Fresh Produce in the hands of Gen Z and Millennials – Even With Rising Prices

Fresh Produce in the hands of Gen Z and Millennials – Even With Rising Prices 🥦🍓

Grocery prices may be climbing, but consumers are choosing freshness more than ever. Compared to last year, the majority are eating more fruits and vegetables—led by Gen Z (78%) and millennials (75%), who are making fresh produce a bigger part of their daily meals. Even better, 59% of shoppers say they’re open to trying new fruits and veggies. Among the top additions in their carts are apples (28%), avocados (27%), bananas (23%), asparagus (21%) and blueberries (19%).

Fresh isn’t fading. It’s growing.

Source: Fresh Trends 2025