New research shows that fresh produce is increasingly the deciding factor in where consumers choose to shop — not just what they buy once they're inside the store. Parents, in particular, are significantly more likely than the average shopper to value produce branding when making grocery decisions, according to the Produce Business report.
This is a meaningful data point for buyers and category managers. It reframes produce not just as a margin category but as a traffic driver and loyalty anchor. Retailers that invest in produce quality, branding, and assortment are effectively competing for the most loyal and frequent shoppers in the store.
For salespeople, this is useful context when making the case to retail partners for stronger produce programs, better placement, or branded programs. The loyalty connection gives produce a strategic argument that goes beyond category P&L.