A Case In Point: Dole Consumer Compass
Dole’s Consumer pan-European research project began life as “Kostministeriet”, meaning “the Ministry of Food” commissioned by our Swedish business. Dedicated to providing deeper insights into what motivates and inhibits consumers from eating more fresh fruits and vegetables, in 2022 its scope was broadened to cover 10 different European countries. Using a variety of complementary research methods Dole Consumer Compass, so named given its objective to “point us in the right direction”, seeks to deliver a deeper understanding of consumers than traditional research provides. It is used to support generic promotion of produce, for New Product Development and for category management with retail partners. 10,000 people were interviewed across 10 European countries; Austria, Germany, Belgium, France, Czech Republic, Denmark, Sweden, Finland, Poland, and the Netherlands. By garnering a deeper understanding of consumer perceptions of fresh fruits and vegetables, our hope is to better meet the expectations of consumers across the continent, driving consumption and promoting better health and well-being. You can view our 2022 report here.