Consumer trends are ever-evolving when it comes to food purchasing preferences. In an era of sky-high inflation and post-pandemic shifts in food consumption, the food retail landscape has both new challenges and opportunities. Jonna Parker, a fresh foods team lead and principal at Circana, says Americans are making more frequent and smaller trips to the grocery store.

On average, consumers are making 10.5 more trips per year to the store for grocery purchases than in 2019. The availability and quality of fresh produce have largely driven this change. Consider the rise in “fresh market” offerings at convenience stores. Parker calls it “just in time” shopping, which also means consumers aren’t overspending on things they won’t eat. The shift in purchasing frequency is particularly suitable for fresh produce, as the limited shelf life has historically been a barrier to purchase.

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