00:00So, in our July survey, we focused on two themes.
00:04The first is food happiness.
00:07We directly ask consumers how they feel about the food choices that are in front of them.
00:16And then, the second theme in our July survey was access to and use of farmers' markets.
00:24The key takeaway is that the vast majority of Americans, 85% of respondents in our survey,
00:32tell us they're happy or very happy with their diets, with the food that they eat.
00:38Interestingly, the share of Americans that tell us that they're happy with their food
00:43hasn't really changed much in the two and a half years that we've been collecting this
00:49data.
00:51It remains at about 85%, even through a bout of really high food inflation.
00:59That's not to say that Americans like high food prices or like rapid inflation, but through
01:08that bout of inflation, Americans have remained happy with their diets.
01:15On food prices, food inflation in July was 2.2% on an annual basis.
01:22That's the lowest reading we've seen since we started collecting data in January of 2022,
01:30and Americans have noticed, and they're optimistic.
01:33They continue to tell us that they expect food inflation to be lower in the coming year
01:39than it has been in the past year.
01:41The other issue that we explored is access to and use of farmers' markets.
01:48Summer for many of us in the United States is farmer market season.
01:54And so we ask consumers, one, do they have access, and two, do they shop at those farmers'
01:59markets?
02:0082% of Americans in our survey tell us that they have access to a farmers' market.
02:09Of those, four of five, 80%, tell us they plan to shop for food at a farmers' market.
02:18And while there are some differences across income groups, what we find is that across
02:24the income spectrum, Americans plan to take advantage of the fresh produce, local foods
02:38that are made available to them in our farmers' markets.
02:42Prices of produce at farmers' markets tend to be higher than at the grocery store, but
02:49you still see people choosing to do their shopping at farmers' markets, and I think
02:54that's for a couple of reasons.
02:57One is because of quality.
03:01The tomatoes grown locally are often better tasting, better looking, fresher than the
03:09ones you might find in the grocery store.
03:12And then I think also there's an experience in the farmers' market that you don't get
03:17in the grocery store.
03:19You come together, people from across the community, there's fun for kids and families,
03:25maybe some music, and so it's a bit of a shopping event and not purely utilitarian.
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