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 FMI – The Food Industry Association’s The Power of Produce 2026 report, which debuted at the Southeast Produce Council’s Southern Exposure 2026.
The category’s future is increasingly shaped by generational shifts in how shoppers discover, shop and engage with fruits and vegetables, the Arlington, Virginia-based association said.
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, FMI’s VP of fresh foods.
“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.”
Social media drives discovery for younger shoppers
The report finds that generational differences are particularly 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, FMI’s VP of research and insights. “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 use artificial intelligence 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 groups.
The Power of Produce 2026 delivers insights into how generational preferences are reshaping produce performance, shopper behavior and omnichannel engagement, helping the industry prepare for the next wave of growth.
The report is made possible by Yerecic Label and Southeast Produce Council. Sales data are provided by Circana.
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