Editor’s Note: The following report is based on The Packer’s Fresh Trends 2023 consumer survey. 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.
Surveying more than 1,000 consumers in mid-October 2022, The Packer’s Fresh Trends 2023 survey explored the “why” behind consumer demand for organic produce.
Responding to the question, “Why do you buy certified organic produce?” consumers surveyed said avoiding chemicals was a primary motivation. The responses were:
- Food safety/avoiding chemicals: 57%.
- Nutrient content/Personal health: 51%.
- Environmental/social responsibility: 41%.
- Other: 3%.
When consumers were asked where they were most likely to buy organic fresh produce, respondents said:
- Chain superstore (i.e., Walmart, Target): 32%.
- Warehouse store (i.e., Sam’s Club, Costco): 17%.
- Regional supermarket (i.e., Safeway, Ralphs, Publix, H-E-B): 21%.
- Chain discounter (i.e., Aldi, Save-A-Lot, Food 4 Less, Lidl): 7%.
- Specialty market (i.e., Whole Foods, Trader Joe’s, Sprouts): 14%.
- Farmers market: 9%.
Related: Fresh Trends 2023 offers insight into consumers’ fresh produce buying habits
Asked to estimate what percentage of their total annual fresh fruit and vegetable purchases are organic, consumers responded:
- 1%-10%: 13%.
- 11%-25%: 26%.
- 26%-50%: 33%.
- 51%-75%: 19%.
- More than 75%: 10%.
Related: Fresh Trends 2023 — How produce shoppers said they’re responding to inflation
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The Packer’s Fresh Trends survey asked consumers the premium they would be willing to pay for organic fruits and vegetables over conventional produce. Their answers:
- Not willing to pay any more: 11%.
- Less than 10% more: 27%.
- 10%-24% more: 31%.
- 25%-49% more: 19%.
- 50% more: 9%.
- Over 50% or more: 3%.
Related: Fresh Trends 2023 — Shoppers share produce preferences and budgetary influences
