Why Gen Z is willing to pay more for fresh produce

PALM DESERT, Calif. (KESQ) - Even as grocery prices continue to rise, many younger consumers are placing a higher priority on fresh fruits and vegetables, according to produce industry experts.

Gen Z shoppers are increasingly focused on what goes into their bodies, where their food comes from and how it is grown. Industry leaders say that shift in consumer behavior is helping drive demand for fresh produce despite higher costs at the grocery store.

Experts say Gen Z and millennials are more likely than previous generations to seek out organic products, unique produce offerings and foods that align with their health and wellness goals. They are also showing greater interest in learning about the journey food takes from farm to table.

According to produce industry leaders, younger consumers want more transparency about how their food is grown, who grows it and where it comes from. That growing interest is influencing buying habits and helping reshape grocery store offerings.

The trend comes as food prices remain elevated. According to the U.S. Bureau of Labor Statistics, fresh vegetable prices are up roughly 17 percent since 2020, while fresh fruit prices have increased about 13 percent during the same period.

Despite those increases, industry experts say fruits and vegetables remain one of the best values in the grocery store. They note that produce prices have generally risen less than other food categories, including meat.

Social media is also playing a significant role in influencing younger shoppers. Viral recipes and health-focused content on platforms such as TikTok and Instagram have introduced consumers to new fruits, vegetables and meal ideas, helping boost interest in fresh produce.

Industry leaders say social media has expanded consumer awareness and encouraged shoppers to experiment with new foods, contributing to increased demand for fresh fruits and vegetables.

Health experts continue to encourage Americans to eat more produce. According to the Centers for Disease Control and Prevention, only about 1 in 10 Americans consume the recommended daily amount of fruits and vegetables.

Industry leaders believe Gen Z's growing focus on health, nutrition and transparency is helping drive long-term changes in the food industry. They expect demand for fresh produce, organic options and healthier food choices to continue growing in the years ahead.

As younger consumers become a larger share of the marketplace, experts say their preferences are increasingly shaping what products are stocked on grocery store shelves and how food companies market their products.