The FMI's Power of Produce report highlights that traditional price competition is insufficient in the evolving grocery market. A significant number of produce shoppers, particularly younger generations, now discover new fruits and vegetables via social media. As reported, Millennials and Gen Z are influencing trends towards convenience and organic options, leading to a shift in marketing strategies for grocers. Almost half of those surveyed have found new cooking methods for produce online, showing the need for grocers to adapt their digital engagement and merchandise accordingly to cater to these emerging consumer preferences.
Younger shoppers, particularly Millennials and Gen Z, are driving significant shifts in the produce industry. Their preference for convenience, organic options and social media-driven discovery is reshaping how produce is marketed and sold.
Almost half of the surveyed shoppers said they found new ways to prepare produce on social media, underscoring the influence that channel has on purchasing behavior.
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