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Healthy Products and Convenience Go Hand in Hand

How do shoppers purchase their products and where can we spot the biggest growth? At the start of 2020 Prominent is looking ahead; the ambition to introduce more fresh produce using various selling points remains relevant. In the new year too, consumers will increasingly choose healthy options. Where can we find sales opportunities in 2020?

Nationaal Food Crongres looks into the future

At the end of last year, Prominent was present at the ‘Nationaal Food Congres’, where Ton van Veen (CFO of Jumbo Supermarkets) presented an interesting analysis. A chart showed where consumers buy, eat and the estimated turnover for 2022. Two notable developments caught our eye. When consumers eat at home, the turnover of online shopping increases exponentially, while the turnover of supermarkets and specialist shops decreases. When consumers eat on the go, they choose convenience. Here, the turnover will also rapidly increase.

Online shopping will become even more appealing

What does this prognosis mean? There is a noticeable shift from consumers buying their groceries in the supermarket to consumers ordering their products online. Supermarkets and delivery services such as Ocado make it increasingly easy for online shoppers, by analysing their shopping behaviour and presenting fitting solutions. Consumers can duplicate their shopping list for next time’s use for example, and they receive personal offers based on previous purchases. The development of smart apps makes it possible to place an order at anywhere and anytime and choose the most convenient delivery time.

Custom-convenience, to cater to the individual

Next to the convenience of online shopping, consumers also purchase more product on the go. Shops like Tesco Express, Sainsbury’s Local and M&S Simply Food mainly focus on consumers looking for a quick solution. Next to simple snacks, their selection keeps expending with a wide range of fresh produce. Consumers at Sainsbury’s, Tesco’s, Morrisons and ASDA can also choose their favourite meal at an in-store takeaway counter. Here, consumers can choose their favourite pizza toppings for example, to enjoy their made-to-order meal at home.

Healthy fresh products, anytime and anywhere

The moral of the story? Fresh produce and convenience and go hand in hand. When consumers order their groceries online and have these delivered soon after, the products will often stay fresh longer than when they are bought in the store. After all, a few steps will be skipped; from distribution centre to supermarket and from shopping cart to kitchen. Also, the supply and demand when on the move includes more and more fresh options. Times where consumers were limited to a packet of crisps or a chocolate bar are far behind us. Today, they can choose convenient (snacking) fruit and vegetables, healthy lunch options and fresh meals to enjoy anytime and anywhere.


DOOR Partners / Prominent wishes you a healthy and convenient 2020. Curious to learn more about our fresh produce? Do not hesitate to get in touch with Wim van den Berg of DOOR Partners / Prominent: w.vandenberg@doorpartners.nl or +31 (0)6 5756 4346.

Prominent is a brand of the Grower Cooperative DOOR U.A. This organisation is responsible for the sales, marketing and quality control of the product.

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