A Fresh Opportunity: 39% of Consumers Plan to Buy More Produce

June 30, 2025 | 5 min to read

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Produce is having a moment. Nearly half of U.S. consumers say they plan to purchase more fresh fruits and vegetables, while only 7% expect to cut back. That 39-point net gain marks a significant opportunity to capture a greater share of cart — and stomach — in the months ahead.

The finding comes from Provoke Insights’ 10th wave of nationwide research, a biannual study that surveys 1,500 Americans age 21 to 65. The research provides a clear lens into how evolving values, inflationary pressures and shifting shopping behaviors are shaping grocery trends, especially within the fresh produce category.

The message is clear: Shoppers want more produce. But who they are — and what’s getting in their way — offers critical insight into how the industry can convert interest into long-term loyalty.

HEALTH-MINDED SHOPPERS LEADING PRODUCE PUSH

Consumers planning to increase their produce purchases are doing so for a few key reasons: health benefits, better quality, and better taste than other foods. For these shoppers, produce isn’t just a category, it’s a lifestyle choice.

Notably, this group is also more concerned about what’s not in their food. Compared to 2024, 69% of those planning to buy more produce have become more concerned about additives in food products. That’s significantly higher than the general population, where only 47% express that level of concern. Among those buying less produce, just 32% are concerned about additives.

But on the other side, those pulling back on produce aren’t doing it by choice. They point directly to higher prices at the grocery store and tight household budgets as the reason they’re cutting back.

Fresh produce, while highly valued, is also perceived as expensive. While the median spend is $40 per week, many shoppers report spending well into the hundreds. It’s not age, gender, or even geography that predicts fresh produce behavior, it’s financial footing and emotional mindset.

Among those increasing produce purchases:

61% have household incomes above $75,000

55% say they’re actively saving money

81% are optimistic about the future.

In contrast, among those cutting back:

63% earn less than $75,000

21% are falling further into debt

59% feel optimistic about the future.

This stark contrast reveals that the choice to buy more produce isn’t just about taste or nutrition — it’s rooted in how people feel about their financial and personal trajectory. For those with stability and optimism, produce is a priority. For those facing uncertainty, it’s often the first to be reconsidered.

The group looking to buy more produce isn’t just a passive trend; they represent a prime opportunity for supermarkets and produce brands to actively engage and capture loyal customers. Rather than viewing “buying more” as the end goal, marketers should position their offerings in ways that reflect this group’s mindset: optimistic, health-focused, and willing to spend on quality.

Messaging should emphasize freshness, wellness benefits and premium taste, while promotions should deliver perceived value without discounting the product’s appeal.

FREQUENT TRIPS CREATE MORE OPPORTUNITIES

Today’s consumers aren’t just making weekly trips anymore. Nearly one-third of Americans shop multiple times a week, especially Millennials, Gen Z, parents and urban dwellers. These shoppers are looking for freshness, flexibility and quick solutions, and produce is perfectly positioned to meet those needs.

That makes the category a powerful loyalty driver. When shoppers trust a retailer’s produce section for consistent quality, value and convenience, they’re more likely to return.

Retailers and suppliers can lean into this by offering seasonal bundles or mix-and-match deals, delivering targeted digital coupons through loyalty apps, sharing tips, and highlighting local sourcing, sustainability and health messaging.

Shoppers who want to eat more produce are eager to do so. The challenge is ensuring the price, presentation, and availability align with that desire.

Shoppers who want to eat more produce are eager to do so. The challenge is ensuring the price, presentation and availability align with that desire.

The gap between those who want more produce and those who feel they can’t afford it is one the industry can help close. That means communicating value without lowering quality perception, addressing inflation concerns head-on, and meeting shoppers at the intersection of health and budget.
With nearly four in 10 consumers planning to eat more fruits and vegetables, the potential is there. But capturing it will require empathy, smart pricing and innovative merchandising.

AI-driven grocery tools, such as list optimization, are another way to bridge the gap. Nearly two-fifths of consumers express interest in such features. These tools can reinforce healthy shopping habits, help streamline purchases and drive repeat produce buying.

When produce feels accessible and aligned with consumers’ aspirations, it becomes more than just part of the cart — it becomes part of their lives.

Provoke Insights conducted a 15-minute online survey among 1,500 Americans between 21 and 65. The study was fielded in March 2025. A random stratified sample methodology was used to ensure a high degree of representation of the U.S. population. Check out Provoke Insights for the latest category research, including fresh produce.