A study conducted in March 2025 has identified six distinct groups of people who shop at farmers markets across the U.S. [1].
Understanding these consumer segments allows local food systems to better identify and engage the most active participants in the regional economy. This data helps market organizers tailor their offerings to meet the specific needs of different demographic groups.
There are more than 8,700 farmers markets operating in the U.S. [1]. These markets function either on a seasonal basis or remain open year-round to provide local produce and goods to the public [1].
The research indicates a high level of general participation in local food systems. Approximately 80% of Americans attend a local farmers market at least once a year [2]. This broad reach suggests that local markets have become a staple of the American shopping experience.
Engagement levels vary significantly among these consumers. While the majority visit occasionally, 41% of Americans visit a farmers market six or more times annually [2].
Of the six identified shopper segments, three are described as being especially interested in farmers markets [1]. The study was designed to better understand participation in local food systems and to pinpoint which groups are most likely to maintain consistent support for local growers [1].
“80% of Americans attend a local farmers market at least once a year”
The high percentage of annual visitors combined with a significant core of frequent shoppers suggests that farmers markets are no longer niche destinations. By segmenting the audience into six distinct groups, the study provides a blueprint for local agricultural systems to move from general outreach to targeted growth strategies.
