Fresh Produce Remains On Shopping Lists Despite Tighter Budgets

UK consumers are protecting their purchases of fresh fruits and vegetables amid widespread pressure on household finances, according to a new report, as freshness, quality, and health remain top priority.

Although UK households are cutting back on their overall grocery purchases, fresh produce appears to be one of the categories most protected from the squeeze, finds new research from the International Fresh Produce Association (IFPA).

Its 2026 survey of 751 UK consumers found that 35% are buying fewer grocery items because of budget constraints. 

Yet when asked what they would be most willing to cut if grocery prices rose, just 6-11% selected fresh fruit, fresh vegetables, or fresh-cut produce.

That compares with 43% who would cut fresh flowers, 29% who would reduce spending on snacks, and 23% who would sacrifice frozen meals.

IFPA’s findings suggest that UK consumers continue to regard fresh produce as an essential part of the weekly shop, even as rising costs force them to reassess other purchases. 

“Fresh produce operates as a non-negotiable household staple, not a luxury,” the organisation explained. 

“While consumers are price-sensitive, they are protecting their produce purchases. Retailers and marketers should emphasise the essential nutritional value of fresh items rather than engaging in a race to the bottom with deep discounts.”

Quality Beats Promotions

Indeed, while value remains a major consideration, IFPA’s research indicates that retailers cannot rely on discounts alone to win produce shoppers.

Produce freshness and quality were joint top factors influencing grocery store choice, with 81% of consumers surveyed rating each as extremely or very influential.

Value for money followed at 79%, while 70% said the availability of a wide selection of produce influenced their choice of store.

Special offers, discounts, and promotions, meanwhile, scored 66%.

IFPA’s figures suggest that UK consumers are shopping for fresh produce based on quality first; making it the ultimate deciding factor in choosing one supermarket over another.

“UK shoppers are prioritising produce quality and freshness at even higher levels than in 2024, making the in-store produce experience a critical driver of retail choice,” IFPA pointed out.

For the supply chain, that creates a clear commercial imperative: maintaining product quality and shelf appeal remains critical, even when consumers have tighter budgets.

Health Remains A Strong Purchase Driver

The emphasis on freshness and quality is closely linked to consumers’ broader attitudes towards food.

Some 76% of respondents to the IFPA survey agreed that health is one of the most important factors in determining which foods they eat.

Sustainability also remains relevant, with 69% saying they are willing to make lifestyle changes to benefit the environment.

Together, the findings indicate that the financial pressures facing consumers have not displaced their interest in health or environmental issues.

This represents an opportunity to reinforce the fresh produce category’s role in healthy everyday eating, while demonstrating that fruits and vegetables can deliver value as well as nutritional benefits.

“Merchandising must lead with health, freshness, and visual quality,” recommended IFPA. 

The opportunity for retailers therefore is to make those attributes visible; from merchandising and presentation through to communication around nutrition, provenance, and value.

Anxiety Provides The Wider Context

IFPA’s research also reveals a UK consumer base facing considerable uncertainty.

Overall favourability towards the produce industry has fallen from 70% in 2024 to 59% in 2026.

That decline comes alongside significant concern about household finances, health, and family safety. 

Some 61% of consumers reported being very or extremely concerned about the overall safety of their family, while 59% expressed similar concern about mental or physical health.

Paying the bills was a major concern for 57%. Meanwhile, 27% described themselves as anxious and 26% as stressed.

Against that backdrop, IFPA said the fall in industry favourability should be viewed within a broader climate of uncertainty among consumers who are “highly stressed” and “financially squeezed”. 

The challenge for the produce sector is therefore not simply to compete on price, but to continue demonstrating why fresh produce deserves its place in the basket. 

“To rebuild unquestioned favourability, the produce industry must proactively position itself as an empathetic ally – offering transparent value, clear health benefits, and uncompromised safety to a demographic that is currently feeling overwhelmed,” IFPA said. 

The challenge for the industry will be converting that underlying consumer commitment into continued sales by ensuring that the category delivers on the attributes that UK shoppers value most: freshness, quality, health, and value.