The challenge: Reaching American consumers who want to eat healthier but don't always follow through.
The International Fresh Produce Association surveyed 754 U.S. consumers to uncover how Americans think about healthy eating - and how their actions often tell a different story. While the desire to eat well is strong, habits don't always follow.
The study reveals a growing openness to "food as medicine," shifting trust toward physicians over social media, and new dynamics driven by GLP-1 medications. These insights offer fresh opportunities for produce marketers to align with evolving health priorities and consumer behaviors.
Top of Mind, Not Top of Action
Fruits and veggies *should* be a staple. 75% agree they're key to a healthy life. But?
eat what they want, when they want.
The Opportunity:
Messaging should focus on helping consumers take the first step - removing friction, offering inspiration and positioning produce as the easiest choice in the moment.
Food Is Medicine: A Growing Preference
60% of Americans would rather change their diet than rely on medication.
The Opportunity:
Frame fruits and vegetables as a proactive health strategy in disease prevention. Partner with health-forward influencers and professionals.
Trust the Docs
1 in 4 Americans have been prescribed a health-related diet, and 58% are sticking with it.
The Opportunity:
Americans trust doctors more than social media. Build partnerships with clinics and use "doctor recommended" messaging.
The GLP-1 Effect
15% of Americans have used GLP-1 drugs (like Ozempic), which often reduce cravings.
The Opportunity:
Market produce as satisfying, convenient and "GLP-1 friendly" to align with new eating habits.
Smart Social Strategy
Most don't trust social media for nutrition - but YouTube (36%) and Facebook (30%) still lead for those who do.
The Opportunity:
Use short, expert-driven content that educates without overselling.
Quick Wins for Produce Marketers
- Nudge small, achievable eating shifts.
- Elevate "Food Is Medicine" messaging.
- Collaborate with trusted health voices.
- Align packaging with modern appetite changes.
- Focus content on high-trust platforms like YouTube & Facebook.
Questions?
