Despite weight loss being the #1 New Year’s resolution, it’s with the beginning of spring that most people’s healthier eating habits are established. In fact, 52% of Europeans declare to be willing to consume more fruit and veggies. In this consumer report we’ve asked Roamlers to tell us more about their shopping preferences.

1. 2018Roamler©2018Roamler©
2018
Trends for

2. 2018Roamler©
Despite weight loss being the #1 New
Year’s resolution, it’s during spring that
most people’s healthier eating habits are
established. 52% of Europeans declare to
be willing to consume more fruit and
veggies. In this consumer report we’ve
asked Roamlers to tell us more about their
preferences.
HOW OFTEN DO WE BUY ?
47%
SHOP ONCE
A WEEK
40%
SHOP ONCE
EVERY 2 DAYS
! !!

3. 2018Roamler©
WHERE DO WE BUY OUR GREENS?
70%
11% 7%6%
Supermarkets
Local markets
Specialized
stores
Discounters
The preference for supermarkets is
stronger in the UK (88%), the Netherlands
(84%), and Belgium (82%).
In Italy & Spain, local markets are preferred
slightly more than their counterparts in
the Northern Countries 20% vs 6%.
Discounters come in last place, with the
exception of Germany where they are
preferred 26% of the time.

4. Promotions influence the choices of 7 out of 10
consumers.
Price seems to be particularly important for:
fill up their shopping cart according to cooking plans.
Other important factors in determining what
fruit and vegetables we will put on our tables are:
Personal tastes Price Cooking plans
WHAT FACTORS INFLUENCE OUR CHOICE?
2018Roamler©
82% 69% 69%
Belgians
80%
Dutch
78% Germans
69% of
of of the

5. THE 5 MOST BELOVED VEGETABLES
When asked to express a preference, Europeans
have no doubt: Tomatoes top the chart in every
country!
#1TOMATOES
2018Roamler©
#5
BELL
PEPPERS
#2
POTATOES
#3
CARROTS
#4
MUSHROOMS

6. 2018Roamler©2018Roamler©
RAW, PRE-PACKED
OR FROZEN?
HOW DO WE LIKE
OUR VEGGIES?
Less than 20% of consumers include veggies
in their healthy snack choices.
The preference is particularly low in countries
like France (4%) and Italy (8%).
Finally, only 5% of
consumers consider
adding veggies to
their breakfast.
Washed and cut,
pre-packed
Fresh, raw veggies
75%
15%
for the Netherlands32%
Frozen
16%
most popular:
Belgium
France
Italy
Germany
27%
22%
22%
20%
LunchDinner
87% 69%
Breakfast
eat them for eat them for

7. Fresh, raw fruit
of consumers include fruit
in their breakfast.
92%
Frozen
8%
particularly used for smoothies
HOW DO WE BUY
OUR FRUIT?
HOW DO WE LIKE
OUR FRUIT?
2018Roamler©
For 67% of Europeans, a good piece of fruit
represents the ideal healthy snack.
Most Italians usually finish their lunch and
dinner with some fruit (respectively 56% and
40%).
Around 2 Europeans out of
10 do the same for dinner.
40%
Washed and cut,
pre-packed
8%3 Europeans out of 10 add
a piece of fruit to their lunch

8. THE 5 MOST BELOVED FRUIT
Bananas win the heart of shoppers all over Europe
50%
BANANAS
2018Roamler©
38%
APPLES
25%
MELONS
37%
BERRIES
24%
GRAPES

9. WHAT ABOUT AVOCADOS?
Propelled by a strong popularity in the US and a rising healthy eating trend,
avocado consumption has been increasing in Europe. The average person
purchases just below 1kg a year.
25% of Europeans declare to buy and eat 1 avocado per week. Percentages
are higher in France (36%) and Spain (31%), the latter currently being Eu-
rope’s largest producer.
2018Roamler©
~1 kg
1 x
week

10. 2018Roamler©
This report is based on a survey submitted to users of
the Roamler mobile app across Europe, with the
purpose of gathering consumer sentiment and
shopping preferences for Fruit and Vegetables.
The survey was conducted during weeks 1, 2 and 3
2018 in the Netherlands, the United Kingdom,
Germany, France, Italy, Spain and Belgium. Results
are based on data gathered from 2.780 respon-
dents, aged between 28 and 55 and equally divided
between men and women.
Roamler offers crowd-powered solutions, answering
the call of companies for efficiency with individuals
who perform on-demand tasks. Through its
resources and technology, the company manages a
crowd of thousands of individuals and independent
professionals spread across Europe.
These “Roamlers” collect insights, execute retail
audits, and perform merchandising activities for the
biggest FMCG manufactures, consumer brands,
retail chains, etc.
With over 1.5 million tasks executed per year,
Roamler is the market leader within crowd-sourced
field marketing activities.
Headquartered in Amsterdam, Roamler has offices
in the UK, Germany, France, Belgium, Italy, Spain
and Turkey.
About this About
RoamlerCustomer Report

11. contact
For more information visit
www.roamler.com
Crowdsourcing solutions for
field marketing
2018Roamler©