Strategies for increasing produce consumption frequency
Adages like “an apple a day keeps the doctor away” and “eat your greens” may be old, but the overriding message is still important today, especially as only about a third of consumers consume fresh produce on a daily basis. That statistic, plus other findings from FMI’s 2025 Power of Produce report, reveal notable gaps in the intake of fruits and vegetables.
While 34 percent of people enjoy produce once a day, 23 percent eat these products four or five times a week and 28 percent consume them one to three days a week. Approximately 10 percent report that their produce-eating occasions fall less than one day a week and 5 percent say they never opt for such foods, according to the latest Power of Produce.
These figures point to ample opportunities — and one might say the need — for bolstering the consumption of nutrient-rich fruits and vegetables. Fortunately, suppliers and their retail partners can narrow gaps in a variety of ways.
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For example, thanks to improved agricultural practices, broader global trade and transportation efficiencies, consumers have more options in the fresh produce department than they did in the past. Many of us remember when fresh produce had its moment in the spring and summer — the only times that certain offerings were available.
Now, though, I can find fresh ears of corn at my local grocery store many months of the year, along with other products that used to be around only on a seasonal basis. Honeycrisp apples in May? Fresh raspberries in January? Deeply red tomatoes in March? They are becoming more common in displays and shoppers’ carts.
Growers and grocers can lean into this year-round or multi-season availability. They can leverage shoppers’ fondness for more widely available favorites through in-store signage, digital promotions and websites. Messages can be fun, too, touting things like “Blueberries in Blizzard Weather” or “Squash in Summertime.”
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Another way to move the needle on consumption and, ideally, sales, is to highlight special occasions. We’re in the thick of it now, with the onset of major holidays extending from Halloween through New Year’s Day, but there are many other micro-occasions for which produce can be added to the shopping list. In fact, research shows that consumers experience an average of 72 days of personalized occasions in a given year, including birthdays, anniversaries, graduations and events like football tailgate parties, along with other smaller-scale holidays such as St. Patrick’s Day, Mexican Independence Day and even Pi Day.
Here, too, in-store and digital promotions can spread the message, providing ideas for usage and recipes. Fruit can be at the center of Pi Day promos, for instance. A BOGO offer for Groundhog’s Day might generate a second look — and sale.
Social media can be a real differentiator and driver of these kinds of fun promotions. The Power of Produce shows nearly half of today’s shoppers have found new ways to enjoy produce via social media platforms like TikTok, YouTube and Instagram.
Another thing to keep in mind is that occasions extend to dayparts. According to the Power of Produce, more people are including fresh fruit and vegetables in all meal occasions, from breakfast through evening snacks. Dessert and evening snacks, in fact, remain the biggest growth opportunities for fruit. Vegetables are gaining in popularity for mid-morning and evening munchies.
Year-round availability, plus more occasions and dayparts, can go a long way in upping produce consumption statistics. Growers and grocers can also improve purchases and daily intake by focusing on the halo effects of produce, especially as people look to optimize their health and wellness. This year’s Power of Produce affirmed that 34 percent of consumers “put a lot of effort” into choosing nutritious and healthy foods like produce. Moreover, those who emphasize health and nutrition are much more likely to purchase organic fruits and vegetables.
Even as value has remained a purchase driver over the past few years, small investments in health, like the purchase of more fruits or vegetables, are understood to be beneficial. Stress that wherever you can in your marketing and merchandising efforts, because these items offer a unique proposition.
Ultimately, daily consumption of fruits and vegetables is a goal recommended by health professionals and is also a goal for those who sell such products. There are more options and opportunities to do that now, and with a collective effort, the statistics for 2026, 2027 and beyond can certainly edge higher.
By Rick Stein, vice president of fresh foods for FMI – The Food Industry Association
Source: https://theproducenews.com
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