Local produce purchases up for 4 in 10 consumers, Fresh Trends 2023 reveals

Editor's Note: The following is based on results from The Packer’s Fresh Trends 2023, which provides insight based on survey responses from consumers. Since 1983, The Packer has sponsored 40 major consumer studies to track trends in the purchases and consumption of fresh produce, documenting the fluctuation in purchases of specific fruits and vegetables as well as changing attitudes toward industry issues.

Forty-four percent of consumers polled by The Packer's Fresh Trends 2023 said they were buying more locally grown produce than a year ago.

Beyond that, 29% of consumers polled in October 2022 said they were buying the same amount of locally grown produce; 27% of consumers said they were not buying more locally grown produce compared with a year ago.

Wealthy consumers were the most likely to answer "yes" to the question, “Are you buying more locally grown produce than one year ago?" 

Fifty-three percent of consumers making more than $100,000 a year polled by Fresh Trends 2023 said they purchased more locally grown produce in the past year, compared with 41% making less than $25,000 annually.

At 60%, consumers with kids at home were much more likely to report greater purchases of locally grown produce in the past year. That compares with 32% of consumers with no kids at home who reported greater purchases of locally grown produce in the past year.

Older consumers were much less likely to report increased purchases of locally grown produce compared with their younger counterparts. Only 21% of consumers aged 60 and older reported increased purchases of locally grown produce, compared with 56% of those from 50-59 years old and 55% of consumers aged 30-39.

Fresh Trends 2023 survey results 

Surveyed consumers responses to the question, "Are you buying more locally grown produce than one year ago?"

All consumers:

• Yes: 44%.
• No: 27%.
• Buying the same amount: 29%.

Annual household income, more than $100,000:

• Yes: 53%.
• No: 23%.
• Buying the same amount: 29%.

Dependent children, have kids at home

• Yes: 60%.
• No: 21%.
• Buying the same amount: 19%.

Region, South:

• Yes: 48%.
• No: 26%.
• Buying the same amount: 30%.

Age group, 40-49 years old:

• Yes: 56%.
• No: 19%.
• Buying the same amount: 25%.

Ethnicity, Black/African American:

• Yes: 52%.
• No: 21%.
• Buying the same amount: 27%.