What a consumer survey shows about packaged produce purchasing habits

More than 8 out of 10 consumers polled by The Packer's Fresh Trends 2024 survey said they purchased packed produce in the past year.

The consumer survey of more than 1,100 consumers, conducted October 2023, found that 82% of all consumers said they purchased packaged produce, with 18% indicating they did not.

More packaging insight from Fresh Trends 2024:

• These consumers are more likely to avoid produce in plastic packaging
• Bulk vs. Packaged: Survey reveals produce shoppers' attitudes toward packaging

By income demographic, Fresh Trends 2024 found that 72% of those making under $25,000 annually said they purchased packaged produce. That is contrasted with 86% of consumers earning more than $100,000 a year. 

By age group, 74% of consumers who are 18-29 years old said they purchased packaged produce, compared with 85% for those 30-39 years old, 87% for those 40-49 years old, 83% for the 50-59 age group and 80% for those aged 60 years and older, according to the survey.

By region, 83% of consumers in the Midwest and Northeast said they purchased packaged produce, up slightly from 81% in the South and 80% in the West.

There was virtually no difference in packaged produce purchases based on family unit, as 81% of consumers with children at home indicated purchasing packaged produce, compared with 82% of consumers with no children at home. However, consumers with three or more kids were the most likely buy packaged produce, with 89% indicating purchases, compared with 80% of consumers with one child.

By ethnic background, Fresh Trends 2024 found that 86% of Asian consumers said they purchased packaged produce, compared with 79% of Black/African American shoppers, 73% of Hispanic consumers and 83% of white/Caucasian shoppers.

When asked whether they purchased the majority of their produce purchases bulk or packaged, Fresh Trends 2024 showed that 49% of consumers said bulk produce represented the majority of purchases, with 51% indicating packaged produce accounting for the majority of purchases.