The International Fresh Produce Association (IFPA) will present The Pulse of Retail: IFPA’s 2026 State of Retail at The Retail Conference & Golf Tournament April 27-29 in Phoenix, Arizona, delivering a forward-looking analysis of the trade shifts and consumer trends shaping the future of fresh. Registration for the event is now open.
Designed as a fast-paced, insight-driven session, The Pulse of Retail will provide retailers and suppliers with a concise snapshot of the market. This year’s program places particular focus on the shifting expectations of younger shoppers and the growing tension between demand for health-focused products and continued pressure on affordability.
A highlight of the session will be a panel featuring Gen Z and Gen Alpha consumers, offering firsthand insight into how the next generation shops, what they value in brands and retailers, and how their expectations are influencing product innovation and retail experiences.
“The next generation of shoppers is already reshaping retail,” said Anna Lopez, VP of produce, bakery, blooms at H-E-B and IFPA’s board member. “Understanding what motivates these consumers, from their focus on health to their expectations around value and authenticity, will be essential for retailers and suppliers looking to stay competitive.”
The Pulse of Retail anchors a comprehensive agenda at The Retail Conference, where the fresh produce and floral retail supply chain convenes to exchange insight, strengthen partnerships, and grow business.
Through curated education, Buyer Connect meetings, and purposeful networking, including the Golf Tournament, attendees move from trend awareness to real-world application and collaboration.
Fresh departments remain central to retail differentiation and growth, but shopper priorities continue to evolve. As the pace of change accelerates, the ability to anticipate rather than react will define success. Retailers must navigate rising expectations for wellness, transparency and product innovation while responding to continued consumer sensitivity to price.
The program will examine:
- Emerging consumer purchasing patterns among Gen Z and Gen Alpha shoppers;
- How younger generations are influencing product innovation and retail strategy;
- The intersection of affordability and demand for health-focused products;
- Changing expectations for retail experiences and brand engagement; and
- Opportunities for retailers and suppliers to align around evolving consumer needs.
Delivered in a rapid, TED-style format, the session is structured for decision-makers who need clear, actionable intelligence without sacrificing strategic depth.
The industry is operating in a marketplace shaped by shifting demographics, changing consumption patterns and heightened competition. The Retail Conference is designed to ensure leaders leave not only informed but also prepared.
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