Consumption trends based on social media, new technologies and ready meals are seen as important for stimulating an increase in demand for fruit, flowers, legumes and vegetables
Activities carried out by Generation Z, combined with the customs acquired by everyone in the aftermath of the Covid-19 pandemic, are setting the tone for trends and marketing adaptations in retail when it comes to the consumption of fresh produce. The finding was presented during the morning conference on the last day of the 8th The Brazil Conference & Expo in a panel shared by Darren Seifer, executive director and specialist in Food Trends at Circana, a market research consultancy, and Samuel Vânio Costa Júnior, CEO of Grupo Enxuto.
Under the theme “Fresh Insights: Revealing trends and their impact on retail”, the executives demonstrated that the consumption of Fruits, Flowers, Vegetables and Greens (FFLV) continues to increase, whether in the United States – represented by Darren – or in Brazil, with Samuel’s vision. As a link to this statement, in addition to domestic sales, the export of these products has increased significantly and has been endorsed, ranking Brazil as the 3rd largest exporter of fruit in the world.
As an example, data from Circana National Eating Trends indicates that 87% of Americans have eaten at home since the pandemic, with a fluctuating percentage of up to 3% negative in the last year. Darren Seifer commented that this percentage brings new opportunities for consumption occasions and, consequently, increased sales. “Consumers are looking for ways to get food on the table more quickly, but they prefer fresh food with added value. That’s why it’s important to understand behavior and go where the customer is,” he said. The survey also reveals that fresh, ready-to-eat food or food that is finished within five minutes is preferred, primarily at lunch (32%) and dinner (36%), with the rest split between breakfast and snacks.
In a subsequent lecture, Samuel Júnior added that consolidating trends, such as the facilities provided by Artificial Intelligence (AI), are leading to consumer acceptance and adaptability, as they are tools that the target audience was not used to. “At the end of the day, it’s about knowing how to combine the right technologies for each business. That’s the big differentiator for decision-making,” he explained, adding that “it’s not easy to listen to what the customer has to say about our operations, but the reflection of this feedback can help us to take courageous action on a daily basis.”
AI was also the topic addressed by Arthur Igreja, a writer and business mentor, who concluded the conference with a talk entitled “The Future of Retail: How AI humanizes and personalizes the FFLV consumer experience”. The speaker emphasized that machine learning can be used for any process, but it must be combined with proactivity in order to increase productivity. “I suggest that people look for different tools, in addition to the more well-known ones. Understand what is valuable for the specific need. Then they will have the means to ‘give back’ time to do more valuable things. It’s not just about the technology, but how you direct and personalize it,” he said.
Personalization for each audience
Exhibitor Veiling Holambra, a plant cooperative with 450 members, brought an example of trend and personalization focused on children, with the concept ‘Veiling Kids – My First Vase’. Jorge Possato, the cooperative’s CEO, celebrated the pioneering initiative that can bring benefits to children’s development. “At Veiling Holambra, we believe that every flower and plant has the power to transform spaces and lives. With the ‘Kids – My First Vase’ project, we are cultivating not only flowers, but also joy, health and a lasting love of nature in new generations.”
In the FLV and ‘ready-to-eat’ salad segment and aligned with cutting-edge technology, the Healthy Vegetables Group has launched a campaign with the motto “Joining forces to feed the future”. The aim is to demonstrate the commitment to high technology to face climate change, guaranteeing the quality and safety of the food that reaches the consumer, as well as a fair relationship with retailers. “We are prepared to face the challenges by collaborating with the carbon footprint, the rational use of plastic, the development of sustainable packaging and working with families to increase the consumption of FLVs and promote the health and well-being of the population,” said Amauri Vieira, president of the Healthy Vegetables Group.
Service:
The Brazil Conference & Expo – IFPA
8th International Trade Fair for the Fruit, Flower, Vegetable and Produce Industry
8ª Produce and Floral International Trade Show
Date: August 7th and 8th, 2024
Time: Conference from 8 a.m. to 11:30 a.m. | Exhibition from 11:30 a.m. to 7 p.m.
Venue: Expo Center Norte – Yellow Pavilion, São Paulo.
About The Brazil Conference & Expo
The Brazil Conference & Expo is the most important business event for the Fruit, Flower, Vegetable and Greens (FFLV) industry in Latin America and highlights innovations in products, packaging and technologies, providing an environment conducive to networking, moving the entire industry in the segment every year. The event is held by IFPA (International Fresh Produce Association), the largest and most diversified international association serving the entire fruit, flower, vegetable and greens supply chain, and organized by Francal, the largest 100% Brazilian business event promoter, with an extensive range of products and services in a single location.
Information for the press:
Ludmila Santana (61) 99945-3642
André Guerra (11) 99674-7758
Jorge Valério (11) 99822-9013
brazilconference@cdicom.com.br
