Analysis of Fresh Fruit and Vegetable Sales at Retail

"In January, the produce section ranked as the third-largest perimeter department, following meat and dairy. I was pleased to see strong growth in dollar, unit, and volume sales to kick off 2025, with impressive performances from berries, tomatoes, onions, and other produce powerhouses that rank in the top 10 month after month. While these staple commodities are key, I always keep an eye out for seasonal surges, as they can really shape the success of the year. This January, mangoes stood out with an 84% increase in dollar sales. Leveraging items sold during primary, secondary and micro seasons as well as seasonal items is key to setting new records in 2025."

January 2025

What's New

Consumer Optimism Dips; E-Grocery Soars

The University of Michigan's Consumer Sentiment Index for January 2025 showed a decline, dropping to 71.1 from 73.2 in December. This marks the first decrease in six months. Consumers indicated being concerned about the labor market and potentially higher prices due to tariffs on imports. The decrease in consumer sentiment was widespread, affecting consumers across different political affiliations, age groups and income levels.

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The January Circana primary shopper survey shows that the consumer price perceptions of grocery-type items remain unchanged, with 84% believing prices continued to rise and 96% worried about prices.
In response, 55% of consumers look for sales promotions frequently and 44% refrain from buying non-essential items. Consumers also continued to move dollars and trips to value-focused retailers over fullservice supermarkets. This has led to substantial dollar distribution shifts over the past few years.
Lower-income consumers are the most likely to be concerned and implement a host of changes to their food buying behaviors, including eating at restaurants less often.
According to Brick Meets Click/Mercatus, the U.S. online grocery market closed out 2024 on a high note. December was the fifth consecutive month of sales exceeding $9.5 billion, driven by strong growth in all fulfillment methods and aggressive promotions on memberships and subscriptions. Total eGrocery sales climbed 9% for the year, with the second half of the year driving the momentum.