The banana category has remained an important part of the fresh produce offer across Australia and New Zealand.
In Australia in particular, bananas have been one of the most frequently purchased fruits, with their affordability, convenience, nutritional value, and year-round availability making them a household staple.
However, Dean Gall, Chair of IFPA A-NZ, has observed that consumers have become increasingly value-conscious. Cost-of-living pressures mean shoppers are looking closely at value, but they are not necessarily looking for the cheapest product alone.
“Quality, freshness, and shelf life are increasingly important because consumers want the produce they buy to last and want to minimise waste at home,” said Gall.
“Convenience also continues to play an important role. Bananas have a natural advantage here, as they are portable, require no preparation and appeal to most demographics. That gives the category a very strong foundation.”
As bananas are a high-frequency purchase, Gall said that retailers have a significant opportunity to use the category to create a strong fresh produce experience. Good merchandising, with well-presented displays and a range of colour stages, lets consumers choose bananas based on when they intend to eat them: some want yellow fruit to eat today, while others deliberately choose greener bananas that will ripen throughout the week.
He added that there is also an opportunity to educate consumers around appearance. A banana does not suddenly become unsuitable to eat because it has a few marks or has moved beyond bright yellow. Helping shoppers understand different stages of ripeness and how to use them in smoothies, baking, or cooking can help reduce household and retail waste.
Promotions can also go beyond price. Cross-merchandising bananas with breakfast, lunchbox, smoothie, or baking occasions can create additional relevance, while communicating the story behind the fruit where it was grown, who grew it, and how it reaches the consumer can create a stronger connection between shoppers and Australian agriculture.
Gall highlighted that consistency is the key challenge, as consumers expect bananas to be available 52 weeks of the year, at an accessible price, and at the right stage of ripeness, regardless of what may be happening at farm level.
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