Consumer Trends
Removing Fruit & Vegetable Consumption Barriers Through Policy & Societal Change
Increasing the consumption of fruits and veggies in the United States is critical to reducing the risk of chronic diseases among our most vulnerable populations. Marginalized communities within the U.S. are struggling to purchase adequate food, veggies, and fruits.
About 5% of the U.S. population faces challenges in accessing and purchasing food, vegetables, and fruits due to limited access to stores.
This underscores the importance of IFPA's advocacy for SNAP and WIC programs as part of our priority issues, and it offers an opportunity to retailers who could consider opening stores in underserved communities.
Struggling Communities
Hispanic Agriculture
The Great Plains
Low Wage Manufacturing
Hispanic Southern Border
American Indian Reservations
Black South
Isolated Seniors
White Appalachia
The following research draws from several data sources. Those sources use consumer profiles to report on access to and consumption of fresh produce among the United States population.
The Study
To gain insights into produce consumption among various demographic groups, IFPA commissioned Circana to analyze sales data overlaid onto the Milken Institute’s Community Explorer using U.S. Census data. The objective is to leverage this data to effectively address consumption barriers through policy and societal changes.
The Findings
In 2023 the produce department in US grocery stores brought in $76.5 billion. Fresh produce increased dollar sales by 1.5% with flat unit and volume sales. Increasing the consumption of fruits and veggies in the United States is critical to reducing risk of chronic diseases among our most vulnerable populations. Marginalized communities within the US are struggling to purchase adequate food, veggies, and fruits.