Consumer trends

Stronger consumer interest in produce

According to a poll conducted by the W.K. Kellogg Foundation and published in May 2012, Americans want better access to produce, support local growers and would be willing to pay extra to increase farmers’ wages.

• 68 percent of those surveyed said it was very important that Americans have equal access to fruits and vegetables.
• 88 percent would pay $1.50 more for produce each month to ensure fair wages to those picking the fruits and vegetables.
• More than 80 percent strongly or partly agreed that Washington, D.C., should shift its support toward smaller, local growers and away from large farm businesses.
• 70 percent shopped at farmers markets in the past year.
• 68 percent are eating more fresh produce than they did five years ago.

Local interest grows
The National Farmers Market Directory, published by the USDA, lists 7,864 farmers markets this year, an increase of 9.6 percent from 7,175 markets listed last year.

Increase in sweets
Despite an increase in consuming fresh fruits and vegetables, an article published by The Lempert Report in July 2012 said that data from the U.S. Bureau of Labor Statistics assembled by Plant Money/National Public Radio showed that Americans are currently spending 22.9 percent on processed foods and sweets, almost doubling the rate of what it was in 1982, at 11.6 percent. Consumers have only increased their spending on fruits and vegetables by 0.1 percent over the last 20 years — today Americans spend 14.6 percent of our grocery dollars on produce compared to 14.5 percent in 1982. Consumers are aware of their diets. A Meijer survey released in the summer of 2011 reported that 58 percent of consumers feel they don’t eat enough fruits and vegetables.

How consumers spend their grocery dollars

Then – 1982

• Meats: 31.3%
• Fruits and vegetables: 14.5%
• Grains and baked goods: 13.2%
• Dairy products: 13.2%
• Processed foods and sweets: 11.6%
• Beverages: 11%
• Other foods: 5.3%

Now – 2012

• Meats: 21.5%
• Fruits and vegetables: 14.6%
• Grains and baked goods: 14.4%
• Dairy: 10.6%
• Processed foods and sweets: 22.9%
• Beverages: 11.1%
• Other foods: 5.1%

Source: Bureau of Labor Statistics

Did you know?
According to a poll conducted by the W. K. Kellogg Foundation, 68 percent of Americans are eating more fresh produce than they did five years ago.