How sustainability drives US consumption of produce

Sustainability is on consumers’ minds, but mixed signals on terminology, safety perceptions and packaging trade-offs keep eco-friendly produce from fully taking root. The latest consumer survey was led by the International Fresh Produce Association (IFPA) to 754 shoppers. It aimed to explore how sustainability considerations shape produce purchases and to identify actionable strategies that drive both sustainable choices and sales. This section explores local sourcing, packaging impact and eco-friendly claims, highlighting opportunities for clear labeling, traceable origin stories and packaging innovation to meet expectations and expand market share.

57% of Americans consider sustainability with produce

The consumer survey shows a majority of consumers consider attributes associated with sustainability, such as growing methods and packaging materials when purchasing fresh fruit and vegetables in a supermarket. 24% of them say they always consider sustainable labels like organics, 30% of them sometimes, other 24% occasionally and 13% rarely.

Sustainability in mind, but selectively

Just over half of shoppers consider growing methods and packaging materials when buying produce. The opportunity is to clearly elevate certified sustainability claims (organic, recyclable, low pesticide) on front of pack and in store signage. Within the multiplicity of sustainable claims locally grown come first as purchasing preference, organics second. Nearly three quarters of consumers are willing to pay more for locally grown produce. Recyclable packaging, greenhouse grown, and organics are the over more understandable claims and purchase drivers.

For more information on US consumer preferences with sustainable claims, you can write here.