Welch’s eyes untapped consumer opportunities for "purple power"

18 Aug 2017 --- According to new research commissioned by Welch’s Global Ingredients Group, just 18 percent of Americans can name more than three types of purple fruits and vegetables. This is in spite of nearly three quarters (73 percent) claiming that they know purple fruits and vegetables are widely available, and 63 percent saying they are aware that they should eat more colorful produce.

The results of the survey come as a surprise in light of the fact that purple has been earmarked as one of this year’s major food and drink trends. Whole Foods Market, the grocery retailer, named “Purple Power” as one of its top 10 trends for 2017, stating: “Richly colored purple foods are popping up everywhere. The power of purple goes beyond the vibrant color and often indicates nutrient density and antioxidants.”

Speaking to FoodIngredientsFirst, Zachary Longhini, Global Business Development Manager for Welch’s Ingredients said: “At Welch’s we live and breathe purple. Having said that purple is one of the less common varieties of fruit and vegetables, compared to greens and reds, which are common to find.”

“What we found surprising was that less than 20 percent of consumers taking part in the survey were able to name more than 3 different fruit and vegetable. The most common purple items that could be named were grapes, plums and eggplant. This certainly points to difficulty when people are only familiar with those options,” he explains. 

“Consumers do, however, understand the importance of trying to get as many colors of fruits and vegetables into their diets as possible. The darker the color of the fruit or vegetable, the higher the level of polyphenols and plant nutrients will be,” Longhini notes. 

“There are different types of nutrients in purple fruit and veg, the extent of which you can broaden the color pallet on your plate will ensure you are getting a more robust selection of polyphenols which can help contribute to overall health and wellness,” he adds. Stay tuned with FoodIngredientsFirst for a detailed interview with Longhini available from August 28, 2017. 

But low general awareness among shoppers of the specific types of purple fruits and vegetables available means there could be an opportunity to launch new purple-produce containing products into the market. Potential solutions include beverages, snacks and breakfast cereals, formulated using ingredients made from Welch’s Concord grape, a unique deep purple grape variety that has a delicious taste and is a true polyphenol powerhouse.

Greg May, Product Developer, Welch’s Global Ingredient Group, said: “This research points to an interesting dynamic. Consumers appreciate vibrantly colored produce, but a majority of them struggle to identify more than three purple choices. Consumers need help learning about their options and finding purple produce at the grocery store. Manufacturers can tap into this unmet need with new products that will lift this purple haze and make it easier for shoppers to add the benefits of purple into their diets.”

Concord grapes make a delicious and nutritious 100 percent fruit juice – a product that commands high levels of popularity among consumers. In fact, Welch’s survey found that the majority of Americans acknowledge that they like 100 percent fruit juice.

Meanwhile, almost all of the respondents – 93 percent – stated that heart health is important to them. And, of the 65 percent of Americans who drink red wine, more than two-thirds (67 percent) are willing to swap a glass of wine for a glass of 100 percent grape juice every now and then, since it offers many of the same heart health benefits.

The Concord grape is a distinctive dark purple variety that’s singularly delicious and naturally sweet. Grown by Welch’s in North America, it is different from standard table grapes with its thick skin and crunchy seeds, which is where you’ll find the plant nutrients (polyphenols) behind this grape’s goodness.

Through Welch’s Global Ingredients Group, ingredients made with Concord grapes are now available to other food and beverage manufacturers globally, making it easy for them to “go purple”. Solutions include 100 percent fruit juices, 100 percent fruit purées, FruitWorx real fruit pieces and FruitWorx fruit juice powder.
 
May added: “We now offer Concord grape ingredients in a wide range of formats, enabling food and beverage companies all over the world to unlock the purple potential of these great tasting and nutritious grapes in applications they may never have previously considered. Our ingredient solutions offer a unique opportunity to develop and launch delicious and wholesome new purple products that consumers everywhere will love.”

By Elizabeth Green