Produce Sales Reach $7.2 Billion as September Shopping Patterns Shift

Fresh produce generated $7.2 billion in retail sales during the four September weeks, but changing consumer shopping patterns, lower vegetable prices and continued weakness in salads and leafy greens created a mixed month for the department.

The latest retail performance report from the International Fresh Produce Association, 210 Analytics and Circana found both fruit and vegetable dollar sales declined from a year earlier.

Lower prices played a role. The average vegetable price fell 1.7% to $1.97 per pound, while fruit averaged $1.75 per pound, within 1% of year-ago levels.

Demand also softened slightly.

In the full-year view, however, fresh produce dollar and volume sales remain essentially flat compared with the prior year.

Individual commodities told a much different story. Grapes, apples, melons, mandarins and pineapples all posted dollar growth, while melons, avocados and pineapples recorded substantial increases in pound sales.

Melons alone generated an additional $32 million in sales compared with September 2025.

Kiwifruit and sweet potatoes also stood out. Kiwi pound sales increased 33.9% year over year, while sweet potato volume jumped 29.4%.

The report linked some of that growth to social media attention and increased consumer interest in fiber and nutrient-dense foods.

Vegetables delivered several bright spots as well. Tomatoes, potatoes and onions recorded gains in both dollars and pounds, while cucumbers and peppers returned to demand growth following several slower months.

One category continued to weigh heavily on the department. Salad kit sales fell 28.3% from a year ago, pulling down the overall vegetable performance. Salad and leafy green purchasing patterns have yet to return to levels seen before disruptions earlier this summer.

Fresh produce nevertheless continued to generate substantially greater sales than frozen or shelf-stable fruits and vegetables.

Frozen produce enjoyed strong growth in dollars, units and volume during September, while shelf-stable fruit and vegetable sales exceeded $1 billion.

The broader grocery environment also remains challenging. Fuel prices returned to levels last seen in May, forcing many consumers to once again balance gasoline and grocery spending. Total food and beverage unit sales were flat in September, according to the report.

That environment continues to make price, promotions and perceived value important throughout the produce department.

September’s numbers show that consumers have not stopped buying produce, but they are shifting where they spend.

Strong growth in categories such as melons, kiwis and sweet potatoes is happening alongside significant declines elsewhere, giving retailers another reminder that overall department results can conceal dramatic differences at the commodity level.