Editor’s note: This story is part of an ongoing retail trends series, “Eat More Plants.”
When Fresh Thyme Market and Spins released their forecast for 2027 grocery trends, the takeaway was that shoppers are seeking function, flavor and intention in every aisle. Even so, one reality emerges — the produce department is the bedrock of every major consumer shift on the horizon.
“Grocery shoppers are redefining wellness on their own terms,” says Cecily Martinez, registered dietitian for Fresh Thyme Market. “People want fresh, organic and better-for-you foods that deliver meaningful benefits without adding more complexity to their lives. We’re seeing growing interest in innovative products such as nutrient-dense foods, functional ingredients and globally inspired recipes that bring enjoyment and purpose to everyday eating. The 2027 trends reflect a consumer who is informed, intentional and is looking for a basket of items that are innovative, curated, convenient and support their long-term well-being goals.”
Here are five of Fresh Thyme’s projections that signal a win for fresh produce:
- The Produce Department as the Ultimate “Brain Food” Hub — As consumers pivot toward cognitive wellness, antioxidant-rich fruits and veggies are stepping into the spotlight. While functional powders and brain-health supplements continue to flood center-store shelves, shoppers are increasingly looking for whole-food alternatives. High-antioxidant produce like berries, leafy greens, wild mushrooms and brassicas offers an unrefined, highly bioavailable avenue for brain nutrition that no packaged product can truly replicate.
- Convenience Produce Takes Over “Fresh from the Fridge” — The rise of refrigerated, fresh-focused snacking means produce departments are evolving beyond bulk displays into value-added destinations. Snackable produce, from crisp cucumber bites and ready-to-eat baby peppers to pre-portioned veggie trays and cold-pressed fresh juices, is directly addressing consumer demand for whole, minimally processed food on the go.
- Elevated Shortcuts: Zoodles, Prepped Veggies and Kit Foundations — Fresh Thyme highlights meal shortcuts like “Zoodle Twirls” as a key growth area. The path from store to dinner table is shrinking, and produce departments are capitalizing on this by offering value-added, pre-prepped solutions:
- Spiralized squashes and root vegetables swapping in for traditional pasta.
- Pre-chopped, pre-seasoned stir-fry and roasting blends.
- Sheet-pan-ready veg kits that make whole-food cooking accessible to time-starved consumers.
- Global Flavors Start at the Veggie Stand — Global flavor fusion isn’t just happening in the condiment aisle; it is anchored by fresh, authentic produce. As shoppers explore global cuisines at home, produce buyer baskets are leaning heavily into items like fresh chili varieties (shishito, habanero, Korean chili peppers), aromatic roots (ginger, galangal, lemongrass, fresh turmeric), and specialty greens, herbs and unique heirloom citrus. Produce departments that curate seasonal, globally inspired ingredients give home cooks the foundational components needed to build trendy fusion dishes from scratch.
- Whole-Food Fiber and Nutrient-Dense Eating — With GLP-1 adoption accelerating and consumers prioritizing satiety, high-fiber, nutrient-dense whole foods are in demand. Fresh produce remains the gold standard for natural dietary fiber and micronutrients. By pairing fresh produce with protein-packed dips, seeds and healthy fats, grocers can position the produce section as the core destination for daily wellness goals.
Retailer Key Takeaway
For grocery executives and merchandisers, Fresh Thyme’s forecast confirms that the perimeter is where consumer loyalty is won. By expanding value-added fresh options, highlighting functional health benefits on signage and aligning produce merchandising with global flavor trends, retailers can leverage the produce department to elevate the entire store experience for 2027 and beyond.
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