RESEARCH PERSPECTIVE

RESEARCH PERSPECTIVE Regional Discrepancies in the Fresh Produce Industry

By Breeda Bennett-Jones and Carly Fink

From coast to coast, the United States makes up approximately 3 million square miles. The country is the third most populous in the world and the fourth in square mileage. Size does matter, and the range of behaviors among such a wide variety of consumers is undeniable when it comes to fresh produce perceptions and purchasing habits.

The social, cultural, and geographic differences between the regions of the United States also influence consumers’ attitudes regarding sustainability and the environment. How do the regional differences impact grocery shopping behaviors among the 235 million Americans who consider themselves primary or secondary grocery shoppers? Provoke Insights, a full-service market research firm and brand consultancy, conducts a biannual nationwide study among Americans. Provoke Insights’ latest fourth wave of research sought to understand Americans’ purchasing habits and trends in over a dozen categories, including fresh produce. Using this year’s fresh-off-thepress data from March 2022, it is possible to understand the latest consumer trends in fruits and vegetables and how they are affected by regional differences.

PRE-PREPARED SALAD KITS AND PRE-CUT PRODUCE ARE MORE POPULAR IN URBAN AREAS

The majority of shoppers nationwide purchase fresh-packaged salads, with one-third picking them up at least weekly. The West and the Northeast has the highest propensity to purchase these versatile “salad kits.” Rural shoppers are the least likely to buy them, with only one-fourth purchasing them weekly. Meanwhile, urban and suburban shoppers have a higher likelihood of purchasing them weekly (33%).

Pre-cut produce is also popular with 81% of shoppers buying them. One-quarter of grocery-goers pick them up at least weekly. Like pre-cut salads, these shoppers tend to be from urban areas; there is no difference among U.S. regions.

NORTHEAST FOCUSES ON SUSTAINABILITY

Although plastic-packaged produce is common, grocery shoppers are becoming more aware of the impact their habits have on the environment. More than half of food purchasers prefer buying loose produce without plastic packaging. Uniquely, the Northeast is the most likely to buy loose produce (60%). This region is the most willing to pay more for sustainable products; they are also the most environmentally conscious.

Rural shoppers are the least likely to seek out loose produce (47%), compared to urban (57%) and suburban (55%) shoppers. regions or urban/suburban/rural, Provoke Insights’ survey reveals stark generational differences.

Baby boomers have the highest propensity to purchase locally grown produce (59%) compared to any other age group. Millennials and Generation X follow suit at 56% and 54%, respectively. Generation Z is the least likely to scour their grocery stores and local farmers markets for these items.

UNAIDED BRAND AWARENESS DIFFERS BY REGION

Unprompted awareness evaluates a grocery brand’s power, as shoppers can conjure a brand without being aided. This industry is unique, as one-third of these consumers cannot name a fresh produce brand. Of those who can name a brand, Dole overwhelmingly leads (26% awareness). Chiquita (4%) and Del Monte (2%) follow suit. Many private label brands remain top-of-mind, as Whole Foods 365, Kroger, and Trader Joe’s also rank in the top 10 brands. • Regionally, the Northeast maintains the highest awareness of produce brands, with over three-quarters of shoppers (76%) able to name a brand. The top names include Dole, Whole Foods 365, Del Monte, and Chiquita. • The West comes in second, with 68% of consumers being able to name a produce brand. Dole and Chiquita lead, but private labels rank high. • The Midwest is close behind, with exactly two-thirds of grocerygoers (66%) able to name a brand; Dole, Chiquita, Del Monte, and Whole Foods 365 rank the highest. • Shoppers in the South are least likely to be aware of grocery brands (62%). These shoppers are primarily aware of Dole, followed by Chiquita, Whole Foods 365, Del Monte, and Kroger.

URBAN SHOPPERS ARE MORE BRAND LOYAL

Brand loyalty is a key metric for fresh produce brands looking to resonate with grocery shoppers. Over half (58%) of shoppers seek familiar brands when perusing fruits and vegetables. This is particularly true in urban areas, where nearly one-third (62%) of grocery shoppers purchase tried-and-true produce brands again and again — a 1% year-over-year increase from 2021.

Suburban shoppers (58%), followed by rural shoppers (54%), tend to be less loyal to their fruit and vegetable brands. pb

Provoke Insights is a full-service global market research and brand strategy firm. As a builder of brands, the firm solely focuses on research for branding, advertising, and content marketing initiatives. Provoke Insights empowers brands with the insights they need to navigate the cluttered marketing space and improve ROI. Carly Fink is the firm’s president and head of strategy and research; Breeda Bennett-Jones is an assistant researcher and strategist.

BABY BOOMERS PURCHASE LOCAL PRODUCE

Locally grown produce is another crucial pillar of the produce industry, as many Americans venture to outdoor markets and homegrown sections of grocery stores. About half (55%) of shoppers seek local crops. Though there are no significant differences across

METHODOLOGY. Provoke Insights conducted a 15-minute online survey among 1,500 Americans between ages 21 and 65. The study was fielded from March 1-10, 2022. A random stratified sample methodology was used to ensure a high degree of representation of the U.S. population (household income, age, gender, geography, ethnicity, and parental status). Results based on this sample have a maximum margin of sampling error of +/- 2.5% at a 95% confidence level. Statistical differences between subgroups indicated in this research were tested at a 95% confidence level. Check out https://provokeinsights.com/spring-2022-trends for the latest category research, including fresh produce.