Consumers Value Locally Grown, Organic and Sustainable Practices
Consumers seek quality fruits and vegetables at an affordable price that reflect their sustainable values.
Quality and price are fundamental for consumers to purchase fruits and vegetables, according to IFPA proprietary research. Yet locally grown, organic, sustainably grown, and recyclable packaging are well-understood produce terms that influence purchasing. This unique research validates that locally grown and organic are seen as safe, quality products that can command a premium with consumers.
Regardless of country, locally grown, organic and sustainably grown command a premium in the marketplace.
What Consumers Are Willing To Pay More For
| Quality | Locally Grown |
Organic | Sustainably Grown |
Recyclable Packaging |
Compostable Packaging |
Vertically Farmed |
Regenerative | Hot House |
|
| U.S. | 67% | 78% | 72% | 61% | 60% | 56% | 49% | 47% | 55% |
| U.K. | 69% | 70% | 64% | 61% | 52% | 49% | 35% | 34% | 39% |
| Germany | 66% | 71% | 71% | 71% | 57% | 57% | 43% | 57% | 44% |
| China | 50% | 85% | 89% | 86% | 85% | 80% | 77% | 80% | 83% |
| Brazil | 74% | 86% | 89% | 88% | 83% | 78% | 75% | 71% | 81% |
Results from IFPA research performed by IPSOS to better understand the mindset of consumers. Research performed December 2022.