As we look ahead to 2026, fresh produce is no longer defined solely by what is grown, sold, or consumed but by how it fits into people’s lives, values and identities.
Global food trends point to a year where fruit and vegetables sit at the centre of creativity, technology, affordability and emotional connection, shaped by ongoing cost pressures, rapid digital adoption, and a renewed focus on wellbeing at home.
This 2026 Fresh Produce Trend Report brings together emerging global insights and translates them for New Zealand, highlighting where international movements are already taking root locally and where new opportunities are beginning to emerge.
From kitchens doubling as spaces of expression and joy, to AI reshaping how people plan meals, to a growing appetite for produce-led storytelling and experience, these trends reflect a shift in how consumers see fresh food: not as a commodity, but as culture.
Produced as part of United Fresh’s six-monthly trend tracking, this report is designed to support growers, marketers, retailers, industry leaders and consumers to anticipate change, connect more meaningfully with food choices, and position fresh produce at the heart of modern living in 2026 and beyond.
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Kitchen Dopamine Design: Fresh Produce as Everyday Décor
As the cost of living continues to squeeze household budgets, prompting many families to cook at home more often, fresh fruit and vegetables naturally bring the “Kitchen Couture” trend to life. Their colours, textures, and seasonal variety make them ideal for display on counters and in bowls, turning kitchens into vibrant, emotionally uplifting spaces.
The wider “dopamine décor” movement encourages consumers to keep beautiful items visible. Produce fits seamlessly into this aesthetic shift: it offers visual joy as well as nourishment, making it both practical and expressive at a time when home-based cooking is on the rise.
Discretion is advised, as New Zealand’s warmer months can quickly affect freshness. Some fruit and vegetables are best kept in the fridge to maintain their colour, texture, and flavour.
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Women Leading in Horticulture: Visibility Growing Across the Sector
With global commentary increasingly celebrating the role of women in farming, horticulture, technology, and sustainability, New Zealand’s fresh produce sector is well placed to highlight the women growers, innovators, and leaders who shape our industry.
Consumers want transparency and increasingly connect with food through the people and values behind it. Showcasing diverse women in horticulture, from science to sustainability to commercial leadership, strengthens trust, increases connection, and reflects the sector’s commitment to representation.
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AI Making It Easier to Eat 5+ A Day
As digital tools and AI become part of everyday life, fresh fruit and vegetables are emerging as a frequently recommended “hero ingredients” in personalised meal planning.
From apps that scan fridges and generate recipe ideas, to platforms that track nutrition and automate shopping lists, AI supports simple, healthy cooking, making it easier for households to include 5+ A Day. Younger consumers are especially enthusiastic about these tools, positioning produce at the centre of digitally guided healthy eating habits.
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Budget Bougie: Fresh Produce at the Heart of Creative Value Eating
The “budget bougie” movement, led strongly by Gen Z, reframes thriftiness as a form of creativity and self-expression. Fresh produce fits perfectly into this trend, offering affordability, nutrition, and high visual appeal.
From colourful, affordable meals to produce-led luxury hacks, consumers are celebrating cleverness over cost. Fresh fruit and vegetables offer versatility and aesthetic value, making them the go-to ingredients for meals that feel indulgent without breaking the bank.
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Experiential & Sensory Dining: Produce as Story, Culture and Memory
Dining is increasingly about immersion, flavour, atmosphere, identity, culture, and the story behind ingredients. Fresh produce plays a central role in this shift, carrying seasonality, provenance, and emotional resonance.
A strong New Zealand example is the Bay of Plenty business Kitchen Takeover, whose multi-course pop-up experiences weave together produce, storytelling, childhood memories, and fine-dining artistry. Their collaboration with Kārena and Kasey Bird in Maumahara showed how ingredients can evoke whakapapa, places, and personal histories, something diners are increasingly seeking.
More insights here
