From global consumer trends to local impact depicted in Anaheim

The top global and US consumer trends influencing produce, from sustainability and product attributes to value and affordability, were discussed during the morning sessions of the Global Produce and Floral Show (GPFS) 2025 in Anaheim last week. Market experts Rachel and Jonna revealed how these themes play out in the U.S. retail market and uncover strategies to stay ahead in a rapidly evolving marketplace.

Global Consumer tracker

IFPA performs annually a global intelligence consumer tracking study based on the survey of 754 domestic consumers in various countries, from “Gen Z” profiles to “Baby Boomers”: United States, Australia, Brazil, China, Germany, South Korea and UK. Those markets represent 40% of the global produce imports and an annual import value of about US$80 billion.  The objective is to understand and trend consumer behavior and motivations when purchasing fresh fruit and vegetables.

Local produce became trend #1

Trend one is local produce and average of +60% consumers in the markets that were surveyed. The share varies from 77% of the consumers in China, 67% in South Korea to 56% in Germany and 54% in the US. “Both in Asia and North America a majority of consumers are ready to pay more for local produce, in a context when import continues growing, +8% alone in the US this year” commented Rachel. Still there is a sharp contrast across categories: sustainability is a relevant factor for 54 to 81% of the consumers of fruit and vegetables depending on the country, against 25 to 44% for fresh floral.  

Price stress versus acceptance for premium

Surveys reveal the stress level about prices is inversely proportional to the acceptance for premium produce. 53% of Australian consumers and 51% of South Korean consumers are stressed about prices, thus having lower premium acceptance, versus Germany and China with respectively 33% and 28%. “In general consumers may be stressed about prices, but still pay for perceived value” said Rachel. “We also see a generational paradox where younger consumers are more price-stressed globally but still drive premium trends”.

The great packaging divide and organic success.

In China 48% of the surveyed consumers see packaging’s role in safety and 59% of them are willing to pay more for them. In Germany only 28% of consumers believe packaged products are safer, only 26% of them are ready to pay more for packaging.

As a contrast organic purchase likelihood remains high across continents: Chinese lead with 86% of willingness, Germany 79%, South Korea 78%, Australia 74% and the US 70%. Gen Z and Millenials lead the trend in all the countries.

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