INSIGHTS
FUSION RESEARCH | 2026
New Fusion research explores how consumers shop for fresh produce online, what's building confidence and where opportunities remain for the industry.
Explore the Findings ↓
Fresh Produce Is Becoming a Mainstay of the Digital Cart
Buying fresh produce online has historically presented a unique challenges. Fusion's research suggests that's changing as shoppers become more comfortable purchasing produce online.
Convenience Is Helping Drive Adoption
56% say buying fresh produce online saves time.
54% say it's more convenient than shopping in-store.
90%+ place online grocery orders using their phones.
As more produce shopping moves online, product imagery, descriptions, freshness information and substitution options become increasingly important parts of the shopper experience.
What Would Build Even More Confidence?
Despite high overall satisfaction, shoppers see opportunities to improve their experience.
45% — Packaging that keeps produce fresh longer
43% — Packaging that protects against bruising/damage
42% — Clear freshness guarantee/refund policy
39% — Packaging that reduces handling
38% — Ability to select qualities such as ripeness, size and weight
What Does This Mean for Fresh Produce?
Confidence is growing. Digital grocery is becoming an increasingly important part of the produce shopping experience.
Freshness still matters. Packaging, product protection and freshness assurances remain opportunities to strengthen confidence.
The digital shelf matters. How produce is presented and supported online becomes increasingly important when shoppers can't evaluate the product in person.
About the Research
Findings are from Fusion’s 2026 Online Produce Shopping study
Research That Turns Insights into Action
Fusion helps fresh produce and grocery organizations better understand their markets, uncover growth opportunities and turn insights into action through research, analytics, market intelligence and strategic communications.