Provoke Insights’ Carly Fink and Jordin DeSenzo co-authored an article in Produce Business diving into research on produce purchases. Interestingly, the article discusses how behaviors are shaping how consumers shop for produce. It sheds light on how inflation and economic pressure are influencing the delicate balance between planned produce purchases and spontaneous impulse buys.

Based on Provoke Insights’ eighth wave of its biannual national study, the research explores how shoppers approach buying produce. While 85% of grocery shoppers have noticed price hikes, only 15% say they purchase produce impulsively. This highlights a key challenge and opportunity for brands and retailers.

Also, the study found that 75% of Americans make produce purchases weekly. Higher-income households and older individuals tend to buy produce more frequently, with supermarkets being the top destination. Meanwhile, Gen Z and Asian shoppers are more likely to shop at wholesale stores.

Most produce purchases are pre-planned—either as regular go-to items or for specific meals. However, impulse buys tend to include items like salad dressing, nuts, or guacamole.

To increase impulse produce purchases, Provoke Insights recommends:

• Improving in-store visibility through signage and tastings

• Placing pre-cut produce near store entrances and checkouts

• Using cross-merchandising to promote snack pairings

• Highlighting nutritional value through educational labels

In addition, frequent produce buyers view TV and social media platforms—especially TikTok—as highly effective channels for brand promotions.

This research on produce purchases helps retailers develop more targeted strategies to engage both planners and impulse buyers, even in an inflation-conscious market.

What to know more about research on produce purchases? Check out our latest grocery and produce deck here. The Summer 2025 Trend research include 15 topical industry reports,