Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources and methodology
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Fruit market reached $28.8 billion in 2008
- All segments are growing
- Dole and Del Monte lead FDMx market, but private label is stealing share
- Shifting retail environment
- New organic, enhanced and on-the-go products
- Fruit consumption
- Attitudes and motivations
- Demographic influence
Insights and Opportunities
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- Need to reinforce fruit’s health benefits
- Encourage consumers to incorporate fruit into meals
- Snacking enhancement and vending
- Women are a ripe target
- Increase usage among lower-income consumers
Inspire Insights
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- An Inconvenient Fruit
- What's it about?
- What we've seen
- Specifics
- Implications
- The next superfruit—baobab?
- God's thumb
- Supercharged Vitamin C
- A star is born
Market Size and Forecast
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- Key points
- Performance strong across all segments
- Opportunity to increase usage frequency
- Sales and forecast of fruit
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- Figure 1: Total U.S. retail sales of fruit, at current prices, 2003-13
- Figure 2: Total U.S. retail sales of fruit, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Key points
- Fruit competes primarily against other healthy snacks
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- Figure 3: Foods eaten as healthy snacks, December 2007
- Public health programs raise awareness of fruit’s role in a healthy diet
- Economic downturn, rising fruit prices threaten to stall growth…
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- Figure 4: Average retail price/lb. for select fruit segments in FDMx, 2005-08
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- Figure 5: U.S. city average annual consumer price index for select fruits, 2005-08
- …but give boost to sales of private-label fruit products
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- Figure 6: Prices for brand and private-label fruit products, Chicago market January 2009
- Market dependent on weather, labor availability and fuel prices
- “Locavore” movement will impact retail distribution and imported fruit sales
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- Figure 7: Number of operating farmers’ markets, 1994-2008
Segment Performance
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- Key points
- All segments benefit from healthy eating trend and product innovation
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- Figure 8: U.S. sales of fruit, by segment, 2006 and 2008
- Supermarket sales of fresh fruit, by type
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- Figure 9: U.S. supermarket sales of fresh fruit, by segment, 2007 and 2008
Segment Performance—Fresh Fruit
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- Key points
- Healthy eating trend good for fruit market
- New varieties and on-the-go packaging are driving growth
- Fresh fruit sales and forecast
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- Figure 10: U.S. sales and forecast of fresh fruit, at current prices, 2003-13
- Figure 11: U.S. sales and forecast of fresh fruit, at inflation-adjusted prices, 2003-13
Segment Performance—Canned/Bottled Fruit
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- Key points
- More than just canned peaches
- Private-label sales booming
- Canned/bottled fruit sales and forecast
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- Figure 12: U.S. sales and forecast of canned/bottled fruit, at current prices, 2003-13
- Figure 13: U.S. sales and forecast of canned/bottled fruit, at inflation-adjusted prices, 2003-13
Segment Performance—Dried Fruit
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- Key points
- Cranberries, blueberries and goji berries, oh my!
- Private label definitely not dried up
- Dried fruit sales and forecast
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- Figure 14: U.S. sales and forecast of dried fruit, at current prices, 2003-13
- Figure 15: U.S. sales and forecast of dried fruit, at inflation-adjusted prices, 2003-13
Segment Performance—Frozen Fruit
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- Key points
- Potential to be more than a commodity
- Frozen fruit sales and forecast
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- Figure 16: U.S. sales and forecast of frozen fruit, at current prices, 2003-13
- Figure 17: U.S. sales and forecast of frozen fruit, at inflation-adjusted prices, 2003-13
Retail Channels
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- Key points
- Consumers shop for fruit in a variety of channels
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- Figure 18: Fruit purchase locations, main source and secondary sources, November 2008
- Supermarkets up the ante to compete with mass merchandisers
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- Figure 19: U.S. sales of fruit, by retail channel, 2006 and 2008
Retail Channels—Food Stores
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- Key points
- Improved fresh departments drive fruit sales
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- Figure 20: U.S. sales of fruit at food stores, 2003-08
Retail Channels—Warehouse Clubs, Supercenters and Discount Department Stores
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- Key points
- Mass merchandisers benefit from ailing economy
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- Figure 21: U.S. sales of fruit at warehouse clubs, supercenters, discount dept. stores, 2003-08
Natural Channel/SPINS
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- Sales of fruit in the natural channel
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- Figure 22: Natural product supermarket retail sales of fruit, at current prices, 2006-08
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- Figure 23: Natural product supermarket retail sales of fruit, at inflation-adjusted prices, 2006-08
- Implications
- Natural channel sales by segment
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- Figure 24: Natural product supermarket retail sales of fruit, by segment, 2006 and 2008
- Natural channel sales of fruit, organic vs. conventional
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- Figure 25: Natural product supermarket retail sales of fruit, by organic/conventional, 2006 and 2008
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- Figure 26: Natural product supermarket retail sales of organic fruit, by segment, 2008
Market Drivers
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- Americans are eating healthier…
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- Figure 27: Factors that influence grocery shoppers’ purchase decisions “a lot,” 2006
- …and eating more meals at home
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- Figure 28: Spending at restaurants compared to last year, by age, January 2008
- Baby Boomers to drive growth through growth in numbers
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- Figure 29: Population aged 21 or older, by age, 2003-13
- Increase in Asian and Hispanic populations will also drive growth
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- Figure 30: Population, by race and Hispanic origin, 2003-13
- Figure 31: Use of fruits in last month, by race and Hispanic origin, November 2008
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- Figure 32: Percentage of adults aged 18+ who consumed fruit/vegetables two or more times per day, by selected demographics, 2005
Leading Companies
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- Key points
- Dole Foods
- Del Monte Foods
- General Mills
- Cadbury PLC
- Sun-Maid Growers
- Private label outperforms all leading brand names
- Manufacturer sales
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- Figure 33: FDMx packaged fruit sales of leading fruit companies, 2007 and 2008
Selected Brand Analysis—Canned/Bottled Fruit
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- Key points
- Del Monte and Dole lead the market, but struggle to maintain share
- Private label outperforms the segment
- Manufacturer and brand sales
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- Figure 34: FDMx brand sales of canned/bottled fruit in the U.S., 2007 and 2008
Selected Brand Analysis—Dried Fruit
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- Key points
- Sun-Maid leads dried fruit segment
- Private label outperforms the segment
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- Figure 35: Selected FDMx brand sales of dried fruit in the U.S., 2007 and 2008
Selected Brand Analysis—Dried Fruit Snacks
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- Key points
- Betty Crocker and Kellogg’s dominate the market with kid-focused products…
- …but private label is proving kids like it too
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- Figure 36: Selected FDMx brand sales of dried fruit snacks in the U.S., 2007 and 2008
Selected Brand Analysis—Frozen Fruit
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- Key points
- Private label dominates frozen segment, but Dole makes inroads
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- Figure 37: Selected FDMx brand sales of frozen fruit in the U.S., 2007 and 2008
Brand Qualities
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- Sun-Maid
- Dole
Innovation and Innovators
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- Key points
- Organic and natural
- Value added
- On-the-go packaging
- Private label
- Kid-friendly
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- Figure 38: New product claims for fruit products, 2007 and 2008
Advertising and Promotion
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- Overview
- National health programs boost awareness
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- Figure 39: “In the family dinner” tip sheet, 2008
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- Figure 40: The Cancer project magazine ad, 2009
- Industry associations play lead role in advertising
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- Figure 41: Chilean fruit farmers television ad, 2008
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- Figure 42: California Avocado Commission television ad, 2008
- Figure 43: Florida Strawberry Growers Association television ad, 2007
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- Figure 44: California Raisin Marketing Board and Florida Dept. of Citrus magazine ads, 2008-09
- Brand advertising focused on print vehicles
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- Figure 45: Sunkist Premium Sweet fruit cups television ad, 2007
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- Figure 46: Sun-Maid magazine ad, 2008
- Figure 47: Select fruit freestanding inserts, 2008
Fruit Usage
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- Key points
- Fruit consumption
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- Figure 48: Incidence of fruit consumption, ever eat and eaten in past month, November 2008
- Preparation methods
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- Figure 49: Way in which fruit is eaten, by type of fruit, by meal part, November 2008
- Eating occasions
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- Figure 50: Meals at which fruit is eaten, by type of fruit, November 2008
- Forms of fruit eaten
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- Figure 51: Forms of fruit eaten, by type of fruit, November 2008
Purchase Habits
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- Key points
- Where consumers shop for fruit
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- Figure 52: Fruit purchase locations, main source and secondary source, November 2008
- Shopping trends
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- Figure 53: Buying more or less fruit than last year from each type of store, by store type, November 2008
Attitudes and Motivations
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- Key points
- Attitudes toward fruit by gender
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- Figure 54: General attitudes towards fruit and fruit buying, by gender, November 2008
- Attitudes toward fruit by income
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- Figure 55: General attitudes towards fruit and fruit buying, by household income, November 2008
- Attitudes toward fruit by presence of children
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- Figure 56: General attitudes towards fruit and fruit buying, by presence of children in household, November 2008
Race and Hispanic Origin
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- Past-month fruit consumption, by race and Hispanic origin
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- Figure 57: Incidence of fruit consumption in past month, by race and Hispanic origin, November 2008
- Attitudes toward fruit by race and Hispanic origin
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- Figure 58: General attitudes towards fruit and fruit buying, by race/Hispanic origin, November 2008
Cluster Analysis
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- Fruit Bats
- Who they are
- Opportunity
- Fruit Fans
- Who they are
- Opportunity
- Fruit Friends
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 59: Fruit clusters, November 2008
- Figure 60: Incidence of fruit consumption in past month, by fruit clusters, November 2008
- Figure 61: Way in which fruit is eaten, by meal part, by fruit clusters, November 2008
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- Figure 62: Meals at which fruit is eaten, by meal, by fruit clusters, November 2008
- Figure 63: Forms of fruit eaten, by form/packaging, by fruit clusters, November 2008
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- Figure 64: Fruit purchase locations, main source, by fruit clusters, November 2008
- Figure 65: General attitudes towards fruit and fruit buying, by fruit clusters, November 2008
- Cluster demographics
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- Figure 66: Fruit clusters, by gender, November 2008
- Figure 67: Fruit clusters, by age, November 2008
- Figure 68: Fruit clusters, by household income, November 2008
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- Figure 69: Fruit clusters, by race, November 2008
- Figure 70: Fruit clusters, by Hispanic origin, November 2008
- Cluster methodology
Custom Consumer Groups
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- Figure 71: Incidence of fruit consumption in past month, by presence of children and marital status, November 2008
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- Figure 72: Incidence of fruit consumption in past month, age and gender, November 2008
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- Figure 73: Main source of fruit, by gender, presence of children and marital status, November 2008
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- Figure 74: Main source of fruit, by age and gender, November 2008
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- Figure 75: General attitudes towards fruit and fruit buying, by gender and presence of children, November 2008
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- Figure 76: General attitudes towards fruit and fruit buying, by marital status and presence of children, November 2008
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- Figure 77: General attitudes towards fruit and fruit buying, by age and gender, November 2008
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IRI/Builders—Key Household Purchase Measures—Canned/bottled fruit
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- Overview of canned/bottled fruit
- Canned/bottled pineapple
- Consumer insights on key purchase measures—canned/bottled pineapple
- Brand map
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- Figure 78: Brand map, selected brands of canned/bottled pineapple, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 79: Key purchase measures for the top brands of canned/bottled pineapple, by household penetration, 2008*
- Applesauce/fruit sauce
- Consumer insights on key purchase measures—applesauce/fruit sauce
- Brand map
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- Figure 80: Brand map, selected brands of applesauce/fruit sauce, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 81: Key purchase measures for the top brands of applesauce/fruit sauce, by household penetration, 2008*
- Canned/bottled peaches
- Consumer insights on key purchase measures—canned/bottled peaches
- Brand map
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- Figure 82: Brand map, selected brands of canned/bottled peaches, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 83: Key purchase measures for the canned/bottled peaches, by household penetration, 2008*
- Canned/bottled mixed fruit
- Consumer insights on key purchase measures—canned/bottled mixed fruit
- Brand map
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- Figure 84: Brand map, selected brands of canned/bottled mixed fruit, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 85: Key purchase measures for the top brands of canned/bottled mixed fruit, by household penetration, 2008*
- Canned/bottled citrus fruit
- Consumer insights on key purchase measures—canned/bottled citrus fruit
- Brand map
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- Figure 86: Brand map, selected brands of canned/bottled citrus fruit, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 87: Key purchase measures for the top brands of canned/bottled citrus fruit, by household penetration, 2008*
- Cranberry sauce
- Consumer insights on key purchase measures—cranberry sauce
- Brand map
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- Figure 88: Brand map, selected brands of cranberry sauce, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 89: Key purchase measures for the top brands of cranberry sauce, by household penetration, 2008*
- Canned/bottled pears
- Consumer insights on key purchase measures—canned/bottled pears
- Brand map
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- Figure 90: Brand map, selected brands of canned/bottled pears, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 91: Key purchase measures for the top brands of canned/bottled pears, by household penetration, 2008*
IRI/Builders—Key Household Purchase Measures—Dried Fruit
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- Overview of dried fruit
- Raisins
- Consumer insights on key purchase measures—raisins
- Brand map
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- Figure 92: Brand map, selected brands of raisins, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 93: Key purchase measures for the top brands of raisins, by household penetration, 2008*
- Dried cranberries
- Consumer insights on key purchase measures—dried cranberries
- Brand map
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- Figure 94: Brand map, selected brands of dried cranberries, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 95: Key purchase measures for the top brands of applesauce/fruit sauce, by household penetration, 2008*
- Dried plums
- Consumer insights on key purchase measures—dried plums
- Brand map
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- Figure 96: Brand map, selected brands of dried plums, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 97: Key purchase measures for dried plums, by household penetration, 2008*
IRI/Builders—Key Household Purchase Measures—Frozen Fruit
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- Consumer insights on key purchase measures—frozen fruit
- Brand map
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- Figure 98: Brand map, selected brands of frozen fruit, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 99: Key purchase measures for the top brands of frozen fruit, by household penetration, 2008*
IRI/Builders—Key Household Purchase Measures—Fruit Rolls/Bars/Snacks
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- Consumer insights on key purchase measures—fruit rolls/bars/snacks
- Brand map
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- Figure 100: Brand map, selected brands of fruit rolls/bars/snacks/bars, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 101: Key purchase measures for the top brands of fruit rolls/bars/snacks/bars, by household penetration, 2008*
Appendix – Other Useful Consumer Tables
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- Past-month fruit consumption, by income
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- Figure 102: Incidence of fruit consumption in past month, by household income, November 2008
- Eating occasions by age
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- Figure 103: Way in which fruit is eaten, by meal part, by age, November 2008
- Fruit for breakfast—cooked vs. uncooked
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- Figure 104: Top fruits eaten at breakfast, cooked vs. uncooked, November 2008
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- Figure 105: Top fruits eaten for maincourse/appetizer at lunch/dinner, cooked vs. uncooked, November 2008
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- Figure 106: Top fruits eaten for dessert at lunch/dinner, cooked vs. uncooked, November 2008
- Top fruits by meal occasion
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- Figure 107: Top fruits, by meal occasion, November 2008
- Meals at which fruit is eaten by age
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- Figure 108: Way in which fruit is eaten, by meal, by age, November 2008
- Forms of fruit eaten
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- Figure 109: Top fruits eaten, by each form: canned, fresh, frozen, dried, November 2008
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- Figure 110: Way in which fruit is eaten, by canned, fresh, frozen, by age, November 2008
- Where consumers shop for fruit, by household income
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- Figure 111: Main source of fruit, by household income, November 2008
- Canned/jarred fruit: Household usage
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- Figure 112: Use of canned/jarred fruit, by household type, April 2007-June 2008
- Canned/jarred fruit: Types used
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- Figure 113: Use of canned/jarred fruit, by type of fruit, by adults, teens and kids, April 2007-June 2008
- Canned/jarred fruit: usage frequency
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- Figure 114: Frequency of using canned/jarred fruit by adults, teens and kids, April 2007-June 2008
Appendix – Trade Associations
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