Supermarket produce sections are having a moment thanks to robust sales driven mainly by younger, health-conscious consumers.¹

Fresh fruit and vegetable sales recently hit an all-time high of $92.3 billion, according to the Food Industry Association.² American shoppers bought 4.5 billion more pounds of fruits and vegetables in 2023 than they did five years earlier, an 11% bump.³

Designer branding, social media influencers, and the growing popularity of GLP-1 weight-loss medications are just some of the reasons why some shoppers are spending more time in the produce section these days.^4,5

The trend comes despite lingering price sensitivity from inflation and 87% of Americans saying they’re “fed up” with rising prices, according to Empower research.

Read more: Inflation cools in February, but egg prices keep climbing

Health and wellness 

Grocery prices saw a 25% surge from 2019 to 2023, but increases are leveling off.⁶ The latest CPI data in March showed a 2.6% yearly increase in at-home food prices, though some items like bananas and tomatoes did see price declines.

Although price remains a top concern for many, about 45% of consumers cite health and nutrition as the main reason for buying more fruits and vegetables.⁷

Those ranks could swell as more Americans embrace appetite-suppressing GLP-1 drugs like Ozempic and Wegovy. Many users have reported spending more time in the produce section as they shift their eating habits to healthier foods high in fiber and protein.⁸

Some food companies have introduced meals and products specifically aimed at GLP-1 users. Grocers are seen as well positioned to leverage the trend because produce sections and stations for grab-and-go meals have been the focus of store remodels in recent years.⁹

Social media has also been a powerful tool to shape produce tastes and trends, especially among Gen Z and Millennials. Some 36% of shoppers are discovering new fruits and vegetables through online platforms, according to one industry study.¹⁰

TikTok, Instagram, and YouTube are seen as the most effective social media outlets for boosting produce activity.¹¹ The “Cucumber Guy” has nearly 7 million TikTok followers of fresh salad recipes, which are credited with helping boost sales of English hothouse cucumbers, not to mention kitchen accessories like mandoline slicers.^12,13

Read more: GLP-1 medications: Transforming health and spending habits

Luxury fruits, upgraded packages 

Premium fruits and vegetables have been having their own star turn. Items such as Sumo Citrus mandarins and Cotton Candy grapes first appeared about a decade ago and have slowly gained shelf space and popularity with more varieties being introduced.¹⁴

Customers have been willing to open their wallets. Japanese-style Omakase strawberries — which went viral for their shape, taste, and tenderness — sold for about $5 per berry when they debuted in 2018 from a New Jersey-based producer.¹⁵ Prices have decreased as more stores carry the berries, with a package of six berries now selling for about $12.¹⁶

Those craving imported luxury fruits, prized for flawless appearances and unique textures and tastes, can shell out heftier sums. A single luxury strawberry from Japan can cost up to $29 each. The Pink Elephant mango from Vietnam goes for about $25, while another variety, the Miyazaki mango, can cost $95 apiece.¹⁷

Everyday fruits and vegetables are getting their own makeovers, thanks to designer branding. More farmers and produce companies are differentiating staples like tomatoes, apples, and mixed salad bags with sharp and splashy logos, fun packaging, and interesting back stories to gain customer loyalty.¹⁸  

More shelf space 

The $6.1 billion U.S. market for fresh produce packaging is expected to grow to $7.3 billion in 2028. Convenience is a key factor for shoppers embracing packaged produce, especially products advertised as “ready-to-eat” or “fresh-cut.”¹⁹

One industry report found that 44% of grocers are increasing space for fresh produce.²⁰

A prolonged surge in produce sales could force grocers to overhaul store layouts, maybe even replacing sweet treats at the check-out lanes with more fresh produce or healthy options.²¹

Read more: Price check: Find out which states spend the most on groceries