Study: Price and appearance are top barriers to produce purchases

Read the full story in Food Dive.

In a recent survey, more than half of produce buyers said that price remained a top barrier to purchasing fruits and vegetables, according to a release from survey leads Category Partners and Beacon Research Solutions. The survey, taken by 4,000 shoppers in June, also found “poor appearance/quality/color” and “spoiling/inability to eat it all” to be barriers, as well.

The firms found that most produce shoppers make their purchasing decisions in-store, and that traditional marketing materials like ad circulars, cookbooks and recipe cards were more effective at driving category sales than nontraditional channels like social media.

Thirty-one percent of consumers surveyed said values like locally grown, natural, organic and non-GMO weren’t top of mind for them. Flavor, the survey revealed, is almost as important as health in driving purchase.

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