A new national study reveals that farmers markets are much more than just a place to buy fresh produce; they are vital community hubs that boost health, foster social connections, and support local economies. The study, conducted by researchers at the University of Wisconsin-Madison and the Farmers Market Coalition, and published in the Journal of Agriculture, Food Systems, and Community Development, provides compelling evidence of the widespread benefits of these community spaces.
The survey found that a remarkable 80% of Americans visit a farmers market at least once per year, and 41% of respondents were frequent attendees (attending six or more times per year). This high participation underscores the significant role farmers markets play in the lives of many.
“Our research highlights the positive impacts farmers markets have on the health and well-being of individuals and communities,” says Bret Shaw, co-author and University of Wisconsin–Madison Extension Environmental Communication Specialist and Professor in the Department of Life Sciences Communication for the College of Agricultural and Life Sciences. “People are drawn to markets not only for the fresh, high-quality food but also for the sense of community and connection they provide.”
Key findings reveal the strong community and health benefits:
- Improved Health: Over 75% of attendees reported eating healthier due to their market purchases.
- Community Connection: Nearly half (48%) reported connecting with others in their community at the market.
- Local Economic Boost: 49% shopped at nearby local businesses and 42% ate at local restaurants when visiting the market, demonstrating a significant positive impact on the local economy.
“Farmers markets are cherished spaces where people connect with their food, their farmers, and their neighbors,” adds Darlene Wolnik, co-author and senior project manager at the Farmers Market Coalition. “They offer a unique shopping experience that strengthens community bonds and promotes healthy living.”
While the study highlights the many benefits, it also identifies a key challenge: nearly 60% of attendees cited forgetting about the markets as a barrier. This finding emphasizes the need for increased awareness and better communication strategies to remind consumers of market days and times, and to make attending markets part of a routine.
“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,” concluded Laura Witzling, lead author of the study and a consultant for the Farmers Market Coalition.
Many farmers markets offer attendees the ability to use Supplemental Nutrition Assistance Program (SNAP) benefits, which help low-income individuals access nutritious food. Among farmers market attendees who also participate in SNAP, 72% reported interest in using SNAP benefits at the farmers market.
“Given the high interest in attending farmers markets by people receiving SNAP benefits, our data support the idea that farmers markets offer an important opportunity to expand access to fresh food to low-income households,” concludes Shaw.
About the Study
The study surveyed 5,141 U.S. residents across various demographics and geographic locations. Of the sample, 80% were identified by the researchers as “attendees,” as they attended farmers markets at least once per year. The study was conducted in partnership between the University of Wisconsin-Madison and the Farmers Market Coalition and funded by United States Department of Agriculture. The survey was administered by National Opinion Research Center at the University of Chicago. The full study can be accessed here.
