Behind the Plate: US Produce Consumption Realities

The challenge: While a majority of Americans ate the same or more produce as last year, serving size confusion and snack for meal routines prevent it from becoming a true daily habit.

The International Fresh Produce Association surveyed 754 U.S. consumers about their fruit and vegetable consumption. Americans are eating more produce than last year, but many are unsure about the required amounts. Snack habits are shifting, and family routines influence food choices. Marketers can help by clarifying serving sizes, offering convenient snacks, and creating family-friendly experiences.

Fresh Leads the Way

Fresh fruits and vegetables make up about half of all produce intake, with canned, frozen, dried, and juice making up the remainder.

Assorted fresh fruits and vegetables, including watermelon, carrots, broccoli, figs, citrus fruits, apples, grapes, and parsley.

The Opportunity
Introduce more on the go options, like pre washed salad kits, snack size packs and easy prep produce to meet consumers’ need for convenience.

Consumption Momentum

95% of Americans report they ate the same or more produce compared to the previous year, signaling sustained engagement.

Assorted colorful fruits and vegetables, including a sliced watermelon, carrots, tomatoes, broccoli, grapes, and more.

The Opportunity
Amplify positive consumption stories in marketing to reinforce the trend.

Snack & Side Dynamics

Person holding a granola bar while working on a laptop at a desk.

66% of adults regularly replace meals with snacks (up from 59% in 2023), and most children’s snacks are not produce.

The Opportunity
Develop ready to eat produce snacks that satisfy meal replacement occasions.

Knowledge Gaps

Consumers underestimate daily recommended servings, believing an average of 3 cups vs the guideline of 4.

The Opportunity
Use packaging, labels and digital tools to educate consumers on proper serving sizes.

Fruit salad in a glass cup with kiwi, mandarin, strawberries, bananas, and grapes, garnished with mint leaves.

Meal Pairing Patterns

Produce is most often consumed as a side dish rather than a center of plate component.

A colorful bowl of vegetables and quinoa held by hands with cream knit sleeves.

The Opportunity
Position produce as the main ingredients in meal kits, bowls and main dish solutions.

Quick Wins for Produce Marketers

Launch bite sized,
on the go produce snack packs.

Integrate clear serving guides
on front of packaging.

Collaborate on meal kits that showcase produce as the main ingredient.

Download the report

Questions?

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson

Behind the Plate: Revealing the Realities of Produce Consumption