Mythbusters: Fresh vs. Frozen

“Frozen produce buyers spend less on fresh produce.”

You might think that consumers substitute frozen for fresh produce, but our modern consumer data has proven that assumption false. In fact, frozen produce buyers spend 54% more on fresh produce than those who buy exclusively fresh.

Check out the full Numerator Mythbusters report, which will explore: 

• How households that only buy fresh produce compare to households that buy fresh and frozen

• The types of produce, from strawberries to blueberries, that are more likely to be purchased by each household

• Which retailers are most successful at capturing fresh produce spend vs. frozen produce spend