Why consumers buy (or don't) fresh produce

Health benefits drive produce purchases, followed by better quality and taste. Higher prices and budget constraints were the top reasons consumers cut their fresh produce purchases.

Published November 19, 2025 | Updated January 28, 2026
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Editor's Note: This article originally appeared in the September/October 2025 print edition of Produce Grower under the headline “Why they buy (or don’t).”

In March 2025, Provoke Insights conducted a 15-minute online survey among 1,500 Americans aged 21 to 65 for grocery trends and consumer buying behaviors. Here are some of the key findings from the fresh produce portion of the survey.
* Baby boomers led the generations in the top two reasons for buying habits. More millennials are influenced by family preferences, and Gen Z led the way when it comes to chemical concerns.
Photo © Adobestock
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