The climbing cost of living is biting into household fresh fruit and veg consumption, new Canstar survey data reveals, with one-fifth (22%) of supermarket shoppers saying they’ve reduced how much fresh produce they eat to combat rising grocery costs.
The findings, from a survey of more than 2,500 supermarket shoppers, come as IGA is announced as the winner of Canstar’s 2026 Most Satisfied Customers Award for Supermarket Fruit & Veg, ending ALDI’s five-year winning streak.
Weekly spend drops as shoppers buy ugly, go frozen
According to shoppers surveyed, the average weekly spend on fresh fruit and vegetables is $32 – a 26% drop from 2025’s figure of $43 – with Canstar research showing shoppers are actively trying to reduce their spending in the fresh fruit and vegetable aisle.
Over two-fifths (42%) say they buy only what is affordable instead of what they would like to eat, 33% are buying the ‘ugly’ produce, while 25% are going frozen because it’s cheaper, and 23% are doing it so they don’t need to worry about fresh produce spoiling.
More than one-in-ten (12%) shoppers have even admitted to reducing the weight of the produce they buy – such as removing stalks from broccoli – while 6% admit to being dishonest by selecting the cheaper version of a more expensive item at the self-serve checkout.
What shoppers are doing to reduce spend on fresh fruits and vegetables
Buying only what is affordable, not what I would like to eat | 42% |
Buying the ‘ugly’ produce | 33% |
Purchasing more frozen because it cheaper | 25% |
Purchasing more frozen to avoid food spoiling | 23% |
Reducing the amount I eat overall | 22% |
Reduced the weight of purchases (remove broccoli stalks) | 12% |
Being dishonest - inputting the cheaper version of produce (scanning expensive tomatoes, but selecting a cheaper option) | 6% |
Source: Canstar, 2077 respondents, multiple responses allowed unless ‘none of the above’ selected. | |
IGA takes crown for customer satisfaction from reigning champion ALDI
The feedback of 2,541 supermarket shoppers has determined IGA the winner for Canstar’s 2026 Most Satisfied Customers Award for Supermarket fruit and veg, with high ratings received from customers across all categories.
Canstar’s analysis revealed freshness of produce was the main driver of customer satisfaction, followed by value for money and variety, with presentation last.
Canstar’s consumer expert, Eden Radford, says, “Congratulations to IGA for winning Canstar’s 2026 Most Satisfied Customers Award for Supermarket Fruit & Veg. Taking the top spot from a long-reigning champion like ALDI is no small feat.”
“Cost-of-living pressures are reshaping how Australians shop for fresh produce. Whether buying only what’s affordable, choosing ‘ugly’ produce, or perhaps getting tactical by trying to drop some weight, it’s evident that shoppers are trying all approaches to stretch their dollar further.
“However, the data has also shown that for more than one-fifth of those surveyed, trying to save has meant cutting down on the amount of fresh fruit and vegetables consumed altogether.
“These shifting habits have had an impact, with the average weekly produce spend dropping 26 per cent to $32. Whether it’s adopting new saving tactics or switching supermarkets entirely, this is evidence that Australian households are taking active steps to manage rising grocery costs.
“Canstar’s analysis shows produce freshness is the single biggest driver of customer satisfaction, outranking value for money and sitting far ahead of variety and presentation. It proves that for shoppers, crispness and quality remain non-negotiable.”
