A new Acosta report concludes that retailers are now operating in a sustained affordability era, with value-focused shopping habits showing no signs of reversing. Critically, the report argues that success isn't just about cutting prices — it's about helping consumers feel confident they're getting good quality for their money.
For produce, this distinction is important. Fresh fruits and vegetables are often a quality-signaling category for shoppers, but they're also a place where perceived value can collapse quickly if quality disappoints. Retailers that lead with quality storytelling alongside competitive pricing may be better positioned than those competing purely on unit cost.
Category managers pitching retail programs should consider how their offerings fit into this value-plus-quality framing. Produce that telegraphs freshness, local origin, or seasonal relevance may resonate more strongly with shoppers in this environment than price-point positioning alone.