July 2024 - Insights to Action

Produce demand remains elevated outpacing center store items

Although momentum slowed marginally over the last 4 weeks, YTD produce sales continue to perform well vs prior year. Elevated demand persists as consumers continue to eat more meals at home.

  • Thru 24 weeks, produce dollars sales are trending up 3.5% while volume has increased an impressive 2.9%
  • Produce performance continues to outpace total edible as many center store items are feeling the lingering effects of inflation
  • We are now seeing positive register sales and demand trends across all regions of the country

 

Bar graph with YTD through 24 weeks of fruit, vegetables, produce, and edible.

Fresh produce trends: Regional performance YTD (24 weeks)1

The Southeast continues to lead all regions in growth.

 

Map of the United States and a table showing the regional breakdown of dollar share of produce, dollar percent change vs 2023, and volume percent change vs 2023.

Top 10 fruits & vegetables YTD1

($ Sales)

 

Top ten fruits and vegetables in sales (dollars).

Commodity spotlight: Grapes

Grapes have become stars in the fruit aisle. They hold the coveted position of being the second largest segment in the fruit category, rivaling berries and citrus fruits. Whether red, green, or black, these juicy gems find their way into countless shopping carts. Shoppers appreciate their convenience, versatility, and natural sweetness. As more people explore plant-based diets and seek wholesome snacks, grapes remain a top choice.

 

Young child eating grapes, and stats: 4.3 billion in sales in 2023 and 85% repeat buyers with a $56 annual spend each.

Sentiment survey: Channel shifting

Stats: 50% of these respondents, over half hold more than one membership/subscription, 72% purchase produce through a paid membership or subscription program, and 60% of respondents noted shopping at multiple retailers to seek out the best vaule/price.

 

The retail landscape continues to evolve into 2024, with millennials and Gen Z leading the charge. Understanding generational shopper behavior differences, like tech preferences, is crucial for businesses aiming to create exceptional experiences.

About the sentiment survey: In 2024, Robinson Fresh surveyed retail partners to gain deeper insights into their priorities and challenges. This feedback was used to shape a comprehensive consumer sentiment survey. A third-party research firm was used to survey 2,000 consumers regarding their shopping habits. Respondents were geographically and demographically representative of the total U.S. population. To participate, the consumer needed to have purchased fresh produce during the previous 2 months.

 

Bar graph of different types of grocery stores and percentage change.

Labor Day’s impact on fresh produce trends

46% of U.S. consumers plan to celebrate Labor Day with friends and family.4

Labor Day is the unofficial end to the summer season and marks the last outdoor gathering event for most of the country. in fact, 28% of U.S. consumers plan to cook at home for Labor Day.4 Don’t miss out on this opportunity to boost sales and engage with customers.

  • Early Promotions: Start marketing well in advance to engage shoppers.
  • In-Store: Create eye-catching displays. Use signs to highlight seasonal produce and recipe ideas.
  • Customer Engagement: Promote produce usage with in-store cooking demos, samples, and recipe cards.
  • Store App: Engage your shoppers digitally and leverage your app. Link to recipes, nutrition info, and storage tips.
  • Meal-Driven Sales: Shoppers plan meals around sales. Promote key products for the season.
  1. Circana Integrated Fresh, Total US, MULO, Calendar Year 2023 Ending 06/16/24
  2. Circana POS and Panel Data through 06/16/24
  3. Circana POS, Total US MULO, 2 weeks leading up to Labor Day 2023
  4. Numerator 2024 Holiday Preview 1/19/2024(n=5,132)