Healthy signs in produce section

Heaping on health claims

Although fewer than half of shoppers said they eat fresh produce daily, F.M.I. said, consumers are trying to increase their fresh produce consumption across meal occasions.

“Shoppers link fresh produce consumption to specific benefits, including digestive health, heart health, healthy weight and avoiding empty calories — providing opportunity for targeted health and wellness messaging beyond the overall health halo of fresh produce,” F.M.I. said.