The Future of Fresh Produce in Food Retail: Insights from FMI’s Report

Fresh produce continues to be a vital component in the food retail sector, contributing $97 billion in sales with a reported 2 percent increase in unit sales. This data stems from FMI – The Food Industry Association’s recently launched report, The Power of Produce 2026, which was unveiled at the Southeast Produce Council’s Southern Exposure 2026 event.

Generational Shifts Impacting Produce Shopping

The category’s trajectory is heavily influenced by generational changes in how consumers discover, purchase, and engage with fruits and vegetables. Despite Baby Boomers maintaining a significant share—accounting for 34 percent of produce spending—Generation Z is making its mark as they enter the workforce, ready to enhance growth through tech-savvy shopping behaviors, including online purchasing and social media exploration.

Similarly, Millennials are increasingly leaning on digital platforms for culinary inspiration, with 45 percent consulting online resources for meal ideas. This shift signifies the evolving dynamic of how younger demographics navigate the produce department, using various channels.

“Produce remains one of the most resilient and appealing categories in food retail, thanks to vibrant displays and diverse options,” remarked Rick Stein, FMI’s VP of Fresh Foods. “To foster future growth—especially online—food retailers should focus on younger shoppers who are establishing new norms around health, convenience, and digital inspiration.”

Social Media: A Catalyst for Discovery

The findings indicate distinct generational differences in how consumers discover new produce items. Social media is increasingly influential among younger shoppers, with 45 percent of Gen Z and Millennials turning to these platforms to learn about new meal preparation techniques. Notably, around 46 percent of Gen Z report trying new produce items inspired by social media.

“The data reveals a marked generational divide in how produce is discovered,” said Steve Markenson, FMI’s VP of Research and Insights. “For younger shoppers, social media is a key resource for finding fresh items and experimenting with them, positioning digital engagement as a crucial element in encouraging fruit and vegetable trials and overall growth in the category.”

Moreover, a significant 10 percent of consumers utilize artificial intelligence tools like ChatGPT for meal planning, a figure that escalates to 18 percent among Millennials. This trend underscores the swift adoption of advanced digital tools among younger consumers.

Preparing for Future Growth

The Power of Produce 2026 offers profound insights into how generational preferences are reshaping produce performance, influencing shopper behavior, and enhancing omnichannel engagement. These findings are essential for stakeholders in the industry as they prepare for the forthcoming wave of growth.

This insightful report is supported by Yerecic Label and the Southeast Produce Council, with sales data provided by Circana.

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