A new report finds that fresh departments — produce, deli, and bakery — are the primary factors shoppers use to judge the overall quality of a grocery store's in-store experience. Retailers that win on fresh are winning the broader customer relationship, while those that fall short are losing shoppers to competitors.
This insight is especially relevant in a high-inflation environment where consumers are scrutinizing every purchase. Produce is often the first department shoppers encounter and functions as a signal for the quality of the entire store. A weak produce section costs grocers more than just produce sales.
For produce salespeople and category managers, this data reinforces the business case for investing in quality, variety, and presentation. Retail buyers who can make the case that better produce programs drive total store performance are in a stronger position to secure shelf space and promotional support.