In the dynamic landscape of New Zealand's fresh produce industry, several emerging trends are set to shape the market in 2025. United Fresh, representing the nation's fruit and vegetable sector, has outlined key movements that growers, retailers, and consumers should anticipate.
The influence of social media platforms like TikTok has notably affected consumer preferences, with cucumbers experiencing a surge in popularity as a versatile ingredient. Influencers such as Logan Moffitt have showcased the vegetable in various recipes, attracting millions of followers and likes. This trend is expected to gain momentum during the New Zealand summer, potentially extending to other fresh produce.
Additionally, there's a growing emphasis on the health benefits of fresh produce. According to Curious Plot's second annual 'Consumer Curiosity Report', Millennials and Generation Z show a keen interest in foods that support cognitive function, gut health, and immunity. This shift towards nutritional wellness is likely to increase demand for fruits and vegetables across all demographics.
Environmental sustainability continues to be a priority, with the industry moving away from plastic towards compostable packaging solutions. This transition supports the eco-conscious preferences of consumers, who are increasingly opting for products with minimal packaging, recyclable materials, and extended shelf-life through innovative packaging technologies.
The trend towards home-grown and homemade food is another significant development. Economic pressures have prompted a shift towards cooking at home, utilizing organic and locally sourced ingredients. This trend is accompanied by a growing awareness of regenerative farming practices, highlighting a preference for natural ingredients and sustainability.
Lastly, a holistic approach to wellness has encouraged a dietary shift away from processed foods towards fresh produce. This movement supports balanced lifestyles focused on mindfulness, self-care, and physical health, with a particular emphasis on anti-inflammatory diets rich in fruits and vegetables.
As these trends unfold, the New Zealand fresh produce industry is poised to adapt, meeting the evolving preferences and values of consumers in 2025.
Source: United Fresh