Editor's note: The following report is from The Packer’s Fresh Trends 2024, which provides insight based on survey responses from consumers. Since 1983, The Packer has sponsored 41 major consumer studies to track trends in the purchases and consumption of fresh produce, documenting the fluctuation in purchases of specific fruits and vegetables as well as changing attitudes toward industry issues.
When more than 1,100 consumers polled by The Packer’s Fresh Trends 2024 survey were asked, “Are you buying a larger variety of fresh produce today than you were 20 years ago?” the majority of respondents reported buying a larger variety of fresh produce than two decades ago.
The survey showed that 68% of all consumers indicated a greater variety of produce purchases now compared with 20 years ago.
By income demographic, 74% of consumers making more than $100,000 per year said they purchase a wider variety of fresh produce now, much greater than the 54% for consumers making less than $25,000 per year.
Seventy-eight percent of consumers with kids at home said they purchased a greater variety of produce than 20 years ago, compared with 61% of consumers with no kids at home.
There was little variation in consumer responses based on where they live, according to Fresh Trends 2024, with responses varying from 66% in the Midwest to 70% in the South.
By age group, 77% of consumers aged 30-39 said they purchased a greater variety of produce than two decades ago, substantially higher than the 58% indicating that answer in the 60 and older age group.
For those who indicated a greater variety of fresh produce purchases compared with 20 years ago, Fresh Trends 2024 respondents were asked to indicate all the produce items they purchased now but did not purchase previously.
The following shows the percentage of consumers indicating greater purchases of specific commodities now compared with 20 years ago:
- Avocados — 35%
- Asparagus — 29%
- Apples — 27%
- Bell peppers — 24%
- Bananas — 23%
- Broccoli — 22%
- Blueberries — 21%
- Brussels sprouts — 20%
- Salad mix — 16%
- Carrots — 15%
- Artichokes — 15%
- Blackberries — 15%
- Cabbage — 15%
- Sweetpotatoes — 14%
- Spinach — 14%
- Mushrooms — 14%
- Asian pears — 13%
- Cauliflower — 13%
- Kale — 13%
- Specialty peppers — 13%
- Cucumbers — 13%
- Beets — 13%
- Apricots — 12%
- Celery — 12%
- Tomatoes — 12%
- Cherries — 12%
- Strawberries — 12%
- Grapes — 12%
- Clementines/mandarins — 11%
- Kiwifruit — 11%
- Eggplant — 11%
- Pineapple — 11%
- Onions — 10%
- Garlic — 10%
- Green onions — 10%
- Potatoes — 10%
- Watermelon — 10%
- Mangoes — 10%
- Raspberries — 10%
- Green beans — 9%
- Lemons — 9%
- Sweet corn — 9%
- Squash — 9%
- Lettuce — 9%
- Peaches — 9%
- Oranges — 8%
- Honeydew — 8%
- Limes — 8%
- Grapefruit — 8%
- Papayas — 7%
- Pomegranates — 7%
- Sprouts — 7%
- Radishes — 6%
- Cranberries — 6%
- Pears — 6%
- Plums — 5%
- Nectarines — 5%
- Pluots — 5%
