LOS ANGELES—With higher grocery prices and tighter budgets, consumers are homing in on wholesome products, according to a recent SensaPay study published in The Packer.
Analyzing current spending behavior, inflation data and consumer sentiment, the study outlines what Americans are valuing most and why. Fresh produce ranked No. 1 in the list of categories consumers won’t give up, with meat and dairy tied for a close second.
Fresh produce tops SensaPay’s 2025 “spending-resilience” ranking with a score of 34.7— driven by strong purchase intent, frequency of shopping trips, its perceived essentiality in everyday meals and modest inflation at less than 1% year-over-year. Households are purchasing fruit and vegetables roughly four times a month, and far more shoppers plan to maintain or raise produce spending than to cut it.
Meanwhile, retailers and meal kit delivery services are offering consumers convenient ways to up fruit and vegetable intake, noted Tony Banks, senior assistant director of agriculture, development and innovation for Virginia Farm Bureau Federation.
“More and more of these meal kits are featuring fresh produce, and retailers have come up with a lot more convenience items than ever before,” Banks noted. “You can buy living lettuce that’ll stay fresh for 10 days and all kinds of salad kits and pre-cut salad mixes, fruits and vegetables.”
He added that COVID drove many consumers back into the kitchen—driving up demand for fresh ingredients in lieu of heat-and-eat meals.
Study findings reflect a cultural shift in what U.S. consumers now consider worth preserving, regardless of cost. As shoppers increasingly prioritize health and wellness, many also are prioritizing purchasing dairy and meat—capturing a score of 27.6.
Dairy is a natural star in the growing nationwide protein craze— serving as a delicious, versatile and convenient source of high-quality protein and nutrition and a staple in many consumers’ favorite meals.
Despite higher inflation at roughly 7% year-over-year, consumers are still purchasing protein about four times a month. The intent to purchase remains high, with many shoppers navigating higher prices by switching cuts and brands.
“Right now, prices aren’t driving people away from choosing to purchase fresh produce and meat over other food items,” Banks remarked. “And freshness and wholesomeness are two factors that are very attractive about buying locally-produced foods—whether at the farmers market or retail grocery stores.”
Home to nearly 39,000 farms spanning 7.3 million acres, the commonwealth boasts a wide variety of produce, proteins and dairy products. Many Virginia-grown products rank in the top 10 nationally, including seafood, apples, turkeys and broiler chickens, according to the U.S. Department of Agriculture.
