Dole’s national banana survey reveals unexpected purchase preference

Bananas top the list of “must-buy” fruits and vegetables on shoppers’ grocery trips, followed by grapes and apples, finds a new national banana survey commissioned by Dole Food Co.

While the popularity of bananas isn’t surprising, the survey also revealed that almost 3 in 10 shoppers prefer to eat them while they are still at least partially green.           

Conducted by OnePoll in advance of National Banana Day on April 17, the survey sought to gauge Americans' grocery-, produce- and banana-shopping habits, food needs and nutrition priorities, according to a news release. The survey of 2,000 U.S. consumers, conducted March 14-16, is part of Dole’s 125th “Banana-versary” celebration throughout 2024.

“Since bananas reign supreme as one of the most-purchased items in not only the produce department but the entire supermarket, a study of banana buying and consumption habits can reveal a lot about Americans’ thoughts on grocery shopping, health and nutrition overall,” William Goldfield, director of corporate communications for Dole, said in the release. “As the most knowledgeable experts and brand behind the world’s most-requested banana, we need to keep up with the habits and desires of banana lovers both on National Banana Day and throughout the year.”

The banana-focused survey results include the following:

• Thirty-five percent of respondents ranked bananas as a must-have grocery staple, which was more than any other produce and sixth on the list of all supermarket items, behind bread, eggs, meat, milk and coffee and ahead of chips, juice, pasta, frozen foods and yogurt.
• Bananas also ranked as the top impulse produce purchase.
• Twenty-nine percent said they like eating bananas that were at least partially green including 6% that prefer the fruit mostly green. One-half of banana lovers want perfectly yellow fruit with no green or brown spots.
• Six in 10 Americans are unaware that bananas are the most-purchased item in the produce department and among the most popular items in the entire supermarket.
• Bananas ranked third as a sugar replacement in recipes and cooking behind honey and maple syrup but ahead of stevia, agave and monk fruit.

“There’s a unique opportunity here for Dole to work with retailers to put some of these survey findings in produce variety and ripeness, nutrition and shopping preferences to work for them to generate even better results across the entire produce department,” Goldfield said. “Retailers who partner with Dole for a banana program can expect our 25 years of sustainable banana growing, unsurpassed account servicing and merchandising experience right at their stores.”

The survey also revealed a number of non-banana findings:

• U.S. consumers make an average of two trips to the supermarket each week and budget $162 for each trip, or $324 for the week.
• Those who shop on an empty stomach will spend an average of $26 more each time they shop. Close to 6 in 10, or 59%, thought they were more likely to deviate from their health goals if they shopped while hungry.
• Fifty-six percent of respondents regularly shop with a grocery list and close to 8 in 10, or 79%, say they are less likely to overspend when they do.
• U.S. consumers' favorite time to grocery shop is 8-10 a.m. and the least-favorite time is 4-6 p.m.
• Shoppers rank food variety, preparation quickness and convenience, high protein content and an inexpensive price as their highest food priorities.
• Almost 4 in 10, or 39%, are willing to pay more for brands that commit to sourcing transparency and supply chain and environmental sustainability.

Dole is honoring its 125 years in the banana business with a year of contests, charity engagements, city proclamations, social media activations, Bobby Banana appearances, recipes, employee events and free digital downloads and giveaways across the county all designed to drive banana category engagement, the release said.

Also planned are multiple waves of Dole 125th "Banana-versary" stickers — featuring art saluting the people, the journey, the flavors, the earth and the heritage of Dole — on millions of Dole bananas across the U.S. and Canada.

Dole says it is working with retailers throughout North America to bring National Banana Day and the Dole 125th "Banana-versary" to shoppers through dedicated displays, point-of-purchase materials and other in-store activations.