The Staying Power of Fresh Fruits and Vegetables

IFPA proprietary research uncovered the vast majority of consumers - worldwide - ate the same or more fresh fruits and vegetables throughout 2022. This unique research validates consumer commitment to fresh produce and informs strategies to grow, supply, stock and market fresh fruits and vegetables. Fruits and vegetables are an important staple in consumer’s shopping baskets - regardless of inflation.

	Consumers Buying Less to Stay On Budget	Increased or Consumed the Same Amount of Fruits & Vegetables During 2022	Protect Purchasing Fresh Fruits & Vegetables Compared to Discretionary Items	Not Willing to Give Up Fresh Fruit & Vegetables as Prices Increase Compared to Other Grocery Items	Always Purchase Fresh Fruit & Vegetables Regardless of the Price
U.S.	78%	76%	46%	44%	38%
U.K.	73%	86%	60%	53%	51%
Germany	75%	79%	70%	68%	56%
China	65%	86%	75%	71%	58%
Brazil	82%	68%	59%	71%	57%