According to The Packer’s Fresh Trends 2024 survey, 68% of U.S. consumers are purchasing a greater variety of fresh produce than 20 years ago. However, inflation is influencing spending habits, with 89% of shoppers believing they are paying more for fresh produce than last year.
Key Insights for Farmers Markets
- Shoppers Are Adapting to Higher Costs: While 55% of consumers are maintaining or increasing their fresh produce intake, 31% report buying less, and 45% expect to cut back due to inflation. Some are switching to lower-cost items, while 11% are growing their own.
- Organic and Packaged Produce See Declines: One-third of consumers are buying less organic produce, while berries (33%) and packaged items (31%) have also taken a hit.
- Retailer Competition Is Growing: 46% of shoppers are actively comparing prices, and 12% are switching to lower-priced retailers.
Top-Selling Produce & Market Opportunities
Bananas remain the most-purchased fresh produce item, with 82% of consumers buying them in the past year—edging out apples (78%) and tomatoes (64%). Other widely purchased items include grapes (63%), carrots (61%), potatoes (60%), onions (60%), and strawberries (60%).
Farmers market vendors should highlight these high-demand staples while promoting affordable, locally grown options to attract cost-conscious shoppers. Additionally, offering competitive pricing on organic and packaged produce may help recover sales lost to inflation.
With price sensitivity increasing, farmers market sponsors and managers can enhance consumer engagement through pricing transparency, bundle deals, and promotions on in-season, high-demand items. Adapting to these shifting trends will help sustain and grow fresh produce sales despite inflationary pressures.
Most-Purchased Fresh Produce (Past 12 Months)
| Produce | % Purchased | Produce | % Purchased |
|---|---|---|---|
| Bananas | 82% | Green beans | 35% |
| Apples | 78% | Sweetpotatoes | 34% |
| Tomatoes | 64% | Limes | 33% |
| Grapes | 63% | Blackberries | 33% |
| Carrots | 61% | Cauliflower | 33% |
| Potatoes | 60% | Cantaloupe | 33% |
| Onions | 60% | Green onion | 31% |
| Strawberries | 60% | Raspberries | 28% |
| Bell peppers | 58% | Pears | 27% |
| Blueberries | 54% | Clementines/Mandarins | 26% |
| Broccoli | 53% | Mangoes | 25% |
| Cucumbers | 52% | Brussels sprouts | 23% |
| Avocados | 51% | Specialty peppers | 23% |
| Watermelon | 51% | Plums | 21% |
| Oranges | 49% | Squash | 20% |
| Lemons | 47% | Honeydew | 19% |
| Celery | 43% | Kiwifruit | 18% |
| Garlic | 42% | Nectarines | 17% |
| Lettuce (bulk) | 42% | Grapefruit | 17% |
| Salad mix | 40% | Eggplant | 16% |
| Corn on the cob | 39% | Kale | 16% |
| Mushrooms | 39% | Radishes | 13% |
| Pineapple | 38% | Beets | 13% |
| Cherries | 37% | Cranberries | 12% |
| Peaches | 37% | Apricots | 12% |
| Cabbage | 37% | Asian pears | 11% |
| Asparagus | 37% | Pomegranates | 10% |
| Spinach | 36% | Papayas | 10% |
| Sprouts | 10% | ||
| Artichokes | 10% | ||
| Specialty mushrooms | 9% | ||
| Pluots | 3% |