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Trust is still won or lost in the fresh aisle, according to Logile’s 2026 State of Fresh Grocery Shopping Report.
In fact, 91% said fresh departments strongly influence whether they trust a grocery store, pointing to produce, deli and bakery execution as the clearest signal of store quality.
Key takeaways:
- 91% of respondents rated fresh departments as highly influential in determining whether they trust a grocery store, making fresh the leading signal of store reliability.
- 78% of respondents said they have shopped at a different grocery store because its fresh departments looked better.
- 84% said a poorly maintained produce or fresh section affects their perception of the entire store.
- When two stores are equally convenient, 46% chose the store with better fresh departments over the 40% who chose the one with lower prices.
- 74% agreed fresh food is a main reason they still shop for groceries in person rather than online.
- 85% said the appearance of produce is significant in their purchasing decisions.
- 68% said hot prepared meals would encourage them to buy from a store’s deli or prepared foods section.
- Respondents cited freshness signals like clean displays, items without visible damage and fresh smell, while also pointing to sold-out fresh items as a recurring frustration that can send shoppers to competitors.
