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ORLANDO, Fla. — Millennials and Gen Z are reshaping the produce industry, leveraging social media for discovery and prioritizing convenience, organic options, and digital engagement, according to The Power of Produce 2025 report from FMI – The Food Industry Association. With 94% of produce shoppers actively using social media and 36% discovering new fruits and vegetables through these platforms, digital interactions are proving to be a crucial driver of purchasing decisions.
Released at the Southeast Produce Council’s Southern Exposure conference, The Power of Produce 2025 highlights key shifts in consumer behavior that are redefining how fresh fruits and vegetables are marketed and sold. The report underscores the influence of social media in meal planning, with more than half of shoppers (53%) using online meal ideas at least once a week, while ecommerce continues to gain traction, with 31% of consumers planning to increase online fresh produce purchases in the coming year.
“Younger shoppers, particularly Millennials and Gen Z, are driving significant shifts in the produce industry,” said Rick Stein, vice president of fresh foods for FMI. “Their preference for convenience, organic options, and social media-driven discovery is reshaping how produce is marketed and sold. Retailers have a tremendous opportunity to engage this audience through cross-merchandising, variety, and seamless integration of digital and in-store experiences.”
Despite the growing impact of digital engagement, price and quality remain key factors in produce purchasing decisions, with 37% of consumers prioritizing cost. However, value-added produce—such as pre-cut, pre-washed, and ready-to-eat options—continues to grow in popularity, generating $14.6 billion in sales in 2024, according to Circana.
Health and wellness are also major considerations for produce shoppers, with 34% actively seeking nutritious options and 46% looking for more information about health benefits. Nearly half of consumers (42%) are searching for easy ways to incorporate fresh produce into their snacks, reinforcing the demand for education and transparency in the industry. Freshness remains a key factor in store selection, influencing purchasing decisions for 58% of multi-store shoppers.
“This report underscores the evolving priorities of today’s produce shoppers, with health and convenience shaping their choices more than ever before,” said Steve Markenson, vice president of research & insights at FMI. “By understanding these trends, retailers and suppliers have a unique opportunity to not only meet consumer demand but also inspire healthier lifestyles and stronger connections to fresh produce.”
Sponsored by Yerecic Label and the Southeast Produce Council, The Power of Produce 2025 provides industry stakeholders with actionable insights to adapt to shifting consumer preferences, enhance the shopping experience, and drive growth in the fresh produce category.
