Editor's Note: The following report is based on The Packer’s Fresh Trends 2023 consumer survey. Since 1983, The Packer has sponsored 40 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.
If price were no object, consumers would definitely eat more fresh organic produce.
That is one conclusion from a series of questions in The Packer’s Fresh Trends 2023 about how consumers buy fresh produce and what would change if price were no object.
First, Fresh Trends asked consumers, “What produce items do you typically buy?” Their responses:
- Fresh fruits: 77%.
- Fresh vegetables: 72%.
- Frozen fruits: 32%.
- Frozen vegetables: 44%.
- Canned fruit: 31%.
- Canned vegetables: 38%.
- Organic produce: 31%.
- Locally grown produce: 36%.
However, when asked, “If price was not an issue, which of the following items would you purchase?” consumers revealed greater aspirations for organic produce and locally grown produce.
Related: Fresh Trends 2023 offers insight into consumers' fresh produce buying habits
For example, if price were no object, 50% of consumers said they would buy organic produce. That compares with 31% of consumers who said they typically buy organic produce.
Likewise, if price were no object, 54% consumers in the Fresh Trends survey said they would buy locally grown produce. That compares with 36% of consumers who said they typically buy locally grown produce.
In addition to the desire to buy more organic and locally grown produce, consumers who hypothetically had no restraints on food expenditures also indicated less desire to purchase canned vegetables and fruit.
When asked, “How does your desire for healthy options weigh in against your food budget?” Fresh Trends survey respondents said:
- I buy whatever is healthy regardless of the price: 21%.
- I prefer to buy what is healthy and do so when I can get a good deal: 31%.
- I prefer to buy what is healthy, but it's too expensive so I do so rarely: 16%.
- I buy only what I can afford: 32%.
Related: Fresh Trends 2023 — How produce shoppers said they're responding to inflation
When asked about the methods they use when trying to control their food budget, Fresh Trends consumers said:
- Buying products on sale: 58%.
- Clipping and using newspaper coupons: 30%.
- Printing and using electronic coupons from internet sites: 26%.
- Buying store brands: 48%.
- Purchasing bulk items instead of prepared foods: 30%.
- Buying bulk items at warehouse stores (Costco, Sam's Club, etc.): 33%.
- None of the above: 7%.
In the context of inflation, Fresh Trends asked consumers, “How have you changed your eating habits in the past year?”:
- I buy food that is less expensive: 30%.
- I eat at home more often than before: 48%.
- I eat fewer prepared foods and more fresh foods: 30%.
- I buy bulk items and freeze them for later use: 22%.
- I eat less meat: 26%.
- I haven't changed my eating habits: 20%.