Retail US Market Watch

Produce Monthly Report

Amid Deflation, June Delivers Substantial Dollar, Unit and Pound Growth for Fresh Produce

Joe Watson

“Fresh produce sales are rocking and rolling. The summer is always a time when fruit shines, but this year is one of the best in recent history. Avocados, mandarins, melons and grapes are adding a lot of new dollars to fruit sales. Lettuce and onions are doing the same on the vegetable side.“

June  2024

What's New

A Home-Centric Marketplace

Declining confidence has consumers turning to retail once more
Most retail categories continue to outperform their pre-pandemic normal as life remains more home centric. Consumer sentiment, a good indicator of willingness and ability to spend, declined for the third consecutive month. The University of Michigan expectations index fell to 68.2 in June 2024 driven by consumers’ more cautious outlook on the economy, with concerns about the labor market along with the lingering and cumulative impact of inflation.

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  • Food-away-from-home (restaurant) prices increased 4.1% year-over-year in June versus 1.1% for food-at-home, according to the Bureau of Labor Statistics. According to the June Circana survey among primary grocery shoppers, 79% of consumers consumed restaurant food in June. However, broken out by income, only 63% of low-income versus 85% of upper-income households did so.
  • Lower-income households are also more likely to implement money-saving measures when shopping for groceries, at 84% versus 76% of upper-income households. Lower-income households especially over index for buying less and sticking to the budget, switching to store brands and shopping at value retailers.
  • All income levels and ages are focused on sales promotions and coupons. Many brands and retailers alike are turning to discounting, increased app investments, and new or improved loyalty programs to retain consumers and increase buying frequency. According to Circana analytics, promotional lifts continue to soft despite the depth and frequency increasing. This underscores the importance of targeted promotions to create utmost relevance and impulse conversion.

State of Produce

June 2024 Price/Lb. $ Sales $ vs. YA Lbs. vs. YA
Fresh Fruits $1.53 | -2.4% $4.2B +3.4% +5.9%
Fresh Vegetables $2.01 | -0.3% $3.2B +0.7% +1.0%


Top Growth Commodities (NEW $)

Absolute $ gain vs. YA

Avocados +$45.2M
Mandarins +$31.4M
Lettuce +$24.5M
Onions +$23.1M
Melons +$22.5M
Grapes +$20.6M
Plums +$10.7M
Cucumbers +$8.8M
Oranges +$7.5M
Carrots +$6.9M

Archived Reports

May 2024May Retail 2024 report cover

April 2024April Retail 2024 report cover

March 2024

February 2024
Cover of U.S. Produce Retail POS results February 2024. Very strong February Sales for Fresh Fruits and Vegetables.

January 2024
Cover of U.S. Produce Retail POS results January 2024. A large portion of citrus fruit including oranges and limes. Some are cut in half and some are whole.

December 2023
Cover of U.S. Produce Retail POS results December 2023. A large portion of oranges. Some are cut in half and some are whole.

November 2023
Cover of U.S. Produce Retail POS results November 2023. Yams on wooden boards with title: Produce Department Emerges as the Strongest Perimeter Department

October 2023
Cover of U.S. Produce Retail POS results October 2023. Pears on wooden boards with title: Capitalizing on Promotions, Shoppers Purchase Fresh Produce More Often

September 2023
IFPA IRI September Retail Report PDF Cover

August 2023
IFPA IRI August Retail Report PDF Cover

July 2023
IFPA IRI August Retail Report PDF Cover

June 2023
IFPA IRI June Retail Report PDF Cover

May 2023
IFPA IRI May Retail Report PDF Cover

April 2023
IFPA IRI April Retail Report PDF Cover

March 2023
IFPA IRI March Retail Report PDF Cover

February 2023
IFPA IRI February Retail Report PDF Cover

January 2023
IFPA IRI January Retail Report PDF Cover

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