Although a more in-depth analysis could be done, we can say that the consumption of fresh fruits and vegetables is shaped by 4 major trends.
The first, and probably the most important, is Price. Price is increasingly low but at the same time is challenged by the constant appearance of Premium products (and its strategy of Premium pricing).
As population age and birth rate lowers in developed countries, the health and wellness trend has arrived to food and is here to stay.
Natural benefits have been linked to local food. And, obviously, several food crises have not helped to improve the perception of far-away grown produce.
Finally, convenience as a whole, which facilitates my daily life by saving time, is having a decisive impact on consumer buying decisions.