Consumers’ produce shopping habits are evolving as they prioritise value and practicality alongside traditional factors like freshness and appearance. The Power of Produce 2024 report highlights increased attention to prices and a shift towards pre-shopping using apps and circulars. Amid concerns over waste and budgeting, shoppers are seeking promotions and planning purchases more strategically. Retailers can capitalise on this by offering creative promotions, highlighting seasonal or local varieties, and introducing smaller portions to reduce waste. Additionally, promoting health and well-being aspects, leveraging programmes like MyPlate, and engaging with consumers both digitally and in-store can enhance the shopping experience and drive sales in the produce department.

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