According to a 2022 survey, baby boomers is the generation who most prefers purchasing locally-grown brands in the U.S. 59 percent of baby boomers prefer locally-grown produce compared to only 45 percent of Generation Z.
Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation*
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Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation*
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For consumers who prefer to purchase locally-grown brands**
Supplementary notes
*Consumers who are primarily responsible or have a shared responsibility for grocery shopping.
**Top three points on a seven-point agree scale.
The original survey question reads, "How much do you agree or disagree with the following statements regarding fresh produce?"
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Provoke Insights. (September 13, 2022). Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation* [Graph]. In Statista. Retrieved April 28, 2025, from https://www.statista.com/statistics/1336690/share-of-us-consumers-who-prefer-buying-locally-grown-brands-by-generation/
Provoke Insights. "Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation*." Chart. September 13, 2022. Statista. Accessed April 28, 2025. https://www.statista.com/statistics/1336690/share-of-us-consumers-who-prefer-buying-locally-grown-brands-by-generation/
Provoke Insights. (2022). Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation*. Statista. Statista Inc.. Accessed: April 28, 2025. https://www.statista.com/statistics/1336690/share-of-us-consumers-who-prefer-buying-locally-grown-brands-by-generation/
Provoke Insights. "Share of Consumers Who Prefer Buying Locally-grown Brands in The U.S. in 2022, by Generation*." Statista, Statista Inc., 13 Sep 2022, https://www.statista.com/statistics/1336690/share-of-us-consumers-who-prefer-buying-locally-grown-brands-by-generation/
Provoke Insights, Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation* Statista, https://www.statista.com/statistics/1336690/share-of-us-consumers-who-prefer-buying-locally-grown-brands-by-generation/ (last visited April 28, 2025)
Share of consumers who prefer buying locally-grown brands in the U.S. in 2022, by generation* [Graph], Provoke Insights, September 13, 2022. [Online]. Available: https://www.statista.com/statistics/1336690/share-of-us-consumers-who-prefer-buying-locally-grown-brands-by-generation/
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