Produce Shoppers Experience Wanderlust

Why It Matters

The shift reshapes profit opportunities across retail formats, forcing traditional grocers to innovate while rewarding big‑box and digital players that can deliver convenience and experiential value. Understanding these dynamics is critical for supply‑chain planning and merchandising strategy.

Key Takeaways

• Produce share in mass‑merchandise stores grew to 24.8% by 2025.
• Grocery produce share fell to 43.9% in 2025.
• Online produce purchases rose to 4.5% of category sales.
• Shoppers use 2‑3 retail channels monthly for fresh produce.
• Experiential displays boost sales and customer engagement.

Pulse Analysis

The 2026 Power of Produce report from FMI shows a clear reallocation of fresh‑produce dollars away from traditional grocery aisles toward mass‑merchandise supercenters, club stores and e‑commerce. Grocery‑channel share dropped from 50 % in 2021 to 43.9 % in 2025, while mass‑merchandise stores climbed to 24.8 % and online sales doubled to 4.5 % of the category. This redistribution reflects consumers’ willingness to chase lower prices, broader assortments and the convenience of one‑stop shopping.

Shoppers now frequent two to three retail outlets each month for fruits and vegetables, with 73 % still buying at supermarkets but 65 % turning to big‑box retailers and 51 % ordering online. The data also highlights a growing appetite for specialty items such as fresh herbs, microgreens and ethnic varieties, driven by a more diverse consumer base. Retailers that place eye‑catching, “shoppable” displays in high‑traffic zones and provide hands‑on education can convert this exploratory behavior into higher basket values.

Balancing the labor cost of knowledgeable produce staff against thin gross margins remains a top challenge. Automation, data‑driven assortment planning and cross‑training can help contain expenses while preserving the experiential edge that drives loyalty. As online penetration continues upward, omnichannel fulfillment—click‑and‑collect, curbside and rapid delivery—will become essential for maintaining market share. Companies that integrate these tactics are poised to capture the shifting spend and sustain growth in a fragmented produce landscape.