In the face of persistent inflation and tighter household budgets, Americans are making it clear where they refuse to cut corners.
According to a SensaPay study that analyzed spending behavior, inflation data and consumer sentiment, fresh produce emerged as the top-ranked category in consumer resilience. Meat and dairy tied for the second spot.
The study outlines what Americans are valuing most and why, and the findings reflect a cultural shift in what Americans now see as worth preserving, despite cost.
SensaPay shows that fresh produce tops its 2025 “spending-resilience” ranking with a score of 34.7. Households are purchasing fruit and vegetables roughly four times a month, and year-on-year inflation has cooled to just 0.9 percent. The big driver, though, is sentiment, says a SensaPay rep: “We see a net-intent reading of +15 points, meaning far more shoppers plan to maintain or raise produce spend than to cut it. As I note in the analysis, when inflation slipped under one percent, intent to keep, or even grow, production spending jumped 12 points almost overnight; price relief shows up first where freshness is most visible.”
Meat and dairy sit close behind with a resilience score of 27.6, the study shows. Consumers are still purchasing protein about four times a month, SensaPay says, but they’re navigating higher inflation roughly seven percent year-over-year by trading cuts and brands rather than trimming volume. Net intent remains a solid +13 points. “Protein inflation hasn’t eased as quickly, but omnichannel promotions let households stretch the category; price sensitivity shows up in switching cuts, not skipping,” the rep says.
Fresh Produce
Regardless of modest inflation at less than 1% year over year, fresh produce tops the list of categories U.S. consumers won’t give up. Its high resilience score is driven by strong purchase intent, frequency of shopping trips and its perceived essentiality in everyday meals, the study shows. As shoppers become more selective, they’re doubling down on foods that deliver both health benefits and value. Fruits and vegetables aren’t just nutritional staples, as they’re increasingly seen as foundational to personal wellness, family meals and cost-effective cooking.
“Produce wins the resilience race because it rides the strongest cultural current of all: America’s healthy-eating movement,” a rep from SensaPay says. “From school lunch norms to TikTok ‘fridge-restock’ videos, fresh fruit and veg have become status markers of well-being. Shoppers tell us, ‘If I’m going to spend more anywhere, it should be on what keeps my family healthy.’ That mind-set—plus sub-1 % inflation—makes produce the one category consumers refuse to trim.”
Retailers and growers alike can take heart: Produce is no longer just a side dish; it’s central to how consumers define health and quality of life in 2025. This prioritization opens the door for creative merchandising, meal-planning partnerships and continued investment in quality, freshness and storytelling around seasonal and local offerings. In a landscape of economic uncertainty, the produce aisle remains one place where shoppers continue to say “yes.”
Dairy
Despite higher grocery prices, many consumers are not willing to cut back on dairy. A growing nationwide protein craze has been a big push behind this. With more people focusing on health and wellness and embracing the “Make America Healthy Again” movement, dairy has been a natural fit behind this trend, with it being a tasty and convenient source of high-quality protein and nutrition.
In addition, dairy is a staple in many consumers’ favorite meals and recipes. From milk and cheese to yogurt and cottage cheese, its versatility makes it hard to replace in the kitchen. As a familiar ingredient found in everything from casseroles and soups to baked goods and family dishes, it remains a constant item on the shopping list.
Beef and Pork
According to the SensaPay study, consumers are not backing off on purchasing meat and dairy products. Despite inflation, the intent to purchase remains high with a necessity level at 1.
At a recent Idaho Cattle Association meeting, a panel of consumers not involved in the agriculture industry indicated that beef prices were not deterring them from buying beef. They noted the prices of all groceries and goods were up due to inflation.
The pork industry is trying to capitalize on the desire for protein in diets with its new campaign, “Taste What Pork Can Do,” which puts the flavor and diversity of using pork products on display.
“It’s really important to remember the U.S. public wants meat protein,” says Glynn Tonsor, Kansas State University livestock economist. “There are a lot of signs. We are in a pro protein environment. I don’t think there are issues. I actually think there is a celebration about the taste and the eating experience and so forth for all the major proteins.”
According to a SensaPay study that analyzed spending behavior, inflation data and consumer sentiment, fresh produce emerged as the top-ranked category in consumer resilience, followed by meat and dairy. (Data courtesy of SensaPay)
