At the Checkout: Americans & Purchasing Behavior

The challenge: While fruits and vegetables remain a must have on most grocery lists, price sensitivity, ambivalence toward packaging, and low brand loyalty mean many shoppers tweak or skip purchases, highlighting actionable strategies for the produce industry.

The International Fresh Produce Association surveyed 754 U.S. consumers to uncover the realities of shopping for fresh fruits and vegetables—how price, packaging and brand influence choices, and which tactics can drive purchases. These findings help the industry refine pricing tiers, innovate packaging features, and tailor messaging to consumer expectations, ultimately driving stronger engagement and higher produce sales.

Price Perception & Action

Most American shoppers see produce prices as fair, although 60% would pay more for quality. Budget pressures still drive most to cut back, with only 30% saying they wouldn’t change their habits if prices rose.

Person placing a dollar bill into a pink piggy bank beside a sack of fresh vegetables and fruit on a kitchen counter.

The Opportunity: Highlight value for dollar messaging, tiered pricing, “quality guaranteed” and limited time offers to reassure budget minded shoppers.

Value Added Formats Gain Traction

Nearly 40% of consumers respond to high prices by opting for fresh cut or added value produce (pre washed, portioned, ready to eat).

The Opportunity: Expand and promote mix and match bundles, snack packs and meal kit integrations to meet both cost and convenience needs.

Cubes of watermelon on a white background.

Brand Agnosticism Rules

Produce shoppers are largely brand agnostic, choosing items on price and perceived quality rather than label loyalty.

A single dark cherry among multiple red cherries.

The Opportunity: Focus on consistent freshness cues (color coding, seal icons) to build trust at shelf.

Packaging Preferences Diverge

46% agree packaging isn’t necessary, yet one third would pay a premium for packaged produce; most buyers rely more on nutrition labels and date codes than on packaging design alone.

The Opportunity: Offer dual lines, minimal, eco friendly packaging alongside premium, informative packs that spotlight nutrition facts, origin stories and extended shelf life.

A red tomato with a nutrition facts label printed on its surface.