Consumption of fresh produce, meat, and dairy seems to be a rising trend in large American cities like Chicago. It has risen twenty percent in the last ten years, and is currently on the increase. Between 2003 - 2013, fresh food consumption increased as Generation X transitioned to Generation Z, making the latter generation one that will rear children to eat more fresh foods. This will be passed on to the next generation and so on. Is it just another trend or is it a major national change in the making?

The NPD Group, Inc. predicts that fresh food consumption will increase for breakfast, lunch, and dinner by nine, seven, and five percent, respectively, over the next five years. Generation Z will be headed toward its peak and into the next generation, a generation that will be reared in the increase of fresh food consumption. This phenomenon is posed as a trend that is the result of various periods of decline during the recession beginning in 2008. This implies that a better economy may cause a decrease in fresh food consumption, but other factors will influence what people choose to eat.

Eating habits are instilled early in life. If fresh foods are a staple part of one's diet from the beginning, then it will tend to stay a part of one's diet throughout life. Other factors, like mandatory health insurance and the evolving demographic of the country, will play a part in the decisions that Generation Z and further generations will make in food choices. Healthier eating habits contribute to better health and less complicated insurance coverage. The population will also be influenced by more and more people from other countries that already eat a significant amount of fresh foods. This is an opportunity to sell fresh products that are grown locally, the fresher the better. People may be more likely to grab fresh produce as a snack rather than something salty or sugary, given the option.

 Whole fresh fruit and fruit and veggie cups with utensils can be displayed with juice, water, nuts, and dairy products in various dispensers and refrigerated chillers at strategic points throughout the store.