Health, Sustainability and the Evolving Produce Shopper

Americans are filling their grocery carts with more intention than ever before, and fresh produce continues to be a focal point of this shift. According to Provoke Insights’ latest biannual study of 1,500 U.S. consumers, shoppers are prioritizing health and quality in their food choices, but their decisions are also shaped by practicality, trust and price.

As produce remains one of the most tangible reflections of healthy eating and sustainability, these evolving attitudes carry major implications for growers, brands and retailers alike.

HEALTH AND FUNCTION DRIVE FRESH CHOICES

The pursuit of health is redefining how Americans shop the grocery aisles. Parents, in particular, are steering their families toward products with low sugar (27%) and organic qualities (24%), emphasizing both nourishment and natural sourcing. Millennials also over-index on organic preferences, suggesting a sustained demand for produce positioned as “better-for-you.”

While the health movement is strong, there are limits to extremism. Consumers favor moderation over elimination, preferring reduced-sugar over sugar-free claims. This balance-first mindset is an opportunity for produce marketers to position fruits and vegetables as naturally sweet solutions that fit into a healthy lifestyle without compromise.

THE LABELING TRUST GAP

In an era saturated with on-pack claims, authenticity matters. Nearly one-quarter of shoppers question the credibility of food labels like “no artificial flavors” or “sustainably sourced ingredients.” This skepticism is highest among Gen Z, the very demographic most often targeted by wellness marketing. Even health-conscious consumers, while slightly more trusting, express hesitation.

For the produce industry, this signals the need for stronger storytelling and verification. Claims such as “locally grown,” “organic,” or “pesticide-free” resonate most when backed by transparency.

Growers and retailers can build confidence through clearer sourcing information, certifications and in-store education. In an environment where misinformation spreads quickly, transparency has become a competitive advantage.

PAYING MORE FOR PRODUCTS THAT DELIVER

While budgets remain tight, most consumers are still willing to pay more for grocery products that align with their values. Eighty-three percent say they would spend extra for high-quality ingredients, and a similar majority express openness toward cleaner eating.

For the produce sector, this suggests a strategic opportunity. Sustainability should complement, not overshadow, core product value. Leading with freshness, taste and nutrition, while positioning environmental responsibility as an added benefit, aligns best with current shopper sentiment.

LOCAL AND ORGANIC IN CENTER STAGE

Nearly half of grocery shoppers say locally grown produce most influences what they buy, followed closely by organic offerings. These attributes are particularly important to parents, Boomers and high-income households, reflecting how family health and perceived quality drive decision-making.

Local produce is seen as fresher, safer, and more trustworthy, key themes that directly address broader consumer skepticism toward packaged goods.

However, though consumers say they are willing to pay more for high-quality ingredients, half of shoppers say price remains a primary barrier for purchasing more produce. Short shelf life and seasonal availability are additional reasons consumers limit their produce purchases.

These specific concerns are especially common among affluent consumers, who are otherwise more motivated by freshness and locality. To sustain momentum, the industry can highlight the long-term value of quality produce through freshness guarantees, clearer origin stories, and education about seasonality.

PACKAGING PREFERENCES

How produce is packaged matters. Gen Z shows a growing preference for recyclable plastic packaging, while older generations still favor buying produce loose. This divide illustrates the balance between sustainability and convenience that retailers must navigate.

Packaging that both protects freshness and communicates environmental care can reinforce trust and appeal across age groups.

TURNING INSIGHT INTO OPPORTUNITY

The findings are clear: Health, quality and authenticity remain the heart of consumer motivation, and produce sits squarely at that intersection. As shoppers seek balance between indulgence and nutrition, convenience and sustainability, the fresh produce category has a unique chance to lead.

Brands and retailers that communicate honesty, emphasize freshness, and deliver consistent quality will not only gain loyalty, but also reinforce produce as the foundation of a healthier, more hopeful future. 

Melissa Conforto is director of research and strategy at Provoke Insights. Provoke Insights conducted a 15-minute online survey of 1,500 Americans aged 21 to 65. The study was fielded in September 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.