Social media and e-commerce boosting produce consumption, FMI reports

With 94% of produce shoppers actively using social media platforms and 36% discovering new fruits and vegetables through these channels, digital engagement, especially with younger shoppers, is proving to be vital, says FMI, The Food Industry Association.

That finding is highlighted in the association’s “The Power of Produce 2025” report, which it released March 7 at the Southeast Produce Council’s Southern Exposure conference in Orlando, Fla.

"Younger shoppers, particularly millennials and Gen Z, are driving significant shifts in the produce industry," said Rick Stein, FMI vice president of fresh foods, said in a news release. "Their preference for convenience, organic options and social media-driven discovery is reshaping how produce is marketed and sold. Retailers have a tremendous opportunity to engage this audience through cross-merchandising, variety and seamless integration of digital and in-store experiences. By embracing these trends, we can not only meet their expectations but also cultivate a new generation of lifelong produce consumers."

While price and quality remain key factors for produce — with 37% of consumers prioritizing price — shoppers continue to value appearance, ripeness and nutrition, the release said. Millennials and Gen Z also show strong preferences for convenient options, generating $14.6 billion overall in sales in 2024 for value-added produce, according to Circana.

Social media is inspiring meal preparation and produce trials, with 53% of consumers using meal ideas found on social media at least once a week, according to FMI. Produce e-commerce also experienced growth, with 31% of shoppers planning to order more fresh produce online next year.

Health and well-being continues to be important for produce shoppers, with 34% of consumers actively seeking nutritious options. FMI reported shoppers are hungry for education about produce, with nearly half of shoppers (46%) looking for more information about produce health benefits and 42% seeking tips on easy ways to incorporate fresh fruits and vegetables into their snacks.

Freshness also remains a top priority, influencing store choice for 58% of multi-store shoppers.

"This report underscores the evolving priorities of today’s produce shoppers, with health and convenience shaping their choices more than ever before," said Steve Markenson, FMI vice president of research and insights. "By understanding these trends, retailers and suppliers have a unique opportunity to not only meet consumer demand but also inspire healthier lifestyles and stronger connections to fresh produce. These insights highlight actionable strategies that can drive growth while emphasizing the importance of transparency, education and operational excellence."

Related link: Access FMI's "The Power of Produce 2025” report