While higher grocery prices remain a pain point for consumers, the majority still indicate they are eating more fresh produce than a year ago, with some also saying they’re willing to pay the price to keep fresh fruits and vegetables in their diets, The Packer’s Fresh Trends 2025 survey finds.
For the first time, results of The Packer’s Fresh Trends 2025 survey — fielded to more than 1,050 female (53%) and male (47%) consumers from across the U.S., representing five generations and multiple income levels — will be revealed during an exclusive video presentation on May 30 at West Coast Produce Expo 2025.
The Packer’s most comprehensive consumer report to date, Fresh Trends 2025 takes a deep dive into 50 fresh produce commodities, exploring the shopping habits and preferences of all five generations as well as the impact of inflation and higher grocery prices on the produce basket ring and more.
What produce purchases do consumers curtail most frequently due to cost and what are the generational differences when it comes to what shoppers want most and how much they’re willing to spend to get it?
Fresh Trends 2025 breaks it all down, offering insights including that despite being most sensitive to food inflation, younger generations — Gen Z and millennials — are much more likely to buy organic produce than older generations.
Younger generations are also willing to pay a higher price for organic, with 17% of Gen Z and 14% of millennials indicating they would be willing to pay 25% to 49% more for organic, compared to just 3% of Gen X and 7% of baby boomers.
“As a market researcher, I’m not surprised that younger generations are willing to pay more for organic produce,” Jonna Parker, vice president of the fresh foods group at Circana told The Packer. “Gen Z has grown up in a world that looks wholly different from the people 10, 20 or 30 years older than them and, ultimately, what’s important to them — is different.
“They have always lived in a world with personal variety and choice — from what music to listen to or what makeup or T-shirt to wear, and the infinite number of choices in just those three categories — and they’re then frustrated that they don’t have those kinds of choices in produce.
“Organic is a choice. It’s a label. And while it does have meaning, the average American consumer doesn’t understand the science behind it,” she continued. “So, for better or for worse, ‘organic’ has become a descriptive word to younger consumers — a choice — like ‘artisan’ or ‘specialty.’”
Locally grown is another choice shoppers have in the produce department and while 2 in 3 consumers say they feel strongly about buying locally grown produce, millennials and Gen Z also lead the way in this category, with 47% of millennials and 45% of Gen Z saying they’re buying more locally grown produce than last year.
For more Fresh Trends 2025, join us at West Coast Produce Expo, May 28-30, at the JW Marriott Desert Springs Resort and Spa in Palm Desert, Calif.
Register for West Coast Produce Expo here.
