Topic: “Consumer Behaviour. Is the customer a king, dictator or slave?”
Berlin, 16 June 2017. Increasing health awareness, the demand for more transparency, rapidly-changing developments: These three megatrends in consumer behaviour were identified by the Gottfried Duttweiler Institute in the “Fresh Produce Trade 2025” trend study commissioned by FRUIT LOGISTICA. The burning question: What impact will these trends have on the fresh produce trade?
First the good news: The growing need for healthy food makes it very likely that demand will increase for fruit and vegetables. Viral marketing campaigns can also have a positive impact, since they provide the opportunity to reach a large audience at relatively low cost. But there’s another side to the coin: Viral campaigns are difficult to control and can lead to fast changes in trends. Hyped-up products can also pose a problem for the produce industry, since there are limitations to the extent that natural products can be subjected to sudden changes.
To prepare for the trend report, interviews were conducted with international experts across the entire value chain. This helped identify the far-reaching changes from an industry perspective. The most relevant fields of action were defined with expert support from the renowned Gottlieb Duttweiler Institute, a Swiss think tank. The aim is to offer the industry ideas, incentives and insights, and to initiate a dialogue focusing on future developments in the fresh produce business.
Parts one, two, three and four of the trend report are available here. The complete study is also available to download in German, English, French, Italian and Spanish.