UK consumers may be cutting back on their grocery baskets, but fresh fruit and vegetables remain among the categories they are least willing to sacrifice, according to new research from the International Fresh Produce Association (IFPA).
Fresh produce is proving relatively resilient as household budgets come under pressure, with shoppers continuing to prioritise fruit and vegetables despite cutting back on other grocery purchases.
IFPA’s 2026 survey of 751 UK consumers found that 35% are buying fewer grocery items because of budget constraints. However, just 6-11% said they would be most willing to cut fresh fruit, fresh vegetables or fresh-cut produce if grocery prices increased.
By comparison, 29% would cut snacks, while 23% would reduce spending on frozen meals and 43% would sacrifice fresh flowers.
IFPA said the findings suggest consumers continue to view fresh produce as an essential part of their weekly shop rather than a discretionary purchase.
“Fresh produce operates as a non-negotiable household staple, not a luxury,” the organisation said.
For convenience retailers, the findings point to an opportunity to protect and grow fresh produce sales even as shoppers become more price-conscious.
Quality matters more than promotions
While value remains important, the research suggests that freshness and quality can be more powerful drivers of store choice than promotions.
Both freshness and quality were rated as extremely or very influential by 81% of respondents when choosing where to shop for groceries.
Value for money followed at 79%, while 70% said having a wide selection of produce influenced their choice of store.
Special offers, discounts and promotions were cited by 66%.
IFPA said the findings show that retailers should not rely solely on price promotions to attract produce shoppers, with the in-store experience playing a critical role.
“UK shoppers are prioritising produce quality and freshness at even higher levels than in 2024, making the in-store produce experience a critical driver of retail choice,” it said.
For convenience stores, this makes presentation, freshness and availability particularly important. Keeping displays attractive, removing poor-quality stock quickly and communicating value without undermining quality could help retailers make the most of the category.
Health remains a key driver
Health is another factor supporting fresh produce demand.
Some 76% of consumers surveyed agreed that health is one of the most important factors determining which foods they eat.
Sustainability also remains relevant, with 69% saying they are willing to make lifestyle changes to benefit the environment.
IFPA said retailers should make these benefits more visible through merchandising and communications, highlighting health, freshness, provenance and value.
“Merchandising must lead with health, freshness, and visual quality,” it said.
Consumers remain under pressure
The resilience of fresh produce comes against a backdrop of wider consumer anxiety.
Overall favourability towards the produce industry fell from 70% in 2024 to 59% in 2026, according to the survey.
Meanwhile, 61% of respondents said they were very or extremely concerned about the overall safety of their family, while 59% expressed similar concern about their mental or physical health. Paying the bills was a major concern for 57%.
IFPA said the decline in favourability needs to be viewed within a wider environment of consumers feeling financially squeezed and uncertain.
For retailers, however, the research suggests that fresh produce still has a strong role to play in the convenience basket — provided stores deliver on the four things shoppers value most: freshness, quality, health and value.