The fresh produce department is often counted as being one of the main determinants among consumers when selecting a grocery store. In 2022, the fruit and vegetable market in the U.S. was valued at over 5.8 billion U.S. dollars. In the same year, the sales of fresh fruit made up 45 percent of produce sales in the U.S., making it one of the most lucrative fresh food categories. In order to help drive sales, producers frequently launch in-store marketing campaigns. Ideas range from promoting the healthy benefits of fruit, to offering convenient, value-added snack-size options.
U.S. fruit market
In general, fresh fruit dollar sales in the U.S. were lead by berries in 2022. Apples and grapes had the next highest sales in the U.S. in 2022, with sales shares of 4.4 and 3.8 percent, respectively. Prices for fresh fruit have been increasing in recent years, however. The consumer price index for fruit rose almost 50 points between 2020 and 2022, reaching 406.3. The price of bananas by the pound increased by about 10 percent during this time period.
COVID-19 impact on fresh fruit retail
Since the start of the COVID-19 pandemic, consumers have been concerned with purchasing food that will keep them healthy. Conventional and organic produce have both seen an increase in sales every year since 2019, with the highest year-on-year growth in 2020. Sales growth was higher for organic produce until 2022. Online sales of produce have also increased each year since 2019, as people were more likely to stay in their homes.
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