While 2025 New Year's healthy resolutions could be starting to wane at this point, the good news is that consumers generally seem to continue to be interested in health and wellness and it's a movement produce is benefitting from. "It's all about making wellness accessible year-round," says Alex Jackson, vice president of sales and marketing for Frieda's. "Shoppers are more focused on eating fresh, functional foods because they're available, affordable, and easy to incorporate into everyday life. Whether it's the convenience of quick, nutritious options or the price-friendly nature of produce-packed meals, consumers are finding it easier than ever to make healthy choices."
Here, she weighs in on some key health trends that are top of mind for consumers and what that means for produce growers and shippers.
Protein is primary: Protein has stepped into the spotlight as a key trend capturing the attention of consumers. "People are embracing its benefits, like building fat-burning muscle and keeping you full, especially when paired with a balanced diet and regular movement," says Jackson. "The rise of GLP-1 medications has only amplified this focus as consumers work to meet protein goals to support weight loss and overall health." 
Buddha's hand.
So what does this mean for produce, which generally isn't the preferred source of protein (if any)? "This is the perfect opportunity to highlight the dynamic duo of protein and produce. Fresh produce takes center stage in fueling health-focused lifestyles, showing that eating well is as satisfying as it is delicious," says Jackson.
Framing food as medicine: Food as medicine is catching on with shoppers prioritizing prevention and longevity over quick fixes and it's largely a movement driven by Gen Z and Millennials. "Gen X is also rediscovering produce as they navigate life changes like menopause and health diagnoses," says Jackson.
Stokes Purple sweet potatoes
This is where produce shines with both functional foods and hydration-focused options capturing attention. (Jackson is seeing items such as its Tikis® Drinking Coconuts, Alohas™ Coconuts, and Hulas® coconuts gaining popularity as natural, hydration options for example.) "Whether it's juicing displays or wellness-focused campaigns, the time is ripe to connect with health-conscious shoppers. As consumers embrace aging well and feeling their best, fresh fruits and veggies continue leading the way," she says.
…starting with immunity-boosting diets: These are top of mind as part of the food as medicine trend. "People are seeking fresh, functional foods rich in vitamins and nutrients, like vitamin D, zinc, and antioxidants, while also cutting back on added sugars," says Jackson, pointing to items in Freida's catalog that fit this bill such as its Mighty Gold® Organic Turmeric, ginger root–both items known for immune-supporting properties–as well as specialty citrus such as Buddha's Hand or Popjoys® kumquats. "Our Stokes Purple® sweet potatoes, with their vibrant color and nutrient-dense profile, offer another way to boost health while enjoying something delicious," she says. "Since 68 percent of shoppers are looking to bolster their immunity through fruit and vegetable variety**, the produce department is perfectly positioned to meet these demands."
Tikis® Drinking Coconuts
Teaching consumers more about produce: These are all items consumers are becoming more familiar with thanks to a myriad of initiatives to educate consumers about them. (Though education does best when focusing on the health benefits of an item and how to prepare it or show a variety of uses.)
"Education plays a significant role here—through our packaging, recipes, and digital content, we aim to make these products more approachable and inspire creativity in the kitchen," says Jackson, adding that Frieda's collaborates with food influencers who create social media content featuring its products. It also makes television appearances where it shares recipe demos and highlights the health benefits of produce items.
These education initiatives also extend to in-store. "We work closely with retailers to include health-forward messaging on in-store signage and packaging and educate our audiences with blog posts and videos reinforcing the message that food is medicine," says Jackson.
**Source: C&R 1,000 Person Study, November 2020.
For more information:
Alex Jackson
Frieda's
https://www.friedas.com/