Produce Industry Gears Up for the Snack Revolution

The produce industry is diving into the booming multibillion-dollar snacking market, presenting a prime opportunity for merchandisers to cater to evolving consumer preferences. With more people snacking throughout the day instead of eating three main meals, and an increasing focus on healthy options, the time is ripe for fresh produce to carve out a larger share in this lucrative space.

According to the Power of Produce 2024 report by Arlington, Va.-based FMI — The Food Industry Association, consumer interest in produce snacking is already strong. The report reveals that 37% of shoppers consistently incorporate fruits into their morning snacks, while 22% include vegetables. Afternoon and evening snacking also show similar trends, with 38% and 36% opting for fruits and 29% and 23% choosing vegetables, respectively.

Despite this demand, there’s untapped potential for growth. More than half (51%) of produce shoppers express a desire for better guidance on incorporating fruits and vegetables into their snacking routines. Providing such information offers a clear pathway for merchandisers to boost engagement and sales.

This opportunity is particularly pronounced among younger consumers. At the 2024 Organic Produce Summit in Monterey, Calif., analysts highlighted Generation Z’s preference for smaller, more frequent meals over traditional large meals. “It’s all about snackification and less about the family meal,” noted David Baxter, vice president of Yuma, Ariz.-based Bard Valley Date Growers.

Positioning produce as a healthy alternative to processed snacks like chips is another critical strategy. “Many people will start snacking differently once they realize the impact of their current choices,” said Angela Hernandez, marketing director for Trinity Fruit Co. Highlighting the health benefits of produce—such as the natural sugars in peaches—can appeal to wellness-focused consumers.

Convenience, flavor, and versatility are essential for capturing the snacking market. “The perfect snack is healthy, flavorful, and easy to consume,” said David Bright, VP of marketing at Grimmway Farms. Options paired with dips and spiced varieties cater to trends among younger audiences, added Baxter.

While the competition is stiff, the potential is immense. “Children crave sweets, and there’s nothing sweeter than fruit,” noted Faith Garrard, executive director of fresh at Raley’s. By innovating and emphasizing the health and convenience of produce, the industry can thrive in the snacking revolution.