New Study Finds That 80% of Americans Attend Farmers Markets, Underscores Local Food Demand

A newly published national survey provides valuable insights into the significance of farmers markets, with particular relevance to Wisconsin’s strong agricultural tradition. The study, conducted by researchers at UW–Madison and the Farmers Market Coalition and published in the Journal of Agriculture, Food Systems, and Community Development, reveals widespread participation in and benefits derived from these markets.

The research indicates that 80% of respondents (of 5,141 people surveyed) across the U.S. attended a farmers market at least once a year, with 41% being more frequent attendees (attending six or more times per year) and 39% being less frequent attendees (attending five or fewer times per year). These figures underscore the important role farmers markets play in connecting consumers with local agriculture.

“Wisconsin has a rich history of direct-to-consumer sales, and farmers markets are a crucial part of that,” says Bret Shaw, co-author and professor with the Department of Life Sciences Communication and the Division of Extension at UW–Madison. “This study reinforces the value of these markets, not only for providing access to fresh, local products, but also for fostering community connections and supporting farmers.”

Key findings of the study, relevant to Wisconsin’s agricultural community, include:

• Top motivations: Attendees are primarily driven by the desire for fresh, high-quality food, supporting local farmers, and the social and experiential aspects of the market.
• Health benefits: More than three-quarters of attendees reported eating healthier because of their farmers market purchases.
• Economic impact: Nearly half (49%) reported shopping at nearby local businesses when visiting a farmers market, and 42% reported eating at local restaurants on market days, providing a boost to local economies.
• Challenge to attendance: The most cited barrier to attending farmers markets was forgetting, highlighting the need for enhanced communication and promotion efforts.

Wisconsin has a robust network of farmers markets, providing outlets for local producers and contributing to the state’s agricultural diversity. These markets offer a vital platform for small and mid-sized farms to thrive, complementing Wisconsin’s larger agricultural operations.

“Farmers markets provide an essential link between farmers and consumers,” adds Darlene Wolnik, co-author and senior project manager at the Farmers Market Coalition. “They are a place where relationships are built, where consumers can learn about where their food comes from, and where farmers can receive direct feedback and support from their communities.”

Findings from the survey, administered by National Opinion Research Center at the University of Chicago, also emphasize the need for continued support and promotion of farmers markets.

“Farmers markets provide health, economic, and social benefits to communities. With those benefits in mind, we see potential for new or expanded partnerships between farmers markets and local governments, businesses, and community organizations to promote and sustain farmers markets,” says Laura Witzling, lead author of the study and a consultant for the Farmers Market Coalition.

Results from this project, funded by the United States Department of Agriculture, are being compiled to develop a farmers market communications toolkit with the Farmers Market Coalition. The toolkit will help farmers market operators reach more customers and build the profitability of their markets.  Farmers market operators are also being reached through statewide organizations such as the Wisconsin Farmers Market Association and nationally through groups such as the North American Food Systems Network and the Extension Foundation.