Adapting to Consumer Preferences: How Trends Shape the Produce Industry!

Have you ever walked into supermarkets and wondered why Strawberries are front and centre one week, but not the week after? Or why some weeks, Butternut Squash and healthy root vegetables are proudly displayed as the hottest new trend but the week after you have to hunt them down at the back of the aisle in a dusty corner. Well, the answer is simple, wholesalers, supermarkets and pretty much everyone selling any form of food will follow market trends! Here's what we mean by that...

The world of fruit & vegetables is ever-evolving, driven by changing consumer preferences and dietary trends. As people become more health-conscious and adventurous with their food choices, the produce industry adapts to meet these demands, offering an exciting array of options that cater to diverse tastes and nutritional needs. One of the most significant trends influencing the produce industry at the moment is the rise of plant-based diets. With more people embracing vegetarian, vegan, and flexitarian lifestyles, the demand for variety of fruits and vegetables has skyrocketed. This shift has led to an increased focus on nutrient-dense options like kale, spinach, and sweet potatoes, as well as the introduction of exotic items such as jackfruit and dragon fruit (THE BEST), which can serve as plant-based meat alternatives or add a unique twist on traditional dishes.

Another key trend is the growing interest in organic produce. Many are seeking out organic options that are free from synthetic pesticides and fertilisers. This preference for organic has prompted farmers and wholesalers to expand their organic offerings, ensuring that everything from apples to courgettes is available in an organic variety. Not only this but seasonality is playing a bigger role in consumer choices. People are increasingly drawn to seasonal produce, not only for its superior taste but also for environmental benefits. Seasonal eating reduces the carbon footprint associated with transporting out-of-season produce and also, supports local farmers. We've all heard the story about how transporting Avocadoes out of season uses an absurd amount of plane transportation, if you haven't heard it, it's worth a read! Not only that but seasonal produce is obviously cheaper during peak times, which is a massive selling point for many people, especially during a cost of living crisis.

Technology is playing a big role in helping the produce industry adapt to these changing preferences. Innovations like vertical farming, hydroponics, and precision farming are making it possible to grow fresh produce year-round, even in areas where it might not have been possible before. These technologies help ensure a steady supply of popular fruits and vegetables, no matter the season.

Finally, social media has become a powerful tool in shaping consumer preferences. Trends spread quickly online, and what’s popular on Instagram or TikTok can have a big impact on what people buy at the store. Whether it’s smoothie bowls, avocado toast, or cauliflower pizza crust, viral food trends can quickly boost the demand for certain produce items, and retailers need to be ready to keep up.

So in other words, what we eat and drink in theory, is heavily influenced by what we see and hear others do.

Georgina Williams - Marketing Assistant