The study revealed only 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 they know that purple fruits and vegetables are available, and 63 percent saying they are aware that they should eat colourful produce.
“The power of purple goes beyond the vibrant colour and often indicates nutrient density and antioxidants,” stated grocery retailer, Whole Foods Market.
Low general awareness among shoppers of the specific types of purple fruits and vegetables available opens up market opportunity for manufacturers to educate consumers on the health benefits of consuming produce with vibrant colours, as well as products that are made with these produce. Potential product launches could include beverages, snacks and breakfast cereals.
The study also revealed that 93 percent of the respondents stated that heart health is important to them.
Greg May, product developer, Welch’s Global Ingredient Group, said: “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.”