Real talk from real shoppers.

From price to quality to access, CPMA’s Consumer Pulse survey tracks how Canadians feel about their produce experience. 

Learn more

Updated weekly in partnership with Execulytics.

Weekly check-in on the produce aisle

Availability

 
 
 

Pricing

 
 
 

Quality

 
 
  

Week 48 Highlights (Week of November 24)

  • Availability perception slipped from last week, while price and quality perception improved week over week.
  • 26% of respondents felt either availability or quality (or both) fell below their expectations.
  • NPS fell relative to the12-week rolling average, sitting below 0 for the first time.
  • Online usage ticked up 15% over the last 12-weeks, perhaps cooler weather has sparked usage.
  • Price is the number one roadblock to produce consumption, other suggestions value added or imperfect product and increased education on usage and the nutrition of produce.

View the Full Report

Spotlight:
#Fresh20 Campaign

What can $20 buy you in fresh produce?

Help consumers stretch their dollar without compromising health. Our #Fresh20 toolkit shows how $20 can go a long way.

*Note: Pricing is based on current market averages and may vary by retailer and over time.

Explore the Toolkit

Plan Around Routines

Canadians eat more fruits and vegetables when they're in a regular routine. Think back-to-school, post-holiday, or during the winter months. 

Focus on Value Messaging

Cost continues to be the biggest barrier. Shoppers are looking for value—whether through affordable options, prepped produce, or in-season deals.

Don't Forget the Online Shopper

Convenience matters. 16% of shoppers bought their produce online this week. Options like meal kits, bundles, or grab-and-go packs are gaining traction.