Produce labels are increasingly important to consumers who want easy-to-read nutrition information on everything and use suggestions for less familiar imports and specialties, according to research conducted for Yerecic Label.
This fall the New Kensington, Pa., label company sought insight from focus groups consisting of primary grocery shoppers and meal preparers who bought fresh produce within a month of the research sessions, said Rich Thoma, vice president of sales and marketing.
The objective of the focus groups was to discover why consumers try some commodities but not others and to identify visual packaging attributes that encourage purchases of unfamiliar produce. Perceptions of Yerecic’s line of LabelBling! labels were also logged.
A key finding, according to the research report, was that consumers want larger type on larger labels, as long as it doesn’t completely block the view of the produce. They also want nutrition information.
Consumers are accustomed to seeing nutritional information in the center store and are noticing it is lacking in the produce aisle, the report states. The respondents were especially drawn to commodities that presented nutrition information in a simple ‘nutrifacts’ format on the front of the label.
The impact of globalized trade came through in consumer responses about unfamiliar commodities. They also want to know more about innovations such as living lettuces and herbs.
“Many respondents described the produce section as somewhat foreign due to new products they have encountered. Respondents want to learn about these products and how to use them,” the according to the research.
Respondents also wanted recipes for familiar produce. One specifically wanted to see suggestions for broccoli and cauliflower. The focus groups said high-quality, color photos of end-use ideas are helpful.
“Respondents liked the prepared pictures versus simple pictures of the raw product because in most cases in the produce department they can see the product and would rather have an idea of what they can do with it,” according to the research report.
That response highlighted the impact of Yerecic’s LabelBling! labels, which include embossed photos, holograms and sparkle ink, according to a news release from the company.