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CCFB News» July 2022

Price tops consumers' produce-buying decisions

07/13/2022 @ 2:45 pm

Price is consumers’ top consideration when buying fresh fruits and vegetables, according to FMI. The Food Industry Association shared its annual “2022 Power of Produce” report.


Other factors considered include appearance, ripeness and health benefits. Shoppers are also increasingly interested in locally grown food.


Of those surveyed, 56% said they want their local produce department to sell more locally grown fruits and vegetables, while 54% said they want produce grown in the United States. Preference for locally grown is most effective when paired with specific definitions, such as a certain mile radius or state border.


When deciding to buy, 25% of consumers ranked price as the top factor, followed by appearance and health benefits that both received 19% and ripeness at 15%.


The newest survey results show changes in consumers’ produce shopping habits. Previously, appearance and quality ranked first, but this year, price received preference.


Consumers see wellness benefits from buying fresh fruits and vegetables with 96% reporting those purchases as investments in personal health. Of those who pay a lot of attention to health and nutrition, one-third said fresh produce has a central role in their diets.


Convenience is still popular among shoppers with 45% frequently buying convenient vegetable options and 48% buying convenient fruit choices. When it comes to adding value, shoppers favor convenience from pre-cut to ready-to-serve produce.

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