Supermarket Perimeter - September 2023 - 15

The " power of adaptation "
A Q and A with James Milne, senior vice
president of categories and marketing
for Vancouver, B.C.-based Oppy
What are some of the top trends in the fresh
produce industry Oppy is tracking?
We believe in the power of adaptation, using change
as a driving force to propel us forward and deliver
exceptional results for our partners and customers.
One of the most impactful trends affecting everyone
these days is inflation. As we monitor volume
alongside inflation across the different sales channels,
we see that while inflation has been easing off at retail
it still remains high, thus impacting all the perimeter
departments as well as fresh produce. Related to
the advancement in produce technology is the
growing popularity of flavor-focused items, to which
retailers are leaning into hydroponic and controlled
environment growing to result in those higher flavor
profiles produced in these methods. Apples, berries,
grapes, lettuce, stone fruit in particular and beyond,
are witnessing significant developments as consumers
expect even higher quality produce in the future.
However, this may come at a slightly higher cost
to consumers than in pre-COVID years, which will
remain a challenge as we hover in these continuing
inflationary times.
Looking at retail grocery, what is trending
in the marketing and merchandising
of fresh fruits and vegetables?
The rise of e-commerce is continuing to boom with
retailers investing in digital marketing, mobile apps
and online platforms to reach and engage consumers
seeking convenience and accessibility. We are no
longer seeing the accelerated growth from online
grocery shopping that we once were as shoppers
returned to brick-and-mortar, but it will continue
to grow steadily in the coming years, with many
opportunities emerging in other channels. As well,
marketing efforts are becoming more personalized
with retailers tailoring promotions and messaging to
meet individual consumer preferences. Engaging with
customers through social media, interactive displays
and loyalty programs.
What health trends are
likely to encourage
consumers to eat certain
fruits and vegetables
in the coming years?
The growing emphasis on
health and wellness has
led to an increased focus
on promoting the nutritional
benefits of fresh fruits and
vegetables, though health trends can
be fickle and subject to influencer-driven
fads. What remains constant is the demand
for accessibility to consistently good produce as
consumers are now more aware of nutritional benefits,
especially that of vitamin C from their experience
during the pandemic and with that, thinking of " food
as medicine " too.
What packaging trends are expected to
affect produce in the near future?
There is so much happening the packaging space.
The industry is increasingly focused on sustainable
packaging solutions, but it's a gradual process.
Retailers will continue to demand more packaging
options that prioritize the environment, such as those
with 100% recyclability, increased post-consumer
recycled (PCR) content, reduced plastic use, more
tree-fiber and corrugate options, and compostable
alternatives that do not contaminate the recycling
stream. As the demand for sustainability continues
to grow, retailers will play a crucial role in driving
environmentally friendly packaging practices.
Embracing sustainable packaging practices is essential
for the industry's future, and we are committed to
being at the forefront of this positive change. Another
significant trend is the growth of private labels, which
are gradually gaining more market share from national
brands. Major retailers are increasingly promoting
their own labels, pushing more volume through their
private brands.
supermarketperimeter.com
Marketing
efforts are
becoming
more
personalized,
with retailers
tailoring
promotions
and messaging
to meet
individual
consumer
preferences . "
James Milne, Oppy
SEPTEMBER 2023 - 15
Pure Flavor, Oppy
http://www.supermarketperimeter.com
Supermarket Perimeter - September 2023

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