Fresh Produce Proved The Big Winner In 2025 — And The Momentum Is Rolling Into 2026

Looking back over 2025, one message from the grocery aisles rings loud and clear: fresh fruit and vegetables took centre stage, while enthusiasm for ultra-processed meat-free substitutes cooled noticeably.

Data across the year showed shoppers consistently turning back to whole, natural produce as cost-of-living realities collided with growing health awareness. Fresh fruit emerged as one of the standout categories, outperforming many packaged alternatives as families sought food that felt not only nourishing, but better value and more trustworthy.

Warmer seasonal conditions, coupled with the renewed push towards healthier lifestyles, helped drive this shift. Meanwhile, several high-profile discussions around ultra-processed foods encouraged consumers to look again at what was actually in their baskets — and many landed firmly on “fresh first”.

Analysts now view 2025 as a pivotal turning point. Health and wellbeing were no longer just buzzwords at the checkout; they became decisive purchasing drivers. Even with tight household budgets, produce volumes held firm and, in many cases, grew — a clear sign that fruit and veg are now seen as essential rather than optional.

Global performance told the same story. Despite inflationary challenges, demand for fresh produce continued to climb, showing remarkable resilience. Consumers may have trimmed back on treats and added extras, but they were far less willing to compromise on the quality of their everyday fruit and vegetables.

Provenance also mattered more than ever. Last year saw continued appetite for locally sourced, seasonal and responsibly grown options. Sustainability moved from packaging slogans into practical purchasing behaviour — shoppers increasingly wanted reassurance about how food was grown and transported.

Vegetables remained a staple too, even when price volatility crept in. Scratch cooking, meal planning and batch-prep trends embedded themselves firmly into home life, helping keep fresh veg at the centre of weekly menus.

Meanwhile, plant-based “alternatives” experienced a reality check. The category is still present — and evolving — but 2025 revealed a more selective shopper. Rather than novelty, consumers prioritised authenticity, cleaner ingredient lists and foods that felt closer to nature than the laboratory.

For growers, importers, wholesalers and retailers, the lesson from last year is both encouraging and demanding. Fresh produce holds enormous opportunity — but expectations around taste, consistency, sustainability and transparency are only rising.

And as we step into 2026, the trajectory looks clear. If 2025 was the year shoppers rediscovered the power of real food, this year may well be when the sector doubles down — investing in innovation, supply resilience and communication that champions the true value of fruit and vegetables.

Ultimately, last year reminded us that, when belts tighten and priorities sharpen, fresh produce remains the cornerstone of the nation’s diet. The challenge now is making sure it stays accessible, inspiring — and right at the heart of every basket.