5 global shopping trends shaping the produce business in 2026

Industry analysts from data analytics company Circana and the International Fresh Produce Association (IFPA) explored the global trends shaping consumer spending on produce and floral products. 

Looking ahead to 2026, the experts say the produce industry is poised for success as the world embraces healthier living. 

However, among all the buzz, IFPA’s manager of global insights, Rachel Blake, says that globally, consumers are riding five fundamental global trends that stakeholders should keep in mind when driving shoppers to the produce aisle.

2026 global trends: Locally grown or sourced

Using IFPA’s consumer tracker, which analyzes sentiment across seven markets (Australia, Brazil, China, Germany, South Korea, the UK, and the US), Blake identified buying locally grown produce as the most influential global trend driving consumer purchases.

Between 63 and 80 percent of consumers in these countries are paying more for local products. This sentiment is strongest among Gen Z, though the definition of 'local' varies by region.

“In Asia, local means the same country, and in Europe, we're talking about the same region,” she explained. “But in the US, consumers are really thinking about the state or county level.”

Despite the growing interest in locally grown products among US consumers, fresh produce imports into the US have continued to increase each year.

According to IFPA, in 2024, the US imported over $38 billion in fresh produce. This, Blake said, is telling of how “buying local” has become a consumer-facing positioning strategy, but not necessarily a supply chain reality.

“People want to feel connected to their food and its origin, but they're not actually changing their purchasing behavior to match those preferences,” she explained.

Sustainability rules

The second global trend key driver is sustainability, with pesticides as the primary concern for environmentally conscious buyers. However, Blake notes that attitudes toward sustainability vary significantly across markets.

“In China, 77 percent of consumers factor sustainability into produce purchases, and in the US, it's 54 percent,” she explained. “In Asia, it's often the older consumers driving sustainability, while in Western markets, it's the younger ones.”

She notes that while sustainability is not a basic requirement for market access in Western countries, it remains a premium differentiator and should be considered as a marketing tool.

Cost-efficiency

Price sensitivity is also a significant factor shaping spending power. Price stress levels vary by country, and Blake says this reveals how different markets offer different opportunities for premium positioning.

For example, Australian consumers report the highest price stress at 53 percent, while Chinese consumers present the lowest at 28 percent. The numbers show a greater willingness among Chinese shoppers to pay premiums for quality imports, whereas Aussie shoppers are less receptive to premium products.

Interestingly, young consumers, who experience the most price stress, are also the primary drivers of premium products and global trends.

The packaging divide

Markets are split on how much they care about packaging, Blake said.

“Chinese consumers see packaging as safety and convenience, with 48 percent believing it's safer than unpackaged produce,” she explained. German consumers, on the other hand, see it as waste, and only 28 percent believe packaged produce is safer.

But here’s a global trend in the packaging front: Gen Z welcomes packaging across markets, and that acceptance is growing as the global population ages.

“In Australia, 47 percent of Gen Z will buy packaged produce, versus 15 percent of baby boomers,” she explained.

Organic, organic, organic

The organic produce market is growing worldwide, but Blake notes that the real story behind these purchases is that age, not income, is driving interest. However, organic comes at a premium, and income level is still the factor that determines shoppers’ ability to access this category.

Chinese consumers lead this global trend, with 86 percent likely to purchase organic products, followed by Germany at 79 percent. Even in markets with lower consumption rates, such as the US at 70 percent and Brazil at 73 percent, organic products remain appealing across all income levels.

“The sweet spot is young, higher-income consumers who have both the value and the means [to buy organic],” she said.

Blake explained that the generation most likely to purchase organic products varies significantly by region. In China, Gen X leads the trend, while in the US, millennials are at the forefront. Germany presents a fringe case in which both Gen Z and baby boomers are equally likely to buy the category.

“Organic commands premiums everywhere, but your targeting strategy needs to count for which generation leads organic adoption in each specific market,” she said.

The IFPA expert emphasized that these global trends are not minor but rather significant factors that will shape business strategies in each market as the new year approaches.

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