When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands. However, when purchasing fresh fruits and vegetables, non-branded produce is the dominant option—with proprietary and private label brands only recently becoming available....

Although both fresh produce and consumer packaged goods (CPG) are sold within supermarkets, there is little research comparing how consumers purchase them. To provide insights into this area of research, this study compares the frequency of buying fresh fruits and vegetables, the concentration...