Target Consumers for Locally Grown Fruit in Utah

This fact sheet describes target consumers for locally grown fruits and fruit products in Utah. The data examined here comes from an online survey (via Qualtrics) of Utah consumers conducted in 2023. Here, we compare consumers who are willing to pay a higher premium for local fruit products and those who are not, outlining the distinction between them in terms of their demographics, purchasing patterns and shopping habits, as well as their lifestyle and attitudes.