The challenge: While fruits and vegetables remain a must have on most grocery lists, price sensitivity, ambivalence toward packaging, and low brand loyalty mean many shoppers tweak or skip purchases, highlighting actionable strategies for the produce industry.
The International Fresh Produce Association surveyed 754 U.S. consumers to uncover the realities of shopping for fresh fruits and vegetables—how price, packaging and brand influence choices, and which tactics can drive purchases. These findings help the industry refine pricing tiers, innovate packaging features, and tailor messaging to consumer expectations, ultimately driving stronger engagement and higher produce sales.
Price Perception & Action
Most American shoppers see produce prices as fair, although 60% would pay more for quality. Budget pressures still drive most to cut back, with only 30% saying they wouldn’t change their habits if prices rose.
The Opportunity: Highlight value for dollar messaging, tiered pricing, “quality guaranteed” and limited time offers to reassure budget minded shoppers.
Value Added Formats Gain Traction
Nearly 40% of consumers respond to high prices by opting for fresh cut or added value produce (pre washed, portioned, ready to eat).
The Opportunity: Expand and promote mix and match bundles, snack packs and meal kit integrations to meet both cost and convenience needs.
Brand Agnosticism Rules
Produce shoppers are largely brand agnostic, choosing items on price and perceived quality rather than label loyalty.
The Opportunity: Focus on consistent freshness cues (color coding, seal icons) to build trust at shelf.
Packaging Preferences Diverge
46% agree packaging isn’t necessary, yet one third would pay a premium for packaged produce; most buyers rely more on nutrition labels and date codes than on packaging design alone.
The Opportunity: Offer dual lines, minimal, eco friendly packaging alongside premium, informative packs that spotlight nutrition facts, origin stories and extended shelf life.
Quick Wins for Produce Marketers
Clearly label quality and price tiers so shoppers understand what they’re buying.
Scale ready to eat, value added bundles.
Launch a cohesive produce category branding toolkit.
Pilot eco minimal and premium informative packaging with clear date/nutrition callouts.
