National survey results reveal widespread participation in and benefits derived from attending farmers’ markets. The study, conducted by researchers at UW-Madison and the Farmers Market Coalition, also emphasizes the need for promotion of markets. This led the research team to develop resources for market operators.
The study indicates that 80 percent of respondents (5,141 people surveyed) nationwide attended a farmers market at least once a year. Forty-one percent are more frequent attendees (attending six or more times). Thirty-nine percent are less frequent (attending five or fewer times).
“Farmers markets are a crucial channel for direct-to-consumer sales for small- and medium-sized farms and producers,” says study co-author UW-Madison Prof. Bret Shaw. “This study reinforces the value of these markets for providing access to local products and for fostering community connections.”
The National Opinion Research Center at the University of Chicago administered the survey. The U.S. Department of Agriculture funded it.
Key findings include:
- Attendees are driven by fresh food, supporting local farmers, and having a fun shopping experience.
- Three-quarters of attendees reported eating healthier because of their farmers’ market purchases.
- Almost half of the attendees reported shopping at nearby local businesses when visiting a farmers’ market.
- The most cited barrier to attending farmers’ markets was forgetting. Researchers say this highlights the need for enhanced communication and promotion efforts.
Based on their work, the survey team developed a new resource for farmers’ market operators to aid them in their promotional efforts. The Social Media Ad Project Guide provides a summary of survey findings, the outcomes of social media ad testing, and recommendations for social media marketing of farmers’ markets.
The project guide is included as part of the 2025 National Farmers Market Week Toolkit, an annual publication: https://farmersmarketcoalition.org/national-farmers-market-week/
