The report suggests that there is also an opportunity to capitalize on multiple eating occasions as 69 percent are very or extremely curious about new snack ideas and products, and 63 percent are very or extremely curious for inspiration for preparing smaller meals.

Growers and sellers of some of the more ethnic produce available would be pleased by the fact that 65 percent of those surveyed are very or extremely curious about global/cultural flavors. The same percentage of respondents are very or extremely curious about reducing food waste.

“We created this study for produce marketers and all food marketers to better understand how today’s curiosities will influence tomorrow’s trends,” said Cristie Mather, vice president, food for Curious Plot. “While it’s clear that simplicity and affordability are ruling the day, it does not take away from the fact that early adopters’ curiosity for fruits and vegetables, global flavors and functional ingredients remains strong.”

The study focuses on early food adopters from a wide swath of generations, household incomes and U.S. regions. It was created to explore consumer curiosity about culinary, nutrition and sustainability topics, with the intention of helping food marketers better prepared to take advantage of future trends.

Ultimately, it seems, consumers are looking for simplicity with a side of affordability. For example, easy meals (under 30 minutes) are the top curiosity for the year ahead, while tips for eating on a budget rated highly as well as 73 percent of early adopters are planning to seek new ways to stretch their grocery and restaurant dollars.

Also in the produce marketer wheelhouse, the report uncovered that younger audiences are increasingly interested in foods that address health issues once embraced mainly by aging consumers as 67 percent of all respondents are very or extremely curious about foods with cognitive benefits with 72 percent of millennials and 61 percent of Gen Z showing high curiosity. Sixty-nine percent are very or extremely curious about foods that improve gut health with 70 percent of millennials and 63 percent of Gen Z expressing high curiosity and 68 percent are very or extremely curious about immunity boosting foods, including 68 percent of millennials and 57 percent of Gen Z.

“Generational divides have blurred when it comes to food as medicine,” Mather noted. “Produce marketers can confidently speak to younger generations about brain health, gut health and immune support in ways that were previously reserved for older generations.”

Who and what is influencing these early food adopters the most? Almost 30 percent listed social media with Instagram the most popular, 20 percent noted friends and family, 15 percent reported restaurants and 10 percent ranked food media.

“To the surprise of no one here at Curious Plot, there is no single path to influencing trend-setting foodies,” Mather concluded. “Produce marketers would be smart to feature a strategic mix of social media marketing, influencer collaboration, media relations, paid media, foodservice partnerships and community outreach.”