Shoppers aren’t walking away from fresh produce, but they are becoming more selective: adjusting quantities, comparing stores and chasing promotions.

Circana data presented by 210 Analytics show that through late July 2026, U.S. produce sales rose 1.2% in value but fell 0.5% in units. Only 36% of consumers see fresh produce as one of the best values in the grocery store, while 15% describe it as feeling like a luxury. Under financial pressure, the most common responses are buying smaller quantities (46%), choosing cheaper varieties (39%) or switching from fresh to frozen (32%).

For exporters, the key signal is what justifies paying more: freshness leads at 49%, followed by in-season produce (37%) and local sourcing (36%). Channels are shifting too — traditional grocery fell from 51% of produce dollars in 2019 to 44.7% in 2026, while mass and club formats gained ground. The takeaway is not that consumers are buying less, but that quality and value must be visible.