2/5/26

Fresh produce is winning hearts but losing arguments at the register.

Provoke Insights’ Winter 2025/2026 Grocery Trends study shows U.S. shoppers are torn between their ideals and their budgets. Nearly half (47%) say locally grown produce is the top factor influencing their fresh purchases, with organic close behind. “Local” has broad pull, resonating with parents, Baby Boomers, rural consumers, and higher-income households alike. It signals freshness, trust, and a feel-good connection to the community.

Then reality kicks in. Price is the biggest barrier to buying produce, stated by 54% of shoppers. Short shelf life and seasonal availability add friction, particularly for higher-income consumers who expect quality but don’t want waste. Shoppers may aspire to load up on fresh fruits and vegetables, but cost and practicality often determine what actually makes it into the cart.

Across the store, consumers are selective about where they’ll spend more. They’re willing to pay a premium for products tied to high-quality ingredients, cleaner eating, and clear health benefits. Sustainability, while appreciated, rarely seals the deal on its own. If it doesn’t connect directly to personal well-being or tangible value, it becomes a secondary consideration.

Nearly one in four shoppers doubt claims like “sustainably sourced” or “no artifical flavors,” with Gen Z the most skeptical. Unclear labels and inconistent messaging are fueling suspicion and raising the bar for transparency.

The bottom line: shoppers want local, fresh, and healthy groceries, but they demand affordability, longevity, and proof. In a high-cost environment, produce has emotional appeal, but only values and credibility will keep it in the basket.

To learn more about what grocery shoppers are newly prioritizing when it comes to their produce read the full article here.

To learn more about other new grocery trends this Winter 2026, visit Provoke Insights’ latest industry research here.