The generational change in fruit and vegetable consumption patterns as well as the trend of sustainable consumers demanding ecologically responsible retailers.

In recent decades, there has been a generational shift in fruit and vegetable consumption habits, reflecting the different preferences, values and lifestyles of different age groups. Thus, while the older generations continue to prioritize the taste, quality and price of these products, the younger generations opt for aspects such as convenience, innovation and health.

In addition, there has been a growing environmental and social awareness among consumers, especially among younger consumers, who demand local, organic and fair trade products, as well as greater transparency and traceability on the part of retailers. These sustainable consumers seek to minimize the negative impact of their consumption on the environment and society, and positively value the corporate social responsibility actions of companies.

These trends represent a challenge and an opportunity for the fruit and vegetable sector, which must adapt to the new demands and expectations of consumers, offering differentiated, healthy, safe and sustainable products, as well as effectively communicating their attributes and benefits. It must also establish strategic alliances with retailers, which are the main distribution channel for fruit and vegetables, to guarantee an adequate supply that is consistent with the values of sustainable consumers.

In short, the generational change in consumption patterns of fruits and vegetables as well as the trend that sustainable consumers demand ecologically responsible retailers are phenomena that demonstrate the transformation of the fruit and vegetable market, which requires greater adaptation and innovation by the agents involved.