The USA has experienced an upward trend in fresh produce consumption, with figures escalating from 47.9 billion pounds in 2018 to an estimated 52.5 billion pounds in 2023. Concurrently, imports have become more integral, now constituting around 20% of the total consumption, indicative of increased reliance on foreign sources to satisfy domestic needs.
Generation Z's consumer behaviors have notably impacted these trends. This demographic's inclination towards health and sustainability has heightened demand for fresh and organic fruits, thereby influencing a rise in fruit imports. Additionally, their preference for products from brands committed to sustainability and ethical sourcing is reshaping purchasing patterns within the fresh produce sector.
Analysis of yearly data highlights a consistent increase in both overall consumption and the proportion of imports, maintaining at 20% from 2021 through 2023. This trajectory, propelled by Generation Z's values, points to a continuing evolution in the fresh produce market, with imports playing a crucial role in meeting consumer demand.
Source: ISN Magazine