Joanna Embry

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Joanna Embry

  1. 1. Avocado Retail Quality Surveys Joanna Embry Avocados Australia
  2. 2. Presentation Overview • Why conduct quality surveys • What quality parameters to survey – Consumer sensory testing – Online survey • Results to date • Where to from here
  3. 3. Consumer sensory panels and online surveys • Ripeness – level of ripeness (firmness) preferred by consumers • Internal flesh quality – maximum acceptable level of internal defects at different price points above which future consumer purchasing decisions are negatively influenced • Maturity – minimum maturity (measured by DM%) that produces Hass avocados of acceptable eating quality
  4. 4. Ripeness C: Purchase intent for different ripeness levels • 85% of consumers have a preference to purchase avocados that are ready to eat/use immediately • Consumers prefer soft ripe and medium ripe avocados • Consumers select for ripeness on colour then squeezing
  5. 5. Internal Quality • Severity of defect was of primary importance followed by price • At all prices an incidence of more than 10% internal damage significantly impacts on probability of repurchase X X X
  6. 6. Maturity : DM v Likelihood of Purchase • 22% - 28% Competitive advantage
  7. 7. What we know consumers want and will alter purchasing for • They want fruit they can eat tonight • They want unblemished fruit – no more than 10% damage • They want mature fruit – above 22% What do we give them?
  8. 8. Retail Quality Surveys • Began in October 2007 – 16 stores in each Sydney, Brisbane, Melbourne & Perth – Monthly • Information collected – Price – Display details – Size – Weight – Sticker Information – Internal quality
  9. 9. Key findings for 07/08 • More than half fruit colour level 3 or below – NSW 51% of stores – Qld 40% of stores – WA 30% of stores – Vic 5% of stores 1 2 3 4 5 6
  10. 10. Key findings for 07/08 Incidences of internal defects had a significant association with sampling month, state and store type of purchase Total Damage by month 80 damage > 10% some damage 70 60 50 40 30 20 10 0 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08
  11. 11. Total Damage by State Total Damage by state 80 >10% some damage 70 60 50 40 30 20 10 0 N Q V W Around 29% in all states
  12. 12. Total damage by store of purchase Total Damage above 10% Store type 1 Store type 2 Store type 3 Store type 4 45 40 35 30 25 % 20 15 10 5 0 NSW Qld Vic WA Damage above 10% by store (Sydney) Proportion above 10% damage 60 50 40 30 20 10 0 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 ns ns ns ns ns ns ns ns ns ns ns ns ns ns ns ns stores
  13. 13. Key findings for 07/08 Proportion of fruit with specific damage bove 10% damage 14 12 % above 10% damage 10 8 1 6 4 2 0 Body Rot Bruising Diffuse Flesh Other Stem end rot Vascular Bruising most common defect Proportion of damage above 10% - by State 25 Body Rot Bruising Diffuse Flesh Other Stem end rot Vascular 20 15 10 5 0 N Q V W
  14. 14. Key findings for 07/08 NSW probability of repurchase Probability of Purchase (%) Prob for Perfect fruit (%) Average Price($) 90 3 80 probability of purchase (%) 2.5 70 12% 9% Cheaper fruit have higher Price ($/pce fruit) 60 1.5% 6% 2 predicted probability of 50 40 1.5 purchase 30 1 20 0.5 10 0 0 Coles Independents Ind S'markets Woolworths Qld probability of repurchase Cheaper fruit also had Probability of Purchase (%) Prob for Perfect fruit (%) Average Price($) larger estimated 90 3 reduction in purchase 80 probability of purchase (%) 10% 6% 2.5 70 prob due to defects 10% Price ($/pce fruit) 60 2 7% 50 1.5 40 30 1 20 0.5 10 0 0 Coles Independents Ind S'markets Woolworths
  15. 15. Vic probability of repurchase Probability of Purchase (%) Prob for Perfect fruit (%) Average Price($) 90 3 80 probability of purchase (%) 2.5 70 8% 7% 7% Price ($/pce fruit) 60 5% 2 50 1.5 40 30 1 20 0.5 10 0 0 Coles Independents Ind S'markets Woolworths WA probability of repurchase Probability of Purchase (%) Prob for Perfect fruit (%) Average Price($) 90 3 80 probability of purchase (%) 2.5 70 10% Price ($/pce fruit) 60 9% 2 50 2.5% 5% 1.5 40 30 1 20 0.5 10 0 0 Coles Independents Ind S'markets Woolworths
  16. 16. Maturity Average DM content - North Queensland (Hass) 2008 2009 DM Standard 44 42 40 38 36 Dry Matter Content (%) 34 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec Average DM content - Central Queensland (Hass) 2008 2009 DM Standard 42 40 38 36 34 Dry Matter Content (%) 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec
  17. 17. Average DM content - Sunshine Coast (Hass) 2008 2009 DM Standard 44 42 40 38 36 Dry Matter Content (%) 34 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec Average DM content - South Qld (Hass) 2008 2009 DM Standard 46 44 42 40 38 36 Dry Matter Content (%) 34 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec
  18. 18. Average DM content - Northern NSW (Hass) 2008 2009 DM Standard 48 46 44 42 40 38 Dry Matter Content (%) 36 34 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec Average DM content - Central NSW (Hass) 2008 2009 DM Standard 46 44 42 40 38 36 Dry Matter Content (%) 34 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec
  19. 19. Average DM content - Tristate (Hass) 2008 2009 DM Standard 42 40 38 36 34 Dry Matter Content (%) 32 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec Average DM content - WA (Hass) 2008 2009 DM Standard 38 36 34 32 Dry Matter Content (%) 30 28 26 24 22 20 18 16 14 12 10 1-Jan 1-Feb 3-Mar 3-Apr 4-May 4-Jun 5-Jul 5-Aug 5-Sep 6-Oct 6-Nov 7-Dec
  20. 20. Where to from here? • Working with supply chain partners to make improvements • Working back from retailers who have consistently over time sold high quality fruit to assist in producing education materials • Producing a series of education materials • Continued quality surveys for monitoring and to measure improvements
  21. 21. Proportion of Hass with internal damage above 10% Sydney Coles Independents Independent supermarkets Woolworths 80% 70% 60% 50% 40% 30% 20% 10% 0% 09 9 09 09 8 8 09 09 09 08 09 9 l-0 -0 -0 r -0 p- - n- n- b- - g- ct- ov ec ay ar Ju Ja Ju Fe Ap Se Au O M N D M Proportion of Hass with internal damage above 10% Brisbane Coles Independents Independent supermarkets Woolworths 80% 70% 60% 50% 40% 30% 20% 10% 0% 09 09 09 9 8 8 09 09 09 8 09 09 l- 0 -0 -0 -0 p- n- - n- b- - g- r- ov ec ay ct ar Ju Ja Ju Fe Ap Se Au O M M N D
  22. 22. Proportion of Hass with internal damage above 10% Melbourne Coles Independents Independent supermarkets Woolworths 80% 70% 60% 50% 40% 30% 20% 10% 0% 9 09 09 09 8 08 9 9 9 8 9 9 l-0 -0 0 -0 -0 -0 -0 -0 c- - n- n- b- ov p ay ar ct Ju g r De Ja Ju Fe Ap Se Au O M N M Proportion of Hass with internal damage above 10% Perth Coles Indpendents Independent supermarkets Woolworths 80% 70% 60% 50% 40% 30% 20% 10% 0% Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- 08 08 08 09 09 09 09 09 09 09 09 09
  23. 23. Thank you

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