Retailers urged to focus on loose fresh produce

There is “scope” to grow the sales of loose fresh fruit and vegetable as a recent study indicates Britons' willingness to buy more if they are offered more loose fresh produce.

According to a recent study by WRAP documenting behavioural insights, most (78 per cent) of UK consumers will buy “at least one” loose piece of fresh fruit and veg while 60 per cent state that they would “prefer” to buy it without packaging.

Those that already buy loose fruit and veg told WRAP that they waste less as a result of doing so, especially bananas, apples and carrots.

As well as over two in five respondents specifying a lack of availability of fresh fruit and veg in sClctores. Consumers stated that comparing prices can also be “difficult and confusing”.

WRAP has suggested that retailers should make pricing “clear, simple and comparable”, in turn, challenging the perception that loose produce is more expensive.

WRAP has called for retailers to engage customers on the benefits of buying loose, suggesting “in-store activations, communications, and guidance on portion sizes and recipes tailored to loose produce”.

Customers also claimed that loose isn’t always seen as “good quality”, to which WRAP said retailers can tackle this by investing in-store messaging.

The study showed that environmental concerns are not “top of mind” for consumers though WRAP insists that there is scope to leverage sustainability messaging, via educating customers on the environmental benefits of minimising plastic packaging and food waste.

Jackie Bailey, senior campaign manager, Love Food Hate Waste, told letsrecycle.com, “We know that choosing what we will use will significantly cut the amount of food ending up in the bin – now is the time for retailers and shoppers to make that a reality.

“Increasing loose fruit and veg offerings in store will not only help slash waste, reduce hard to recycle plastics and stop tens of thousands of tonnes of CO2e emissions, it will also respond to what shoppers would like to see. It’s a win-win situation.”

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