SEPC Study Identifies Forces Reshaping the Future of Retail Produce, Shoppers

Nashville, TN — The Southeast Produce Council (SEPC) unveiled its sixth annual What’s New? 2026 consumer research during a packed educational session at Southern Innovations. The session featured an interactive format, with the study’s author, Anne-Marie Roerink of 210 Analytics, presenting the four trends, each 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.

Consumers are navigating tighter budgets, new health priorities and an increasingly digital decision-making environment. Additionally, Millennials are poised to overtake Boomers as the dominant share of produce spending within two years, bringing new ways of planning, shopping and preparation. “Fresh produce remains important to all consumers, but a growing number are recalibrating their fruit and vegetable purchases,” said David Sherrod, President and CEO of the SEPC. “Consumers are looking to us to provide solutions that make fresh produce fit effortlessly into their daily routines, whether that is a budget, GLP-1 or kid-friendly diet.”

Key findings from the study include:

Financial pressure is changing how consumers shop produce

Fresh produce continues to generate significant dollar sales, but consumers are making increasingly deliberate decisions about where and how they spend, pressuring overall unit and volume growth.

• While 49% say produce feels expensive but is worth the price, 16% of financially-struggling consumers describe fresh produce as a luxury.
• Consumers are responding with a range of value-seeking behaviors. Nearly half report buying smaller quantities, while others are switching to cheaper varieties, moving between fresh, frozen and canned formats, shopping multiple stores and prioritizing promotional items.
• 81% say they choose sale items over planned or routine produce purchases at least sometimes.
• At the same time, produce remains an important priority. When consumers unexpectedly have $20 available for groceries, fresh fruits and vegetables are the most common spending choice, selected by 27%, ahead of meat and poultry at 24%.

GLP-1 medications create a new opportunity for produce

GLP-1 medications are becoming an increasingly influential force in grocery shopping and food consumption. The study finds that 18.1% of U.S. consumers currently use a GLP-1 medication, with usage particularly concentrated among higher-income consumers, ages 29 to 50 in urban and suburban areas.

• The implications for food shopping are substantial. GLP-1 consumers report eating less overall, eating smaller portions, but more meals, and making more deliberate food choices.
• Nearly half say they are intentionally eating more fresh fruits and vegetables.
• The research also points to an opportunity for retailers and produce suppliers to become resources for GLP-1 consumers. Eighty-nine percent of GLP-1 consumers seek advice on what to eat while taking the medication, and 86% say more in-store information about GLP-1-friendly fruits and vegetables would influence their consumption.
• Consumers express interest in GLP-1-friendly meal stations, recipes, high-protein meal ideas, smaller portions, ready-to-eat produce snacks and nutrition information.

The center of gravity is shifting to younger consumers

Boomers remain the largest generation by produce spending today, accounting for 33.5% of produce dollars (source: Circana).

• However, the growth picture is dramatically different: Gen Z produce spending is up 25.4% year over year, compared with 3.4% for Millennials, 3.3% for Gen X and just 0.2% for Boomers.
• Based on current growth patterns, Millennials are likely to become the largest generation by share of produce spending within the next two years.
• Younger consumers also approach produce differently. They are more likely to view fresh produce as the foundation of a meal or a convenient snack, love global dishes and rely on hybrid meals.
• Social media and digital platforms play a larger role in influencing what they cook and purchase.
• They are more likely to shop for fresh produce in the mass, club, specialty and online channels.
• Gen Z and Millennials are also more likely to purchase value-added and organic produce and leverage AI in researching recipes, nutrition, meal plans and even shopping.

AI is moving from experimentation into the food journey

Artificial intelligence is quickly becoming part of consumers’ food decision-making.

• 82% of produce consumers regularly use at least one type of AI, with younger consumers tending to use multiple AI platforms.
• Food is already a major application. Seventy-seven percent of AI users have turned to AI for food-related information, inspiration, planning or shopping. Recipes, meal planning, grocery lists and cooking techniques are among the most common uses.
• The study found that AI has also become another path into produce discovery. Consumers envision using AI for meal planning, recipes based on what is already at home, budget-friendly meal ideas, recipes based on promotions and personalized nutrition guidance.
• They also express interest in technologies such as freshness sensors and nutrient-density scanners in the produce department.
• However, consumers also have reservations about AI-generated grocery and produce marketing, particularly concerns about authenticity, misinformation and pricing accuracy.

The future opportunity: relevance, value and usefulness

Taken together, the study points to an industry operating in an environment where volatility is becoming the norm. Consumers continue to want fresh produce, but their expectations are evolving. “Consumers are asking us to solve different problems,” said Sherrod, “help me stretch my budget, help me eat better, what is GLP-1 friendly, help me figure out what to make tonight and increasingly, help me navigate an enormous amount of information. Those are opportunities for the fresh produce industry.”

The online study among 1,500 consumers plus an additional sample of 150 verified GLP-1 medication users was conducted and presented by 210 Analytics. The study fielded in August, 2026. 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 6,500 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.