According to the National Grocers Association (NGA)2010 Consumer Survey Report, about 91% of consumers rated the quality of fruits and vegetables as a “very important” factor in choosing their primary grocery destination. That represents a 5% uptick since NGA's 2009 study. Further, 76% said high-quality meats were a "very important" factor in deciding where to shop, representing a 3% increase over 2008 data.

While value remains a key influence, NGA’s data suggests it's neither an increasingly or decreasingly important driver: The number of people who felt that prices were crucial when deciding where to shop was largely flat on the year, with 51% claiming that price was “very important”, and 45% rating it as “somewhat important.”