There’s a marked shift in the way consumers nationwide are shopping for produce amid rising inflation, said Rick Stein, vice president, fresh foods at FMI, in a recent blog post.
According to FMI’s 2022 Power of Produce report, price now ranks as the No. 1 factor produce consumers consider. Twenty-five percent of shoppers ranked price first when making fresh produce purchasing decisions, followed by appearance (19 percent), health benefits (19 percent), and ripeness (15 percent).
To save money, 92 percent of consumers have changed their approach to buying produce. Over half frequently check sales prices at their primary store and nearly one-third (27 percent) check across stores.
In addition to in-store signage, shoppers are increasingly using store apps, websites, social media, and texts to find cost-effective options.
“They say all that glitters is not gold, and we are seeing this philosophy play out in real time as consumers apply more scrutiny to glistening fruits and vegetables,” said Stein. “The new prominence of price in produce purchasing decisions signals trying times for the average American shopper. Despite this more expensive reality, food retailers around the world are working hard to ensure produce options are plentiful and prices remain affordable, so consumers need not go without those shiny apples and ripe tomatoes they so adore.”
On a positive note: Produce remains an unplanned purchase spurred on by seasonality, promotions, and eye-catching displays. Full Story
Related: Retailers Discuss the Impact of Inflation on Shopper Behavior; Food Companies Pause Operations in Russia.