Behavior
The challenge: Financial pressures, emotional strain, and economic uncertainty weigh heavily on consumers.
The International Fresh Produce Association surveyed 754 U.S. consumers to better understand how financial concerns, mental well-being, and external stressors influence produce purchasing decisions. This section explores shifting consumer priorities, emotional states, and spending adjustments, highlighting opportunities to position produce as a source of stability, health, and value during uncertain times.
Stress Over Produce Prices:
Nearly 50% of consumers reported being stressed by produce prices. Rising food costs are a significant contributor to broader financial stress.
Opportunity: Feature value-driven promotions, loyalty discounts, and price assurance messaging to ease concerns.
Spending Adjustments
Consumers are cutting back mainly on entertainment-based and discretionary purchases; grocery and household necessities appear to be more protected from spending reductions.
Opportunity: Create bundled meal kits or family packs that emphasize convenience and budget-friendly value.
Mental State
Positive mental descriptors were common, but 1 in 3 consumers reported feeling stressed.
Opportunity: Highlight produce’s role in supporting mental well-being, family health, and stress management.
Political Climate
In November 2024, approximately 25% of Americans expressed concerns about political upheaval.
Opportunity: Position produce as a simple, reassuring part of daily life, regardless of external uncertainty.
Implications for Fresh Produce
Price sensitivity will continue to influence purchase decisions.
Emotional well-being and financial pressures may affect willingness to try premium or novel produce items.
