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Supermarkets hold edge as fresh produce destination

But younger shoppers not tied to traditional grocers, FMI finds

Russell Redman

March 12, 2019

3 Min Read
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Supermarkets remain the go-to retail venue for fresh produce, but their pull is weaker among younger shoppers, according to the Food Marketing Institute’s 2019 “The Power of Produce” study.

Half of all shoppers cited a full-service supermarket as their primary store for purchasing fresh produce, according to FMI’s report, released Friday. That finding gives traditional grocery stores a leg up on other retail formats, given that 55% of grocery trips include fresh produce.

FMI_2019_Power_of_Produce_study_graphic.pngFMI 2019 Power of Produce

Still, the FMI study revealed that the younger generation exhibits a greater affinity for buying fresh fruit and/or vegetables at supercenters and alternative retail channels, including online, dollar stores, convenience stores and farmers’ markets. Of consumers polled, just 34% of older Millennials named a supermarket as their primary store for produce.

“The new study aims to reinvigorate the produce category and serve as a reminder to grocery retailers that they can’t get too comfortable as the leader in sales,” Rick Stein, vice president of fresh foods at FMI, said in a statement. “Specifically, the study suggests a need for a renewed focus on strategies for continued growth, including organic, locally grown produce; value-added produce for time-starved customers; produce-based beverages and private branded produce.”

Related:Study: Produce quality same at dollar and grocery stores

The appeal of local produce is clear: 53% of shoppers want a greater assortment of locally grown fruit and vegetables, the analysis found. But FMI noted that retailers must be consistent in what they mean by “local,” given that the definition among those surveyed had a wide range, with the average response being an 88-mile radius.

Time-squeezed customers, too, may take a liking to the meal- and snack-ready appeal of value-added produce, whether it’s cut, chopped, halved, hearts, microwavable or in snack packs, FMI said. Fifty-nine percent of shoppers said competitive pricing could nudge them to buy value-added produce, and 35% reported that a longer shelf life could prompt them to do so.

Fresh fruit and vegetables also show potential to fit into more eating occasions. Although 36% of consumers polled said they eat fresh produce about three times a week or less, they would like to include it more frequently in meals or snacks, FMI found. The study said 56% of shoppers buy veggie shakes or fruit smoothies, and 53% buy cold-press juices. Those figures don’t include similar beverages people make at home or purchase from other areas of the store, such as kombucha.

Related:Fresh organic produce sales climb in 2018

In addition, consumers may be swayed to “spend more instead of buy more,” FMI noted, explaining that more premium baskets with value-added, locally sourced and organic produce will serve the needs while adding to the retailer’s bottom line. Similarly, telling the story of a product’s freshness, the farm where it was grown, the product’s uses and its nutritional properties can “add an element of discovery” for customers, according to the report.

“Since produce is becoming more widely available as subscriptions — and available across drug and dollar, or even at the airport — the opportunity to differentiate the produce category in grocery is ripe for consideration,” Stein added.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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