United Fresh Winter 2025 Trend Report

Emerging Global Trends in Fresh Produce: Insights for Aotearoa

As New Zealand settles into the colder months, global insights reveal emerging patterns that are likely to influence what Kiwi shop for, cook with, and think about fresh produce. Here are five key trends to watch for in the second half of 2025.

1. From Nightlife to Garden Life: Millennials and Gen Z Are Getting Their Hands Dirty

There’s mounting global evidence that younger generations—particularly Millennials and Gen Z—are embracing gardening in increasing numbers. In the US, 69.2% of Gen Z and 51% of Millennials reported plans to spend more time gardening in 2025, up significantly from the previous year. Many are turning to growing their own food as a response to rising living costs, wellness trends, and environmental concerns.

This global shift suggests a growing engagement with gardening among younger New Zealanders too. The post-pandemic boom in home gardens, increased popularity of edible landscapes, and rising demand at nurseries for native plants all point to a younger demographic exploring the māra. Plant nurseries have reported a notable increase in interest over the last five years, with a 20% rise in demand for native plants, and New Zealand’s lawn and garden market is projected to reach $3.13 billion by 2025.

What to plant this winter in Aotearoa: great options include silverbeet, carrots, kale, garlic, onions, and rhubarb. Fruit trees like apples, plums, and pears are also ready to go in the ground during the cooler months.

2. Themed Anti-Dinner Parties: Soup Swaps and Low-Fuss Gatherings

Internationally, there is growing interest in casual, themed get-togethers such as winter soup swaps or simple shared meals that reduce hosting stress while fostering connection. These “anti-dinner parties” focus on low-effort, affordable, and creative communal eating.

Given New Zealand’s strong manaaki (hospitality) culture and long-standing potluck dinner traditions, it is likely this trend will gain momentum here quickly.

As time-poor Kiwi seek simple ways to connect and eat well during winter, themed anti-dinner parties offer a creative, low-stress way to maintain social bonds and enjoy affordable, home-cooked food.

Here’s a great, comforting and nutritious soup combining the natural sweetness of carrots and pumpkin, perfect for warming up on a chilly winter day.  This is easy to make and is rich in vitamins.

Carrot & Pumpkin Soup
https://5aday.co.nz/recipes/carrot-and-pumpkin-soup

3. Rationing Revival: Creative Use of Kitchen Leftovers

The practice of making the most out of every ingredient is not new—it echoes back to wartime rationing during World War II, when households were forced to be incredibly resourceful with limited food supplies. Today, as grocery prices rise globally, that spirit of “making do” is experiencing a revival in modern kitchens through the trend known as “scrappy cooking.”

Home cooks are increasingly using parts of fruits and vegetables that might typically be discarded—stalks, skins, peels—and transforming them into delicious, zero-waste meals. This includes saving vegetable scraps like carrot tops and onion skins in the freezer to make homemade stocks, roasting broccoli stems, or even whipping up pesto from carrot greens.

A February 2025 survey by The Kitchn found that while many cooks don’t have strict budgets, they actively seek to stretch their groceries further. Recipe developer Molly Yeh describes her Sunday routine of gathering scraps in a bag and turning them into rich stock, which she freezes for future use.

This approach not only helps households save money but also aligns with growing sustainability values, encouraging creativity and reducing food waste in everyday cooking.

Check out this 5+ A Day Broccoli & Spinach Soup – which works fantastically with this trend, as it keeps potato skins on and uses broccoli stalks.

https://5aday.co.nz/recipes/potato-broccoli-spinach-soup

4. Convenience Wins: The Rise of Value-Added Produce

Globally, shoppers are gravitating toward value-added fresh produce—items that are pre-cut, washed, or ready to cook. These time-savers suit fast-paced lifestyles and help support home-cooked meals when time is tight.

In Aotearoa, pre-packaged salad greens, stir-fry mixes, and chopped veg trays are becoming common in supermarket aisles. Though slightly more expensive, consumers increasingly see the value of these products to help with an influx of home-prepared meals since they are cutting back on foodservice occasions.

5. Produce as the MVP (Most Valuable Player) in the Kitchen

As food prices continue to rise, many households are turning to home cooking as a cost-effective alternative to dining out. This shift has increased the demand for affordable, versatile produce that can stretch across multiple meals. Potatoes and cauliflower are emerging as local heroes this winter.

Potatoes, consumed by 97% of New Zealanders, are a staple in many diets due to their affordability and versatility. They can be prepared in numerous ways—boiled, mashed, roasted, or baked—making them suitable for a variety of dishes. Cauliflower is a versatile and nutrient-dense vegetable that makes an excellent base for a wide range of meals. With its mild, slightly nutty flavour and hearty texture, it easily takes on spices and sauces, making it ideal for both subtle and bold dishes. It can be roasted for a rich, caramelised flavour, blitzed into a creamy purée or soup, grated into rice or pizza crusts, or even used as a meat alternative in curries and tacos

To make the most of these ingredients, here are two winter recipes from 5+ A Day:

• Crispy Potato + Garlic Fritters: this is a fancy hash brown, perfect for a weekend brunch. https://5aday.co.nz/recipes/crispy-potato-garlic-fritters

• Broccoli, Cauliflower and Kale Pasta: a winter favourite, full of nutrients and flavour. https://5aday.co.nz/recipes/broccoli-cauliflower-and-kale-pasta

These recipes not only offer delicious meal options but also demonstrate how staple vegetables like potatoes and cauliflower can be utilised to create satisfying, budget-friendly dishes.

In Summary

These trends highlight a deepening commitment to sustainable, accessible, and creative approaches to fresh produce—values already held close by many in Aotearoa. As we move further into 2025, expect to see more New Zealanders growing their own food, embracing practical convenience and finding smart ways to make their produce go further.

ENDS