US: Nielsen reveals realities of fresh produce purchasing habits

Despite the allure of local and farm-to-table products, fresh produce manufacturers don't have as much to worry about in terms of farmers markets redirecting purchasing habits. But in addition to major fresh produce manufacturers like Dole, Chiquita, and Fresh Del Monte Produce, this is also good news for packaged food manufacturers.

Though traditionally packaged food manufacturers, WhiteWave, Campbell, and McCormick have been pushing new products and brands located on the perimeter of the store.

Packaged food manufacturers also benefit by feeling more confident that consumers are still going to the grocery store for fresh produce — and anything else they need while in the store. Losing foot traffic to farmers markets could mean sales declines for center-store products.

Also, based on Nielsen's findings, if manufacturers want to shift their produce-based products into e-commerce channels, they have an uphill battle ahead. As fast as food and beverage e-commerce is growing, certain categories still struggle with the logistics, whether that's chocolate melting in transport or produce that's perceived to be not as fresh.

Source: http://www.fooddive.com/