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Melissa Conforto is director of research and strategy at Provoke Insights. Provoke Insights conducted a 15-minute online survey of 1,500 Americans aged 21 to 65. The study was fielded in September 2025. A random stratified sample methodology was used to ensure a high degree of representation of the U.S. population. Check out Provoke Insights for the latest category research, including fresh produce. Read full bio