Targeting Taste: Unlocking Exotic Fruit Growth Among Older Shoppers

“There are many opportunities for growth in the exotic fruit category, but you need to focus on the right elements,” said Tom Hole of Kantar, addressing delegates at the Tropicals Congress held on 24 July in Antwerp.

Hole delivered a detailed analysis of UK consumer purchasing behaviour surrounding exotic fruits, highlighting emerging growth avenues—particularly among older age groups and underutilised consumption occasions such as breakfast.

Strong Performance For Exotic Fruit

The Kantar analyst outlined encouraging trends in the wider fruit and vegetable sector. “Especially in the last two years, we've seen clear growth. Why? Prices haven't risen as quickly, but we're attracting more consumers, and they're also spending more,” Tom explained. “The top-selling fruits in the exotic category remain avocado, melon, kiwi, and mango, which together still account for around 75 to 80 percent of total fruit sales.”

Tapping Into The Over-65s

“So where do we find opportunities to grow exotic fruit sales even further?” he asked. Hole identified three key areas of focus. “First, we need to make people more open to exotic fruit. Make it a logical choice for consumers. One way is to target the right demographic and build your brand within that group. Exotic fruit is already popular among younger shoppers, but the real growth potential lies with older consumers. Exotic fruit purchases are lower in this group, so we need strategies to encourage them to buy. The UK population—mirroring wider European trends—is ageing, so the greatest growth potential is within this expanding demographic.”

“This means understanding where they shop and what matters to them when they do,” he continued. “We've seen that a large proportion of over-65s prefer to shop locally, so be sure your products are more visible there. Convincing them may be challenging, but it's possible with the right approach. For example, we found that individuals over 65 make smaller but more frequent shopping trips. They eat at home more often. They tend to be more climate- and health-conscious, brand-loyal, and less price-sensitive. These are all factors you can leverage to strengthen your presence in this market.”

Creating A Morning Moment

The second area of opportunity, according to Hole, lies in targeting key moments of consumption. “Find ways to attract consumers at the right moments. Older people, for example, are less likely to eat exotic fruit at breakfast. While many younger consumers enjoy blueberries, mango, or pineapple as part of their daily routine, this is less common among older generations. How can we shift this behaviour? Could ready-to-eat packs help? For instance, placing sliced mango next to yoghurt with health-focused messages like ‘A healthy start to your day,’ ‘Good for digestion,’ or ‘Now with extra fibre.’ These appeal directly to health-conscious consumers and can make your marketing more effective.”

Hole also discussed the potential of snack time as a further opportunity, though he acknowledged this comes with more hurdles. “Another peak moment for exotic fruit consumption is snack time. This, I believe, presents a bigger challenge,” Tom said. “Data shows that retirees enjoy snacking, but historically not with fruit. Can we change that? In the UK, older people often enjoy a sweet treat with their tea. Could fruit be introduced at that moment? It's a tough shift to make, but it highlights the need to tailor your messaging to each group.

"Consumers under 45 prioritize convenience and added vitamins, but are more price-conscious. Those aged 45 to 60 are focused on health and natural options but are open to trying something new. The 65+ group also values health but tends to stick to routine. Each demographic responds to different messaging.”

Delivering Value Beyond Price

Finally, Hole urged brands to focus on long-term value rather than short-term pricing strategies. “And finally, it's crucial to build customer loyalty beyond price. We live in an uncertain world. Geopolitical tensions can quickly alter the economic landscape. The last time inflation surged, exotic fruit purchases were among the first to be reconsidered. Price-conscious consumers are more likely to switch to cheaper alternatives in tough times, so it's important to stand out and justify a premium price.

"Flavour is often a key selling point; there are plenty of ‘Super Sweet’ brands, but also consider promoting health benefits or running targeted promotions. In short, there are multiple strategies for driving growth: identify the right audience, focus on key consumption moments, and create value that goes beyond price.”

Source: Fresh Plaza