Fresh Produce in the Hands of Gen Z & 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