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BACKGROUND

Greenyard Fresh UK Ltd is an international supplier of fresh and dried fruit & nuts to leading UK retailers. Traditionally, the dried fruit category has been one for bakers and cakemakers, but with a resurgence of home-baking during the pandemic, and increasing requirements for 'on the go' snacking, this category is buoyant. 

 

In light of this promising growth presenting opportunities for suppliers of such products, Greenyard wished to explore how best to maximise their share in this growth market.

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OUR APPROACH

Using a fully immersive approach, we set up a pop-up shop that displayed a full range of dried fruits, nuts and snacks. We included own-label products that Greenyard supply, interspersed with other leading dried fruit, nuts, and snack options.

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Over a number of immersive sessions, panellists from England Marketing's own Consumer Panel attended our Research Hub and "shopped" the fixtures, before joining focus groups to discuss the reasoning behind the choices they made.

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RESEARCH OUTCOMES

The immersive shopping experience followed by in-depth focus groups provided unrivalled insight into what drives purchasing decisions, allowing England Marketing to observe and develop discussion on consumer purchasing behaviours and decisions. 

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Dried fruit and nut purchasing had, up to the point where this research took place, been scarcely been explored. The in-depth consumer feedback that Greenyard Fresh were supplied with as a result of this research enabled them to develop their strategy and take advantage of the rising trend for healthy snacking options.