Reviving apple consumption in Europe through consumer-focused strategies

Apple consumption in Europe has been declining, with fewer consumers buying fresh apples each year. To address this trend, Blue Whale® has focused on understanding global consumer preferences, both in terms of product expectations and shopping experiences. According to Christelle Bertin, marketing and communication director, this knowledge is key to reinvigorating apple sales. Since 2022, Blue Whale® has conducted large-scale studies in France and other countries with MarketSense to analyze consumer behavior.

The research identified three key reasons for declining apple consumption: disappointing taste and texture, a perception of apples as a mundane fruit, and diverse consumer profiles with varying expectations. Blue Whale® has used these insights to refine its approach to assortment planning, aiming to meet consumer needs through a broader and more targeted product offering.

One success story is the introduction of CANDINE, a sweet, crunchy, and juicy apple variety designed for younger consumers seeking a snackable and flavorful fruit. The company’s category-focused strategy was tested in partnership with Leclerc in 100 stores, where apples were organized by taste profiles and supported by clear in-store signage. This approach boosted category sales by 46% during the two-month trial, proving the effectiveness of consumer-oriented strategies.

Blue Whale® has also developed marketing tools, such as point-of-sale advertising, to guide shoppers and make the apple selection process easier. By prioritizing taste and specific consumer needs, the company is successfully driving both sales and shopper satisfaction.

As one of the leading French exporters of apples, with 7,200 hectares under production and 270,000 tons of fruit sold annually, Blue Whale® continues to set the standard for the industry.

The company will showcase its innovations at Fruit Logistica in Berlin, February 5-7, at Hall 6.2 - C10. To schedule a meeting, send your inquiry.