Real talk from real shoppers.

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

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Updated weekly in partnership with Execulytics.

Weekly check-in on the produce aisle

Availability

 
 
 

Pricing

 
 
 

Quality

 
 
  

Week 45 Highlights (Week of November 3)

In week 45, availability and price perception improved week over week while quality perception declined slightly. One-fifth of respondents felt either availability or quality (or both) fell below their expectations.

Consumers continue to cite price as their number one roadblock to produce consumption with sentiment suggesting a 15% price reduction would go a long way as would better promoting health benefits.

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.