inflationary and post-Covid context: reduction of food waste through adapted portions and good value for money are highlighted by consumers (81% and 77% respectively). Health too, with a contribution to 5 fruits and vegetables per day (76%) and the aspect of nutritionally sound products (74%).

Levers to further increase consumption

“We have also identified a whole series of elements that could be activated to further develop purchases of processed fruits.emphasizes Frédéric Micheau. The French are in a very strong expectation of information. »

Thus, consumers would be motivated to buy even more processed fruits if they presented on their packaging more information (54 %), in particular on the origin of the fruits, the composition, the manufacturing process and the production conditions (respectively for 29%, 24%, 20% and 19% of them). More information about the consumption of these fruits (recipes, equivalence, etc.) would be motivating for 44%.

Another lever for 49% of them : the mention of an appellation, a label or a certification (including quality label for 29%, organic for 25%, Siqo d’origine for 24%).

Finally, 34% want adding a score (Nutriscore for 26%, environmental scale for 15%). ” This is an item that is rising and even more among young people : 24% of them want an environmental score where the French in general are only 15%. »

Purchase levers have been identified.

© OpinionWay x FIAC

*Methodology. The study on the perception, uses and attitudes of the French in terms of the consumption of compotes, canned fruits, jars and frozen foods was carried out by OpinionWay with a sample of 1,000 people representative of the French population aged 18 years and over, constituted according to the quota method, with regard to the criteria of sex, age, socio-professional category, category of agglomeration and region of residence. The interviews were conducted online on the CAWI (Computer Assisted Web Interview) system on March 23 and 24, 2022. For a sample of 1,000 people, the margin of uncertainty is 1.5 to 3 points at most.

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