Health and wellness are at the heart of produce purchasing decisions, according to new insights shared during an August webinar, “Challenge Consumer Assumptions to Steer the Future of Produce and Floral,” hosted by International Fresh Produce Association (IFPA) and Circana.
As consumers navigate a tightening economy, fresh fruits and vegetables remain resilient thanks to their association with health.
“One of the most important things we found is that 65% of consumers are telling us why they're opting for fresh produce is health,” says Jonna Parker, principal II for Circana Fresh Center of Excellence.
Health is having a moment, Parker says, “and whether you are a younger consumer looking to eat healthier and fuel your lifestyle, or you're an older consumer purchasing for longevity and to ward off health concerns, health is why people come to our department, and health is having a moment.”
That health halo, however, is increasingly shared with other categories.
“Remember, we're not the only place anymore that someone has healthy choices — 61% of that same consumer group we surveyed about produce said they're also taking vitamins and supplements,” Parker says.
The study also revealed a generational lens: younger consumers, especially Gen Z and millennials, are drawn to bundled discounts and functional benefits.
“One of produce's superpowers with the younger generation is the ability to do volume-driving deals … Gen Z and young millennials only know bundle discounts and deals, and we absolutely have to market to them,” Parker says.
Global trends reinforce this momentum.
Rachel Blake, IFPA's manager of global intelligence, said in the webinar: “In Europe, in particular, U.K. and Germany, a large percentage of consumers are expressing comfort with adjusting their eating habits for health reasons, rather than relying on modern medicine… 82% of U.K. consumers report this comfort level, compared with only 57% of American consumers.”
The opportunity for produce lies in ensuring it stays top-of-mind as the “original functional food.” Whether marketed around immune health, convenience or culinary excitement, fruits and vegetables offer a natural entry point for shoppers seeking to align diets with wellness goals.
With health “having a moment,” as Parker says, it's up to the retail industry to cater to this lifestyle.
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