The Future Is Fresh: Winning The Next Generation

Millennials and Gen Z are reshaping produce buying habits.

The produce sector needs to look beyond the habits of Baby Boomers and Gen Xers because, even if they are doing so gradually, Millennials and Gen Zers are emerging as the future of the sector, and they have different behaviors, practices and habits.

“Millennials and Gen Z are different fundamentally and motivationally,” says Jonna Parker, principal II, Fresh Foods Client Insights Group, at Circana, Chicago. “The headline in our Future of Produce study is that the overall volume in the dollar forecast is not as good as one might have expected.”

According to Circana’s analysis, the current sales growth outlook for Millennials and Gen Zers is only 2% in dollars and volume.

They are a more impulsive consumer, who may not even have a shopping list, may not be inclined to purchase meal components that take a long time to cook. That is a change in consumer shopping habits that affects produce purchasing, says Parker.

A compounding factor is how they are eating. “They’re snacking more and sitting down to three squares almost never,” says Parker. “They’re also very social eaters, so they want to see and eat and brag to their friends in person and online about what’s on their plate.”

Changes are evident in how younger consumers look at what they eat and its effect on their well-being, says Ashley Sempowski, communications and media relations manager, International Fresh Produce Association (IFPA), Washington, D.C., citing the organization’s Consumer Trends Tracker and The Foundation for Fresh Produce consumer and behavior-change work.

“Gen Z is most likely to rate fruit and vegetable consumption as ‘extremely or very important’ to their health and is highly influenced by ‘real fruit’ and ingredient transparency claims.”
— Ashley Sempowski, International Fresh Produce Association, Washington, D.C

“We know younger consumers, especially Gen Z, approach produce through a health-first lens, focusing on energy, gut health, skin health and overall wellness,” says Sempowski. “IFPA consumer data reinforces this: Gen Z is most likely to rate fruit and vegetable consumption as ‘extremely or very important’ to their health and is highly influenced by ‘real fruit’ and ingredient transparency claims.”

FRUITS VS. VEGGIES

Anne-Marie Roerink, produce retail consultant and president of 210 Analytics, San Antonio, TX, points out that Baby Boomers remain the majority produce shopper on a dollar basis, especially for vegetables. Gen Z represents only 2% of total spending. However, the Millennial contribution is much higher, at 29.5%.

“Millennials and Gen Z are gearing up their fresh produce spend, but their fruit growth rate is much higher than their increased spending on vegetables. All this contributes to fruit having had a far better year.”
— Anne-Marie Roerink, 210 Analytics, San Antonio, TX

Millennials over-index for fruit, but under-index in the vegetable case, she says, referencing Circana figures. Overall, Gen X spends almost as much on produce today as do Millennials, but Boomers still represent 34.2% of produce dollars.

GIVE THEM WHAT THEY WANT

Food retailers are coming to grips with what Millennials and Gen Zers want. Allegiance Retail Services launched PrepPal, an AI-powered meal planning platform that converts weekly circular promotions into shoppable five-day meal plans that include integrated grocery lists.

Donna Zambo, executive vice president and chief information and marketing officer, says younger consumers were a prime target of the initiative.

In creating the platform, Allegiance addresses how Gen Z and Millennials tend to approach shopping and cooking. “The younger generation may not be as savvy at cooking meals or may not be doing the planning that takes place as you get older,” Zambo says, adding the app helps with the planning. “The meal plans are really what we call TikTok cooking. It’s just how you bring a meal together with just a few components.”

GETTING REAL

Along with well-being, authenticity is a priority among younger consumers. Author, speaker and Supermarket Guru Phil Lempert, Santa Monica, CA, says the Millennial and Gen Z focus on authenticity and credibility has yet to generate a sufficient response in mainstream food retailing, even if supermarket operators such as Whole Foods, Sprouts and Fresh Market have enjoyed some success with younger consumers by addressing those considerations.

“Those retailers are really telling the story about where that produce is coming from, who the farmer is, what to do with it,” Lempert says. “But your traditional, conventional supermarkets aren’t really doing a good job.

“Your traditional, conventional supermarkets aren’t really doing a good job… If you really want to attract these generations, it’s about recipes, it’s about what you can do with it on social media.”
— Phil Lempert, Supermarket Guru, Santa Monica, CA

“If you really want to attract these generations, it’s about recipes, it’s about what you can do with it on social media. It’s obviously about the health benefits of it.”

At the same time, he emphasizes that retailers must clearly communicate value.

“People always say fresh foods cost more. They don’t cost more. They really don’t,” he says. “So, if you put together recipes that are value-driven and you do demos with various produce items that are geared to what Gen Z and Millennials want, you’re going to have a huge success with your store.”

Gen Z and Millennial consumers do track together in many ways. In the latest FMI – The Food Industry Association Power of Produce report, Gen Z and Millennials over-indexed for all fruit and vegetable snacking occasions, which FMI says signifies growth potential in produce.

Of the two generations, Millennials are the more established food shoppers, given their older ages (the oldest Millennials are 45 in 2026), and have established certain patterns.

“Millennials are far more adventurous and spontaneous in their food choices,” says Roerink. “They also lean more on time-saving solutions, whether a salad kit from the produce department or ready-to-microwave or air fry veggies.”

At the same time, Millennials take a different tack when it comes to meal discovery.

“Millennial meal inspiration is very different from Boomers, who heavily rely on routine meals and inspiration by friends and family,” she says, “Millennials are digitally inspired, from YouTube to Instagram and TikTok. Keeping track of the big trends and working them into cross-merchandising stations can be a great way to boost sales.”

TARGETING THE MARKET

When it comes to produce, Gen Z and Millennial shoppers have a different mindset, says Cassie Howard, senior director of category management and marketing at Sunkist Growers, Valencia, CA.

“While health remains a primary motivator, discovery and engagement play a much larger role in what ultimately makes it into their baskets,” she says. “In a Sunkist‑commissioned study, we found that younger generations tend to buy citrus for its health benefits, but citrus is not always top‑of‑mind during routine shopping trips. That insight reinforces the need for brands and retailers to find new ways to interact with and re‑engage this audience.”

Concerns about authenticity, transparency, sustainability, and equity can prove more attractive to younger shoppers.

Kim Chackal, vice president of marketing and sales and co-owner of Equifruit, Montreal, Quebec, says these cohorts lead the way in organic fruit purchases, with four in 10 Gen Z shoppers buying organic bananas and a quarter of Millennials buying organic-only.

“While bananas remain North America’s favorite fruit across generations, we’re happy to see younger, more health- and sustainability-conscious consumers opting for fair trade and organic options like Equifruit Fairtrade organic bananas,” she says.

Younger consumers are mobile‑first and digitally native, notes Cynthia Haskins, president and chief executive of the New York Apple Association (NYAA), Fishers, NY. They discover promotions largely on smartphones and through apps and social media.

“NYAA has seen genuine, cross‑generational enthusiasm for digital coupons at retail, as they are both a powerful consumer‑saving tool and a way for brands and retailers to track redemption and measure campaign performance,” says Haskins.

“Because of this shift, producers can no longer rely on ‘one‑size‑fits‑all’ in‑store signage or mailers. They must be present in apps, loyal‑card platforms and social channels, and ensure promotions are easily scannable and redeemable on mobile devices.”

THE SOCIAL FACTOR

Equifruit relies on social media to reach younger consumers who are sympathetic to its messaging about fair trade and associated sustainable practices.

“Equifruit focuses its social media campaigns on TikTok and Instagram toward Gen Z and Millennials,” says Chackal. “These younger audiences will represent the majority of purchasing power in the next five years, and they are receptive to brands like Equifruit, which are authentic, women-owned, B Corp, and deliver disruptive messaging.”

Lavanya Setia, director of marketing, National Mango Board, Orlando, FL, agrees Gen Z and Millennials place greater importance on convenience, and values such as sustainability, ethical sourcing and authentic origin stories, “which build trust and justify purchase.”

They also shop for produce differently than older generations. She says while Gen X and Boomers tend to shop with lists, rely on familiarity, and prioritize price and shelf life, younger shoppers are more discovery-driven, digitally influenced and motivated by usage ideas rather than the item alone.

“For mangos, this means they are less likely to buy if they are unsure how to use, cut, or judge ripeness, and more likely to purchase when clear guidance is provided through simple signage, visual cues, or digital content like QR-linked videos.”

Setia says visually appealing displays, social-media-inspired language and use-based messaging resonate in a more powerful way than traditional price-led promotions. “As a result, mangos must be positioned not as an occasional or exotic fruit, but as an easy, everyday staple that feels approachable, versatile, and aligned with younger shoppers’ lifestyles and values.”

DIFFERENT THINKING

A difference between older and younger generations is that Millennials and Gen Zers grew up with different produce, such as avocados, and they have their own way of approaching the category.

“Younger shoppers are heavier avocado shoppers and place a strong emphasis on convenience, which has driven engagement with formats like bagged avocados,” says Jennifer Anazawa, senior director of trade and category development, Mission Produce, Oxnard, CA.

“Last year, Millennials and Gen Z spent over $500 million on bagged avocados, reflecting a preference for products that support quick trips and easy decision-making.”

When it comes to younger shoppers, it’s not just what they eat, but also how.

“Gen Z and Millennial shoppers tend to shop with a stronger meal-occasion and solution mindset versus shopping strictly by department,” says Tara Murray, vice president of marketing at Rhome, TX-headquartered ¡Yo Quiero! “They’re looking for items that help them answer, ‘What can I eat right now?’ or ‘What can I make fast?’ rather than building meals ingredient by ingredient.”

Appealing to Gen Z and Millennial shoppers requires a change in positioning, she says, as the produce department isn’t simply an ingredient destination, but also “a fresh food hub for snacking, dipping, and quick meals. Cross-merchandising fresh produce with complementary fresh items, like guacamole, salsa, queso and bean dips helps meet younger shoppers where they are: thinking in terms of pairings, boards and snackable moments.”

Frieda’s was a pioneer in understanding that younger consumers were looking for new kinds of snacking items, and has been acting on that insight with fun products in convenient formulations.

“Younger shoppers have accelerated the shift toward snack-size and trial-friendly formats, particularly in specialty produce,” says Alex Jackson, vice president of sales and marketing, Frieda’s Branded Produce, Los Alamitos, CA. “Smaller packs lower the perceived risk and make experimentation feel accessible.

“Offering specialty items in smaller formats, such as two-packs of drinking coconuts, like our new Sillies Pop-Top Party Coconuts, 1-pound citrus pouches or small-format shallots, encourages trial and helps expand the category, rather than limit it. Grab-and-go and entrance displays work especially well for discovery.”

Produce retailers need to keep pace with how younger shoppers relate to stores.

“Gen Z and Millennials shop differently than older generations,” says Diana Salsa, vice president of marketing, Wonderful Pistachios, Los Angeles, CA. “They move fast, prioritize convenience and expect bold flavor. They want grab-and-go options that fit into busy, mobile lifestyles and they’re quick to trade up when something feels new or exciting.

“That’s why our Dill Pickle flavored Wonderful Pistachios launched in convenience stores first, where the 2.25-ounce format and bold taste immediately resonated and sold quickly to this audience.”

CONVENIENCE FACTOR

Millennial and Gen Z consumers are familiar with packaged salads, fresh cuts and other ready-to-serve or ready-to-eat items — convenience food has been part of their lives from the start. They are also more used to purchasing packaged products.

“The growth of curbside pickup and home delivery has made packaged produce and packaged fresh items more important, because they are easier to shop digitally and less prone to substitution issues,” says Murray.

“Younger shoppers have accelerated demand for snackable, ready-to-eat and grab-and-go formats,” she adds. “This same behavior is also driving growth in smaller produce packs and pre-cut fruits and vegetables, along with strong performance for fresh dips when they’re merchandised nearby.”

Brianna Shales, marketing director, Stemilt Growers, Wenatchee, WA, says convenience and flavor are two areas where these generations stand out. “They are often willing to pay extra for value-added products, or kits, that help save them time. Millennials, especially, are in peak years of busy lives, as most have kids now.”

Research conducted by the Foundation for Fresh Produce demonstrates “Gen Z and younger Millennials favor flexible eating patterns, such as snacking, mini-meals, and produce as meal replacements over traditional meal structures. IFPA data shows that Gen Z is the most likely generation to replace meals with snacks and to purchase value-added or ready-to-eat produce,” says Sempowski.

“Packaging has become important in produce to make selection convenient, not just for the pick-up and delivery segment, but also in-store,” says Shales.

Packaging can aid in meeting standards that are important to Millennial and Gen Z consumers. “They want authenticity and transparency about the product and the packaging,” says Steve Greenfield, director of sales and marketing, NNZ Inc., Lawrenceville, GA.

But, he adds, “there needs to be an emotional hook.” Whether it’s through a label that tells something relevant about a grower or a QR code that connects to a video presentation about recycled content, getting on the radar of younger consumers requires signaling that relates to their interests and passions. When that is accomplished, the shopper can spread the word about why a product is important or enticing.

“All it takes is one or several influencers to cause your product to go viral,” says Greenfield. 

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WHO’S WHO

Defining generations is not an exact science, but the following age cohorts are generally accepted:
Baby Boomer 1946-1964
Gen X 1965-1980
Millennial 1981-1996
Gen Z 1997-2012
Generation Alpha 2012-

• • •

Life Stage Over Age: Not All Generation Members Are Alike

We often look at society through the lens of a generation to describe groups of similarly aged people, but those born on the edges of each named generation may not fit the mold.

Market research demonstrates that younger Millennials and older Gen Zers have more in common, and demonstrate more closely aligned behavioral patterns, than older and younger counterparts, respectively, says Ashley Sempowski, communications and media relations manager, International Fresh Produce Association (IFPA), Arlington VA.

Younger Millennials and older GenZers are in that period in their late 20s and early 30s when they’re getting married and purchasing homes. In the meantime, the oldest Millennials may be considering trading up homes to accommodate growing families, while the youngest GenZers still haven’t completed their secondary education.

“Both IFPA and the foundation (The Foundation for Fresh Produce) caution against treating Millennials or Gen Z as monolithic groups,” Sempowski says. “Older Millennials, many of whom are now parents, are shaped by different economic and life-stage pressures and may prioritize affordability, bulk purchasing and family needs. Younger Millennials and older Gen Z consumers tend to behave more similarly: digitally native, experimental and highly responsive to trends and social influence.”

As such, segmentation by age, life stage and digital behavior can be more predictive than looking at Gen Z and Millennials with a narrow focus on generation.

GO DIGITAL

Still, that doesn’t mean generational considerations are altogether off base. Sempowski says that among the reasons Millennials and Gen Zers both approach shopping differently than older generations is they both grew up digitally native.

“Gen Z and Millennials are far more digitally fluent than Gen X and Boomers when it comes to produce shopping,” she says. “They regularly use smartphones in-store for price comparisons, digital coupons and product research, with these behaviors reported by as many as 43% of Millennials and 26% of Gen Z in the U.S. compared with roughly 10% of Boomers.”

Social media and online recommendations play an outsized role, too, she adds, particularly for Gen Z, which shows the highest responsiveness to influencer and peer-driven discovery. “Produce brands and retailers must prioritize digital-first outreach, social engagement and seamless online-to-offline experiences to remain relevant.”