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        Shopper Insights 2020: When looks aren’t enough

        We’ve already covered the fact that looks draw consumers in when it comes to their regular produce purchases, but sometimes looks aren’t enough.

        That’s true when it comes to new item trial, according to Shopper Insights 2020.

        Moxxy Marketing BB #:341508 commissioned Shopper Insights 2020: Consumer Trends, Shopping Behaviors and Marketing Opportunities, a survey of 2,000 American produce consumers conducted in August and analyzed by Category Partners.

        In a partnership with Blue Book Services, Moxxy plans to present these findings over the next several months.
        Family and friend influence was the top driver for a new product trial, according to survey respondents.

        Forty-two percent said they were influenced that way, followed by 35 percent reporting recipes, websites, and blogs as their inspiration to try something new.

        Allrecipes was the most popular source for new product information, followed by the Food Network.

        “Consumers buy familiar items on impulse, but when it comes to trying something new, they need more information from a trusted source,” said Karen Nardozza, President/CEO of Moxxy Marketing.

        “Family and friends ranked high, as did food media sources, while doctors, dietitians and personal trainers ranked low.”

        Television/cooking shows and magazines also played a larger role in new product trial than an everyday purchase.

        Social media also plays a strong role in new product trial, and the type of media matters.

        Most consumers are getting their inspiration and information from Facebook, followed by Pinterest, Instagram, and YouTube.

        What can a marketer do with this information?

        “If a shopper doesn’t know how an unfamiliar fruit or vegetable tastes, or how to prepare and serve it, they are unlikely to try it,” Nardozza said.

        “Consumer education is critical to encouraging trial of new items, which makes partnering with credible influencers with large followings—such as chefs and food writers—very important, as is gaining food media coverage through both earned and paid media.”

        Age also made a difference in type of media influencing a decision. Younger shoppers, ages 44 and younger, were more likely to hear about a new item from a food website or social media, and older consumers look to magazines and print media.

        Presence of children in the home also influenced where consumer get their ideas. Consumers with children get ideas from family, friends, and social media more often than those without.

        While looks aren’t everything, they’re still important.

        “The importance of high-quality photography and videography really can’t be understated,” Nardozza said.

        “High-quality doesn’t necessarily mean expensive, but photos and videos need to be appetizing in appearance, as well as thoughtfully and strategically created with unfamiliar end-users in mind.”

        “Content that explains how to store and prepare items, and demonstrates how easily new items can be used in delicious everyday recipes and snacking occasions, will be most valuable and influential,” she said.

        “Encouraging people to share how they’re using new fruits and vegetables on social media, whether through tagging your brand and using specific hashtags, or via photo and recipe contests, are other ways to leverage how consumers get and use information.”

        Pamela Riemenschneider is Retail Editor for Blue Book Services