The challenge: Even though produce drives store choice, shoppers juggle convenience, value perceptions, and family influence, creating friction and missed chances on every trip.
The International Fresh Produce Association surveyed 754 U.S. consumers to understand how store selection criteria, in store experiences and family dynamics shape produce purchases, highlighting clear tactics to capture attention and boost sales.
Store Selection Drivers
Supermarkets dominate as the preferred grocery option, with the produce department ranking highest in choosing a store, followed by convenience and value.
The Opportunity
Elevate produce’s visibility through strategic cross merchandising and “Produce First” signage.
Power of in-Store Merchandising
In store displays and promotions sway produce purchases more effectively than print ads, online banners or social media.
The Opportunity
Invest in dynamic merchandising; sampling stations, digital shelf talkers and themed displays to drive impulse buys.
Balancing Value & Convenience
After produce prominence, perceptions of price fairness and ease of shopping rank as key store choice factors.
The Opportunity
Introduce value bundles, grab and go snack packs and quick prep kits positioned near checkout and grab and go aisles.
Family Shopping Influence
58% of children accompany parents most or all of the time, and 40% exert “all” or “a lot” of influence on produce choices.
The Opportunity
Design kid friendly displays, host in store sampling events and use interactive elements to engage young shoppers.
Quick Wins for Produce Marketers
Co brand “Produce First” store maps and aisle markers with key retailers
Create in-store displays and ways for consumers to interact with produce while at the grocery store.
Feature weekend “Family Picks” promotions to capitalize on child influence.
Roll out value and convenience focused bundles at prominent endcaps.
