Fresh Produce

Driscoll's Reveals Quality More Relevant Than Price For Berry Purchases

By Publications Checkout
Share this article
Driscoll's Reveals Quality More Relevant Than Price For Berry Purchases

According to Driscoll’s Consumer Study 2015, 89 per cent of berry shoppers say that price becomes less relevant when the quality is right.

The Consumer Study 2015, which the company presented at Fruit Logistica in Berlin, proves that overall quality is the biggest motivation for shoppers to purchase berries, regardless of the time of year.

It also found that the ideal moment to convince shoppers to purchase berries can, surprisingly, be found outside of the traditional season.

More than half of European consumers say that they are open to buying berries in winter, but also that previous bad experiences can work as a barrier to future acquisitions.

Wyard Stomp, Driscoll’s commercial director, believes that it is up to the industry to take away these doubts, saying, "It is our objective to gain the shopper’s trust by offering delicious, fresh and beautiful berries all year round.


"The berry shopper is a valuable shopper, as these consumers spend twice as much in store than regular shoppers. This makes them extra appealing for retailers."

© 2016 European Supermarket Magazine – your source for the latest retail news. To subscribe to ESM: The European Supermarket Magazine, click here.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.