30 Jun 2025

Produce Business highlights new Provoke Insights grocery and produce market research showing growing consumer intent to increase fresh produce purchases. The analysis points to renewed opportunity for retailers and brands as health priorities and food transparency continue to shape grocery decisions.

Based on Provoke Insights’ biannual U.S. consumer research, the findings show that demand for fruits and vegetables is rising, driven by health benefits, taste, and perceived quality, even as shoppers remain price sensitive.

Provoke Insights’ grocery and produce market research finds that 39% of consumers plan to buy more fresh produce, while only 7% expect to buy less.

Health is the primary motivator. Consumers cite wellness benefits, better taste, and higher quality as key reasons for buying more fruits and vegetables.

Ingredient awareness also plays a role. Shoppers planning to buy more produce express greater concern about additives and food ingredients, reinforcing demand for clean and transparent food options.

The takeaway is clear. Retailers that combine value-driven pricing with clear health messaging and frequent engagement opportunities are better positioned to convert growing interest into sustained produce sales.

To learn more about shifting produce demand and grocery opportunities, read the full article here.

Want more research on the topic? Check out our latest Winter 2026 Trends research here.