Hort Australia recently hosted a webinar presenting the findings from the fiftyfive5 survey of produce buyers. 95% of main grocery buyers have noticed price increase in produce and of these 57% believe prices have increased significantly. This is driven by the media coverage of cost of living pressures and contributes to an increased awareness of prices in store. 

Whilst consumers are noticing the price increases, when asked about the value, i.e ‘worth what paid for’ trends are relatively flat, this may be due to higher increases in some packaged goods categories that compete with fruit and vegetables for the snacking occasion such as chips and chocolate. 

Shoppers are increasingly buying Fresh produce on sale as a way of saving money and only 23% are substituting canned or frozen produce instead of fresh. Note this question is at the total produce level and may be in response to vegetables rather than berries. Buying fresh produce when discounted is more prevalent amongst consumers under 35 years old and families with young children. We know older households tend to be higher affluence and less budget restrained especially those who own their own home outright.