An Occasion-Based Study

Drivers and Barriers For Produce Consumption: An Occasion-based Study

Consumer Insights Report Research fielded by now what Market: China THE CREATIVE QUESTION COMPANY What’s Inside

3 Project Background

7 Fruits & Vegetables: Drivers and Barriers

13 Demand Spaces / Occasions

34 Now What: Insight, Application and Ideation

This information can help As part of the Produce Marketing Association’s series of global consumer the industry gain deep insights studies, this report for the Chinese market identifies insight into how to position produce to increase 1. The primary occasions (demand spaces) with the most potential for fruits and consideration, product sales vegetable consumption based on the frequency of the occasion and/or the and consumption. incidence of produce consumed within the occasion a. Breakfast at home b. Lunch at Work/School c. Lunch at Home d. Afternoon tea time/ Afternoon Snack e. Dinner at Home f. Post-dinner snack

2. The drivers (why people eat) and barriers (why people don’t eat) to consuming more fruits and vegetables within those occasions.

THE ESSENTIAL • Examine and bring to life the six key consumption occasions in China that have potential for fruits and vegetables by uncovering the ‘why’ behind the ‘what’ of QUESTION: consumers’ choices. How can the produce industry increase • Determine drivers (positive reasons) for foods including eating fruits and consumption of fruits vegetables during these occasions, to understand how we can leverage them to and vegetables in the increase opportunities for fruits and vegetables. Chinese market? • Identify barriers (potential negative reasons) for consumption of fruits and vegetables in those occasions to develop ideas to overcome them.

• Understand the big picture / macro consumption changes consumers are making within these spaces.

CONSUMER RECRUIT 22 fruit and vegetable eaters from across China • Mix of males + females • Ages 19-46 • Mix of HHI: RMB 100,000 – 499,000 annual household income • Mix of consumption occasions + attitudes towards fruits and vegetables

Used NOW WHAT’s multi-platform journaling tool, Blography, to understand consumers’ unique values and their BLOGRAPHY relationship with fruits and vegetables during the six consumption occasions. The blogs were conducted over several days and included 5 probing questions, visual exercises and collages.

Analyze the consumption occasions, identifying behavior, motivations, drivers and barriers to these occasions, as OCCASIONS AND well as sharing ideas to spark innovation. Occasions are dimensionalized with a summary sheet in the “voice of the consumers,” based on the analysis and IDEA STARTERS insights from the blog homework exercises.

6 PMA + NOW WHAT Copyright © 2019 Produce Marketing Association. All rights reserved. FRUITS & VEGETABLES: DRIVERS AND BARRIERS Produce is crucial for achieving all-around wellness and balancing flavors during specific eating occasions

“Vegetables and Connecting their foods to very specific health functions and benefits, Chinese consumers fruits are foods that see both fruits and vegetables as fundamental parts of their diet, providing them with the nutrients and energy their bodies need to maintain health and wellness. While meats and provide a variety of grains also play key roles in their diet, there is consensus among consumers that only nutrients that help fruits and vegetables can impact and facilitate specific bodily functions, making them key people of all ages for staying able-bodied and upholding overall wellbeing.

live healthy lives.” “I would eat vegetables for that they have rich in fiber, minerals, and vitamins, moreover, the vegetables also rich -Jiao, 27 in water. The dietary fiber is essential nutrient for the healthy of human body.” - Qianying, 46

Produce is also considered a balancer, bringing equilibrium to meals both in terms of nutritional composition and flavors. Fruits are often eaten after meals to function as digestive aids and to balance out a meal’s savory tastes with their natural sweetness. Near- ubiquitous in the Chinese diet, vegetables, on the other hand, play throughout the day and in a myriad of ways; they are paired with other ingredients to complement flavors, and offer energy, vitamins, and nutrients to meals that other ingredients do not provide.

Digestion Portable Chinese consumers Consumers turn to fruit after meals to help digest The easily transportable nature of fruits make choose fruit for its sweet their food and ease their stomach them a great option to take when on the go taste, nutritional and Taste Refreshing digestive value, and Fruits’ natural sweetness or sourness make it a Many fruits’ high water content and cool healthy and enjoyable treat that brings them joy temperature make them refreshing options for easily shareable and consumers throughout the day convenient nature Shareable Good for you Moments for eating fruit are often attached to Fruits are praised for their nutritious value happy times with friends and family due to its and ability to keep the body functioning at a sliceable and sweet nature high level

Meal Caps Filling Oftentimes eaten a short time after a meal, fruits The filling nature of fruits makes them a great are turned to to counteract a meal’s salty and option for snacks to tie over hunger and savory notes and signify the end of a meal provide energy

Good for you Complement Other Foods While people turn to Consumers associate vegetables with a guaranteed Vegetables can be paired with all sorts of foods source of nutrition, rich with vitamins and minerals. at different times of day, from morning to night. vegetables for their health benefits, veggies Neutralizing Versatility also stand out from Vegetables’ ability to neutralize greasy meals or Vegetables’ ability to be prepared in various ways flavors make them a great option for consumers and consumed at different temperatures allow other smart choices for a looking to balance their palates. them to be an evergreen staple in consumers’ diet. variety of attributes Improve emotional function Filling Beyond just physical health benefits, consumers Consumers appreciate vegetables’ ability to fill link vegetables to helping mental conditions like them up and give them the energy needed to last stress and improving brain function. through the day.

Digestion Specific noted health benefits of vegetables include: Much like fruits, there is a strong association with • Intestinal health vegetables’ ability to help with digestion. Many • Rich in vitamins consumers associate vegetables with a fiber rich • Promote digestion and absorption substance. • Detoxifying • Dietary Fiber

Temperature Need prep Some attributes of fruit Seen as inherently cold, consumers find fruits Fruits with outer skins or seeds that require incompatible for pairing with hot foods or for cutting are more inconvenient to bring for on make it less accessible eating during colder months. the go snacks. for consumption for

consumers Filling Seasonal Many consumers spoke about the way in which Many fruits are only available during certain fruits can be over-filling, and therefore hard to pair times of the year, making them hard to find or with other foods during meals. inaccessible when they are ‘off-season’.

Digestion Expensive While consumers turn to fruit as digestive aids, Although many consumers’ laud the sweetness they are less willing to eat fruit on an empty and uniqueness of imported fruits, many stomach or immediately after a meal because of consumers find them to be too expensive to these properties. justify purchasing.

Need prep Meat Alternative Needing to chop or Because vegetables often need to be prepared in Many consumers spoke about meat as an some way, consumers see them as a less alternative to vegetables as it provides similar cook vegetables convenient option when time is scarce. nutrients and is more filling. prevents consumers

from consuming them Bland Need to be cooked more often Some vegetables lack distinct and natural flavors, Similar to prep needs, few vegetables are best making them less enjoyable to be eaten (especially served raw according to consumers, meaning they on their own). take time to prepare.

12 PMA + NOW WHAT Copyright © 2019 Produce Marketing Association. All rights reserved. DEMAND SPACES / OCCASIONS Fruits’ properties tend to exclude them from meals, while vegetables are a quintessential part of them

“ I eat vegetables everyday. For Chinese consumers, fruits occupy their own unique eating occasions. More times The vegetables are than not, they are eaten by themselves, rather than paired with other ingredients or as nutritional and delicious. I part of a larger meal because of their hard-to-pair coldness, sweetness, and filling eat them at three meals. I properties. Instead, they tend to be seen as treats best eaten an hour or more after a usually fry, boil or toss the meal, or as snacks during the day to get extra nutrition. vegetables. ” - Liang, 27 “Occasions that I will eat fruits: Afternoon tea time, snacks, after dinner. It is better to eat fruits in these occasions, I won’t feel too full and easy to digest”-Caifeng, 34

Vegetables, on the other hand, are staples of larger meal occasions (breakfast, lunch, and dinner) and are viewed as necessary components for any meal, as they provide balance, nutrients, and a lighter side option to balance out heavier main dishes. Their versatility in preparation style makes them a good side option or ingredient that can complement anything from a stir-fry to hot pot.

FORM: Description of Moment: Multiple items/dishes, cooking done In this moment, I am at home either with my family or by myself. I am usually hungry and a bit groggy in the morning of morning and oftentimes trying to warm up — especially during colder times of the year. I am looking to sit down and eat my meal to fill me up before heading out for my day. SOCIABILITY: Usually with family or alone Functional Role of Food: I am looking for a food item that will be nutritional (so I start the day on a healthy note), sustaining (so it fills me SETTING: up and I can focus on my morning tasks) and warm. This is the first meal of the day so I want to make sure it will give me a good energy base to get through my day. At home at a table Emotional Role of Food: EATING FOR: I want food that will make me feel refreshed and healthy, and will wake me up so that I can start my day on a Function positive note and feel that I can take on what the day has to offer. When I have time in the morning I like to cook, which makes me feel happy. Wealth DIFFERENCES: Higher income consumers tend to eat a more diverse range of dishes (that “[I often eat] with my kid at home. I want to make something my child likes and can fill the stomach and warm body. The most important thing: include vegetables), while lower nutrition and satiety. Satiety means that my child will not feel hungry before lunch at 12 o 'clock. Food at this moment can not only bring a income consumers mostly stick to hot sense of satiety but also enable the body to absorb balanced nutrition. Hope to get a healthier breakfast. Breakfast is the most important meal porridge and soups. of the day, which is supposed to provide the most beneficial energy for the body.” –Qianying, 46

“I usually eat my breakfast at home. What it is: What it is Not: Changes in Behavior: I won’t miss my breakfast. Waking • Multiple items • Eaten solely for pleasure • More prepared breakfasts up after a night of sleep, I always • In need of prep • Eaten on the go • Less greasy foods feel so hungry. I would be so weak • Nourishing • Pre-packaged that I couldn’t walk out of the door. • Nutritious • Cold The most important thing is nutrient • Sustaining and to satisfy hunger.” • Filling – Caifang, 34 • Warm (especially in winter) • Savory “I feel my body is full of vitality. We eat porridge, Mantou and vegetable pickles. Porridge, as everybody knows, is made of rice and grain Foods Occupying this Space: crops after getting crushed • Produce • Other Foods together, not only delicious but also – Vegetables (in soup or – Porridge – Tea easy to digest, Mantou is made of porridge) – Steamed bun – Yogurt flour after fermentation, taste – Fruit (easy prep) – Beef Noodle Soup – Bread sweet and delicious, don’t even – Boiled Egg – Milk mention the nutrition it can provide.”– Junfeng, 45

“I barely eat fruits during Fruits: Vegetables: By and large, Chinese consumers don’t see a role Vegetables are more present in the breakfast space when breakfast. I need something for fruit at breakfast due to its cold temperature compared to the US, because of their presence in soups and warmer to eat, don’t need and ability to upset the stomach in the morning. porridges, along with their health benefits. fruits, which make my Drivers: Selected Because Drivers: Selected Because stomach uncomfortable” –Wei, 33

Portable Good for you Good for you Versatile Improved emotional Neutralizing Filling “I have had vegetables on function this occasion [breakfast] Barriers: Not Selected Because Barriers: Not Selected Because because it is easy to feel nauseous after eating meat

in the morning” – Rao, 26 Temperature Digestion Need to be prepared Fruits Chosen: Vegetables Chosen: • Apples • Cabbage • Bananas • Cucumber • Orange • Lettuce • Strawberry • Radish • Tomatoes

FORM: Description of Moment: Multiple items or a dish with In this moment, I am typically alone or with colleagues. We often eat together in the cafeteria at work or at a multiple ingredients, little to no prep restaurant close to our place of work/school. At this point in the day, I am usually losing steam and gladly welcome a break from my work duties and a chance to recharge. SOCIABILITY: Functional Role of Food: Alone or with colleagues I’m looking for food that will refuel me with energy as I charge up to complete the rest of my afternoon work

tasks. That being said, I want it to be prepared and consumed quickly because I have to get back to work. SETTING: Work cafeteria or restaurant Emotional Role of Food: As I begin to get hungry and tired of work in the morning, I look forward to my lunch. It’s a nice break in my day EATING FOR: and provides me the opportunity to emotionally and functionally recharge for the second half of my work day and Function, some social, taste catch up with my work friends while sharing a meal together.

WEALTH DIFFERENCES: Lower income consumers tend to prioritize convenience at this “[I typically have lunch at work] with my colleagues or my friends. At this time, it’s important to have fun and enjoy sharing delicious food with occasion. each other. The most important thing is to recover my physical strength and energy so I can work in the afternoon. I look for the satisfaction of delicious food. Food type I want: vegetables, fruits, meat, grains and soy bean products. These ensure rich and balanced nutrition.” –Weifan, 27

“Ideal type of food: delicious and What it is: What it is Not: Changes in Behavior: healthy. Such as rice served with • Delicious • Packaged • Less fast food meat and vegetable on top, • Convenient • A single food item • More vegetables because I don’t have to wait for a • Purchased • Eaten at my desk • Eating at company’s canteen more long time and can quickly finish • Nutritionally balanced • Time consuming often it” – Ronghui, 42 • Filling • Healthy “Because I have my lunch in my • Energizing • Multiple dishes company canteen, they don’t have choices for dishes and don’t offer fruits. When I’m eating Foods Occupying this Space: something during this occasion I • Produce • Other Foods look for food that is like just – Vegetables in stir fry – Soup – Noodles picked up from the trees so I can – Vegetables in hot pot – Hot Pot – Beef (in soup or hotpot) feel the freshness” – Wenjie, 24 – Boiled vegetable dishes – Stir fry – Protein dish (duck, – Pickled vegetables – Rice seafood, beef, chicken) “The most important thing: fast – Juice delivery, fresh food. Food that can drive away my hunger and make me feel full” - Qianying, 46

“I don’t eat fruits because the Fruits: Vegetables: small restaurants don’t sell any Fruits are not often featured during lunch at work/ Vegetables are a staple at lunch at work/school as their versatility school because they are usually not present in canteens allows them to appear in many different dishes along with fruits” – Jia, 21 or restaurants where lunch is being purchased. They can providing nutrients to get through the day. They are not always also be difficult to consume with other components of actively sought as separate side dish, but are often mixed into “There is no fruit in a working lunch because consumers perceive them as filling. main dishes at lunch. meal. I don’t want to eat fruits because I’m so full” Drivers: Selected Because Drivers: Selected Because – Junfeng, 45

”Vegetable is a must have for Good for you Versatile Complement Good for you lunch. I will specifically order a other food Barriers: Not Selected Because Barriers: Not Selected Because vegetable dish…vegetable in this occasion: leafy green vegetables” – Caifeng, 34 Filling Digestion Fruits Chosen: Vegetables Chosen: • Apples • Kale • Mushrooms • Dragonfruit • Chinese cabbage • Tomatoes • Strawberry • Cauliflower • Broccoli • Orange • Lettuce !

FORM: Description of Moment: A dish (consisting of multiple In this moment, I am usually with my friends or family members at my home. This tends to happen more on ingredients) weekends, rarely during the week when I am working or at school. I am looking forward to the process of cooking and eating a homecooked meal with fresh ingredients. SOCIABILITY: Functional Role of Food: With family members I am looking for something that is both nutritious and delicious. I also want something that I can easily share with

my friends and family as we eat together. SETTING: At home (usually weekends) Emotional Role of Food: This homecooked meal makes me feel relaxed and peaceful and allows me to enjoy this time to connect with my EATING FOR: family or friends as we eat together. Function, pleasure, social

WEALTH DIFFERENCES: Those with higher income tend to “My whole family have lunch together, very rare. I feel happy. A leisured lunch, so comfortable. Food is delicious and I have simpler meals and stress the joy really enjoy my family time. Calm and slowly enjoy our delicious food.”- Ling, 19 of a homemade meal.

“The most important thing is to What it is: What it is Not: Changes in Behavior: eat something I like. Delicious • Homemade • Leftovers • More fish food for me is a kind of • Tasty • Prepackaged • More vegetables enjoyment” • Nutritionally balanced • Rushed • Less takeout • – Xiaoquing, 24 Fresh and seasonal • A single food item ingredients • Shared “Food can enhance our relationship by sharing it. This meal includes many types of foods, meat dishes, suitable for Foods Occupying this Space: both elders.” • Produce • Other Foods – Ying, 36 – Pickled Vegetables – Noodles – Scrambled Eggs – Stir-fried vegetables – Dumplings – Hot Pot – Fresh fruit – Rice – Soup – Fruit juices – Stir-fry dishes – Protein dish (duck, beef, chicken) !

“I may not eat fruits, but I Fruits: Vegetables: definitely eat vegetables for Fruit doesn’t often appear in this occasion, however Vegetables appear in many forms and in abundance at this when it does it is often in the form of juice or eaten a occasion, as people are more willing to take the time to lunch, Mostly leafy green short time after the meal. prepare them. Often mixed in with dishes but occasionally vegetables” as their own side dish. – Caifeng, 34 Drivers: Selected Because Drivers: Selected Because “I definitely eat vegetables in this occasion. Eating a variety of different vegetables because I Good for you Versatile Complement Filling Good for you have plenty of time to prepare, other food so I cook many vegetables” Barriers: Not Selected Because Barriers: Not Selected Because – Wenfang, 41

Filling Digestion Require prep Meat alternative Fruits Chosen: Vegetables Chosen: • Mandarin Orange • Cabbage • Lettuce • Melon • Carrots • Mushroom • Watermelon • Chives • Spinach • Corn • Tomatoes

FORM: Description of Moment: Single item or complementary pair The day is winding down and my energy is low so I am looking for something to give me an energy boost and of items, no prep some excitement and comfort. This occasion is a welcomed break at the end of my day before I leave work or begin my evening routine. SOCIABILITY: Functional Role of Food: Alone or with co-workers I’m looking for something sweet that will serve as a reward for nearly making it through my day, while also

providing me with a little boost of energy to get through the rest of my afternoon/evening. SETTING: At office or at home Emotional Role of Food: I want food that will taste good, and serve as a reward I can look forward to. Something particularly sweet that EATING FOR: gives me a small break and some enjoyment while also being easily accessible is prime for this occasion. Pleasure, craving, energy

WEALTH DIFFERENCES: N/A ”In this occasion, stimulation of my taste buds is the most important thing. Food helps me to refresh myself and get back to work.”– Yuyi, 33

“When I’m eating What it is: What it is Not: Changes in Behavior: something during this • Sweet • Too heavy • Less chips • Refreshing • Salty • Less puffed products occasion, I look for food • Easy • Too filling • More fruit so I can have a happier • A reward/treat • Elaborate • More “western desserts” mood.” – Qianying, 46

“In this occasion, I eat Foods Occupying this Space: fruits more frequent than • Produce • Other Foods in other occasions” – Fresh Fruit – Coffee – Dried fruit – Yogurt – Caifang, 34 – Fruit Juice – Desserts – Fruit Tea – Nuts – Milk tea

Fruits: Vegetables: “I don’t eat vegetables. It is Fruits’ fit at this occasion is threefold: eaten later in the afternoon, Vegetables are less inherent to this occasion, given weird to eat vegetables on it helps with digestion after lunch, provides energy for the rest of their lack of sweetness. this occasion” the afternoon, and offers enough sweetness to be a treat to enjoy.

– Jiao, 27 Drivers: Selected Because Drivers: Selected Because

“I eat fruits to relax and it’s easy to prepare. They don’t Sweet Portable Filling Good Digestion Meal Refreshing Good for you take long to finish” for you Cap – Ying, 36 Barriers: Not Selected Because Barriers: Not Selected Because

Seasonal Require prep Bland

Fruits Chosen: Vegetables Chosen: • Mandarin Oranges • Dates • Carrot • Dragon Fruit • Strawberries • Cucumber • Watermelon • Melon • Cherry tomatoes • Pear ! 26 PMA + NOW WHAT Copyright © 2019 Produce Marketing Association. All rights reserved. DEMAND SPACE #5: Dinner at Home

FORM: Description of Moment: A dish plus one or two side dishes, all In this moment, I am pretty tired after a day at work/school, but muster up the energy to prepare a home-cooked prepared dinner. This is my time of the day to be with my family and while I may have to rush to get dinner ready, I definitely enjoy my actual time at the table, talking and relaxing. SOCIABILITY: Functional Role of Food: Alone or with family members Food’s role at dinner is to replenish my energy after a long work/school day, and provide me with nutrients and

satiation. SETTING: At home Emotional Role of Food: Dinner provides me with time to relax, unwind and catch up with my family. I look forward to this meal and prefer EATING FOR: foods that will bring me joy, let me bond with my family, and offer comfort as I begin winding down for the night. Function, pleasure, social, relaxation

WEALTH DIFFERENCES: N/A “I can finally be relaxed after a whole day of working. I am so happy to be with family. After delicious dinner I can have a good sleep now”– Ling, 45

“I want to cook a rich a meal for What it is: What it is Not: Changes in Behavior: my husband and child and I am • Nutritionally balanced • A single item • Less take-out very happy to see them enjoying • Warm • Pre-made • Lighter meal it. The most important thing is • Multiple dishes • Cold • More vegetables food materials, fresh and the • Shareable • Sweet • More seafood proportion of meat and • Savory vegetables. The ideal food is rice, meat and vegetables because rice is basically the completed staple food, meat provides protein and Foods Occupying this Space: fat for the human body, vegetables are rich in vitamins • Produce • Other Foods – Dumplings and minerals which can help the – Stir-fried vegetables – Hot Pot – – Rice – Rice meat be better absorbed by the Pickled vegetables – Vegetables in soup or hot pot – Soup – Noodles body.” – Protein Dish – Qianying, 46 !

“I eat vegetable every dinner. I Fruits: Vegetables: Fruit is often absent from dinner, mostly due to Vegetables are an integral part of dinner at home for can eat many types of their inherent coldness and because they can consumers. Unlike during other occasions, vegetables tend vegetables as long as they are upset the stomach. Their sweetness also makes to be prepared on their own as side dish (vs. incorporated sold in the market. Eating them less relevant for this more savory occasion. as an ingredient into a larger dish). several types of vegetables Drivers: Selected Because Drivers: Selected Because together is better” –Junfeng, 45

“I eat different green Versatile Complement Filling Good vegetables. Not eating other food for you vegetables everyday makes me Barriers: Not Selected Because Barriers: Not Selected Because feel like something is missing” – Wenji, 24

Filling Digestion Temperature Need to be prepared

Fruits Chosen: Vegetables Chosen: • Cabbage heart • Rape • Cauliflower • String beans • Eggplant • Tomatoes • Green chili

FORM: Description of Moment: Around an hour after dinner, I am unwinding for the night, relaxing, watching TV, or scrolling through my phone. As Single item I do so, I am enjoying a sweet treat to top off dinner.

SOCIABILITY: Functional Role of Food: Alone or with family members I am looking for something light and sweet to neutralize the savory taste left in my mouth from dinner, as well as something to help me digest dinner and settle my stomach before I sleep. SETTING: At home Emotional Role of Food: I want something that helps me unwind and relax, something that gives me a little bit of a reward to end my day with and something that gives me comfort as I get ready for bed. EATING FOR: Function, pleasure,

WEALTH DIFFERENCES: Higher income consumers tend to “I eat fruits one hour after dinner. Fruits are conducive to metabolism, digestion, help burn off the extra fat from more emphatically focus on leisure dinner food”– Qianying, 46 and enjoyment during this occasion

“When I’m eating something What it is: What it is Not: Changes in Behavior: during this occasion, I look for • Light • Savory • Less desserts food like air and water so I can • Sweet • Heavy • Less packaged foods eat it like I eat nothing. No • Shareable • Multiple things • More fresh fruits weight increase, no guilt.” • Small • More nuts –Ying, 36

“I have eaten fruits. It depends on whether there is fruit in the house. Strawberry, cherries and Foods Occupying this Space: date will be the best choice.” – Yuyi, 30 • Produce • Other Foods – Dried fruit – Milk – Dessert – Fresh fruit – Yogurt – Nuts – Biscuit – Tea !

“Ideal fruit: rich in nutrients and Fruits: Vegetables: Fruit’s sweetness coupled with its digestive properties make it Looking for sweeter options at this occasion, vegetables easy to eat. Fruits can a great post dinner snack at the end of the night. Consumers tend to not have much presence as post-dinner snacks. neutralize the greasy after most often enjoy either dried or fresh fruit as a post-dinner taste, increase intestinal snack to help cleanse their palate and share with friends. motility and help with digestion before sleep.” Drivers: Selected Because Drivers: Selected Because – Wenji, 24

Good Digestion Sweet Meal cap Refreshing “It is better to eat fruit after for you dinner. No one will eat Barriers: Not Selected Because Barriers: Not Selected Because vegetables after dinner.” – Yuying, 36

Seasonal Require prep Bland

Fruits Chosen: Vegetables Chosen: • Apples • Mandarin Orange • Cucumber • Cherries • Pear • Grapefruit • Prunes • Kiwi • Strawberries !

Breakfast at Home Lunch at Work Lunch at Home Afternoon Tea/Snack Dinner at Home Post Dinner Snack FRUIT VEGETABLES FRUIT VEGETABLES FRUIT VEGETABLES FRUIT VEGETABLES FRUIT VEGETABLES FRUIT VEGETABLES X X X X X X Selected for: Selected for: Selected for: Selected for: Selected for: Selected for:

Good for you Good for you Good for you Good for you Good for you Good for you Taste Good for you Good for you Taste (Sweet) (Sweet)

Portable Neutralizing Complement Complement Complement Good for you Good for you other food other food other food

Improved Filling emotional Versatile Versatile Versatile Meal Cap function

Portable Filling Filling Digestion Versatile

Meal Cap Savory Filling

Digestion 33 PMA + NOW WHAT NOW WHAT: INSIGHT, APPLICATION & IDEATION Insights

Despite recognizing the inherent need to consume produce, our audience is quick to typecast when, where, and how fruits and vegetables should be consumed. When it comes to fruits, consumers often get hung up on their natural “coldness,” making them less likely to eat them during colder months or during occasions where they seek out warm foods. Alternatively, they most often relegate fruit consumption to after meals, rather than during it, considering it to be a digestive rather than a standalone ingredient or snack. Vegetables, near omni-present throughout the day's eating occasions, are viewed as complementary components to a meal. In order to expand produce usage and consumption in the six demand spaces examined, Chinese consumers must be shown how fruits and vegetables can deliver on the needs at each occasion. Use the motivations, drivers and barriers identified to share and spark ideas and seek legal guidance on how to comply with Chinese advertising laws.

• Leverage what is working and sought after in fruits or vegetables. • Develop products, communications or packaging ideas to buck the trend but seek legal guidance on how to comply with Chinese advertising laws. • How can vegetables deliver their attributes in more occasions? • How can fruit expand its consumption occasions?

DRIVERS Breakfast Lunch at Work Lunch At Home Afternoon Dinner at Home Post Dinner Snack at Home Tea/Snack

Digestion

! Taste! ! ! Shareable!

Meal Cap

Portable

! Refreshing! !

Good for you

Filling

DRIVERS Breakfast Lunch at Work Lunch At Home Afternoon Dinner at Home Post Dinner Snack at Home Tea/Snack

Good For You

! Neutralizing! ! ! Versatile!

Complements other foods

Digestion

Improve! Emotional! Function!

Filling

USA South Africa China Brazil • Prioritize function and flavor, emphasizing a • Primarily eating for function, basing food decisions • Primarily eating for taste! balance of nutrients and flavors in their diets and at • Prioritizes both function and pleasure, emphasizing on needs in a given moment! • Often eating reactively, choosing healthy foods to meals! emotional connection to foods! Food Philosophies • Taste is a guardrail, not main driver! counteract less healthy decisions! • Connects foods to specific physical + mental health • Definitions of health are surface-level! • Health measured at end of day/week, not at meals! benefits!

• Sweet! • Filling! • Taste! • Ready to eat! • Good for digestion! • Refreshing! • Sweet! • Refreshing! • Good for digestion! • Filling! • Taste! • Good for you! Key Drivers for • Juicy! • Satisfying! • Portable! • Satisfying! • Crisp! • Shareable! • Good for you! • Refreshing! • Shareable! • Filling! Eating Fruit • Beautiful! • Good for you! • Portable! • Good for you! • Portable! • Adds color to the plate! • Meal caps! • Taste! • Portable!

• Hard to ﬁnd ripe/fresh! • Sour! • Expensive ! • Seasonal! • Need prep! • Heavy! Key Barriers for • Value! • Need prep! • Cold! • Need prep! • Calories! • Residue ! • Messy! • Bruise/spoil easily! • Filling! • Digestion! Eating Fruit • Bruise/spoil easily! • Sweet! • Need prep! • Taste! • Residue! • Sugary! • Seasonal! • Seasonal! • Expensive! • Smell! • Messy!

• Breakfast at Home! • Breakfast at Home! • A.M. on the Go! • Morning Snack! • Lunch at Work/School! Leading Occasions • Lunch at Work/School! • Afternoon Tea/ Afternoon Snack! • Lunch at Home! • Lunch at Home! • Lunch at Home! • Post-Dinner Snack! • Lunch at Work! for Fruit • Daytime Snack at Home! • Snack at Home! • Afternoon Snack! • After Dinner Snack! • Dinner at Home! ! • Breakfast at Home! Occasions with • Lunch at Home (Whole Fruit)! • Breakfast at Home! • Lunch at Work! Growth Potential • Dinner at Home! • Dinner at Home (Whole Fruit)! • Dinner at Home! • Lunch at Home! for Fruit • Dinner at Home! !

• Apples! • Grapes! • Apples! • Oranges! • Apples! • Grapefruits ! • Apples! • Papayas! • Bananas! • Oranges! • Bananas! • Peaches! • Bananas! • Kiwis! • Grapes! • Passion Fruits! Popular Fruits • Blueberries! • Strawberries! • Blueberries! • Strawberries! • Cherries! • Melons! • Lemons! • Pineapples! • Cherries! • Dates! • Watermelon! • Dates! • Oranges! • Mangos! • Plums! • Mangos! ! • Dragon Fruits! • Strawberries! • Oranges! • Watermelons!

• Bread! • Nuts! • Candy! • Crackers! For Whole Fruit:! For Juice:! • Candy! • Oatmeal! • Cereal! • Nuts! • Bread! • Coconut water! Fruit Substitutes & • Chips! • Vitamins! • Biscuits! • Soda! • Chips! • Popcorn! • Cheese! • Protein shakes! Replacements • Tea! • Yogurt! • Cookies! • Water! • Granola! • Yogurt! • Chia seeds! • Water! • Tea! • Honey! • Cookies! • Yogurt! • Yogurt!

USA South Africa China Brazil

• Prioritize function and flavor, emphasizing a • Primarily eating for function, basing food decisions • Primarily eating for taste! balance of nutrients and flavors in their diets and at • Prioritizes both function and pleasure, emphasizing on needs in a given moment! • Often eating reactively, choosing healthy foods to meals! emotional connection to foods! Food Philosophies • Taste is a guardrail, not main driver! counteract less healthy decisions! • Connects foods to specific physical + mental health • Definitions of health are surface-level! • Health measured at end of day/week, not at meals! benefits!

• Versatile! • Easy to find! • Good for you! • Light! • Good for you! • Improves emotional • Versatile! • Taste! • Crunchy! • Adds color to the plate! • Complements other food! • Refreshing! • Neutralizing! function! Key Drivers for • Complements other • Easy to find! • Complements other • Savory! • Adds color to the plate! • Easy to find! • Complements other • Versatile! Eating Vegetables foods! • Savory! foods! • Good for you! • Low calorie! • Crunchy! foods! • Helps with digestion! • Good for you! • Beautiful! • Filling! • Filling!

• Need prep! • Residue! • Need prep! • Savory ! • Need prep! • Meat alternative! • Spoil quickly! • Expensive! Key Barriers for • Spoil quickly! • Not a kid favorite! Eating Vegetables • Need to be cooked! • Expensive! • Bland! • Need to be cooked! • Taste! • Need prep! • Bland! • Savory! • Bland!

• Lunch at Work/School! • Breakfast at Home! • Lunch at Work/School! • Lunch at Home! Leading Occasions • Lunch at Home! • Lunch at Work! • Lunch at Home! • Lunch at Work! • Daytime Snack at Home! • Lunch at Home! for Vegetables • Dinner at Home! • Dinner at Home! • Dinner at Home! • Dinner at Home!

Occasions with • Breakfast at Home! • A.M. on the Go! • Breakfast at Home! • Afternoon Tea / Afternoon Snack! Growth Potential • Morning Snack! • Snack at Home! • After Dinner Snack! • Post Dinner Snack! for Vegetables • Afternoon Snack!

• Asparagus! • Kale! • Avocado! • Mushrooms! • Broccoli! • Eggplant! • Avocado! • Lettuce! • Beetroot! • Onions! • Cabbage! • Kale! • Broccoli! • Okra! • Broccoli! • Mushrooms! • Broccoli! • Peppers! • Carrots! • Mushrooms! • Carrots! • Onions! Popular • Carrots! • Spinach! • Carrots! • Spinach! • Cauliflower! • Tomatoes! • Cauliflower! • Potatoes! Vegetables • Cauliflower! • Tomatoes! • Cauliflower! • Squash! • Chilis! • Spinach! • Kale! • Spinach! • Celery! • Zucchini! • Celery! • Tomatoes! • Chives! • String beans! • Lettuce! • Tomatoes! • Corn! • Cucumber! • Corn! • Green Beans! • Lettuce! • Cucumber!

• Cheese! • Nut butter! • Cheese! • Nuts! Vegetable • Chicken! • Pasta! • Beans! • Tofu! • Beans! • Seasoning/spices! • Chicken! • Pasta! Substitutes & • Fish! • Protein bars! • Fish! • Vitamins! • Grains! • Vitamins! • Crackers! • Protein Shakes! Replacements • Grains! • Tofu! • Grains! • Meat! • Fish! • Rice!