The fresh produce department is evolving, and vegetables stand at the center. After Circana* released its Future of Produce report in January, I began to wonder if we’re entering a new era of opportunity, especially after seeing that fresh fruit was set to outpace the department average. Fresh vegetables, on the other hand, were facing a tougher road.
Fresh fruit gained the advantage due to new snacking options and an uptick in consumer interest in tropical varieties. Why then, I wondered, couldn’t fresh vegetables do the same? After all, consumers in 2026 are primed to try new things. Datassential**, a market research firm, noted that 64 percent of consumers are looking forward to trying new food or beverage trends this year.
Speaking both as a millennial and as someone who’s read the statistics, we love trying new products; it’s just a matter of presenting one that captures the cultural zeitgeist.
Innovation is already taking place. For example, Ocean Mist® Farms recently introduced its Roastables line to answer shopper demand for convenient vegetable options, and Church Brothers Farms seized the chance to shake up the salad kit category with the launch of its Little Gems Salad Kits.
But it isn’t all about presenting something new.
Outside of packaged convenience, humble vegetables like cabbage are due for a moment in the spotlight. Pinterest Predicts 2026*** listed “Cabbage Crush” on its trend predictions for the year, noting that cabbage is a versatile and budget-friendly ingredient. According to the social media site, searches for cabbage dumplings alone were up 110 percent.
Data can only tell us so much of the story, and predicting buying behavior only goes so far in the ever-changing marketplace of fresh produce. But I believe the pieces for a vegetable comeback are in play. 
