Food: Fresh Trends 2025-Driving demand in an age of uncertainty

Why it is the topic trending:

• Consumer Behavior in Uncertain Times: The article delves into how economic uncertainty and higher grocery prices are affecting consumer habits and preferences when it comes to purchasing fresh produce.

• Fresh Trends 2025 Survey: The findings of The Packer's annual consumer survey provide up-to-date and relevant insights into the fresh produce market.

• Driving Demand Strategies: The article explores actionable insights and strategies for businesses to grow demand for fresh produce in the current economic climate.

• Impact of Inflation on Produce Purchases: It examines how consumers are managing rising food costs and which produce items they are most likely to cut back on.

• Influence of Younger Consumers: The survey highlights the increasing consumption of fresh produce among Gen Z and Millennials.

• Emerging Purchase Channels: The shift in where consumers are buying their produce, including the rise of online shopping, is a key trend.

• Power of Social Media: The article discusses the significant role social media is playing in driving trends and consumption of fresh produce.

Overview: The Packer's Fresh Trends 2025 survey explores consumer habits and preferences in fresh produce amidst economic uncertainty. Despite higher grocery prices, most consumers, especially younger generations, report eating more fresh produce. The survey reveals that consumers are open to trying new produce items, with apples, avocados, bananas, asparagus, and blueberries being popular new additions in recent years. However, rising prices are impacting shopping behavior, with consumers taking steps to manage costs, such as cutting back on value-added produce, berries, organics, and avocados. While health remains a primary motivator for produce consumption, price and deals are significant factors across all income levels. The rise of GLP-1 medication users also shows a correlation with increased produce consumption. Purchase channels are diversifying beyond traditional supermarkets, with online shopping gaining traction, particularly among parents and Millennials. Social media is proving to be a powerful tool in driving demand and creating new usage occasions for fresh produce. Differentiation, understanding consumer needs, and generating demand beyond traditional retail efforts are highlighted as key strategies for growth in the fresh produce industry.

Detailed findings:

• Increased Produce Consumption: The majority of consumers indicate they are eating more fresh produce than a year ago. This is most notable among Gen Z (78%) and Millennials (75%).

• Openness to New Items: 59% of consumers are open to trying new produce. Top new items bought in the last two years include apples (28%), avocados (27%), bananas (23%), asparagus (21%), and blueberries (19%).

• Impact of Inflation: 9 out of 10 consumers report seeing price increases in produce and are taking steps to manage costs.

• Cost Management Strategies: 47% are cutting other budget areas, 33% are buying cheaper alternatives, and 27% are buying less. Two-thirds buy items on sale, and 1 in 2 consider store brands.

• Produce Items Most Frequently Curtailled: Value-added produce, berries, organics, and avocados are most likely to be cut due to cost.

• Changes in Shopping Habits: 80% of shoppers have changed how they shop, with 48% trying to eat at home more and 33% trying to buy less-expensive food.

• Preference for Healthy When Affordable: Most consumers prefer to buy healthy when they can get a good deal across all income levels.

• GLP-1 Medication Impact: 84% of consumers taking GLP-1 medication have increased their produce consumption, with apples, bananas, tomatoes, avocados, and grapes being top choices.

• Purchase Locations: Conventional supermarkets are still leading, but nearly half shop online, 44% at mass merchants, 32% at specialty stores, and 1 in 4 at farmers markets.

• Online Shopping Trends: Parents (62%) are more likely to shop online than non-parents (31%), and a majority of Millennials shop online, while other generations shop more in person.

• Reasons for Not Shopping Online: 46% of shoppers prefer to touch and smell the produce.

• Top Basket Items: The most popular fruits and vegetables are the same online and in brick-and-mortar stores.

• Social Media Influence: Millennials and Gen Z are likely to try new produce because of what they have seen on social media. The frozen grapes trend on social media led to significant volume growth for regular green grapes.

• Differentiation is Key for Retailers: Retailers need to differentiate themselves as produce choices are generally the same across stores. They are often chosen based on price and cleanliness.

• LTOs Create Sense of Urgency: Limited-time offers and focusing on fresh, seasonal produce can drive demand and volume, as seen with the Autumn Crisp grapes at H Mart.

• Data-Driven Decisions: Retailers can use data to understand their core shoppers and their buying habits to make informed decisions about packaging, retail placement, and promotions.

• Low Average Purchase Quantity: The average American only buys 1.9 produce items whenever they buy produce, indicating room for growth in the 65 produce categories available.

Key success factors of product (trend):

• Health and Wellness Focus: Emphasizing the health benefits of fresh produce resonates with consumers, especially those taking GLP-1 medications.

• Value and Affordability: Offering good deals and highlighting affordability is crucial in an environment of rising grocery prices.

• Convenience and Accessibility: Ensuring produce is available across various channels, including online, caters to different consumer needs.

• Appeal to Younger Generations: Leveraging social media trends can effectively drive demand among Millennials and Gen Z.

• Creating New Usage Occasions: Innovative ideas like frozen grapes can significantly boost consumption of existing produce items.

• Differentiation at Retail: Retailers need to find ways to stand out beyond price and cleanliness to attract and retain customers.

• Highlighting Freshness and Seasonality: Promoting just-picked and in-season produce can create excitement and a sense of urgency.

• Understanding and Meeting Consumer Needs: Identifying and catering to the specific needs and preferences of different consumer segments is key to growth.

Key Takeaway: Despite inflation, consumers are still eating more fresh produce, particularly younger generations. However, price remains a significant factor, with shoppers cutting back on certain items and seeking value. Online shopping is gaining popularity, and social media is a powerful demand driver. The produce industry needs to focus on differentiation, innovation in usage occasions, and meeting the diverse needs of consumers in an age of uncertainty.

Main trend: The main trends in the fresh produce market for 2025 are: Resilient Produce Consumption Amidst Economic Uncertainty, The Growing Influence of Online Shopping and Social Media, and The Continued Importance of Value and Health.

Description of the trend (please name it): 1. Resilient Produce Consumption Amidst Economic Uncertainty: Despite rising grocery prices, consumers, especially younger demographics, are maintaining or increasing their consumption of fresh produce, indicating its importance in their diets even during economic challenges.

2. The Growing Influence of Online Shopping and Social Media: Consumers are increasingly purchasing fresh produce online, and social media platforms are proving to be powerful tools for driving demand, creating new usage occasions, and influencing purchase decisions, particularly among Millennials and Gen Z.

3. The Continued Importance of Value and Health: While health remains a primary driver for consuming fresh produce, value and affordability are crucial factors influencing purchasing decisions across all income levels, with consumers actively seeking deals and considering cost when making choices.

What is consumer motivation:

• Health and Wellness: The primary motivation for eating more fresh produce among all consumers and especially GLP-1 users.

• Taste and Enjoyment: While not explicitly stated as the top driver, the fact that consumers are still buying produce suggests taste is a significant factor.

• Trying New Things: A considerable percentage of consumers are open to trying new produce items.

• Convenience of Online Shopping: Parents and Millennials, in particular, are motivated by the convenience of purchasing produce online.

• Following Social Media Trends: Younger consumers are motivated to try new produce based on trends they see on social media.

• Seeking Value for Money: Consumers across all income levels are motivated to find good deals and affordable options for fresh produce.

• Managing Health Conditions: The increased produce consumption among GLP-1 users suggests a motivation related to managing their health.

What is driving trend:

• Increased Awareness of Health Benefits: Growing understanding of the link between fresh produce consumption and overall health.

• Rise of E-commerce and Digital Grocery: The increasing convenience and accessibility of online grocery shopping.

• Power of Social Media Marketing: The ability of social media to quickly disseminate information and create trends around food.

• Availability of New Produce Varieties: The introduction of new types of fruits and vegetables can pique consumer interest.

• Focus on Eating at Home: Due to rising food costs, more consumers are trying to eat at home more often, leading to more grocery purchases, including fresh produce.

• Influence of Weight Management Medications: The growing use of GLP-1 medications is directly linked to an increase in fresh produce consumption among users.

• Retailer Efforts to Promote Produce: Supermarkets and other retailers continue to dedicate significant space and marketing efforts to their fresh produce sections.

What is motivation beyond the trend:

• Enjoyment of Cooking at Home: Eating at home more often suggests some consumers enjoy preparing their own meals with fresh ingredients.

• Desire for Variety in Diet: Trying new produce items indicates a motivation to add variety to their meals.

• Supporting Local Farmers (for some): Older consumers show a particular interest in buying more locally grown produce if it were affordable, suggesting a motivation to support local agriculture.

• Creating Healthier Habits: The general increase in produce consumption points to a broader motivation towards adopting healthier eating habits.

Description of consumers article is referring to:

• Who are they: A broad range of US consumers, with a specific focus on female (53%) and male (47%) participants across five generations and multiple income levels who responded to The Packer's Fresh Trends 2025 survey.

• What kind of products they like: A variety of fresh fruits and vegetables, including staples like apples, avocados, bananas, asparagus, blueberries, grapes, and tomatoes, as well as an openness to trying new items. They also show preferences based on health (healthier options), value (items on sale, store brands), and potentially local sourcing (older consumers).

• What is their age?: Encompasses five generations, including Gen Z, Millennials, Gen X, Baby Boomers, and the Silent Generation, with specific consumption patterns noted for younger consumers (Gen Z and Millennials).

• What is their gender?: The survey included both female (53%) and male (47%) consumers.

• What is their income?: Represents multiple income levels, with the survey noting that the preference for buying healthy when it’s a good deal carries through all income levels (above $25,000 annual household income).

• What is their lifestyle: Varied, including parents (more likely to shop online), non-parents, and individuals across different life stages. A tendency towards eating at home more is noted due to rising food costs.

• What are their category article is referring shopping preferences: They shop across various channels, including conventional supermarkets, online platforms, mass merchants (Target, Walmart), specialty stores (Whole Foods, Trader Joe’s), and farmers markets, with channel preference varying by generation and parental status. A desire to touch and smell produce is a significant factor for those who prefer in-person shopping.

• Are they low, occasional or frequent category shoppers: Frequent, as the survey focuses on fresh produce consumption, which is a regular part of most consumers' diets.

• What are their general shopping preferences-how they shop products, shopping motivations: They are motivated by health, value, convenience (especially for online shoppers), and increasingly influenced by social media, particularly younger generations. They are also shown to be open to trying new items and adapting their shopping habits based on economic factors.

Conclusions: The Fresh Trends 2025 survey paints a picture of a resilient fresh produce market where consumption remains strong, especially among younger consumers, despite economic pressures. While inflation is impacting purchasing decisions and forcing consumers to seek value, health continues to be a primary motivator. The rise of online shopping and the powerful influence of social media are significant trends shaping how consumers discover and purchase fresh produce. To drive demand in this evolving landscape, the produce industry needs to focus on differentiation, catering to diverse consumer needs across different channels, and creatively engaging consumers through digital platforms and by highlighting value and health benefits.

Implications for brands:

• Producers and Suppliers: Need to help generate demand beyond relying solely on retailers, potentially through direct-to-consumer efforts or by creating engaging content for social media. Keeping retailers informed about social media trends and consumer preferences is also crucial.

• Retailers: Should focus on differentiating their produce offerings beyond price and cleanliness, potentially by making curated choices, highlighting local or unique items, and creating engaging in-store experiences. They also need to embrace digital merchandising strategies to influence online and in-store purchases.

• CPG Companies (adjacent categories): Can explore collaborations with the produce industry to create new usage occasions for fresh produce, drawing inspiration from successful strategies in center store categories like energy drinks.

• Marketers: Should recognize the power of social media, especially among younger consumers, and leverage it to create buzz and drive demand for fresh produce, as demonstrated by the frozen grapes trend.

Implication for society:

• Continued Focus on Healthy Eating: The trend of increased produce consumption, particularly among young people, suggests a positive shift towards healthier dietary habits in society.

• Influence of Social Media on Health: The significant role of social media in driving produce trends highlights the potential for these platforms to positively influence health behaviors.

• Economic Considerations in Food Choices: The impact of inflation on produce purchases underscores the role of economic factors in shaping dietary patterns within society.

• Evolving Retail Landscape: The rise of online grocery shopping for fresh produce reflects broader societal shifts in how consumers shop for everyday goods.

Implications for consumers:

• More Awareness of Fresh Produce: Surveys like Fresh Trends 2025 and social media trends can increase consumer awareness of the variety and benefits of fresh produce.

• Potential for Cost Savings: Consumers are actively seeking and may find more information on budget-friendly ways to incorporate fresh produce into their diets.

• Access to a Wider Variety of Purchase Channels: The growth of online shopping provides more convenient options for buying fresh produce.

• Influence of Social Media on Food Choices: Consumers, especially younger generations, will likely continue to be influenced by food trends and recipes shared on social media.

• Need for Discernment of Information: While social media can be a source of inspiration, consumers may need to critically evaluate the nutritional information and advice they find online.

Implication for Future:

• Further Integration of Digital and Physical Retail for Produce: The lines between online and in-store shopping for fresh produce will likely continue to blur, with retailers needing to offer seamless experiences across both channels.

• Increased Personalization in Produce Marketing: Data analytics will likely enable more personalized marketing efforts that target specific consumer segments with relevant produce offerings and usage suggestions.

• Continued Innovation in Produce Packaging and Presentation: Drawing inspiration from the CPG industry, the produce aisle may see more creative and informative packaging that highlights the attributes of different varieties.

• Greater Emphasis on Sustainability and Origin: As consumers become more conscious of environmental and social factors, information about the origin and sustainability of fresh produce may become even more important in driving purchasing decisions.

Consumer Trend (name, detailed description): Value-Conscious Healthy Eating: This trend describes consumers who prioritize incorporating fresh produce into their diets for health reasons but are increasingly influenced by price and actively seek out deals, affordable options, and strategies to manage the cost of their grocery bills.

Consumer Sub Trend (name, detailed description): Socially Influenced Produce Discovery: This sub-trend highlights how social media platforms are becoming a significant source for younger consumers to discover new types of fresh produce, learn about novel ways to prepare them, and be influenced in their purchasing decisions.

Big Social Trend (name, detailed description): The Digitization of Grocery Shopping: This broader societal trend reflects the increasing adoption of online platforms for grocery shopping, including the purchase of fresh produce, driven by factors such as convenience, accessibility, and a desire to save time.

Worldwide Social Trend (name, detailed description): Growing Awareness of Food Waste and Sustainability: While not explicitly the focus of this article, a worldwide trend towards reducing food waste and seeking sustainable food options may also influence how consumers approach purchasing and consuming fresh produce in the future.

Social Drive (name, detailed description): The Tension Between Health Aspirations and Economic Realities: This social drive highlights the ongoing challenge for consumers to reconcile their desire to eat healthily, including consuming more fresh produce, with the economic realities of rising food prices and budgetary constraints.

Learnings for brands to use in 2025:

• Emphasize Value and Affordability: Highlight deals, promotions, and budget-friendly options in your marketing.

• Engage on Social Media: Create visually appealing and informative content on platforms like TikTok and Instagram to reach younger consumers.

• Showcase Versatility and New Usage Occasions: Inspire consumers with recipes and ideas for using fresh produce in different ways.

• Highlight Health Benefits Clearly: Remind consumers of the specific health advantages of incorporating more fresh produce into their diets.

• Cater to Online Shoppers: Optimize your online presence and provide detailed product information for e-commerce platforms.

• Consider Local and Seasonal Offerings: Emphasize fresh, in-season produce and potentially highlight locally grown options when feasible.

• Provide Transparent Information: Be clear about the origin and any sustainability practices related to your produce.

Strategy Recommendations for brands to follow in 2025:

• Develop Targeted Social Media Campaigns: Create engaging content showcasing new recipes and usage ideas for fresh produce.

• Offer Digital Coupons and Promotions: Utilize online platforms and retailer apps to provide attractive deals on fresh produce.

• Partner with Social Media Influencers: Collaborate with food and lifestyle influencers to promote fresh produce consumption.

• Enhance Online Product Listings: Provide high-quality images and detailed descriptions of your produce offerings on e-commerce platforms.

• Create Bundled Deals and Meal Solutions: Offer convenient bundles of fresh produce to help consumers easily prepare healthy meals.

• Highlight Seasonal Availability: Promote the freshness and flavor of produce that is currently in season.

• Invest in Attractive and Informative Packaging: Use packaging to highlight the key attributes and benefits of your fresh produce.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. In 2025, the fresh produce market is characterized by resilient consumption driven by health awareness, but significantly influenced by economic uncertainty and the growing power of digital channels, requiring brands and companies to strategically focus on value messaging, actively engage consumers on online platforms, inspire new usage occasions, and differentiate their offerings to capture demand in a competitive landscape.

Final Note:

• Core Trend: Value-Conscious Healthy Eating - Consumers prioritize fresh produce for health but are highly influenced by price.

• Core Strategy: Balance Health Messaging with Value Propositions and Digital Engagement - Brands should emphasize both the health benefits and affordability of fresh produce while actively engaging consumers online.

• Core Industry Trend: The Increasing Influence of E-commerce and Social Media on Produce Sales - Online platforms and social media are becoming critical channels for discovery and purchase.

• Core Consumer Motivation: Seeking Health, Value, and Convenience - Consumers are motivated by health reasons, the desire for good value, and the convenience of various shopping channels.

Final Conclusion,: The Fresh Trends 2025 survey reveals a dynamic fresh produce market where consumer behavior is shaped by a complex interplay of health aspirations and economic realities. Despite rising prices, the fundamental importance of fresh produce in consumer diets, particularly among younger generations, remains evident. The growing adoption of online shopping and the influential role of social media provide new avenues for brands and retailers to connect with consumers and drive demand. However, in an age of uncertainty, understanding and catering to the value-conscious mindset of shoppers is paramount. By strategically balancing health-focused messaging with compelling value propositions and effectively leveraging digital platforms, the fresh produce industry can navigate the challenges of the current economic climate and capitalize on the enduring consumer desire for fresh, healthy food.

Core Trend Detailed: The core trend, Value-Conscious Healthy Eating, signifies a key aspect of consumer behavior in the fresh produce market for 2025. It highlights how consumers are increasingly prioritizing their health by including fresh fruits and vegetables in their diets. However, this health-driven motivation is now strongly intertwined with economic considerations. Rising grocery prices due to inflation are making consumers more price-sensitive, leading them to actively seek out the best value for their money when purchasing produce. This means they are looking for a balance between nutritional benefits and affordability, often opting for deals, promotions, and potentially choosing less expensive alternatives or store brands while still aiming to maintain a healthy dietary intake.

Key Characteristics of the Core trend:

• Health as a Primary Driver: Consumers are motivated by the well-known health benefits of fresh produce.

• Price Sensitivity: Rising grocery costs are making consumers more conscious of the prices of fruits and vegetables.

• Value Seeking: Shoppers are actively looking for deals, discounts, and promotions on produce.

• Potential Trade-offs: Consumers may be willing to switch to cheaper alternatives or buy less of certain types of produce due to cost.

• Emphasis on Eating at Home: To save money, more consumers are preparing meals at home, increasing their need for affordable fresh produce.

• Consideration of Store Brands: Shoppers are increasingly open to purchasing store-brand produce options as a way to save money.

Market and Cultural Signals Supporting the Trend:

• Persistent Inflation: High grocery prices continue to be a major concern for consumers, impacting their purchasing power.

• Increased Health Awareness: Public health campaigns and media coverage continue to emphasize the importance of a diet rich in fruits and vegetables.

• Availability of Discount Retailers: The growth and popularity of discount grocery stores provide more affordable options for fresh produce.

• Digital Coupons and Loyalty Programs: Retailers are offering more digital coupons and loyalty programs that provide discounts on fresh produce.

• Consumer Apps for Price Comparison: The availability of apps that allow consumers to compare prices across different stores empowers value-seeking behavior.

How the Trend Is Changing Consumer Behavior:

• More Frequent Checking of Sales and Promotions: Consumers are likely to pay closer attention to weekly ads and digital offers from grocery stores.

• Increased Comparison of Prices: Shoppers may compare the prices of different types of produce or brands more carefully before making a purchase.

• Greater Willingness to Buy In-Season Produce: Consumers may focus more on buying fruits and vegetables that are in season as they are typically more affordable.

• Potential Shift Away from Premium Options: There might be a decrease in the purchase of organic or value-added produce if they are perceived as too expensive.

• More Strategic Meal Planning: Consumers may plan their meals around what produce is on sale or is most affordable.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):

• For Brands and CPGs:

  • Need to be mindful of price sensitivity when setting prices for their fresh produce offerings.

  • May need to offer more promotions or discounts to attract value-conscious consumers.

  • Should clearly communicate the health benefits of their produce to justify potential price differences.

• For Retailers:

  • Offering competitive pricing on fresh produce is crucial for attracting and retaining customers.

  • Featuring sales and promotions prominently in stores and online can drive traffic and sales.

  • Providing a range of price points, including value options and store brands, can cater to different consumer budgets.

• For Consumers:

  • May need to be more strategic and flexible in their produce purchases to stay within budget.

  • Can benefit from taking advantage of sales and promotions offered by retailers.

  • May need to explore different types of produce that offer good nutritional value at a lower cost.

Strategic Forecast:

• Continued Importance of Value: As long as economic uncertainty persists, value will remain a key factor in fresh produce purchasing decisions.

• Potential for Increased Demand for Affordable Options: Retailers and brands that can offer high-quality fresh produce at competitive prices are likely to see increased demand.

• Growth of Discount Grocery Channels for Produce: Discount retailers may continue to expand their fresh produce offerings and attract more budget-conscious consumers.

Final Thought (summary): In the fresh produce market of 2025, consumers are striving to maintain healthy eating habits by including fruits and vegetables in their diets, but their purchasing decisions are significantly influenced by economic factors, leading to a trend of value-conscious healthy eating where price and affordability play a crucial role alongside health considerations.

Source: https://www.thepacker.com/news/retail/fresh-trends-2025-driving-demand-age-uncertainty