Findings:
55% of consumers make a conscious effort to buy locally or regionally grown produce.
Households with dependent children (66%) and those with higher incomes (60% of those making over $100,000 annually) are more likely to buy local.
Younger consumers (30-39 years old) show a greater inclination towards buying local (63%).
34% of consumers consider knowing the stories and backgrounds of produce growers to be "very important."
34% of consumers report buying more local produce compared to the previous year, with higher-income groups and families with children leading this trend.
If price were not an issue, 52% of consumers would buy more local produce, with higher-income groups showing a stronger preference.
63% of consumers feel strongly about keeping their food dollars within their city or community, with households with dependent children showing a greater concern.
Key Takeaway:
Consumer interest in local produce is significant, driven by factors like supporting local farmers, ensuring freshness, and knowing the origin of food. This presents an opportunity for the fresh produce industry to cater to these preferences.
Trend:
Increasing demand for locally sourced produce, with consumers willing to pay a premium for it if price were not an issue.
Consumer Motivation:
Support local farmers and businesses
Obtain fresher and higher-quality produce
Know the origin and story behind their food
Reduce environmental impact of food transportation
Driving Trend:
Growing awareness of the benefits of local food
Increased interest in sustainable and ethical consumption
Desire to connect with the community and support local economies
Target Consumers:
Households with dependent children
Consumers with higher incomes
Younger generations (especially 30-39 years old)
Consumers in the South
Products/Services:
Fresh fruits and vegetables
Locally grown produce
Conclusions:
The demand for local produce is growing, and consumers are willing to pay more for it if given the option. The trend is particularly strong among younger consumers, families with children, and those with higher incomes. This presents a significant opportunity for the fresh produce industry to focus on local sourcing and marketing the stories of growers to connect with consumers.
Implications for Brands:
Highlight local sourcing in marketing and labeling efforts
Share the stories of the farmers and growers behind the produce
Partner with local farmers and businesses
Offer locally grown produce at competitive prices
Implications for Society:
Strengthen local economies and support small-scale farmers
Increase consumer awareness of sustainable and ethical food choices
Promote community engagement and connection to the food system
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