Conditions for a "Produce Section That Makes You Want to Buy" Revealed: 82% Value "Peace of Mind Quality," 67% Value "Information," and Both are Key to Appealing Stores

Kagome Co., Ltd. (President: Harunobu Okutani, Headquarters: Nagoya City, Aichi Prefecture) analyzed the evaluations of 1,953 consumers*1 with high interest in vegetables and food in conjunction with the "Produce Section Display Contest 2026: Creating a Produce Section That Makes You Want to Buy" judging, and clarified the characteristics of a "produce section that makes you want to buy." The results showed that "peace of mind quality," such as freshness and hygiene, is a prerequisite for evaluating a produce section. Furthermore, it was revealed that clearly communicating "information" such as price and origin increases purchasing motivation, and that it is important to appeal both "peace of mind quality" and "information" simultaneously. In this survey, 18 evaluation items related to produce sections (freshness, clarity of price, POP, etc.) were categorized into five areas: "Peace of Mind Quality," "Information," "Appearance," "Shopping Efficiency," and "Motivation Appeal," and analyzed.

* Refers to &KAGOME members. &KAGOME is a community platform operated by Kagome where users interested in vegetables and food can interact and share information and experiences.

<Survey Results Overview>

◆ "Visualizing Freshness" is Key in Produce Sections; "Peace of Mind Quality" is a Prerequisite for Purchase.

◆ Approximately 70% Value Clear "Information" Such as Price and Origin, with Stores That Provide Conviction Being Sought.

◆ Stores Balancing "Quality" and "Information" Receive the Most Support, Stimulating Purchase Intent Through Synergistic Effects.

◆ Younger Generations Value Appearance and Presentation, Revealing Differences in Store Evaluation by Generation.

◆ Creating Stores with "Overall Strength" That Incorporate Multiple Elements, Including Appearance and Efficiency, in Addition to "Peace of Mind Quality" and "Information," is Important.

Survey Background

In recent years, while expenditure on fresh vegetables has increased, purchase volume has been on a declining trend, posing a challenge of reduced vegetable consumption by consumers. This background is thought to be influenced not only by soaring prices but also by changes in consumer interest and purchasing motivation towards vegetables. Therefore, our company focused on produce sections, which are daily purchasing touchpoints for consumers, and conducted a web survey on "Produce Sections That Make You Want to Buy" targeting 1,953 &KAGOME* members, who are general consumers.

"Peace of Mind Quality," Valued by 82%, is a Prerequisite for Produce Sections

Items related to peace of mind quality, such as "freshness is conveyed," "hygienic and clean," and "appropriately managed," were considered important by 82.3% of the total respondents. This significantly surpassed other factors (such as color, display, and promotional presentation), indicating it is the "minimum requirement" for produce sections. In particular, "freshness is conveyed" was the most frequent at 53.1%, showing that consumers prioritize "trust in quality" over visual appeal and presentation.

"Information," Sought by 67%, Supports Purchasing Decisions

Information-related elements, such as "price is immediately understandable" (42.6%) and "origin is understandable" (29.3%), also received high support. The total number of people who valued at least one of the multiple information items was 67%, revealing that approximately two-thirds of consumers seek "information" that allows them to make a purchase with confidence. This is presumed to indicate a growing desire not only to "feel" the quality but also to "understand and choose."

The Largest Segment is Those Who Simultaneously Seek "Peace of Mind Quality x Information" (53%)

Analysis of simultaneously selected combinations by category revealed that the largest group was those who value both "peace of mind quality" and "information" (53.0%). Furthermore,

- 64.4% of those who value peace of mind quality also value information simultaneously.

- 79.1% of those who value information also value peace of mind quality.

These results indicate that the two have a relationship where purchasing intent is maximized only when they are combined.

Characteristics of Store Evaluation by Age Group

When analyzing the combination of "peace of mind quality" and "information" selected simultaneously by age group, the rate remained high at approximately 56-61% for each generation from their 30s to 70s, with the 50s showing the highest result at 61.2%. On the other hand, those in their 20s accounted for the lowest proportion at 43.1% among all age groups. In the 20s, points related to appearance (41.0%) were high, showing a tendency for greater interest in appearance (visual elements) compared to other age groups. These results suggest that while the combination of "peace of mind quality" and "information" is central to store evaluation for those aged 30 and above, visual appeal also influences store evaluation for those in their 20s, in addition to these factors.

When shopping at the produce section of a supermarket, please choose up to three important items from the following.

Age Differences by 5 Category Evaluations (excluding age unknown)

【Reference】

Special Site for the Announcement of Results for the "Produce Section Display Contest 2026: Creating a Produce Section That Makes You Want to Buy"

URL: https://cp-master.com/seikadisplay-contest2026result

Survey Overview

Survey Method: Web Survey

Target Audience: 1,953 &KAGOME members nationwide

Survey Period: May 14-22, 2026

Survey Content: Multiple-choice response on "elements that make you want to buy" in produce sections