“Price and promotions are important, but the ultimate purchase decision is far more complex,” said Sherrod. “In today’s fast-paced world, value-added and deli-prepared sales are growing, even with a price premium. There are no linear consumer purchase patterns, which makes the marketplace complex but also ripe with opportunities for growth.” Nature’s Best for Health and Wellbeing
“In the eye of the consumer, fresh produce has long been linked to health and nutrition,” said Sherrod. “That said, the definition of health has evolved and consumers leverage shortcuts such as smoothies, supplements and bars to get to their five-a-day. These trends are big lessons for the fresh produce industry.”
- 64 percent of consumers say it’s very or somewhat easy to reach the recommended daily amount of produce. That leaves 36 percent who struggle or are unsure what the recommended amount even is.
- 71 percent of consumers buy produce items specifically for their known health benefits and leverage Google/online searches (36 percent), on pack information (33 percent) and nutrition apps (33 percent) as ways to educate themselves.
- General wellness and energy are overriding goals for consuming fresh produce, but gut and digestive health, immunity and weight management are other important ones.
- 80 percent of consumers believe that veggie pasta, bars, supplements and beverages can help people reach their recommended daily amount of fruit and vegetables. Of consumers who buy these items, 72 percent say they sometimes or typically replace the consumption of fresh produce.
Planet, People and Produce
“The connection between produce, health, and the environment is becoming clearer,” said Sherrod. “Despite economic pressures, consumers are still willing to spend more on items that are sustainably grown, reduce packaging or food waste, or contribute to positive social initiatives.”
- 88 percent of consumers are interested in knowing more about the who, where and how of store-bought produce with a key communication role for the package label and websites.
- The survey identified an opportunity to share and educate, but also a need to keep it simple, using consumer-tested language to avoid misconceptions. When testing the carbon footprint claim, for instance, 39 percent of consumers incorrectly defined it as the amount of carbon dioxide absorbed or the amount of carbohydrates it contains — very much not the message growers focused on sustainability are trying to convey.”
- One in five consumers struggles with fresh produce waste at home.
- 52 percent of consumers would love to see storage tips and learn more about what’s in season.
The online study among 1,628 consumers was conducted and presented by 210 Analytics. The study fielded in August, 2024. A complete copy of the findings can be requested by contacting Anna Burch at SEPC.
