Trendspotting: Generational shifts define how produce aisle is shopped
Trendspotting: Generational shifts define how produce aisle is shopped
Let’s be honest for a second, not all data is created equal. Every year there are dozens of reports, surveys, polls and papers that are intended to help shape the way the produce industry conducts business.
Years ago, when I was working at a publication that focused on the entire grocery industry I remember reading through the FMI Power of Meat report and thinking “this is terrific.” I covered the produce aisle and again thought to myself, “this concept would be great for produce.” To my delight, FMI expanded its “Power of” series and released The Power of Produce around 2015. It was (and continues to be) every bit as valuable as The Power of Meat.
This year’s Power of Produce debuted at the recent Southeast Produce Council’s Southern Exposure 2026 and revealed, among other things, fresh produce remains a critical growth driver for food retail, with $97 billion in sales and a 2 percent increase in unit sales according to Circana. The category’s future is increasingly shaped by generational shifts in how shoppers discover, shop and engage with fruits and vegetables.
For example, while Boomers continue to account for more than one third (34 percent) of produce spending, Gen Z is entering the workforce and gaining purchasing power — influencing future growth through digital-first behaviors, online shopping and social media-driven discovery. Millennials similarly rely on digital platforms for meal inspiration and preparation ideas (45 percent), signaling a continued evolution in how younger shoppers interact with the produce department across channels.
“Produce remains one of the most resilient and relevant categories in food retail as it appeals to shoppers’ senses with colorful displays and appealing variety,” said Rick Stein, vice president, fresh foods for FMI. “For future growth of produce, especially online, food retailers need to be mindful of younger shoppers building new routines around health, convenience and inspiration digitally.”
The report finds that generational differences are especially pronounced in how shoppers discover new produce items. Social media plays a growing role for younger consumers, influencing trial, meal planning and experimentation with fruits and vegetables — with 45 percent of Gen Z and Millennials finding new preparation methods on social platforms and nearly half of Gen Z (46 percent) trying a new produce item because of social media.
“The data show a clear generational divide in produce discovery,” said Steve Markenson, vice president of research and insights at FMI. “Younger shoppers are turning to social media to find new items and new ways to prepare them, making digital engagement a critical driver of fruit and vegetable trial and spurring additional category momentum.”
Notably, 10 percent of consumers now use AI tools such as ChatGPT for meal planning, a figure that jumps to 18 percent among millennials, underscoring the rapid adoption of emerging digital planning aids among younger cohorts.
