Gen Z and millennials drive digital shift in $97B produce market, FMI report finds

Fresh produce remains a critical growth driver for food retail, with $97 billion in sales and a two percent increase in unit sales according to Circana. The finding is part of The Food Industry Association’s The Power of Produce 2026 survey, which was presented at the Southeast Produce Council’s Southern Exposure 2026.

“Produce remains one of the most resilient and relevant categories in food retail as it appeals to shoppers’ senses with colorful displays and appealing variety,” said Rick Stein, vice president of fresh foods for FMI. “For future growth of produce, especially online, food retailers need to be mindful of younger shoppers building new routines around health, convenience, and inspiration digitally.”

The FMI report reveals that the category’s future is increasingly shaped by generational shifts in shoppers’ engagement with fruits and vegetables.

While Boomers continue to account for more than one third (34 percent) of produce spending, Gen Z is gaining purchasing power as it enters the workforce, influencing future growth through digital-first behaviors, such as online shopping and social media-driven discovery. 

Similarly, almost half of Millennials rely on digital platforms for meal inspiration and preparation ideas, signaling a continued evolution in how younger shoppers interact with the produce department across channels.

Fresh produce discovery is now digital, says FMI

The FMI data finds that generational differences are especially pronounced in how shoppers discover new produce items. 

Social media plays a growing role for younger consumers, influencing trial, meal planning, and experimentation with fruits and vegetables. Nearly half (45 percent) of Gen Z and millennials find new preparation methods on social platforms, with the former group adventuring into trying new produce items driven by social media.

“The data show a clear generational divide in produce discovery,” said Steve Markenson, vice president of research and insights at FMI. “Younger shoppers are turning to social media to find new items and new ways to prepare them, making digital engagement a critical driver of fruit and vegetable trial and spurring additional category momentum.”

Notably, 10 percent of consumers now use AI tools for meal planning, a figure that jumps to 18 percent among millennials, underscoring the rapid adoption of emerging digital planning aids among younger cohorts.

*All images are referential. 

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