In an effort to gain a better understanding of the asparagus category at retail, as well as consumer preferences and purchase triggers, the Michigan Asparagus Advisory Board (MAAB) recently conducted extensive consumer and trade research.
The consumer research included an online survey that reached 500 consumers from key opportunity markets in the Midwest, Northeast, Mid-Atlantic and Southeast Regions. In addition, retailers were surveyed from both regional and national chains that comprised key decision makers with buyers, directors, VP’s and category managers.
“The information was very useful to help us become more strategic in how we spend our marketing funds, to target key customers” stated MAAB Executive Director John Bakker. “But more importantly, we provided the results to our members who, in turn, are using this to educate retailers on consumer purchase behavior and usage to maximize category returns.”
Consumers were prequalified to include the primary household shopper who has purchased asparagus in the past 12 months. Here are some highlights of the consumer research results:
•A third of consumers surveyed are purchasing more asparagus compared to the previous year.
•According to 64% of those surveyed, consumers who purchase asparagus typically purchase it monthly or more often.
•Slightly more than half of consumers (53%) purchase asparagus year-round.
•87% of consumers stated that knowing the health/nutritional benefits of asparagus would positively impact their decision to buy the product in store.
•The majority (76%) of consumers surveyed would be more likely to purchase USA grown asparagus versus imports and more than half (55%) would be willing to pay more for USA grown.
Bakker continued, “Not only was the consumer information valuable, but the feedback from buyers provided us with important insights on the type of resources and expectations that they have for our product and suppliers.” Bakker continued, “Growing the category and raising awareness for Michigan asparagus takes the work of all involved and our goal is to implement their feedback to get them the content they need to help us drive sales.”
The 2017 Michigan asparagus crop harvest is underway in the Southwest Michigan production area, where approximately 10-15% of the state’s total volume comes from. The main producing areas of the state, West Central, should start harvest this week with promotable volumes hitting the market starting May 15th. Quality of harvested asparagus appears to be good.
