Top consumer trends for the second half of 2025 include low-effort, sustainable cooking and rise of value-added produce
United Fresh has released its Winter 2025 Trend Report detailing some of the emerging global trends in fresh produce that are set to influence the behaviour of New Zealand consumers.
A key theme among the trends is the changing way consumers prepare food at home.
The report suggests there is a growing interest in casual, low-fuss gatherings focused on low-effort, affordable, and creative communal eating where simple shared meals reduce hosting stress while fostering connection.
“Given New Zealand’s strong manaaki (hospitality) culture and long-standing potluck dinner traditions, it is likely this trend will gain momentum here quickly,” said the report.
The rising cost of living has also prompted consumers to make the most of their produce, opting for versatile fruit and vegetables at the supermarket. A February 2025 survey by The Kitchn found that while many cooks don’t have strict budgets, they actively seek to stretch their groceries further.
“Home cooks are increasingly using parts of fruits and vegetables that might typically be discarded– stalks, skins, peels – and transforming them into delicious, zero-waste meals. This includes saving vegetable scraps like carrot tops and onion skins in the freezer to make homemade stocks, roasting broccoli stems, or even whipping up pesto from carrot greens,” the report said.
“As food prices continue to rise, many households are turning to home cooking as a cost-effective alternative to dining out. This shift has increased the demand for affordable, versatile produce that can stretch across multiple meals. Potatoes and cauliflower are emerging as local heroes this winter.”
Another convenience trend is the rise of value-added produce with shoppers gravitating toward items that are pre-cut, washed, or ready to cook. These time-savers suit fast-paced lifestyles and help support home-cooked meals when time is tight.
