The Impact of Shopping Frequency on Fresh Produce Purchases

High-frequency shoppers tend to spend more on fresh items, viewing regular access to fresh fruits and vegetables as essential to their dietary and health goals.

Grocery shopping is an essential activity for most households, but the frequency people engage in it varies greatly. There are clear differences in how often Americans shop for groceries, and these differences reveal important insights into consumer behavior, preferences and economic realities.

In the ninth wave of the Provoke Insights’ trends survey, the data looks at Americans’ grocery shopping habits, the role of fresh produce in their purchasing decisions, and the broader impact of economic factors, like inflation on these behaviors. The research surveyed 1,501 Americans across the country and provided insights into how often people shop, where they prefer to go, and what influences their choices, especially regarding fresh produce.

According to the study, grocery shopping is typically a weekly ritual for Americans, with 42% going to the store every seven days. Interestingly, the type of person who shops less than once a week has vastly different demographics, needs and habits.

THE FREQUENT SHOPPER

Those who shop more than once a week (36%) indicate an increasing demand for fresh ingredients or the need to restock frequently. This trend is particularly prominent among urban residents, Millennials and parents. These groups are more likely to shop frequently, underscoring their need for fresh groceries and ingredients, including fresh produce, to meet their families’ dietary demands.

It’s not surprising that those who shop more frequently for groceries allot 10% more on their produce budget than those who shop less than once a week at supermarkets. These shoppers are 20% more likely to buy more organic items than those who shop less often.

This cohort purchases items at traditional supermarkets, but often also shops at multiple types of food stores, including specialty grocery stores and farmers markets. One reason why this audience has more time to visit multiple stores is that they are more likely to work in a hybrid environment versus full-time in an office or physical location outside the home.

This behavior suggests that frequent shoppers value freshness, variety and quality in their food choices, making them more likely to seek unique and premium items. Their willingness to allocate more of their budget to fresh produce highlights the growing importance of health-conscious and quality-driven grocery shopping habits in today’s market.

The frequent shopper is more impacted by external influences. For example, they are twice as likely to say that the advancement of technologies positively impacts them. Almost two-thirds say their personal network (friends and family) influences their purchase decision.

THE LESS FREQUENT SHOPPER

On the other end of the spectrum, low-frequency shoppers, who make grocery trips less than once a week, represent 22% of grocery consumers. These shoppers are typically more budget-conscious and strategic in allocating their grocery funds. Their grocery budget focuses on convenience and cost-efficiency, with 39% going toward fresh produce, which is significantly less than their high-frequency counterparts. Furthermore, this audience is less likely to buy organic items.

They tend to shop less often, preferring to stock up on bulk goods and non-perishable items that last longer between trips. Low-frequency shoppers include specific demographics: Gen Z consumers, individuals without children, and households with lower incomes, particularly those earning under $75,000.

Low-frequency shoppers also differ in the types of stores they frequent. This audience is more time-crunched, as they work exclusively outside the home. As a result, this also impacts the amount of time they can shop at multiple grocery locations.

While supermarkets remain a staple for most shoppers, those who shop less often are more likely to visit big-box retailers and discount grocery stores. Big-box retailers like Costco or Walmart allow these shoppers to buy in bulk, reducing the need for frequent trips. Similarly, discount grocery stores, which offer lower prices and a wide selection of private-label products, help these shoppers maximize their budget. No wonder this audience is more loyal to discounts versus brands (40% vs. 31%).

PRODUCE SPENDING

The stark difference in produce spending between high- and low-frequency shoppers highlights how shopping habits shape grocery budgets. High-frequency shoppers tend to spend more on fresh items, viewing regular access to fresh fruits and vegetables as essential to their dietary and health goals.

Their shopping habits allow them to buy smaller quantities of fresh produce more frequently, reducing the risk of spoilage and allowing them to focus on quality.

In contrast, low-frequency shoppers prioritize convenience and long-term planning in their grocery spending. They tend to spend less on fresh produce, instead opting for non-perishable items that can last between shopping trips.

This strategic approach to grocery budgeting reflects economic realities and practical considerations, such as managing time and reducing food waste. For these shoppers, fresh produce may be viewed as a luxury that doesn’t always fit within a tight budget, especially in the face of inflation.

Carly Fink is president and head of strategy and research at Provoke Insights. Provoke Insights is a full-service global market research and brand strategy firm that conducted a 15-minute online survey among 1,501 Americans between 21 and 65. The study was fielded from September to October 2024. A random stratified sample was used to ensure a high representation of the U.S. population (household income, age, gender, geography, ethnicity, and parental status). Results based on this sample have a maximum margin of sampling error of +/- 2.5% at a 95% confidence level. Statistical differences between subgroups indicated in this research were tested at a 95% confidence level.