United Fresh report says fruit and vegetables can meet consumers’ desire for creativity, affordability and emotional connection
New Zealand consumers could embrace more fruits and vegetables this year as ongoing cost pressures, rapid digital adoption, and a renewed focus on wellbeing at home provide new opportunities for fresh produce to shine, according to a new report from United Fresh.
The United Fresh 2026 Fresh Produce Trend Report, which details emerging global food trends, has highlighted a shift in consumer behaviour suggesting consumers now engage with fresh food less as a commodity and more as an overarching culture.
As the cost of living continues to squeeze household budgets prompting many families to cook at home more often one trend, dubbed the “budget bougie” movement, has reframed thriftiness as a form of creativity and self-expression.
“From colourful affordable meals to produce-led luxury hacks, consumers are celebrating cleverness over cost,” the report said. “Fresh fruit and vegetables offer versatility and aesthetic value, making them the go-to ingredients for meals that feel indulgent without breaking the bank.”
Other trends called “kitchen couture” and “dopamine decor” have seen consumers prioritise displaying beautiful items in homes and kitchens.
“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,” the report said.
Technology has also provided new opportunities for fresh produce. According to the report, fresh fruit and vegetables are emerging as a frequently recommended “hero ingredients” in personalised meal planning via generative AI.
“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,” the report said.
It also highlighted consumers’ desire for transparency and connection through the people and values behind the brands and businesses they support.
“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,” the report said. “Showcasing diverse women in horticulture – from science to sustainability to commercial leadership – strengthens trust, increases connection, and reflects the sector’s commitment to representation.”
It also added that dining has become increasingly immersive, showcasing flavour, atmosphere, identity, culture, and the story behind ingredients.
“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.”
