According to a representative online survey conducted in Hungary, Italy and the United Kingdom, nearly two-thirds of respondents (an average of 64.5%) had bought at a farmers’ market in the previous six months. The highest rate, 75%, was measured in Hungary, and the lowest in the United Kingdom (51%). A total of 1814 people participated in the study at the end of 2023, and researchers from the Corvinus University of Budapest, the University of Newcastle and the University of Debrecen recently published a joint study on the results in the journal Agribusiness.  

Although the willingness to buy is high, many are held back by physical distance: 52% of respondents have problems with this, most often in the UK, least in Hungary. The second most common reason for absenteeism is the higher price (35%) compared to supermarkets, which was highlighted the most by Hungarians. The limited opening hours – for example, that they only operate on weekend mornings and mornings – were also objected to by many, especially Hungarian respondents. 

Convenience and lack of information also discourage many people – about a fifth of respondents – and they also often object to the narrow range of products. British respondents, for example, regularly complained that farmers’ markets are less practical than supermarkets. Hungarians were more likely to identify opening hours and lack of information as problems, while Italian consumers perceived these factors as less problematic. 

“There is a demand and openness to these markets, but for this to happen, operators and decision-makers also need to adapt to the modern urban lifestyle. Although it is difficult to change higher prices or a narrow selection, it is worth adjusting the opening hours of markets to the rhythm of urban consumers – for example, opening them on Friday afternoons so that customers can prepare fresh ingredients for the weekend. Easily accessible markets located in the immediate vicinity of central or even office buildings may also be an advantage. Corvinus holds farmers’ markets several times a year: our customers appreciate the convenient location and favorable opening hours, and last but not least, the friendly atmosphere,” said Áron Török, professor at Corvinus and the first author of the study. 

A community experience too 

According to the research, the most common buyers at the farmers’ market are middle-aged intellectual workers living in cities with higher education who have children. Interest is particularly high among families with small children: raising children increases the likelihood of buying by 11%. On the other hand, older people go to farmers’ markets less. For market-goers, the farmers’ market is not only a place of purchase, but also a community experience – many appreciate personal relationships and seasonal products of transparent origin. Therefore, the role of farmers’ markets is not only important in the distribution of local products, but can also contribute to strengthening community relations and sustainable consumption. 

The authors of the study also pointed out that the current communication of producer markets is often ineffective. It would be advisable to better reach those who would be open to the markets but do not know enough about them on social media, with targeted advertisements and information. Families could be addressed with thematic programs, and atypical customers (e.g. students, pensioners) could be motivated with targeted discounts. 

The research led by Corvinus clearly shows that it is not enough for a product to be of good quality and local – it must also be accessible, affordable and fit into everyday life. If this is addressed, the role of farmers’ markets in the European food economy can be further strengthened. Corvinus regularly organizes a university farmers’ market, where producers studying or graduating there bring their goods locally. The event is open to everyone, the next event will be held on Tuesday, October 14, between 9.30 and 15.30 in front of the Building C.