Understanding the Produce Consumer

Perception is U.S. Consumers’ Reality

Younger Households Are the Least Optimistic

95%

of all households are concerned about food cost inflation in 2024, 70% say its harder to stay in budget compared to prior months

85%

Say they’ve seen prices increase in recent months, despite the actual ARP down +10 pts from Dec 2023

84%

Making one or more changes due to increased grocery prices, +5 pts in one month

95%

of shoppers age 33 and younger

Woman checking the grocery receipt using her smartphone

51%

Shoppers age 34 42 bought at least some of their groceries online in March vs. less than 25% of shoppers age 59 & older

Who is Produce Winning With Today?

Top indexing demographics purchasing produce

Senior attractive middle 50 years aged Asian woman with gray hair looking at mirror reflection combing tangled gray hair.

Generation
Boomers (Born 1946 1964)

109 Dollar Index
35% of Dollars
33% of Buyers

A black male leads a business meeting.

Income
Income greater than $100K

126 Dollar Index
39% of Dollars
32% of Buyers

A circle of six young friends posing happily for the camera. Shot from the ground looking up.

Race
Asian

129 Dollar Index
8% of Dollars
6% of Buyers

Small girl plays in preschool.

Life Stage
1+ Child

109 Dollar Index
33% of Dollars
30% of Buyers

Related Resources