Branded fresh produce

Betting on brands

Forty-nine per cent of fresh produce sales was branded in 2016, up from 38% in 2011, F.M.I. said. While half of shoppers said they are not influenced by brands, those with an outright preference said national brands are strongest in processed produce and local/small brands have the edge in unprocessed produce.

“Most of the brand preference comes from a general inclination for buying brands, but brands are also seen as being fresher, higher quality and more consistent,” F.M.I. said.