Analysis of Fresh Fruit and Vegetable Sales at Retail

“A switch in holiday dates always wreaks havoc on shopping patterns and certainly our sales trendlines. The later timing of Thanksgiving did not undermine our positive momentum in the least. In fact, the holiday set new records for many commodities...”

Joe Watson, VP, Retail, Foodservice & Wholesale for IFPA

November 2024

What's New

Consumer Optimism Rises

Consumer sentiment improved notably from 70.5 points in October to 71.8 points in November 2024, according to the University of Michigan. This was driven by a robust increase in the Expectations component of the Index while the rating for Current Conditions fell. Inflation remained a concern but the Index suggests that consumers are becoming more optimistic.

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This optimism was reflected during post-Thanksgiving shopping. Adobe Analytics estimated the total spending of $40.6 billion for Thanksgiving Day through Cyber Monday, an increase of 7% over 2023. Online shoppers spent a record $10.8 billion, a 10% increase over 2023 and double the amount spent in 2017. More than half, 55%, of online sales came through mobile devices. Mastercard SpendingPulse reported a 3.4% increase year-over-year for instore purchases on Black Friday.
Holidays and special occasions remain a time when consumers splurge a bit more. Total food and beverages in Circana’s MULO+ outlets increased 12.4% the week of Thanksgiving and 3.7% for the month of November, with aboveaverage increases for the meat and produce departments.
Various retailers, CPG companies and research companies released their 2025 trend predictions. Areas of commonality include:
- An all-day focus on protein and the rise of functional ingredients.
- Global cuisine and flavor experiences from pickled and miso to ultra sour and spicy.
- Continued intentional spending weighing money-well-spent versus money-well-saved.