Study Predicts that Further Change is In-Store for the Produce Industry

Marketplace dynamics and Millennials are redefining demand, shopping and consumption patterns

Charlotte — The Southeast Produce Council (SEPC) unveiled its fifth annual What’s New? 2025 consumer research during a packed educational session at Southern Innovations. The session featured an interactive format, with Anne-Marie Roerink of 210 Analytics presenting the findings in segments, followed by lively table discussions among attendees. Retailers, grower/shippers and other industry leaders explored the results together, sharing insights and perspectives for a full 360-degree view of what’s next for fresh produce.

Millennials are poised to overtake Boomers as the dominant share of produce spending within two years. “This generational shift isn’t simply about who’s spending. It’s about a different way of thinking about food and the enormous impact this will have on the fresh produce industry,” said David Sherrod, President and CEO of the SEPC. “Millennials are health-focused, digitally inspired and convenience-driven. Many Millennials are raising families and juggling today’s realities of tighter budgets, picky eaters, limited time and a desire for trendy, nutritious and sustainable options. They’re looking to us to provide solutions that make fresh produce fit effortlessly into their daily routines.”

Key findings from the study include:

Millennials are reshaping fresh produce consumption.

• Millennials drove 68% of new produce dollars at retail over the past year, with Gen Z adding rapid momentum. (source: Circana)
• Boomers still hold the largest share of dollars and units today, but Millennial spending will surpass them within two years as household sizes and incomes rise.
• Since 2021, fruit has outpaced vegetable sales growth, reflecting Millennials’ taste preferences, family dynamics and focus on convenience.
  

A different approach to food.

• Many Millennials are foodies yet don’t consider themselves great home chefs. This generation has a love for fast meals, classics with a twist and global fare. Social media trends can drive trial and variety.
• They are also health-conscious and look for functional foods that sometimes lead them to shortcuts outside of fresh produce department.
• Kids heavily influence Millennial purchases, especially for fruit, while vegetable choices are sometimes modified or skipped to accommodate picky eaters.

Channels, formats and saving time and effort matter.

• Traditional grocery is losing share to channels Millennials shop far more, including supercenters, club stores and online. This has led to a subsequent channel shift in produce dollars as well.
• Value-added produce appeals to Millennials, though sales growth was modest as convenience dollars leak to deli-prepared, frozen and packaged options, such as smoothies, bars, powders and squeeze pouches.
• Digital platforms such as YouTube, Instagram and TikTok, along with tools like air fryers and blenders, are shaping purchase decisions to save time and effort in planning, shopping and preparation.

Health, sustainability, and transparency are bound to become more important.

• 93% of shoppers want clear nutrition or functional benefit callouts, especially for Vitamin C, Vitamin D and protein.
• Millennials prioritize local, organic and sustainable produce and many are willing to pay more, but only when these benefits are clearly communicated.
• One-third of consumers will pay more for lower-impact packaging, with Millennials leading this charge.

“We need to act now, as an industry, to close the vegetable gap through new formats, textures, flavors and meal occasions that resonate with younger consumers,” added Sherrod. “We’ve made great strides in leveraging digital inspiration with video recipes, social media and shoppable content. When out in the marketplace, I’m seeing the growing focus on highlighting health benefits and sustainability efforts. We have the opportunity to help this generation of parents with ideas on how to engage their kids in shopping, cooking and snacking to boost household produce consumption. This year’s What’s New? study truly provides the tools and insights to make produce easier, more exciting and more transparent for the next generation of shoppers. The opportunity is ours to seize.”

The online study among 1,550 consumers was conducted and presented by 210 Analytics. The study fielded in August, 2025. A complete copy of the findings can be requested by contacting Anna Burch at SEPC.

About Southeast Produce Council

The Southeast Produce Council (SEPC) sprouted in 1999 when a shared vision for cultivating a nonprofit Southeastern-based produce organization was planted. From the first formal meeting of the SEPC where 100 agriculture, retail, and foodservice professionals gathered, we’ve flourished into a vibrant and innovative organization of over 5,000 industry professionals who reap the benefits of harvesting quality experiences guaranteed to increase the value of their membership. As with farmland, a well-cultivated industry can last for generations, and today, we continue to grow at a steady pace thanks to a broad range of backgrounds and expertise from people like you, creating a more bountiful tomorrow.

Learn the benefits of SEPC membership at www.seproducecouncil.com.