Consumer Trends
Americans & Sustainable Practices
Sustainability in Produce: Insights from a U.S. Consumer Survey
The challenge: Sustainability is on consumers’ minds, but mixed signals on terminology, safety perceptions and packaging trade offs keep eco friendly produce from fully taking root.
The International Fresh Produce Association surveyed 754 U.S. consumers to explore how sustainability considerations shape produce purchases and to identify actionable strategies that drive both sustainable choices and sales. This section explores local sourcing, packaging impact and eco friendly claims, highlighting opportunities for clear labeling, traceable origin stories and packaging innovation to meet expectations and expand market share.
Sustainability in Mind, But Selectively
Just over half of shoppers consider growing methods and packaging materials when buying produce.
The Opportunity: Elevate clear, certified sustainability claims (organic, recyclable, low pesticide) on front of pack and in store signage.
Local Commands a Premium
Nearly three quarters of consumers are willing to pay more for locally grown produce.
The Opportunity: Spotlight local sourcing through “Farm to Table” labels, regional branding and dedicated shelf sections.
Packaging: Premium vs. Perceived Waste
Almost half of consumers would pay extra for sustainable packaging, yet many still view packaging itself as unnecessary.
The Opportunity: Introduce minimal waste packs that balance protection, and clearly articulate the value of each packaging feature.
Terminology Confusion
Only 20% of Americans understand advanced sustainability terms like carbon farming or climate smart ag—though these buzzwords influence purchase decisions
The Opportunity: Simplify sustainability language with easy scan QR codes, in store info cards and straightforward icons that explain practices in plain English.
Perceived Quality Up
Perceived quality of sustainably produced items has increased in 2024 compared to 2023.
The Opportunity: Spotlight quality, taste, and freshness on packaging of sustainable produced items to further increase consumer preferences for these products.
Quick Wins for Produce Marketers
Launch a “Locally Grown” campaign with premium shelf tags.
Roll out eco minimal packaging piloted in high traffic stores.
Deploy QR codes to educate on sustainability terms.
