The fresh, the fast and the furious: Marketing fresh produce in the cost-of-living crisis

Amid the cost-of-living crisis, positioning fresh produce in the previously safe middle may run the risk of losing relevance by missing the market completely, says Kantar’s Mark Kennedy.

Over the past decade or so, many, if not most, categories and markets have seen the shrinking or collapse of what was typically called the mainstream. Rather than the bulk of sales sitting in the “good product for a good price” middle, we are now seeing a separation into the “best” and the “best priced”.

This is happening all over the world in the food and fresh produce categories. Artisan, rare, handmade, single-origin and the like have all seen huge growth in recent years, while cut price, constant promotion, “down-down” and “every dollar counts” have also grown significantly.

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