From Shelf to Cart: Americans & the Grocery Store

The challenge: Even though produce drives store choice, shoppers juggle convenience, value perceptions, and family influence, creating friction and missed chances on every trip.

The International Fresh Produce Association surveyed 754 U.S. consumers to understand how store selection criteria, in store experiences and family dynamics shape produce purchases, highlighting clear tactics to capture attention and boost sales.

Store Selection Drivers

Supermarkets dominate as the preferred grocery option, with the produce department ranking highest in choosing a store, followed by convenience and value.

Colorful market display of various fruits and vegetables including carrots, pumpkins, broccoli, apples, and grapes.

The Opportunity
Elevate produce’s visibility through strategic cross merchandising and “Produce First” signage.

Power of in-Store Merchandising

In store displays and promotions sway produce purchases more effectively than print ads, online banners or social media.

The Opportunity
Invest in dynamic merchandising; sampling stations, digital shelf talkers and themed displays to drive impulse buys.

A digital display in a grocery store showing a salad advertisement with images of leafy greens and a bowl of salad.

Balancing Value & Convenience

After produce prominence, perceptions of price fairness and ease of shopping rank as key store choice factors.

Close-up of several salad bowls covered with clear lids, showcasing spinach, carrots, mushrooms, and sliced egg.

The Opportunity
Introduce value bundles, grab and go snack packs and quick prep kits positioned near checkout and grab and go aisles.

Family Shopping Influence

58% of children accompany parents most or all of the time, and 40% exert “all” or “a lot” of influence on produce choices.

The Opportunity
Design kid friendly displays, host in store sampling events and use interactive elements to engage young shoppers.

Young child in a shopping cart holding bell peppers in a grocery store.

Quick Wins for Produce Marketers

Number 1

Co brand “Produce First” store maps and aisle markers with key retailers

Number 2

Create in-store displays and ways for consumers to interact with produce while at the grocery store.

Number 3

Feature weekend “Family Picks” promotions to capitalize on child influence.

Number 4

Roll out value and convenience focused bundles at prominent endcaps.

Download the report

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson