Do consumers plan their produce purchases? Find out in FMI Power of Produce study

Most shoppers have a mixed system of buying vegetables for specific meals and having some vegetables on hand without a specific meal in mind. However, more shoppers plan exactly what fruit they want to buy before going to the store, though fruit also has a lot of impulse power. These insights were revealed in “The Power of Produce,” a study from FMI – The Food Industry Association.

Almost half (46%) of survey respondents buy vegetables for specific meals, in addition to buying some vegetables to have on hand without a specific meal in mind, while 48% said they plan exactly what fruits to purchase prior to going to the store.

“Produce is often a planned trip, but impulse purchases can be fueled by eye-catching displays, seasonal items and promotional activity,” the study says. Retailers that provide seasonal and local assortment “are excellent opportunities to educate consumers about sourcing and when to expect certain commodities to be at their peaks.”

Quality plays a factor in fruit impulse buys, with 57% deciding what to buy based on what looks good.

“Despite many shoppers planning their fresh produce purchases, 85% say they occasionally, frequently or nearly every time they visit the produce department end up making unplanned purchases,” the report reveals.

Growers can help their retail customers take advantage of the impulse buyer by providing seasonal and locally sourced items, according to FMI.

Meal plans by generation

FMI says that with produce being both a planned and impulse category, operational excellence is crucial at the retail level.

Shoppers’ sources of inspiration are widespread but vary by generation, according to FMI.

Because of the generational differences, both growers and retailers must “adapt recipe types, instructions, cuisine choices, etc. by platform,” the report explains.

“Gen Z and millennials have far more engagement with social and digital resources. YouTube is the top source of inspiration for both Gen Z and millennials, and 10% of Gen Z and 13% of millennials use ChatGPT or other AI applications for meal ideation,” the report states.