Our consumer sentiment research aims to provide insight into how the coronavirus pandemic is impacting consumer shopping trends for produce. This is directional information that can help guide PMA and its members with their messaging to consumers during this uncertainty. Lauren M. Scott, Chief Marketing Officer, PMA, provides context for what this means in the U.S., Brazil, China and the U.K:
Wave 6 data was collected June 8-10 and shows change since Wave 5 (May 26-29), Wave 4 (May 11-14), Wave 3 (April 27-29), Wave 2 (April 13-16) and Wave 1 (March 31-April 4).
"As the country reopens and consumers settle into their next normal, nearly half of U.S. shoppers say they are buying more fresh produce than before the start of the pandemic, demonstrating this is more than pantry loading and they consider produce an essential part of their diet."
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"Eating healthy has increased as a priority for Brazilian shoppers since the middle of April. Consistent with this, the percent of shoppers saying they are buying more produce since the COVID-19 outbreak has increased significantly since the middle of April -- and even since the last wave."
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Faça o download do relatório Wave 1 em português
"Chinese shoppers' attitudes towards produce are essentially unchanged since Wave 1 and their produce purchases have stabilized, demonstrating this is more than pantry loading and they consider produce an essential part of their diet."
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"U.K. shoppers' stated purchase of produce has increased significantly since April, as they report having an easier time finding what they want in stores, although there is growing concern about the quality of produce sold online."
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"While there are similar consumer patterns, it is important for companies working with and in the market to consider local consumer nuances."
Download floral consumer sentiment report
PMA members can log in for deeper analysis of this data and for foodservice sentiment information.