Survey reveals consumer attitudes toward packaging

Consumers appreciate the economy of bulk produce, but packaged produce also has strong consumer appeal, according to The Packer's Fresh Trends 2024 survey.

When asking the question, “How much does packaging factor into your purchase of fresh fruits and vegetables?” the survey gave four options:   

• I almost always buy bulk to avoid unnecessary packaging.
• I almost always buy bulk to keep costs down.
• I prefer the convenience of packaged produce.
• I prefer the safety of packaged produce.

The survey of more than 1,100 consumers found the most popular option for consumers was "I almost always buy bulk to keep costs down," with 37% of all consumers. That answer was followed by 30% of consumers who said they prefer the convenience of packaged produce and 24% who said they almost always buy bulk to avoid unnecessary packaging. Just 9% of consumers said they prefer the safety of packaged produce over bulk.

Aversion to packaging

Higher-income consumers were more likely to indicate buying bulk to avoid unnecessary packaging, with 28% of those making more than $100,000 annually giving that answer, up from 22% for every other income group.

In addition, consumers with children at home were substantially more likely (28%) to buy bulk to avoid unnecessary packaging compared with consumers with no kids (21%).

By age group, 30% of the youngest consumer demographic (18-29 years old) said they tried to buy bulk to avoid packaging, compared with just 17% of consumers aged 60 or older who gave that answer.

Convenience versus economy

Consumers who indicated they prefer the convenience of packaged produce skewed older, according to Fresh Trends 2024.

Thirty-six percent of consumers aged 60 and older said they prefer the convenience of packaged produce, compared with just 25% of consumers 18-29 years old.

Forty-two percent of those with an annual household income of $25,000 to $50,000 said they purchased bulk produce to save money, compared with 34% of consumers making $100,00 or more annually who gave that answer.