Generation Z and millennials are driving digital change in the fruit and vegetable market
Fresh fruits and vegetables continue to be a key growth driver for food retail, with sales reaching US$97 billion and a 2% increase in unit sales, according to data from Circana.
The finding is part of The Power of Produce 2026 survey, conducted by The Food Industry Association (FMI), which was presented at the Southeast Produce Council’s Southern Exposure 2026.
“Fruits and vegetables remain one of the most resilient and relevant categories in food retail, appealing to shoppers’ senses with colorful displays and an attractive variety,” said Rick Stein, Vice President of Fresh Foods at FMI.
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“For future growth in the sector, especially in the online channel, retailers must pay attention to younger shoppers, who are building new routines around health, convenience, and digital inspiration,” he added.
Young people are buying fruits and vegetables driven by digital platforms
The IMF report reveals that the future of the category is increasingly determined by generational shifts in how consumers engage with fruits and vegetables.
While Baby Boomers still account for more than a third of fruit and vegetable spending (34%), Generation Z is gaining purchasing power as it enters the workforce, influencing future growth through digital-first behaviors such as online shopping and product discovery via social media.
Similarly, nearly half of millennials rely on digital platforms to find inspiration and meal-preparing ideas, reflecting an ongoing evolution in how younger consumers interact with the produce section across various shopping channels.
Discovery is now digital
IMF data indicates that generational differences are particularly evident in how consumers discover new fruit and vegetable products.
Social media plays an increasingly important role among young consumers, influencing their attempts to try new products, their meal planning, and their experimentation with fruits and vegetables.
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Nearly half (45%) of Generation Z and Millennials discover new preparation methods on social media platforms, while Generation Z members are especially likely to try new products driven by social media content.
“The data shows a clear generational gap in fruit and vegetable discovery,” said Steve Markenson, vice president of research and insights at FMI.
“Younger consumers are turning to social media to discover new products and new ways to prepare them, making digital interaction a key driver for encouraging fruit and vegetable trials and generating greater dynamism in the category,” Markenson explained.
Notably, 10% of consumers already use artificial intelligence tools to plan their meals, a figure that rises to 18% among millennials, highlighting the rapid adoption of new digital planning tools among younger generations.
Source: Portalfruticola.com
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