How Supermarkets Can Make Produce More Appealing

When it comes to enticing shoppers to increase their produce spending, appearance is key. Eye-catching displays are essential for triggering impulse purchases and driving sales, according to Anne-Marie Roerink, president of 210 Analytics LLC, a San Antonio-based market research and marketing strategies firm. Roerink, author of the Power of Produce 2024report published by FMI — The Food Industry Association, explains that the visual appeal of fruits and vegetables is the best marketing tool for attracting consumers.

“In produce, the eyes decide,” Roerink said. “Given the visual beauty of produce, the best marketing vehicle is the produce itself.” When produce is presented attractively, it draws shoppers in, encouraging them to buy more. However, poorly maintained displays can turn shoppers away. Overripe fruits, bagged salads with spoiled lettuce, and sparse displays are major deterrents. “The chances of making a sale in those instances are slim to none,” she adds. “That means quality and cleanliness are two overriding needs for a high-velocity produce department.”

Price and promotions also play a critical role in driving foot traffic to the produce section. Offering value-added and organic selections can enhance the appeal, while promotional strategies like mix-and-match deals—where shoppers save by combining various fruits and vegetables—can encourage higher spending. “This is a twist on the traditional buy-one-get-one offer, which isn’t commonly used in produce due to its perishable nature,” Roerink explains.

Addressing the perception of high produce prices is another important strategy. Merchandisers need to communicate why it’s worth spending more on produce, with a focus on its health benefits. “Items like citrus fruits are well known for their Vitamin C content, but rotating through small nutritional facts can help justify the slightly higher price and encourage extra items in the basket,” Roerink suggests. Given that Gen Z and Millennials often lack nutritional knowledge, platforms like TikTok, YouTube, and Instagram can be effective tools for educating younger shoppers and increasing their produce purchases.

Increasing the number of produce items shoppers buy per trip is another opportunity for growth. Although produce is already performing well in areas such as household purchases, shopping trips, and spend per trip, consumers are often limiting their purchases to reduce food waste and manage their budgets. By addressing these concerns and enhancing the overall appeal of produce, supermarkets can encourage shoppers to buy more and maximize sales.