SupermarketS VS CustomerS SpecificationS

As a consumer, what are the most important factors that make you choose a banana?

Its nutritional quality, its flavor, its price, …?

We will find out if supermarkets specifications match with our customers goals

Do supermarkets know what really drives us to purchase one banana or another?

When we go to the supermarket, we may believe that we look at fruits with different eyes from retailers. But supermarkets measure and analyze what we consumers like most. And, consequently, they pick bananas according to their clients’ tastes. But do you really agree with what supermarkets think are the most important qualities of a banana to be sold?

In BananitaBlog we don’t want to leave you without an answer, hence we went to have a look at the shelves of the most popular supermarkets. After a few trips, we could conclude the following:

Price

In a sector as competitive as supermarkets, price is a key factor. In other words, the right price is essential to remain competitive. And this is even more certain nowadays, after the outbreak of the pandemic. The similarity of price movements reveals that price is a key factor in purchasing decisions.

Cosmetic specifications

Spots, scars, presence of latex, … Retailers place a lot of importance on such things. All bananas look perfectly shaped and yellow on the shelves. For this, supermarkets develop a list of specifications that suppliers must satisfy.  Some of those requirements might be necessary to preserve the banana’s freshness as much as possible, but a perfect banana surface does not always imply a longer shelf life.

Certifications

Global GAP, Grasp, Rainforest, Fairtrade, …. There is an infinite variety of certifications. Supermarkets promote them on many occasions because they help to boost transparency along the supply chain. Bananas with ethical certification stickers are becoming ever more familiar to us.

Brand name

The most popular brands can be found in different kinds of supermarkets. Chiquita, Dole, DelMonte, … Why are they so popular? Many of them require producers to meet the highest quality requirements. Then, even if the fruit comes from different growers, all bananas are very similar regardless of their origin.

Bananas in the supermarket

But… do you agree with those criteria? Do you think they are the right ones to attract consumers? 

The above factors seem essential for inviting us to choose our bananas. Then, should we change our priorities and choose bananas not only for their price and external appearance?  Should we find bananas of all shapes and sizes on the supermarket shelves? And could supermarkets relax their cosmetic product specifications?.

In conclusion, for retailers their customers are the most important part of their business. Their main purpose is to satisfy us. Therefore, if we change our consumption habits, they will adapt their products to them. So, from now on … why don’t we just pick all shapes of fruit, even the less beautiful ones? A banana that looks a little peculiar is still perfectly suitable for eating (find out more about “ugly fruits” here: Globalcitizen).

Boost diversity also in the world of fruits and vegetables!