Fresh vegetables and fruits are very important constituents of people’s diet today. Consumption of fresh vegetables and fruits perfectly describes health and development level of a society as well as welfare of population.
According to market research* held by “FDFgroup”, Muscovites buy fresh vegetables and fruits on a regular basis but satisfaction with product quality is quite low.
More than 90% of Muscovites aged 18 to 65 years buy fresh vegetables and fruits at least once per month. Two thirds of respondents buy the review categories more frequently than once per week and just 8% of respondents buy the review categories rarer than once per month or make no purchases at all.
The following consumption of fresh vegetables and fruits is typical for Moscow in spring and summer. Most popular vegetables are potato, cucumbers, onions, tomatoes, carrots, cabbage and herbs. Potato is regularly purchased by 78% of Muscovites, cucumbers and onions – by about 60%, tomatoes – by 56%, carrots, cabbage and herbs – by a little less than 50% of respondents. Most popular fruit in Moscow is apple, about 80% of respondents most frequently buy it. Oranges, strawberries, tangerines are purchased by 40% of respondents, while grapes and bananas – by 30%. Pears and sweet cherries are bought by about a quarter of respondents.
Let’s see what changed in consumption of fresh vegetables and fruits in comparison to previous year. 63% of respondents said they buy the same quantity of vegetables and fruits. A quarter of respondents started to buy less vegetables and fruits while 10% on the contrary started to buy more. All in all in 2015 Russia saw some decline in consumption of the review categories.
In Moscow fresh vegetables and fruits are mainly purchased in department stores and supermarkets. No wonder – kiosks of street vendors are being closed while street markets and hypermarkets are not always located close enough to everyday route between home and office. Shopping in department stores and supermarket is quite convenient and saves time; 71% of respondents buy fresh vegetables and fruits in the said retail formats. Only 10% of consumers most frequently buy the review categories at street markets and another 10% – in hypermarkets. Share of Muscovites most frequently buying fresh vegetables and fruits in small kiosks and counter stores is insignificant.
Consumers buying vegetables and fruits at street markets demonstrated the highest satisfaction with product quality – 94% of this group answered so. Share of consumers satisfied with product quality in the group of people buying the review categories in kiosks and from street vendors is about 86%, of people buying in departments stores and supermarkets – 81%. The smallest share of consumers satisfied with product quality is found in the group of people shopping for fresh vegetables and fruits in counter stores (77%).
According to consumers, most frequently the wanted vegetables and fruits were unavailable in counter stores, department stores and supermarkets – about 67% of people shopping in the said retail formats faced this problem at least once. For hypermarkets and kiosks share of this group constituted 36%. Meanwhile only about 20% of respondents shopping for fresh vegetables and fruits at street market found something unavailable.
Seven out of ten consumers at least once refused the purchase due to unsatisfactory product quality. The largest share of such answers was registered in counter stores (88%). In department stores and supermarkets about 70% of customers refused purchase of vegetables/fruits at least once; share of such answers for hypermarkets constituted 47%, for kiosks – 43%. Street markets have the smallest share of consumers who did not make the planned purchase (about 40%).
Customers of counter stores reported the lowest satisfaction with purchase of fresh vegetables/fruits, about one third of them (34%) at least once bought products of unsatisfactory quality. Same index for department stores/supermarkets constituted 28%, for street markets, hypermarkets and kiosks – about 15%.
Quality and offer of fresh vegetables and fruits in supermarket chains were also investigated. Leaders in terms of product range and product quality were “Azbuka Vkusa (Taste ABC)”, “Metro Cash & Carry” and “Globus (Globe)”.
About 65% of customers in “Azbuka Vkusa” rated the quality of offered vegetables and fruits as “very good” and 96% of consumers were completely satisfied with the offered product range.
Every second customer of “Metro Cash & Carry” rated the quality of vegetables and fruits as “very good” and all respondents were completely satisfied with the offered product range.
Among customers of “Globus” 55% were satisfied with the quality of the review categories and 100% with the offered product range.
The lowest rates of product quality were registered for “Dixy”, “Magnet”, “Pyaterochka (Five)” and “Lenta (Ribbon)”. For instance, only 20% of “Lenta’s” customers rated the quality of vegetables and fruits as “very good” and about 70% of respondents were satisfied with the offered product range. In stores of “Dixy” chain quality of vegetables and fruits completely satisfies only 10% of customers, product range is satisfactory for about 62% of respondents. About 5% of “Magent’s” customers rated the quality of vegetables and fruits as “very good” and about 68% of respondents were satisfied with the offered product range. About 9% of customers in “Pyaterochka” rated quality of vegetables and fruits as “very good” and 62% were satisfied with the offered product range in the review categories.
Can attractive/creative layout of vegetables and fruits improve the situation? During interview respondents were asked whether or not they were satisfied with the sales point where they most frequently buy fresh vegetables and fruits. Respondents were also asked if they would switch to some other sales point in case fresh department would be of the same style as on the picture (interviewers demonstrated a picture with creative and attractive layout of vegetables and fruits).
Every fourth consumer was unsatisfied with the quality and product range of fresh vegetables and fruits in the sales point of most frequent shopping. About 80% of respondents would switch to a sales point with attractive/creative layout of quality products to shop for vegetables and fruits in case prices are the same. About 60% of consumers would switch to a sales point with attractive/creative layout of quality products to shop for vegetables and fruits in case prices are by 5% higher. Finally, 20% of respondents would switch to a sales point with attractive/creative layout of quality products to shop for vegetables and fruits in case prices are by 10% higher.
So, it can be assumed that in case product quality and layout just in fresh department get proper attention of managers the store can draw and hold new customers and even increase the earnings.
* 300 people participated in the poll. Respondents were men and women aged 18 to 65 years living in Moscow and Moscow region and buying vegetables and fruits at least once per month. Gender and age quotas were applied to the sample, age/gender groups were equal. Research method was face-to-face street interview. Consumer poll was held in July 2015. Answers to screening questions were also registered.