United Fresh identifies key trends influencing fresh produce in 2025

United Fresh has released its first trend report for the year detailing some of the key trends set to take off in 2025.

The New Zealand fresh fruit and vegetable industry organisation highlighted five trends it believes will influence the market in the coming year. 

The first was the power of social media and the potential for consumers to drive innovation and demand through online platforms, noting the influence Generation Z and TikTok are already having. One example it the explosion of interest in cucumbers thanks to influencers like Logan Moffitt.

“The TikToker loves cucumbers and posts different recipes for the green vegetable almost every day, amassing a cool 6.9mn followers and 299mn likes on the platform along the way,” United Fresh said.

“Cucumbers with smoked salmon, cucumbers with soy and honey, cucumbers with egg salad. This ongoing visual inspiration has elevated cucumbers way beyond a humble salad ingredient. We expect this trend will rise over our New Zealand summer when cucumbers are in season.”

Food as medicine is another trend being embraced by the younger generation with younger consumers are now embracing fruit and vegetables to super charge their health and wellness, according to United Fresh.

“Curious Plot, a US-based marketing, communications and consulting agency, has published its second annual ‘Consumer Curiosity Report’ to identify upcoming food trends and fresh produce is set to play a major role. Both Millennials and Generation Z recorded particularly high rates of curiosity about foods with cognitive benefits, those that improve gut health and immunity-boosting foods,” United Fresh said.

“This health-curious mindset will see more people gravitating towards the fruit and vegetable aisle of their local supermarkets. Expect to hear more about the virtues of eating apples, citrus, tomato, avocado, berries, etc. among all age groups from now on.”

Following in the wellness trend is a move to home-grown and home-made food, as consumers balance cost of living with a desire for ‘clean’ food.

“Everyone’s wallets have been hit hard by inflation and the cost of living, coaxing more of us to ditch the restaurant meals and takeaways in favour of cooking satisfying meals at home. This move towards the simple life also extends to our food choices – the shorter the ingredient label is, the better,” said United Fresh.

“Society’s continued drive towards greater sustainability will see more of us eating organic, locally produced and ‘clean label’ products. Consumers are also becoming more aware of regenerative farming practices which enhance soil health and biodiversity. It’s fair to say our preference for natural ingredients and home cooking is here to stay.” 

With sustainability a focus of industry and consumers alike, the latest innovations in this space are set to capture interest and United Fresh said compostable packaging has a role to play.

“The next step towards sustainability is upon us and that’s compostable packaging. Plastic is long gone from our fresh produce aisles and edible packaging is now also gaining traction as it’s proven to help maintain food quality and extend shelf-life,” said United Fresh.

“Compostable wraps, recyclable punnets and produce sold with minimal packaging supports our growing eco-conscious consumer habits so expect to see more innovations in this space.”

Finally, United Fresh said consumers are prioritising healthier food choices and a shift away from processed foods, sugar and alcohol.

“This movement aligns with a broader trend toward holistic wellness, where individuals seek balanced lifestyles that promote mindfulness, self-care and self-improvement,” said United Fresh.

“A key aspect of this trend is adopting diets rich in fresh fruit and vegetables, which are integral to improving both physical health and mental wellbeing. Anti-inflammatory diets to prevent cognitive and physical decline, which rely heavily on fresh produce, are also here to stay as our population ages.”