This mid-year United Fresh Trend Report has brought together five emerging movements with direct relevance to New Zealand's fresh produce sector, reflecting a consumer who is more informed, intentional, and engaged with fresh food than ever before.
Produced as part of United Fresh’s six-monthly trend tracking, this report has been designed to support growers, marketers, retailers, industry leaders, and consumers in anticipating change and positioning fresh produce at the heart of modern living.
Demand for Fresh Produce Rises with the GLP‑1 Generation
A convergence of health and nutrition forces has reshaped what ends up in the supermarket trolley, and fresh produce stands to be one of the biggest beneficiaries.
The rapid rise of GLP‑1 weight-loss medications, updated dietary guidance that emphasises protein and whole foods, and growing consumer use of ingredient-scanning apps have nudged shoppers toward higher-quality, nutrient-dense choices and away from ultra-processed alternatives.
Emerging evidence from the United States suggested that GLP‑1 medications have already changed grocery patterns in measurable ways, with households cutting spending on savoury snacks and discretionary categories.
Fresh fruit was one of only four categories to show any increase in spending, alongside yoghurt, nutrition bars, and meat snacks.
Updated dietary guidance reinforced this shift, raising recommended protein intake and endorsing whole foods, which support the case for fresh vegetables like broccoli, avocado, and peas as credible nutritional performers.
Ingredient-scanning apps further reward clean-label products, and fresh produce needs no label scrutiny.
While the research is drawn from the United States, where GLP‑1 uptake is significantly higher than in New Zealand, the direction has become clear, and the implications for fresh produce warrant close monitoring.
Protein & Fibre Synergy
Protein reigned as a top nutrition trend in 2025, and this year it has found its perfect companion: fibre. Consumers have sought this functional duo in wholesome, satisfying formats as they pursue gut-healthy, long-lasting energy.
The phenomenon of "fibermaxxing" has taken social media by storm, and the conversation has pivoted back to whole food, produce-led solutions rather than fortified products.
Fresh produce may not dominate a protein count the way meat or legumes do, but it contributes more than most consumers realise. Broccoli, peas, spinach, and silverbeet are among the most fibre-rich vegetables on the shelf, while avocados add healthy fats, making them genuinely satiating.
The real story is the combination: fibre slows digestion, protein supports satiety, and together they deliver the long-lasting energy consumers are actively seeking in 2026.
Digestive health has become one of the fastest-growing areas of consumer interest in 2026, as green kiwifruit receiving an authorised health claim from the European Commission gives retailers a credible, science-backed platform to promote it.
Mindful Sweets
Consumers have approached indulgence with greater health intention.
The “sweet, but make it mindful” movement, identified by Whole Foods Market as a key 2026 trend, reflected a shift toward sweetness that comes from real, recognisable sources: fruit, honey, maple and dates rather than refined sugars or artificial alternatives.
In New Zealand, winter brings its own cast of naturally sweet produce. Mandarins and navel oranges are at peak sweetness and abundance, making them ideal for fruit-forward baking, glazes, and simple desserts such as navel orange slices with dark chocolate, or mandarin dressed with fresh mint, ginger and chilli honey.
Tamarillos, at their peak in winter, also bring a distinctive sweet-tart depth, and, when paired with chocolate, have become indulgent combinations that let the fruit take centre stage.
Premium Fruit Performance
Globally, the fresh produce market’s growth has been driven by premium, health-positioned fruit. Based on NielsenIQ data, berries, avocados, kiwifruit, and grapes consistently yield the highest value growth across both mature and emerging retail markets.
In markets where overall food volume is flat, such as Great Britain and Italy, growth is driven entirely by consumers trading up to higher-value produce rather than buying more food overall.
For New Zealand, this is particularly good news because three of these four globally leading premium fruits, kiwifruit, avocados (which will be in good supply in spring), and berries (in abundance over summer), are Kiwi favourites.
At the moment, global consumer demand for these fruits is at its most robust. New Zealand growers are positioned to meet it with products that are fresh, high-quality, and backed by strong health credentials.
Produce-Led Meal Prep
With meat prices continuing to rise, New Zealand households have been looking to fresh vegetables as the satisfying, affordable anchor of their weekly meals.
Kūmara has become the ideal starting point as it is affordable, filling, versatile and deeply familiar, everything a family staple needs to be. At the same time, broccoli is an outstanding batch-cook vegetable, due to its high dietary fibre and nutrient content.
Carrots round out the trio as a richly versatile option well-suited to New Zealand's winter growing season. Their natural sweetness makes them a crowd-pleaser across all ages.
More trends and insights here
