Fresh Produce Trends to Watch in 2025
As we enter 2025, fresh produce is more accessible than it has been for several seasons. United Fresh, the pan-produce industry organisation representing Aotearoa’s fresh fruit and vegetable sector, has identified key trends shaping the year ahead.
The Rise of “Food as Medicine”
The concept of using food for health is gaining traction among Millennials and Gen Z. Cognitive-boosting foods, immunitysupporting fruits, and gut-health superstars like apples, citrus, avocados, and berries are becoming dietary staples. This focus on wellness signals growth opportunities for the fresh produce sector.
Compostable Packaging Takes Centre Stage
With single-use plastics largely phased out, compostable and recyclable packaging innovations are taking over. Edible wraps, compostable trays, and minimal packaging designs support eco-conscious habits while maintaining food quality. Expect to see even more progress in sustainable packaging this year.
The Home-Grown and Home-Made Revolution
Rising living costs have pushed households to embrace home cooking over dining out. Consumers are gravitating towards locally produced products, with increasing interest in sustainable farming practices. This shift reflects a commitment to sustainability and simplicity.
Cucumber Craze Sweeps Social Media
TikTok has propelled cucumbers into the spotlight, thanks to influencers, who have showcased creative recipes to millions of followers. From pairing cucumbers with smoked salmon to filling them with egg salad, the trend is expected to peak during New Zealand’s cucumber season.
Healthier Lifestyles, Healthier Choices
Holistic wellness is reshaping consumer habits, driving a shift away from processed foods, sugar, and alcohol. Antiinflammatory diets, which rely heavily on fresh produce, are becoming mainstream as Kiwis prioritise balanced lifestyles that enhance both physical and mental health.
For growers and retailers, these trends present opportunities to align the demands of health-conscious, sustainability-focused consumers. Whether through innovative packaging, locally grown produce, or social media inspiration, 2025 promises to be another interesting year for the fresh produce industry.