U.S. consumer spending on fresh produce shifts due to financial pressure

Financial pressures are altering how American consumers purchase fresh fruits and vegetables. According to the Southeast Produce Council (SEPC) 'What's New? 2026' consumer research, shoppers are becoming more deliberate with their spending due to rising costs.

Data from Circana, presented by Anne Marie Roerink of 210 Analytics, indicates that while total U.S. retail dollar sales rose 2% through July 26, 2026, unit sales remained largely flat. Within the produce sector, dollar sales increased by 1.2%, but unit sales saw a 0.5% decline. Fruit sales reached approximately $50.6 billion (up 1.8%), while vegetable sales reached $46.0 billion (up 1.3%), despite a slight decline in vegetable volume.

Consumer perception of value is divided. Only one-third of consumers view produce as a great value. While 36% consider it one of the best values in the grocery store, 49% feel it is expensive but worth the price. Notably, 15% of consumers perceive fresh produce as a luxury item, a sentiment that increases among those facing financial difficulties.