More than half of consumers willing to buy imperfect fruits and vegetables without discounts

Most consumers are willing to buy fruits and vegetables with irregular shapes, while more than half do not expect discounts on such products as long as their quality remains unchanged. This is according to a survey conducted by the Dutch publication Radar, involving 3,279 respondents.

According to the survey, 77% of respondents do not consider the shape of fruits and vegetables an important factor when making purchasing decisions. Meanwhile, 56% are willing to pay the same price for unusually shaped produce as for standard products of comparable quality. At the same time, 44% of consumers expect discounts.

Despite this consumer willingness, imperfect fruits and vegetables remain relatively uncommon on supermarket shelves. One reason is strict trading standards and buyers’ requirements regarding product appearance. However, a significant share of such produce still reaches consumers through alternative channels: smaller cauliflower heads are used in ready-to-cook meal kits, while riper fruits are processed into smoothies.

According to Toine Timmermans, director of Samen Tegen Voedselverspilling, supermarkets are gradually expanding their range of imperfect produce. Since 2018, food waste generated by supermarkets’ own operations has decreased by 34%. Further expansion of sales of fruits and vegetables with cosmetic imperfections could help producers market a larger share of their harvest and reduce food losses.

Tags: vegetables, prices