It seems 2025 may be the year of “the budget shopper.” With concerns about inflation and potentially rising prices reshaping consumers’ mentalities around spending, changes to shoppers’ traditional grocery lists are bound to occur, even as the pressures continue to ease. In fact, 87 percent of American consumers have reported a change in how they shop to manage expenses, whether that be seeking lower prices (82 percent), reducing overall spending (67 percent), switching products or brands (66 percent), changing stores (56 percent), or adjusting product sizes (50 percent)*.
With this shift in consumer behavior comes an opportunity for retailers to appeal to the budget shopper, continuing to maximize produce dollars amid this low-spending era.
This does not mean we simply need to offer fruits and vegetables at a lower price; it’s still vital that we support our suppliers’ and their grower partners’ bottom lines if we want to maintain industry growth. However, various key strategies can be implemented to keep dollars in the fresh department at a time when shoppers are looking to lower or maintain their average grocery spend.
How we achieve this varies by strategy, region, and retailer. In the International Fresh Produce Association’s (IFPA) 2025 State of the Industry Report, promotions, discounts, and pricing tiers are just a few ways to ensure produce is front and center for all consumers, including those who are looking to be more frugal in 2025*.
Beyond pricing plays, retailers can use simplicity in their merchandising strategies to cater to the budget-conscious shopper. This includes promoting or cross-merchandising items that together make a simple, cost-effective, and healthy meal. One example of this is Raley’s recent Easy Eats campaign, which points consumers to pre-prepped produce and other fresh-forward dishes with the promise of value and convenience**. Even sharing simple yet produce-packed recipes on social media can help maintain strong demand, reminding consumers that they don’t have to compromise on nutrition to keep some extra money in their pockets.
As more consumers embrace this momentary shift, the value-added sector continues to hold weight due to its convenience and price point, especially when it can minimize a shopper’s list by removing other ingredients like sauces and seasonings. As the IFPA report noted, “value products within produce and floral can lure consumers to purchase new and different products,” serving as a gateway for new customers.
While the strategies for doing so vary widely, meeting consumers where they are while grocery budgets may be running a bit slimmer, is a long-term investment in consumer loyalty. When their budgets inevitably rise again, those same shoppers will continue to return with a much bigger basket and more dollars to spend. 
