Curated News
By: NewsRamp Editorial Staff
September 30, 2026
Fresh Produce Drives Online Grocery Growth, Fusion Study Finds
TLDR
- Fusion reports 62% of online shoppers cite produce as a top reason to buy groceries online, giving retailers a clear edge.
- Fusion's study shows 97% of online grocery shoppers include fresh produce, with mobile orders exceeding 90% and packaging driving confidence.
- Fusion's findings help more people access fresh produce online, making healthy eating easier and improving daily life for shoppers.
- Fusion found that bananas, avocados, and blueberries are among the most-ordered fresh items in Amazon's same-day grocery delivery.
Impact - Why it Matters
This news matters because it signals a fundamental shift in consumer behavior: fresh produce, once a barrier to online grocery adoption due to freshness and quality concerns, has become a primary driver of digital grocery shopping. As online grocery sales continue to climb, the findings show that shoppers are increasingly confident in selecting produce remotely, which opens new opportunities for retailers, produce brands, and commodity boards to invest in packaging innovation, transparency, and mobile-first digital merchandising. With Amazon already expanding same-day fresh delivery to thousands of cities, the competitive landscape is rapidly evolving. Companies that address packaging durability, freshness guarantees, and clear product information will earn shopper trust and capture a growing share of the digital grocery basket. Ultimately, this research highlights that the future of grocery is omnichannel, and produce will play a central role in defining success in e-commerce.
Summary
Fresh produce, long considered one of online grocery’s toughest categories, is now driving shoppers to buy groceries digitally, according to new consumer research from Fusion, a leading business-to-business marketing agency. In Fusion’s Online Produce Shopping study, 62% of online grocery shoppers said fresh produce is a leading reason they shop for groceries online, and 97% usually include fresh produce in their orders. The findings arrive as U.S. online grocery sales grew 21.5% year over year in July 2026, per Brick Meets Click, and are expected to grow at an 8.9% compound annual growth rate through 2029, when online will account for 17% of U.S. grocery sales.
Trust and satisfaction are improving: confidence in buying fresh produce online has increased for 65% of respondents, and 92% say they are mostly or completely satisfied with the produce they receive. Convenience is a major factor, with 56% saying online produce shopping saves time and 54% finding it more convenient than in-store. More than 90% order via mobile phones, placing greater importance on strong product imagery, clear descriptions, freshness information, and easy substitution options. Matt Schraut, vice president of analytics and client services at Fusion, said, “Shoppers are telling us they no longer see fresh produce as a liability online, and retailers who invest in packaging and transparency are the ones earning that trust.”
Packaging and quality guarantees present the clearest opportunities: 45% of respondents said packaging that keeps produce fresh longer would increase confidence, 43% pointed to bruising and damage protection, and 42% said a clear freshness guarantee or refund policy would make them more confident. Retailers are already investing heavily, with Amazon expanding Same-Day Delivery of fresh groceries to more than 2,300 U.S. cities and towns, where perishables account for nine of the 10 most-ordered items. For produce brands, commodity boards, and retailers, the research underscores a need to optimize digital merchandising and delivery packaging to make produce as central to e-commerce as it is to the traditional grocery perimeter.
Source Statement
This curated news summary relied on content distributed by 24-7 Press Release. Read the original source here, Fresh Produce Drives Online Grocery Growth, Fusion Study Finds
