A Fresh Differentiator for 2026

January 7, 2026           6 minute read

For many retailers, the perimeters of their stores are central to their growth strategies. As we kick off 2026, Fresh offerings, including produce, floral, bakery, deli, specialty cheese, meat, and seafood, are catching consumer interest. In fact, fresh product sales are outpacing the rest of the store, up 3.7% year-over-year*. 

Fresh isn’t just a department – it’s a differentiator. Shoppers are demanding more from the perimeter: better taste, nutrition, convenience, and transparency. For retailers, staying ahead means understanding what’s driving these shifts and partnering with experts who can turn trends into results. Here’s what Ron Selders, UNFI’s President of Fresh, sees as the top four themes shaping the year ahead.

1. Delivering Essential Value

The Fresh category is becoming more essential – and organic and better-for-you options are resilient even amid economic pressures. “Value is no longer just about being the cheapest – it’s about being ‘worth it,’” says Selders. “Retailers who make Fresh feel like value, easy, and special will win.”

2. Expanding Seasonal Opportunities  

Don’t overlook smaller holidays, sporting events, and weather-driven merchandising. “Seasonal assortments and clear merchandising create impulse and differentiation. Early, intentional cross-merchandising turns Fresh into a year-round traffic driver instead of a holiday-only play,” says Selders.

3. Convenience that Captures Every Generation  

Local sourcing and transparency are accelerating, while convenience – ready-to-eat produce and prepared meal solutions – remains a growth engine across all ages. Generational preferences add nuance: Gen Z and Millennials want functional foods, eco-friendly packaging, and TikTok-inspired items like Pink Glow pineapples. Boomers prioritize freshness and portion-conscious options, while Gen X values trusted quality. 

4. Health at the Heart of Every Purchase

Today’s shopper is highly informed and intentional. “They’re focused on gut health, immunity, energy, stress, and healthy aging,” says Selders. January’s New Year’s resolutions and “Healthy Beginnings” serve as prime opportunities to appeal to consumers seeking clean, simple ingredients. Functional benefits like ginger and turmeric are trending, and GLP-1 use is driving smaller pack sizes and portion control – with continued emphasis on protein and fiber.

Now is the time to start planning for a successful spring and summer selling season. Selders shared these tips for staying ahead:

• Refresh planograms. Ensure accuracy and use data-driven insights to inform assortment strategy.

• Stock top performers. Berries remain a powerhouse, offering high value and dependable traffic, while citrus is gaining momentum with sweeter varieties and seedless lemons.

• Use smart protein strategies. Beef prices will stay high, so promoting pork and poultry is key. Ensure the right mix of cuts for peak grilling months.

• Balance staples with trends. Keep lettuce, apples, and bananas easy to find, while carving out space for seasonal, on-trend items that complement, not compete.

• Cross-merchandising meals and moments. Pair potatoes with steaks, berries near deli for charcuterie, and bakery staples alongside proteins.

See What’s Next at UNFI’s Spring & Summer Selling Shows

Attending a UNFI Selling Show is the easiest way to experience trending, sales-driving products up close. “Treat the show as a strategy session, not just shopping,” says Selders. “Look for innovation that moves the needle – better quality, consistency, and freshness. Take advantage of doorbusters, seasonal buys, and merchandising solutions that strengthen your perimeter. The show is your chance to see how UNFI’s behind-the-scenes work translates into better product and better performance.”

UNFI’s Fresh team brings deep expertise to help you modernize sets, negotiate vendor programs, and build a strategy that keeps you ahead. Ready to learn more? Connect with your UNFI Account Manager or visit our upcoming Spring & Summer Selling Shows to explore what’s next.

*Source: NielsenIQ