Organics and snacking consumption still on growth in the US

According to latest US consumer survey by Circana LLC, 95% of all household are concerned about food cost inflation in 2025, and 40% are curring back on non-essentials. Food inflation is as low as 2% this year but but for the first time since September shopping value started to curb down” said Jonna Parker during the morning sessions of the Global Produce and Floral Show 2025 last October 17th in Anaheim. 68% of surveyed consumers say they are making changes to their shopping plans due to concerns on a recession. The sales for organics is still growing by 6% in value and 5% in volume in 2025. They represent 8% of the volume and 12,3% of the value of the retail sales of fruit and vegetables in the US.

Where shoppers go for fresh

Circana research revealed on which channels retail growth was focused, either on premium, on variety or price, not all things, all at once. Traditional supermarkets still represent 43,1% of the fresh sales and contributed to 15% of the market growth. Food Natural channel like organic stores make 2,6% of market share with fresh produce and 5% of growth share. The Food value channel or discount supermarkets like Aldi, Lidl make 7,8% of the produce sales and 7% of the growth; Mass hypermarkets like Walmart have 16,7% market share with fresh produce and make 13% of growth share; Club stores like Costco, BG have 13% market share and 26% growth share. “Club stores really understand their consumers, they change reactively their produce assortment according to the purchase reaction” said Jonna.

A market of 50 million tons and 93 billion US$

Jonna revealed that 49% of the purchasing value for fresh food is actually coming from higher income shoppers, and they drive 5,8% of the sales growth, 17% of the retail sales come from low-income shoppers, 34% from middle income shoppers. Total retail sales for fresh produce in the US reached 92,9 billion US$ in 2024 and 50,3 billion tons by volume. It is expected to reach, 98,1 US$ or 51,3 million tons in 2027. The drivers of produce purchases are different by generation: GenZ, Millennials, Gen X and Boomers have different motivations, from deals to nutritional value. Innovative snacks like deep-freeze candy still have a chance for growth.

Mangoes and kiwis the fresh champions 2025

Circana presented the sales performance by value and volume of the Top15 fruit and vegetables categories over the last 12 months, until July 2025. Mangoes are the fresh champions with 37,6% in creased value, they reached US$ 198,5 million US$ of retail sales. Kiwi come second with 32,9% growth and 175,7 million US$. Berries come third with a sales growth of 7,9% and first by sales value of 1,1 billion US$. Sweet potatoes and fresh cucumbers are the first two vegetables in the ranking with 5,6% and 4,7% value growth respectively. For more information about US retail shopping trends and sales opportunities you can write here.