Reference case

Consumer Compass 2024

Why we eat (and don't eat) vegetables, fruit and berries

In the FOG 2024 report by Dole Nordic's initiative Kostministeriet (Ministry of Food& Diet), we dig deeper into understanding consumers and their relationship with fruit and vegetables from their own context and perspective. Twelve countries in Europe are included in the report, we have interviewed a range of experts, combined this with current research and trends and, most importantly, conducted a large quantitative study among 12,000 consumers.

Dole Nordic contacted Kairos Future because they wanted to understand the consumption, players, trends and other factors that shape fruit and vegetable consumption. In particular, the stated aim was to get more people to consume more fruit and vegetables. In this case, the sales ambition coincides with the best interests of the environment, the Swedish government and consumers. Most people want more fruit and especially vegetables to be consumed. 

In a world where everyone is asking for a more measured tone, but in fact inciting themselves and others on social media, there is value in doing things from the ground up. At Kairos Future, we call it thought leadership. Working with a key player and other stakeholders in an arena, we seek to contribute to deeper knowledge and dialog, a foundation to build on whether it's relationships, ideas or business. In doing so, we help our client to "own" an issue, which makes it easier to reach the desired target groups. 

"The Fruit and Vegetable Report has provided us with concrete methods for strengthening consumption and public health and tools for designing the fruit and vegetable offer of the future. In addition, we can also use the work as support in marketing, in dialogues with partners and to develop offers. With the help of FoG2017, FoG2019 and the international FoG2021 and FoG2024, we feel that we now know the most about fruit and vegetable consumption in Northern Europe."

Claes Henriksson, Ministry of Nutrition and Marketing Manager Total Produce Nordic

In this case, the work has resulted in, among other things, a series of Fruit and Vegetable reports that are available for download and in printed format. We believe it is an unrivaled review of Swedish and European fruit, berry and vegetable consumption.

This year's report is based on 12,000 respondents in 11countries, expert meetings and a host of other sources and insights. Feel free to download the report and consider whether your organization would also like to "own" an issue or arena.

Contact Magnus Kempe, Director retail and finance, project manager and author of some 20 thought leader reports. 

And don't forget to eat 500 grams of fruit and vegetables a day!

 

Subjects: Consumer, Retail & Innovation Branding & Thought leadership

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