Ahead of the holiday season, Robinson Fresh is sharing key insights into consumer grocery behavior and the trends shaping fresh produce logistics.
Despite economic uncertainty and tariff impacts, holiday shoppers remain focused on food-centered celebrations, the company says.
Data from Numerator and Circana shows key holiday and produce insights:
- Thanksgiving generated over $6.8 billion in fresh produce revenue in 2024, a 4.5% year-over-year increase.
- Top promoted items in-store include mandarins (74%), yams (71%) and potatoes (64%).
- Eight in 10 shoppers expect higher prices due to tariffs/import regulations, yet holiday spending is projected to rise 3% over last year.
- Home cooking dominates Thanksgiving and Christmas: 51% and 48% (respectively) of consumers plan to prepare meals at home, primarily sourcing produce from grocery retailers.
- Sixty percent of shoppers say food costs will influence holiday purchases; 31% plan to buy fewer items. Overall spend may rise 1% to 2%, though unit sales could decline up to 2.5%.
“At Robinson Fresh, we’re leveraging the industry’s largest temperature-controlled transportation network, moving product from the field to a temperature-controlled warehouse, onto a truck that maintains the precise temperature required, and ultimately into stores to keep shelves consistently stocked,” says Jose Rossignoli, president of Robinson Fresh. “In a season shaped by both tradition and economic pressures, our scale and expertise help retailers deliver the fresh, high-quality produce shoppers depend on.”
Fresh Trends for 2026:
- Redistribution: Large foodservice operators are and will continue to use intelligent warehouse networks and automated replenishment to increase agility, reduce costs and strengthen supply-chain resilience.
- Cold Chain and Visibility: Internet of Things sensors, real-time temperature monitoring and GPS tracking are becoming standard, reducing spoilage, ensuring compliance and providing transparency from farm to shelf.
- AI and Automation: The shift to AI-driven supply chains is happening now, and Robinson Fresh says it is at the forefront. “Leveraging C.H. Robinson’s industry-leading technology and North America’s largest temperature-controlled network, we move perishable products with unmatched speed and precision. Predictive analytics and automation continuously optimize forecasting, routing and quality control, ensuring supply chains are smarter, more efficient and ready to meet the growing demands of the future,” the company said in a news release.
“In November alone, Robinson Fresh will deliver over 130 million pounds of fruits and vegetables from 13 countries to more than 7,500 retail locations across the U.S., along with 680,000 cases of fresh flowers,” Rossignoli says. “By leveraging our extensive global footprint and working closely with growers and partners worldwide, we can seamlessly move fresh products, ensuring supply continuity even as colder weather drives greater reliance on imports.”
