New consumer research presented at the Southeast Produce Council's Southern Innovations event shows that financially stretched shoppers are fundamentally changing how they engage with the produce department. Total U.S. retail produce dollar sales were up 1.2% year-to-date through late July 2026, but unit sales declined 0.5%, reflecting a market where consumers are paying more while buying less. Fruit reached $50.6 billion in sales while vegetables generated $46.0 billion, with modest dollar growth masking volume softness across much of the category.
Only about 36% of consumers describe produce as one of the best values in the grocery store. Another 49% say it feels expensive but worth it, and 15% describe fresh produce as feeling like a luxury — a share that rises significantly among financially struggling shoppers. Among those under budget pressure, the most common response is buying smaller quantities (46%), followed by choosing cheaper varieties (39%), switching to frozen (32%), or only buying on sale (29%).
For buyers and category managers, the data underscores a critical dynamic: produce is still considered important by most shoppers, but the category is losing volume as consumers stretch their dollars. Retailers that can credibly demonstrate value — through pricing, promotions, or convenience — may have the best chance of defending volume as economic pressure persists through the rest of 2026.