The Packer’s Fresh Trends 2026 survey asked more than 1,000 U.S. consumers (49% men and 51% women) across five generations and income levels about their fresh produce buying habits and preferences. The goal was to discover key shopper differences and trends to identify the industry’s core value propositions and opportunities for growth. By tracking the shifts in this annual survey, industry stakeholders can make informed decisions regarding production, marketing and retail strategies to better meet evolving demands.