Produce demand weakened considerably in Q2
Produce demand weakened considerably in Q2, as higher retail prices and economic uncertainty reduced shopper trips and pressured volume at the register. While total Edible is also experiencing demand pressure, the slowdown is not as severe as what we are seeing in Produce.
Produce: Halfway through the year, produce dollars are up +1.8%, volume is flat (0.0%) vs a year ago.
Fruit: Fruit is up +1.0% in sales, and flat (0.0%) in volume.
Vegetables: Up +2.7% in sales, and +0.1% in volume.
Channel shifting
Consumers are becoming more selective with spending, consolidating shopping trips and increasing their use of online channels as they adapt to ongoing economic pressures.
Despite this shift, produce remains a destination category, generating 2.8 billion annual shopping trips, with shoppers averaging 22 produce trips per year and spending nearly $10 per visit.
A significant retail‑grocery trend in 2026 is the rise of mission‑based, value‑driven shopping, where consumers split trips across formats and make far more deliberate choices about price, pack size, and purpose. This shift is showing up across every major industry dataset and is reshaping how retailers compete.
- Shoppers are making more frequent, smaller trips, prioritizing value and essentials.
- Private brands are gaining share as shoppers look for strong price perception.
- Trips are increasingly mission‑based (fill‑ins, fresh runs, stock‑ups).
- Digital engagement is now embedded in the grocery journey.
- Retailers are leaning into fresh, value clarity, and frictionless experiences to compete.
Why this trends matters:
Mission‑based, value‑driven shopping is reshaping competition. As shoppers split needs across trip types, loyalty fragments — retailers win by delivering clarity, strong value signals, and reliable fresh quality that help shoppers feel in control of their spend.
Digital influence amplifies this shift. Shoppers often decide before entering the store which mission they’re on and which retailer fits it, so seamless digital‑to‑store execution is essential. Retailers that simplify decisions strengthen retention, while those relying on outdated loyalty assumptions fall behind.
Sources
- Circana Integrated Fresh Scan Total US MULO+, 13 Weeks Ending 07.12.2026
- Circana Integrated Fresh Scan Total US MULO+, Building Calendar Year Ending 07.12.2026
- Circana Integrated Fresh Scan Total US MULO+, 2025 - 13 Weeks Ending 07.12.2026
- Circana Integrated Fresh Scan Total US MULO+ & US Regions Mulo+, Building Calendar Year Ending 07.12.2026
- Circana Integrated Fresh Panel Total US MULO+, Building Calendar Year Ending 07.12.2026, NBD Adjustment
- Circana Integrated Fresh Scan Total US MULO+, Building Calendar Year Ending 07.12.2026
- Circana Integrated Fresh Scan Total US MULO+, Building Calendar Year Ending 07.12.2026
- Circana Integrated Fresh Scan Total US MULO+, 2025 - 13 Weeks Ending 03.30.2026
- Circana Integrated Fresh Scan Total US MULO+, Building Calendar Year Ending 07.12.2026
- Circana Integrated Fresh Scan Total US MULO+, 2023 – Last 52 Weeks Ending 07.12.2026
- Circana Integrated Fresh Panel Total US MULO+, Building Calendar Year Ending 07.12.2026, NBD Adjustment
- Circana Integrated Fresh Scan Total US MULO+, Building Calendar Year Ending 07.12.2026