3 Fresh Produce Consumer Trends Going into 2026

As we gear up for 2026, the fresh produce aisle is no longer just about apples and lettuce. It’s a dynamic marketplace shaped by health consciousness, economic pressure, evolving lifestyles, and shifting consumer values. For fresh produce marketers, this moment presents huge opportunity … if you meet consumers where they are, you can build loyalty, relevance, and real growth.

Here are the three consumer trends we believe will shape produce marketing in 2026, and the strategic questions your brand should be asking now.

1. Health, Wellness & Functional Eating Are Table Stakes

Consumers are increasingly viewing fresh produce not just as food, but as functional fuel. PwC’s Voice of the Consumer Survey 2025 found that many people plan to increase their intake of fruits and vegetables in the near future.

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