PBH: Internet is consumers' top source for produce information

06/14/2012 11:50:00 AM
Mike Hornick

Supermarkets rank third among mothers and primary shoppers as a source of information on fruits and vegetables, but remain the top way they learn of the Fruits & Veggies More Matters campaign of the Produce for Better Health Foundation.

That’s what the foundation found when it surveyed 1,300 moms and primary shoppers for an annual study. That included 700 moms with children ages 10, according to a news release. The rest were men and women of various ages and incomes.

All said the Internet was their first choice for information on making produce part of meals and snacks. The most common second source for moms was family, but primary shoppers — especially men — named nutritionists or dietitians as theirs.

The survey also found that supermarket fliers, in-store signage and displays remain the most efficient way to influence purchases, particularly for female primary shoppers.

Among moms, 77% said they believe a product is healthy when it carries the Fruits & Veggies More Matters logo. For primary shoppers it was 70%. The numbers lagged a bit when the question turned from health to nutrition. Of the moms, 69% associated the logo with nutritious food, and 56% of primary shoppers said the same.

Moms and primary shoppers typically spend more than 30 minutes to prepare a meal, according to the survey – 84% and 67%, respectively.

Men are more likely to eat fruits and vegetables for energy, whereas women are more likely to eat them to prevent weight gain, according to the foundation. Men also more frequently buy frozen, canned and dried fruit; dried vegetables; and vegetable juices and purees, than other forms of produce.

The Hockessin, Del.-based foundation encouraged members to link to its More Matters website.

“(It) offers a tremendous amount of nutrition information, recipes, tips and ideas on a variety of topics such as preparation techniques, eating healthy on a budget, seasonality, and overcoming general misperceptions about fruits and vegetables,” Elizabeth Pivonka, Produce for Better Health Foundation president, said in the release. “Using our web button, or just adding a link, to our consumer site makes it easy to provide shoppers with their desired information.”

Del Monte Fresh Produce N.A. Inc. and Produce Marketing Association co-sponsored the research.



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