Fresh food departments are the heart of today’s grocery stores and one of the food industry’s strongest growth drivers, attracting shopper traffic and building customer loyalty by redefining value beyond just price.
By David Haaf, Vice President, Fresh Foods, FMI
Fresh has always been the heartbeat of the store. It drives traffic, builds loyalty and increasingly shapes how shoppers define value. FMI’s newly released State of Fresh Foods 2026 report reinforces what many of us are seeing firsthand: fresh remains one of grocery’s greatest opportunities, even as consumers navigate economic pressure and changing shopping habits.
1. Fresh Remains the Industry’s Growth Engine
Fresh departments accounted for 41% of food retail sales in 2025, underscoring just how central fresh has become to overall store performance. Retailers continue investing in fresh through expanded produce offerings, prepared foods, grab-and-go solutions and stronger merchandising.
That is encouraging because consumers are shopping more intentionally and often making smaller baskets. As we discussed during our recent Fresh Perspectives webinar with Circana, fresh remains a key destination. Meat continues to lead dollar growth, while deli prepared foods are attracting more trips and buyers.
2. Value Is About More Than Price
Price matters, but shoppers also measure value through freshness, quality, convenience, trust and experience.
Across fresh, each department has a role to play. Meat delivers protein and quality. Produce remains central to health and wellness, with fruit leading growth. Seafood offers nutrient rich protein and an opportunity to connect health with convenience. Foodservice brings it all together through ready-to-eat meals and grab-and-go solutions that help answer the daily question: What’s for dinner?
The opportunity is to “help consumers solve meal occasions with confidence.” That is why 77% of retailers plan to expand space for fresh grab-and-go offerings over the next two years.
3. Trust Is Fresh’s Competitive Advantage
Consumers have more choices than ever, but grocery retailers hold a unique advantage in fresh. Relationships, consistent quality and trust keep shoppers coming back. FMI research also shows the strong connection consumers make between fresh foods, health, nutrition and overall well being.
Final Take
Our path forward is clear. We must keep delivering fresh experiences that solve real consumer needs, build confidence and create meaningful value. Fresh is not simply a department. It is one of the most powerful ways we earn shopper loyalty every day.
Learn more about what drives fresh in FMI’s State of Fresh Foods 2026 report.
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