Produce has maintained stable growth in an unstable economic environment—as consumer sentiment and confidence decline, consumers continue to eat at home more.
- YTD, produce dollars are growing 2.9%, while volume sales are trending up 2.7% vs prior year (PY)
- Fruit continues impressive growth at 7% vs PY as vegetables remain down compared to the prior year
- It’s important to note that price per pound remains flat to prior year within total produce
Regional performance YTD (20 weeks)1
There has been balanced growth in dollar sales and pounds across all regions thru 20 weeks. The South Central, Plains, and Great Lakes continue to hold the top 3 spots for growth.
Top 10 fruits & vegetables YTD1
Commodity spotlight: Corn
Fresh corn consistently performs well in the market during the summer grilling season due to its high consumer demand and versatility. Produce managers favor it for its reliable sales, appealing displays, and cross-merchandising opportunities with other grilling essentials. Seasonal promotions and creative merchandising further boost its popularity, making fresh corn a staple for summer barbecues and outdoor gatherings.
Try our delicious Garden-Fresh Corn Salad recipe for your summer celebrations.
To remain competitive and build lasting customer loyalty, it’s essential for retailers to align closely with the priorities consumers value most.
Ranking high in these areas not only enhances customer satisfaction but also strengthens brand trust and differentiation in a crowded market. By meeting these expectations, retailers can drive repeat visits, increase basket size, and foster deeper engagement across both physical and digital channels.
Product quality: Shoppers expect fresh produce to be visibly fresh, ripe, and free from damage or spoilage.
Price & value: Competitive prices matter, but shoppers also want good quality for what they pay.
Product variety & availability: People expect a wide selection of products that are consistently in stock.
In-store experience: Shoppers want clean stores, easy-to-navigate layouts, and helpful staff.
Store/private label brands: Many are choosing store brands for their mix of quality and affordability.
Loyalty rewards: Customers appreciate rewards programs that offer real savings or perks.
Online presence/apps: While not the top priority, a good app or website adds convenience and flexibility for shoppers.
About the North Competitive Environment survey
In February 2025, Robinson Fresh partnered with a third-party research firm to survey 1,000 consumers from the North Great Lakes region (Ohio, Illinois, Michigan, Indiana, Wisconsin, and Iowa). Participants had to have purchased fresh produce in the past two months. The goal was to better understand their shopping habits and priorities.
Boosting sales this Fourth of July
The Fourth of July is more than just fireworks and parades—it's one of the biggest food holidays of the year.
With backyard barbecues, picnics, and family gatherings on the agenda, shoppers are looking for vibrant, fresh, and festive ingredients to complete their holiday menus.
Top tips to spark sales in the produce section:
Create red, white & blue displays
Use strawberries, blueberries, and white-fleshed fruits like pears or jicama to build eye-catching patriotic displays. Add festive signage and flags to draw attention.
Bundle for BBQ success
Offer pre-packed grilling kits with corn, bell peppers, mushrooms, onions, and zucchini. Cross-merchandise with marinades or skewers for added convenience.
Promote picnic-perfect produce
Highlight easy-to-eat fruits like watermelon slices, cherries, grapes, and pre-cut melon. These are ideal for on-the-go snacking and outdoor gatherings.
Inspire with recipes & demos
Share simple, festive recipes like fruit kabobs, patriotic parfaits, or grilled veggie platters. In-store tastings or QR codes linking to recipe videos can drive engagement.
- Circana Integrated Fresh: Total US, MULO, Calendar Year 2025 Ending 05/18/2025
- Circana Syndicated POS: Total US MULO, Calendar Year 2024 Ending 05/18/2025
- Robinson Fresh Primary Research: North Competitive Environment Survey, February 2025
- Numerator 2025 Holiday Preview 4/9/2025 (n=1012 Independence Celebrators)
- Circana Integrated Fresh Scan : Total US MULO+, A week prior and week of 4th of July 2024, *LBs >= 10,000,000