Category
Lifestyle
Protein Personalization
Trend cluster
Category
Imperfect Produce
2.0
Brands are selling discounted fruits and vegetables with minor imperfections.
2.9
Trend score
Trend
What is the Imperfect Produce 2.0 trend?
Imperfect Produce 2.0: Grocery brands are offering subscriptions that deliver fruits and vegetables with minor imperfections, often discarded by traditional markets. These items, which are perfectly good for consumption, provide consumers with a mindful way to support local farms and save money on groceries.
Insight
The consumer insight behind the Imperfect Produce 2.0 trend
Amidst the cost of living crisis, consumers seek ways to reduce their spending while maintaining the same quality of life. Purchasing visually unconventional items invites cost-conscious consumers to make impactful and sustainable choices that save them time and money at the grocery store. Businesses recognizing the demand for convenient, waste-reducing solutions appeal to consumers who value accessible and ethical consumption methods.
Trend themes
Themes within the Imperfect Produce 2.0 trend
Three behaviours holding the trend together01
Ugly Produce Utilization
Brands are leveraging imperfect produce to reduce food waste by sourcing and selling visually unconventional fruits and vegetables.
02
Affordable Subscription Boxes
Subscription services are offering discounted grocery boxes filled with surplus or misshapen produce, appealing to cost-conscious consumers.
03
Sustainable Consumption Initiatives
Businesses focused on sustainability are capitalizing on the opportunity to promote ethical consumption by including imperfect produce in their product offerings.
Industry implications
What the Imperfect Produce 2.0 trend means for industry
Where the trend changes the playbookFor
Grocery and Food Delivery
The grocery sector is adapting to consumer demands for sustainable, ethical, and affordable food options by incorporating ugly produce into their offerings.
For
Subscription Services
Subscription-based businesses are creating new models to deliver fresh, sustainable produce directly to consumers' doorsteps.
For
Agriculture and Farming
Farmers and agricultural businesses are finding new revenue streams and methods to reduce waste by distributing imperfect produce directly to consumers.
Workshop question
How can your brand tap into the growing demand for sustainable, waste-reducing solutions?
Trend signals
Trend signals for Imperfect Produce 2.0
Trend score 2.9 out of 10, from popularity 39%, activity 28%, freshness 21%.
Popularity39%
Activity28%
Freshness21%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Imperfect Produce 2.0 trend
5 featured examples from Feb 1, 2022 to Jan 18, 2024CategoryEco
Affordable Grocery Store Subscriptions
Misfits Market's Business Model Addresses Food Waste
Grocery retailers can adopt a similar business model to Misfits Market to improve customer access to affordable and sustainable produce while reducing food waste and promoting tra…
CategorySocial Good
Imperfect Produce Subscriptions
Odd Bunch Delivers Oddly Shaped Produce to Consumers' Doors
Odd Bunch's direct-to-consumer delivery model disrupts traditional food delivery services by focusing on rescuing and delivering misshapen produce.
CategoryTech
Ugly Produce Home Deliveries
The UAE Sources Ugly Fruits & Vegetables Through EroeGo from Farmers
Digital platforms that facilitate connections between growers, packagers, and consumers of ugly produce have the opportunity to disrupt traditional supermarket chains and reduce f…
CategoryLifestyle
Sustainable Imperfect Groceries
Spud Delivers Unique Foods to the Homes of Eco-Conscious Consumers
The sustainable farming industry can explore opportunities to partner with online grocery services to reach eco-conscious consumers.
CategorySocial Good
Seasonal Surplus Produce Boxes
Earth & Wheat Christmas Feast Rescued Box is Charitable
The Earth & Wheat Christmas Feast Rescued Box contributes to the thriving industry of food subscription services by catering to the demand for sustainable and socially responsible…
