Analysis of Fresh Fruit and Vegetable Sales at Retail

Joe Watson VP of Retail, Foodservice & Wholesale International Fresh Produce Association headshot "Thanksgiving is a big one for our industry and it’s good to see it deliver yet another year of record sales. The research shows that holidays, special occasions and entertaining are the biggest reasons for consumers to spend a little extra, and that’s exactly what we saw play out in the month of November. Consumer sentiment is cautious and restaurant spending is down, but consumers still prioritize the all-important family traditions and recipes."

- Joe Watson, IFPA’s VP of Retail, Foodservice and Wholesale

November 2025

What's New

The Government Shutdown Dominated Headlines

The longest U.S. federal government shutdown in history ended after 43 days, extending last year’s spending levels for most of the government through the end of January and funding some agencies, including SNAP, through September 2026.

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A November 14 executive order exempted more than 200 agricultural and food inputs from reciprocal tariffs, including beef, coffee, cocoa, tropical fruits and certain fertilizers.
Consumer sentiment remained subdued. At 51.0, the November University of Michigan Index marked the second-lowest reading on record, just above the June 2022 low of 50.0, as consumers continued to express concern over high prices and weakening incomes.
Restaurant visits continued to trail 2024 levels in November, according to Circana. November transactions fell 3% YOY versus 2% for the full year. At the same time, retail food and beverage volume returned to positive territory after two months of year-over-year declines. The first week’s soft volume was more than offset by stronger performances in the remaining weeks. The Thanksgiving holiday week delivered both dollar and unit gains.