Why Shoppers Are More Drawn to Produce Than Ever

Produce Shopper Trends Drive Fresh Produce Sales Growth

Retailers are responding to shifting Produce Shopper Trends as consumers increasingly seek fresh produce due to stable prices and healthier eating habits.

Rising Demand for Fresh Produce

Market data shows a notable increase in fresh produce sales. According to Circana, fresh produce volume sales reached 50.3 billion in the 52 weeks ending December 1, 2024, reflecting a 3.6% rise from the previous year. Dollar sales also rose by 3.8% to $92.7 billion, with an average price per volume of $1.84.

Fruits experienced a strong boost, with volume sales climbing 4.3% to 27.6 billion and dollar sales increasing by 5.7% to $47.6 billion. Vegetables followed suit, with volume sales reaching 22.5 billion (up 2.8%) and dollar sales hitting $43.9 billion (up 1.9%).

Key Produce Shopper Trends Driving Sales

Older generations like Baby Boomers and Gen X continue to drive fresh produce purchases, valuing home-cooked meals and fresh ingredients. Meanwhile, budget-conscious shoppers are exploring mass merchandise, club, and dollar stores for better deals.

Younger consumers, particularly Gen Z, show increasing interest in sustainability and convenience. Retailers can attract this group by using QR codes for product details, personalized discounts through mobile apps, and freshness-indicating packaging to build trust and loyalty.

Retail Strategies to Boost Produce Sales

• Impulse Buying: Displaying produce near store entrances encourages unplanned purchases.
• Merchandising for Small Households: Offering smaller packages reduces waste concerns.
• Cross-Merchandising: Bundling complementary products like yogurt with berries can increase sales.
• Digital Engagement: Digital signage, in-app lists, and mobile kiosks cater to tech-savvy shoppers.

Emphasizing Organic and Sustainable Produce

Organic produce sales increased 7.2% to 4.06 billion units last year, with dollar sales rising to $11.5 billion. Consumers are balancing cost concerns with organic and value-added options.

Conclusion

As Produce Shopper Trends evolve, retailers must embrace innovative strategies to maintain shopper loyalty and capture market growth.

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