Avalon Produce

The Challenge

Avalon Produce is a successful top fruit business supplying apples and pears to a range of retailers including Tesco. With some of the Tesco pear range underperforming, Avalon Produce wanted to find out why by understanding what consumers and store produce managers think of the fixture and what the right way forward would be.

The Strategy

Our food and drink market research experts conducted six focus groups across the country, with a broad sample of pear buyers, to get their views on the Tesco pear range and points for improvement. We also conducted a number of in-depth interviews with Tesco Produce Managers to get their perspective on the practicalities of the proposed changes.

Key Services

• FMCG market research
• Focus groups
• In-depth interviews
• Pricing, ranging and merchandising analysis
• In-store intercepts
• Produce expertise

The Results

Using the information gained through these qualitative techniques, as well as our existing commercial and category expertise, we were able to give some concrete, actionable recommendations on how Tesco could improve their pear sales. The recommendations were accepted by Tesco and are currently being implemented.