Four trends influence fruit and vegetable consumption in the COVID-19 era

San José, January 6, 2021. At a time marked by changes and adaptability, consumers are guiding their purchases of fruits and vegetables according to four trends: safety, sustainability approach, consumption of local products and consumption of foods that reinforce mental performance and the immune system. This stems from the study Trends in the commercialization of fruits and vegetables in times of COVID-19, carried out by the Foreign Trade Agency of Costa Rica.

The study determined that, despite the crisis caused by the pandemic, the world’s agri-food sector has been resilient and its exports have experienced a growth of 5% in the first half of 2020 in relation to the same period of 2019, period in the which Costa Rica also grew by 2%.

“2020 has been a year marked by changes, and the Foreign Trade Agency of Costa Rica carries out this type of research to provide relevant information to our export sector, so that it can learn about opportunities, reconvert and, why not, take advantage of the crisis. This study shows us the new guidelines that international markets are dictating in terms of preference for fresh products, and, therefore, it is a light that shows us the path we must follow if we want not only to maintain the positioning of the sector, but also do not expand your export markets. We have no doubt that this resilient sector will once again be able to adapt and take advantage of this moment”, stated Pedro Beirute, Foreign Trade Agency of Costa Rica General Manager.

Consumers are changing their buying habits, now they have a greater concern for the safety and traceability of their food, which is why they demand safety. Additionally, they are oriented towards fresh products based on a low environmental impact, for example, a lower carbon footprint or adopting behaviors such as reducing waste and consumption of plant-based foods. In addition to this trend, it is increasingly common for companies to bet on business with purpose, and seek to balance the social and environmental in the post-COVID19 future.

Buying local products has to do with the contraction of the world economy and the disruption of supply chains. While the consumption of foods that support mental performance and the strengthening of the immune system has to do with the recommendations that health authorities have issued; for example, products that optimize mental performance using adaptogenic ingredients (natural substances to reduce stress), nootropics (substances that improve cognitive capacity) and those that improve the response of the immune system (such as blackberry and turmeric).

The study expands that, given the aforementioned trends, business models such as direct sales to the consumer through digital platforms and home deliveries, the customization of food kits for specific diets (such as vegetarians or flexitarians), as well as drive thru sales that reduce contact in the method of payment and visit to the establishments.

Beirute added that, in this context that the country and the world live in, it is important that national companies follow the safety and innocuousness recom

mendations of the health authorities, have a logistical contingency plan, and not be afraid of digitization. “If we follow these recommendations, the process of reorienting the business to the new requirements of the world consumer will be easier.”