In a recent Numerator study conducted for the Ontario Produce Marketing Association, consumers reported cutting back on spending due to inflationary pressures, though local fruit and vegetable remain a priority for respondents.
About half of shoppers said that they expected to cut back on restaurants, bars and food delivery over the next three months. About 20% of respondents said that they planned on cutting back on fresh meat and produce, according to a news release.
Price is a overall key driver in the decision to purchase produce, Numerator said, though consumers are not willing to sacrifice quality and freshness, with 26% indicating this is a primary factor, followed by health benefits at 22%.
Local fruits and vegetables continue to be top of mind for Ontario consumers and appear to be more resistant to inflation.
Forty-seven percent of those surveyed indicated that they purchase local “frequently” or “often” and 42% said “occasionally.” Even with the looming threat of further inflationary pressures, 49% of consumers said that their local produce purchase intentions would remain “about the same,” according to the release.
“It is great to see the support for local remain strong among Ontario shoppers, despite inflationary pressures,” OPMA President Stephen Reid said in the release. “We want to continue supporting consumers by providing them with the information they need to make the most of the local season.”
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Almost 60% of consumers are concerned about price increases specifically for fresh fruits and vegetables. This has resulted in 45% buying more produce when on sale and 42% shopping at more stores to get the best price.
Out of the stores Ontarians turn to for their fresh fruit and vegetable needs, conventional and discount continue to dominate trip choices, according to the study. Club has also grown in importance, benefiting from growth in both unit and trips, specifically when shopping for vegetables.
"We are excited to work with the OPMA and bring our cutting-edge technology to the produce industry, which has traditionally been under-served when it comes to shopper insights,” Brian Ettkin, Numerator's head of strategy and solutions for Canada, said in the release. “This study is particularly important as the industry navigates a very difficult macroeconomic environment."
The organic category remains strong, with 40% of Ontarians stating they purchase organic produce at least occasionally in the Numerator report; however, it is the most vulnerable category, with 70% of consumers saying they will likely cut back on organics due to inflationary pressures.
When asked about what would make consumers more likely to increase the number of fresh fruits and vegetables they purchase, strong loyalty programs and promotional offers at the retail level were noted as the top answers.
The OPMA partnered with Numerator, a data and tech company, on the consumer trends report. The results were presented to an audience at the Ontario Fruit and Vegetable Conference by Numerator. Data was gathered through a consumer panel made up of over 50,000 active panelists, updated daily.
