In a produce market still reeling from the ripple effects of high inflation, one trend remains strong: health continues to drive purchases of fresh fruits and vegetables. According to The Packer’s new Fresh Trends 2025 report, 72% of shoppers say their primary reason for buying produce is to support a healthy lifestyle.
But alongside this steady motivator, price pressures loom larger than ever. Nearly half of consumers (44%) now say that cost is the top factor in deciding what to buy, up from just 39% last year. As households juggle tighter budgets, they’re often reaching for familiar staples over experimenting with newer or higher-priced options.
Even so, opportunity is far from lost. The report points to bright spots that today’s marketers can harness:
- Millennials and Gen Z are leading the way on trying new products, exploring organic options and prioritizing convenience including prepped veggies to grab-and-go fruit packs.
- Organic interest remains robust, with 22% of consumers purchasing organic always or most of the time, particularly among younger and higher-income households.
This is a pivotal moment for marketers to refine their message. By tying health benefits to smart value, simplifying discovery through sampling or influencer content and spotlighting sustainability, produce marketers can all break through shopper caution.
Farm Journal’s fresh produce brand, The Packer, is dedicated to equipping the food and ag industry with the insights needed to adapt and grow. The full Fresh Trends 2025 report is packed with actionable data on income brackets, household types and category-specific buying patterns — all to help you fine-tune your marketing strategy for the year ahead.