Opinion | How fruit consumption has changed across generations

By Betina Ernst, agricultural engineer and President of the consulting firm Top Info Marketing.  

What fruits we eat and how we do it is directly tied to our lifestyle, and this has changed significantly across generations.

Let us start with the baby boomers. Born between 1946 and 1964, they are traditionalists, raised in a culture of sacrifice and effort. They grew up and started their working lives before the digital era, and had to adapt gradually. 

Generation X, born between 1965 and 1980, is the bridge to the digital age. They began their professional careers with computers, the internet, and mobile phones, and their upbringing is marked by the rise of consumerism. 

Then come the millennials. Born between 1981 and 1996, they are the first generation of globalized, digital natives. They are entrepreneurial and adapted to rapid change. 

Centennials, or Gen Zs, were born between 1997 and 2010, and are fully digital and addicted to social media. They are creative, flexible, multitasking, and self-taught. 

The newest cohort is Generation Alpha, which will grow up in a world defined by artificial intelligence. 

Shifting fruit trends across generations

Each generation exhibits different behaviors regarding food in general, and fruits in particular.

Baby boomers are traditional in their eating habits: they cook at home and prefer simple flavors and familiarity. They are not prone to innovating, and if they go to restaurants, it is for social reasons. They value health, but their concept of it differs from that of younger people, valuing healthy eating in relation to aging and age-related illnesses. 

They are the largest consumers of fruits and vegetables and eat them daily. Their consumption is virtually double that of Generation Z. They buy relatively large quantities of traditional fruit at greengrocers, seeking advice from the shopkeeper. In the face of economic difficulties, they do not stop buying fruit; instead, they switch to less expensive varieties.

Image by Shutterstock

With Generation X, pleasure begins to take precedence, and flavors and textures gain greater importance. Fruit is no longer essential, but rather eaten for its taste. As a result, consumption is somewhat lower than that of baby boomers, and if they cannot find good-quality produce, they do not buy it. They are less traditional about where they shop and what fruit they buy, staying open to new flavors, especially those they discover while traveling. They spend the most on food and restaurants, where they enjoy dining with family or friends.

For millennials, food is an important part of life, and they combine home cooking with ordering out. Health matters, but it is tied to product quality, ingredients, and nutritional value, with nutraceuticals or supplements a common part of their diets. This group is most likely to be vegetarian or vegan. Rejection of meat and sugar consumption creates an opportunity for fruits, as they can satisfy that craving for sweetness. 

Convenience is gaining importance among this cohort, making them more likely to order food and buy prepared meals and frozen items. They frequently dine out at restaurants, alone or with others. Millennials consume less fruit than older generations, but they believe it is enough. In addition to classic fruits, they buy exotic ones because they like variety and exploring new flavors. They prefer to buy less, but higher quality, and they buy smaller, packaged quantities to avoid food waste. They are open to organic and environmentally friendly products, provided the price is reasonable.

Generation Z eats the least fruit. Less than 10 percent consume it daily; it is simply not on their radar. They consider fruit healthy, but that doesn't lead them to eat it regularly. Flavor and convenience are fundamental drivers for them, taking priority over factors such as health and the environment. 

Convenience refers to purchasing (online shopping), preparation (ready-to-eat pots), and consumption itself (liquid form is easier). Plastic packaging is seen as a necessity and does not conflict with their belief in sustainability. The flavor must be intense, exotic, and distinct from familiar ones, as they have an "adventurous" palate. They search social media for new foods, but fruit is rarely among them. However, they still use it to prepare smoothies, recipes, and desserts, albeit in small quantities. 

For them, food must be functional and promote personal health and well-being (mental and emotional). They do not follow regular meal schedules and are ok with skipping meals and snacking at any time amidst their multiple activities. They get information through social media via short, highly visual, and transparent messages. They cook very little, order food via apps, buy prepared meals, get takeout, or go to fast-casual restaurants. Their primary concerns, in order of importance, are price, food safety, food waste, additives, obesity, sustainability, and plastic packaging.

The need for a new approach

These new generational trends demonstrate that traditional fruit marketing campaigns are no longer effective. The awareness that fruit is healthy is widespread, but it is not enough to drive inclusion in daily diets. 

To successfully encourage consumption, one must recognize that the most critical factor is flavor: intense, sweet, smooth texture, and ease of consumption without inconvenient elements (seeds, dripping juices). 

Fruit needs to support physical, mental, and emotional health. Convenience also matters, both in purchasing (online, easy-to-grab packaging) and in consumption (without needing additional utensils). They appreciate variety, especially fruits that offer a unique taste and experience, such as exotic fruits. 

Communication must happen through social networks using short, attractive, and simple messages. This represents a major challenge for the industry and for marketing, which will need to be creative to reach newer generations successfully.

This opinion piece was originally published on TopInfo on October 22nd, 2026. 

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