Produce department is ripe with branding opportunity

27 November 2017

As consumer interest in fresh food heightens, so does the focus on product offerings. While not historically prominent in the produce department, brands now play an increasingly important role. Between 2012 and 2016, the total produce department in the US grew $13.2 billion. And within that period, branded produce dollar share increased 7.7%, now representing 38.5% of total produce dollars.
32% of consumers want produce that is organic and doesn’t contain artificial ingredients. Thanks to their ability to communicate label claims on packaging and through larger marketing efforts, brands can clearly communicate exactly how products meet shoppers’ needs (News Item Nielsen, 9 November 2017).
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