Study Splits U.S. Farmers Market Shoppers Into 6 Groups as 81% Buy Annually

9 articles · Updated · Dayton Daily News · May 16

A survey of 5,141 U.S. consumers found farmers market shoppers cluster into six groups, with three more engaged segments accounting for 55% of respondents.
About 18% were “highly engaged,” 18% “health-focused” and 19% “emerging interest” shoppers, drawn by fresh food, support for local farmers and the fun of going.
The less interested segments were 16% “convenience,” 17% “practical” and 12% “uninvolved,” and many in those groups said they rarely or never visit farmers markets.
The study said 81% of U.S. adults shop at a farmers market at least once a year across more than 8,700 U.S. markets.
Researchers said the findings could help markets target customers better; across all groups, forgetting to go was the biggest reason for missing a weekly visit.

Beyond the engaged, how can markets attract the 45% of shoppers who prioritize convenience and practicality over local food?

As grocery prices rise, can farmers markets offer an affordable alternative for families following new, costly health guidelines?

With new tech and USDA funding, is America’s local food system finally ready to challenge the dominance of big agriculture?