With summer officially in full swing, CivicScience sought to better understand current farmer’s market sentiment. And as the data show, 65% of U.S. adults have tried and liked a farmer’s market.
The majority of respondents (70%) plan to shop at farmer’s markets the same amount this year as they did last year, while 21% plan to do so even more. Last year, while 20% also said they would be shopping at farmer’s markets more, 17% indicated they would be doing so less. This indicates farmer’s market shopping will likely be up this year.
Local Produce in Grocery Stores
While farmer’s markets are one way to enjoy locally-grown produce, some grocery stores offer seasonal, local options. More than half of U.S. adults are very likely to choose locally-grown produce over other produce options if offered at their usual grocery store, and 38% are somewhat likely.
Farm to (Table) Restaurant
Local produce is important to consumers who are eating out as well. The concept of “farm-to-table” appeals to 54% of U.S. adults when ordering food at a restaurant.
Perhaps not surprisingly, those who are most interested in this option tend to eat at independent restaurants the most (41%). However, 20% of those who consider farm-to-table menu items to be important options eat at casual restaurants, which is a similar percentage as those who don’t value farm-to-table menu items.
A large portion of the Gen Pop 18 and older values farm-fresh foods at their local grocery store, and a significant portion say it is important to have farm-to-table menu options at restaurants. This summer’s farmer’s market vibe is strong and consumers anxious to get outside and actually do something might pull back from their usual lineup of grocery store produce.