ORLANDO, FLA. — Kicking off the Southeast Produce Council (SEPC)’s 2025 Southern Exposure March 7, FMI – The Food Industry Association presented its annual Power of Produce report.

The main theme was social media and e-commerce boosting consumption. According to the report, 94% of produce shoppers actively use social media platforms, and 36% discover new fruits and vegetables through those channels.

"Younger shoppers, particularly Millennials and Gen Z, are driving significant shifts in the produce industry," said Rick Stein, vice president of fresh foods for FMI. "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."

Top 2025 Power of Produce insights

  • While 37% of consumers prioritize price, consumers also care about appearance, ripeness, and nutrition.
  • Millennials and Gen Z prefer convenience, generating $14.6 billion in value-added sales in 2024.
  • Meal preparation is trending on social media, with 53% of consumers using meal ideas from social media at least once a week.
  • E-commerce grows as 31% of shoppers plan to order more fresh produce online next year.
  • Health and wellness remain top trends as 34% of consumers actively seek nutritious options.
  • Companies have opportunities for education as 46% of shoppers seek more information about produce health benefits, and 42% want to learn easy ways to incorporate fresh produce into their snacks.
  • Freshness influences 58% of multi-store shopper choices.

"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, vice president of research & insights at FMI. "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."

Download the digital The Power of Produce 2025 report here.