Hort IQ - 2024 Brand Awareness Tracking for Apples
Review the report revealing the results of an "always on" survey conducted by fiftyfive5, the primary agency working with Hort Innovation.
The whole survey project is significant, and covers over 25 horticultural categories, including fruits, vegetables, and nuts.
The goal of the surveys is to gain an understanding of the attitudes, behaviors, and communication impact of grocery buyers when it comes to purchasing and consuming produce. This data forms the basis of the campaign evaluations conducted with Hort Innovation across various commodities.
As an industry, we need to understand how buyers use and perceive apples and whether this has changed or evolved.
The results in the report (link above) give us insight into what are the popular brands and where other brands are struggling to cut through, along with relevance and intent to buy apples regularly, age groups more likely to buy, and value satisfaction.
Along with the reasons why people buy apples, how they eat apples, why they eat apples, and why they don't. It is also interesting to understand the barriers to purchasing apples, are they too expensive, are they not liked, do I forget about how good they are?
