CPMA session examines consumer motivation

04/29/2013 08:44:00 AM
Pamela Riemenschneider

Ease of prep or healthfulness?

For the average consumers, who found cruciferous vegetables tasty but not easy to prepare, Yi said the study concluded information like instant access to easy-to-follow recipes is key to increasing consumption.

“We shouldn’t really focus too much on healthiness,” Yi said. “Many people tend to infer that vegetables and fruits that are touted as extremely healthy are not as tasty.

“Retailers need to find out how to let people know about the excellent taste and sensory attributes, perhaps by providing samples in the store.”


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