Apple and pear Freshlogic market monitor 2004 (AP04006)

This is a final research report from Hort Innovation’s historical archives. Please note that as these reports may date back as far as the 1990s, the content and recommendations within them may be superseded by more recent research.

What was it all about?

The FRESHlogic program works by collecting and processing data into outputs that those in the industry can use to improve supply chain efficiency and the management of the category.

The scope of the data collected and how it is analysed, is driven by the need to assess all market influences. This is because the performance of fresh foods can be impacted by a mixture of demand, supply and competitive influences. A team of field resources collect data on retail prices, consumer advertising, weather patterns and competitive activity on a weekly basis. This data is then combined with supply, quality and trading data from those operating in the supply chain. When this pool of data is combined it enables analysis tools to be built to profile the drivers of category performance.

The FRESHlogic program produces information on what is driving the market and provides a basis to assess performance and target investments. This includes profiles of market conditions and factors that drive those conditions, as well as profiles of promotional activity, basket pricing comparison and share of income along the supply chain. More profiles will be developed as the analysis creates more knowledge about the linkages in the data and how the outputs can be used.

This report is about the performance of Apples and Pears in the Fresh Fruit

category* from 1 July to 31st Dec 2004 in the Australian domestic market.