Produce branding is becoming an increasingly important factor in grocery shopping. Provoke Insights’ latest biannual study of 1,500 U.S. consumers found that one in five Americans choose their primary grocery store based on fresh produce selection. Urban consumers, parents, and Gen Z shoppers are especially likely to prioritize fresh produce. These findings highlight its growing role in grocery store choice.

Fresh Produce Branding Builds Consumer Trust

Produce branding is also gaining momentum. More than one-third of Americans regularly purchase the same produce brands. Quality, value, and taste are key loyalty drivers. Parents are especially likely to value produce branding. Thirty-seven percent say a produce brand influences their purchasing decisions, compared to 26% of Americans overall. Frequent grocery shoppers (35%), Gen Z consumers (35%), Millennials (34%), Hispanic consumers (34%), and urban shoppers (34%) are also more likely to value produce branding.

Fresh produce brand awareness remains low. However, consumers who recognize these brands associate them with quality, trust, and food safety. Dole continues to lead unaided brand recall (24%), while Driscoll’s has seen a notable increase since 2022, suggesting consumers are becoming more receptive to branded produce.

Inflation continues to impact grocery shopping, with nearly three-quarters of Americans saying rising prices are still affecting their grocery bills. With shoppers paying closer attention to their purchases, recognizable fresh produce brands can provide greater confidence in quality and value.

As competition among grocery retailers continues to grow, strong produce brands can help reinforce quality, trust, and long-term customer loyalty.

The takeaway is clear: produce branding is becoming a stronger signal of quality, trust, and grocery loyalty. For growers and retailers, investing in quality, visibility, and consistency may be the key to standing out in an increasingly competitive market.

To learn more about produce branding and grocery loyalty, read the full article here.