The fourth quarter of 2021 was disrupted by high levels of COVID-19 cases, high inflation and continued supply chain disruption. “Americans are very aware of inflation, with 43% perceiving prices to be a little higher and 48% perceiving them to be much higher,” said Jonna Parker, Team Lead for IRI Fresh, citing the December wave of IRI’s primary shopper survey. “Among those who have noticed inflation, 94% are concerned about it. Further, produce is the second most frequently mentioned example by consumers of products with elevated prices. In response to inflationary pressure around the store, 45% look for sales specials more often. Others look to make changes, such as buying more private brand (21%) or visiting different stores (13%). About one-third of shoppers have not (yet) made any changes due to price increases.” The combined effect of inflation, out-of-stocks and the latest COVID-19 wave resulted in continued changes as it related to choices in food purchasing and consumption. In 2022, IRI, 210 Analytics and the International Fresh Produce Association (IFPA) will continue to team up to document the everchanging marketplace and its impact on fresh produce sales.