The majority of consumers polled by The Packer believe they are buying more produce than they were 20 years ago.

To view the 2020 Fresh Trends Magazine click here. 

The Packer’s Fresh Trends 2020 research reveals more than two-thirds of consumers said they were buying more fresh produce now than two decades ago. That’s good news for the entire produce business, and particularly for marketers of some fast-rising commodities. Avocados were the commodity that topped the list of items that shoppers said they were buying now that they did not buy previously, followed by asparagus and broccoli.

Value is important to fresh produce shoppers in 2020.

Fresh Trends 2020 found that more than 60% of shoppers said they strategically buy products when they go on sale to help control their food budget. For 49%, buying store brands helps to keep costs down, and 35% say they clip and use coupons. While 26% of consumers said they haven’t changed their eating habits in the past year, 23% said they are buying food that is less expensive and 38% said they eat at home more often to save money.

If value is top of mind, demand for local food is real, Fresh Trends research shows. Keeping dollars local hits home for 60% of shoppers who say they prefer to keep their food dollars in their local community. Fifty-three percent of respondents said they “make a conscious effort” to buy locally grown produce, according to Fresh Trends data.

This year’s report also takes a close look at consumer attitudes about packaging and sustainability.

Fresh Trends finds 31% of shoppers said they almost always bought fresh produce in bulk to avoid unnecessary packaging. Nearly half of those surveyed (47%) said that the environmental effects of packaging crossed their minds sometimes—enough to prompt them to buy in bulk when possible. For 22%, convenience won out—they opted for the ease of packaged produce.

What’s more, 55% of consumers said they would be willing to pay more for fruits and vegetables packed in containers made from recycled materials.

There is an abundance of both broad insights and commodity-specific revelations in Fresh Trends. Take time to find those insights that speak to your operation.