US Consumer Eating Habits & Produce Trends

The challenge: Reaching American consumers who want to eat healthier but don't always follow through.

The International Fresh Produce Association surveyed 754 U.S. consumers to uncover how Americans think about healthy eating - and how their actions often tell a different story. While the desire to eat well is strong, habits don't always follow.

The study reveals a growing openness to "food as medicine," shifting trust toward physicians over social media, and new dynamics driven by GLP-1 medications. These insights offer fresh opportunities for produce marketers to align with evolving health priorities and consumer behaviors.

Top of Mind, Not Top of Action

Fruits and veggies *should* be a staple. 75% agree they're key to a healthy life. But?

Circle graph showing 40 percent full eat what they want, when they want.

A doctor holds a red apple in one hand and a pink frosted donut in the other.

The Opportunity:
Messaging should focus on helping consumers take the first step - removing friction, offering inspiration and positioning produce as the easiest choice in the moment.

Food Is Medicine: A Growing Preference

60% of Americans would rather change their diet than rely on medication.

A transparent capsule filled with various fruits including an orange, kiwis, raspberries, a green apple, and grapes.

The Opportunity:
Frame fruits and vegetables as a proactive health strategy in disease prevention. Partner with health-forward influencers and professionals.

Trust the Docs

1 in 4 Americans have been prescribed a health-related diet, and 58% are sticking with it.

The Opportunity:
Americans trust doctors more than social media. Build partnerships with clinics and use "doctor recommended" messaging.

A transparent capsule filled with various fresh fruits, including an orange, kiwi, green apple, grapes, and raspberries.

The GLP-1 Effect

15% of Americans have used GLP-1 drugs (like Ozempic), which often reduce cravings.

The Opportunity:
Market produce as satisfying, convenient and "GLP-1 friendly" to align with new eating habits.

Smart Social Strategy

Most don't trust social media for nutrition - but YouTube (36%) and Facebook (30%) still lead for those who do.

The Opportunity:
Use short, expert-driven content that educates without overselling.

Quick Wins for Produce Marketers

Nudge small, achievable eating shifts.
Elevate "Food Is Medicine" messaging.
Collaborate with trusted health voices.
Align packaging with modern appetite changes.
Focus content on high-trust platforms like YouTube & Facebook.

Tic-tac-toe board made with pretzel sticks, with kiwi slices and chocolate cookies as game pieces.

Download the Full Report

Questions?

Maddie Rennardson

Global Insights Coordinator

+1 (302) 607-2125 Email Maddie Rennardson

Unlocking U.S. Eating Habits:

What's Driving Our Choices?