The Southeast Produce Council (SEPC) unveiled its fifth annual What's New? 2025 consumer research during its educational session at Southern Innovations. The session featured an interactive format, with Anne-Marie Roerink of 210 Analytics presenting the findings in segments, followed by table discussions.
Millennials are poised to overtake Boomers as the dominant share of produce spending within two years. "This generational shift is about a different way of thinking about food and the enormous impact this will have on the fresh produce industry," said David Sherrod, president and CEO of the SEPC. "Millennials are health-focused, digitally inspired and convenience-driven. Many Millennials are raising families and juggling today's realities of tighter budgets, picky eaters, limited time and a desire for trendy, nutritious and sustainable options. They're looking to us for solutions that make fresh produce fit effortlessly into their daily routines."
© SEPCDavid Sherrod
Key findings include:
- Millennials are reshaping fresh produce consumption.
- Millennials drove 68 percent of new produce dollars at retail over the past year, with Gen Z adding rapid momentum. (source: Circana)
- Boomers still hold the largest share of dollars and units today, but Millennial spending will surpass them within two years as household sizes/incomes rise.
- Since 2021, fruit has outpaced vegetable sales growth, reflecting Millennials' taste preferences, family dynamics and focus on convenience.
A different approach to food.
- Many Millennials are foodies yet don't consider themselves great home chefs. This generation has a love for fast meals, classics with a twist and global fare. Social media trends can drive trial and variety.
- They are health-conscious and look for functional foods that sometimes lead them to shortcuts outside of the fresh produce department.
- Kids influence Millennial purchases, especially for fruit, while vegetable choices are sometimes modified/skipped to accommodate picky eaters.
Channels, formats and saving time and effort matter.
- Traditional grocery is losing share to channels Millennials shop far more, including supercenters, club stores and online.
- Value-added produce appeals to Millennials, though sales growth was modest as convenience dollars leak to deli-prepared, frozen and packaged options, such as smoothies, bars, powders and squeeze pouches.
- Digital platforms, along with tools like air fryers and blenders, are shaping purchase decisions.
Health, sustainability, and transparency are bound to become more important.
- 93 percent of shoppers want clear nutrition or functional benefit callouts, especially for Vitamin C, Vitamin D and protein.
- Millennials prioritize local, organic and sustainable produce and many are willing to pay more, but only when these benefits are clearly communicated.
- One-third of consumers will pay more for lower-impact packaging.
The online study among 1,550 consumers was conducted and presented by 210 Analytics. The study fielded in August, 2025. A complete copy of the findings can be requested by contacting Anna Burch at SEPC.
For more information:
Anna Burch
Southeast Produce Council
Tel: (478) 982-4411
[email protected]
www.seproducecouncil.com