Results of PA Farmers Market Assessment Survey 2023
A Rapid Market Assessment is a method of data collection developed by Oregon State University to collect consumer data at farmers markets. The market assessment consists of three components:
- customer counts
- dot survey made up of multiple-choice questions and customers place dots on an answer that is appropriate for them
- analysis of the data
In the summer of 2022, I was doing a market assessment on a ninety-degree Sunday afternoon. There has to be a way to collect the same data from multiple markets to give a more state-wide picture of markets in Pennsylvania.
I took the questions used in the Rapid Market Assessment Survey and put them into Qualtrics. Qualtrics generated a QR code that was then put into an eight-and-a-half by eleven-inch poster that market managers displayed at the markets. Customers can scan the QR code and answer the four questions.
The survey was kept open from May through September. Over 300 participants completed the survey.
Seven markets displayed the survey poster. Adams County, Huntingdon, Yardley, Farmers on the Square (Carlisle), Bath, Bethlehem, and Market on Market (Camp Hill) participated.
Here are the results of the four questions we asked customers at the market:
Over one-third of the survey participants shop at their market every week, with another twenty-eight percent shopping two to three times per month. Over 63% regularly shop at the market. With such a strong base, we need to understand why they shop at the market, what they purchase, and what they would like to see.
It doesn’t matter how old a market is. You will still get first-time visitors. Nearly 12% of respondents said this was their first time visiting the market. If we assume that every market day we will have some first-time visitors, let's ensure we provide them with enough relevant information, so they know what the market is all about.
Let's start with the name of the market. Many survey respondents did not know the name of the market where they were shopping and taking the survey.
Half of the survey respondents spend between $11 to $30 and another 20% spend over $41 each market trip. These spending amounts are higher than previous assessments on markets over the last decade.
What consumers typically purchase at markets has mostly stayed the same. Beverages are a growing category, with 12% of purchases in this survey. Fruit and vegetables are the largest purchase percentage, followed by baked goods.
 
The most significant change in this survey from previous ones is the consumer's age. Historically, the largest consumer age group at farmers markets has been people over 50. This graph shows that an equal number of young shoppers (20 – 30-year-olds) are coming to our markets. Both age groups account for 70% of our shoppers.
Recommendations:
Using the data from the market assessment survey, we can make some improvements to our markets.
If one-third of purchases at the market are fruit and vegetable, do we have the proper ratio of vendors? If we have one vegetable farm and three bakers, we might not be meeting the needs of the consumers or the vendors.
Consider asking your anchor vendors for transaction numbers. You don't need exact numbers, but a range will be helpful. Were there 50 – 100, 100 – 150, 150 – 200 transactions? An anchor produce vendor tells you they had between 150 and 200 transactions. You know from the assessment survey data that the average market expenditure is $20. Times that $20 with 175 transactions, and you'll have an estimated figure the vendor grossed around $3,500 that market day. This information is vital when making decisions on market expansion. If the market is looking to add another produce vendor, this information will help a potential new vendor's sales expectation.
Do customer counts in your market. This information will help you understand the economic activity the market generates each season, which could be helpful in discussions with community partners.
If, on average, the market has 725 customers on market day. You would use the average transaction figure of $20 and have $14,500 for that market day. Multiply that with the number of market days in the season, and you will find that the market is close to generating $500,000 of economic activity a market season in that community.
You can never have too much information about your market. The question is, what are you going to do with it?
