Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
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- Figure 1: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
- Figure 2: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
- Supermarkets, Walmart dominate but local channels making strides
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- Figure 3: Where consumers purchase their fruit and vegetables, August 2013
- Fruit and vegetable consumption
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- Figure 4: Daily fruit and vegetable consumption, by occasion, August 2013
- Consumers interested in convenience at many levels
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- Figure 5: Fruit and vegetable purchasing behavior, August 2013
- What we think
Issues and Insights
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- How can this stagnant category jump on the health bandwagon?
- Insight: Improve consumer perceptions of the segments through innovation
- How can produce companies adapt to the growing local food movement?
- Insight: Create products that are reminiscent of local and regional favorites
- How can fruit and vegetables better compete in the snack category?
- Insight: Make snack-size products more convenient
- How can companies help parents motivate kids to eat more produce?
- Insight: Make fruit and vegetables more fun
Trend Applications
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- Trend: Help Me Help Myself
- Trend: Factory Fear
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Fruit market grows on sales of fresh fruit, rising prices
- Sales and forecast of fruit
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- Figure 6: Total US retail sales and forecast of fruit, at current prices, 2008-18
- Figure 7: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 8: Total market sales and fan chart forecast of fruit, at current prices, 2008-18
- Vegetable category sales growth driven by growth in all segments
- Sales and forecast of vegetables
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- Figure 9: Total US retail sales and forecast of vegetables, at current prices, 2008-18
- Figure 10: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 11: Total market sales and fan chart forecast of vegetables, at current prices, 2008-18
Market Drivers
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- Key points
- Desire to stay healthy drives fruit and vegetable consumption
- Local food movement drives interest in local produce
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- Figure 12: National count of farmers markets, 1994-2013
- More people dining at home drives vegetable consumption
Competitive Context
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- Snack food alternatives overshadow fruit and vegetables
- Fruit and vegetable juices allow consumers to drink their nutrition
- Nutritional foods, vitamins, supplements more appealing to some
Segment Performance
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- Key points
- Vegetable sales dwarf fruit sales but growth rates similar
- Frozen fruit, dried beans/vegetables exceed all in sales growth
- Sales of fruit and vegetables, by segment
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- Figure 13: Total US retail sales of fruit and vegetables, by segment, at current prices, 2011 and 2013
Segment Performance—Fresh Fruit
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- Key points
- Volume sales growth lagging behind dollar sales growth
- Sales and forecast of fresh fruit
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- Figure 14: Sales and forecast of fresh fruit, at current prices, 2008-18
Segment Performance—Processed Fruit
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- Key points
- Processed fruit relies on frozen fruit to keep it afloat
- Sales and forecast of processed fruit
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- Figure 15: Sales and forecast of processed fruit, at current prices, 2008-18
Segment Performance—Fresh Vegetables
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- Key points
- The fresh vegetables segment faces slowing sales growth
- Sales and forecast of fresh vegetables
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- Figure 16: Sales and forecast of fresh vegetables, at current prices, 2006-16
Segment Performance—Processed Vegetables
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- Key points
- Processed vegetables show potential with convenient health
- Sales and forecast of processed vegetables
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- Figure 17: Sales and forecast of processed vegetables, at current prices, 2008-18
Segment Performance—Fresh Cut Salads
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- Key points
- Fresh cut salads still gaining momentum
- Sales and forecast of fresh cut salads
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- Figure 18: Sales and forecast of fresh cut salads, at current prices, 2008-18
Segment Performance—Dried Beans and Vegetables
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- Key points
- Dried beans and vegetables enjoy strong sales growth
- Sales and forecast of dried beans and vegetables
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- Figure 19: Sales and forecast of dried beans and vegetables, at current prices, 2008-18
- Fan chart forecast of dried beans and vegetables
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- Figure 20: Total Market sales and fan chart forecast of dried beans and vegetables, at current prices, 2008-18
Segment Performance—Other Beans
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- Key points
- Other bean sales growth slowing
- Sales and forecast of other beans
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- Figure 21: Sales and forecast of other beans, at current prices, 2008-18
Retail Channels
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- Key points
- Supermarkets top seller of fruits and vegetables
- Sales of fruit and vegetables, by channel
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- Figure 22: Total US retail sales of fruit and vegetables, by channel, at current prices, 2011-13
- Supermarkets, Walmart dominate but local channels making strides
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- Figure 23: Where consumers purchase their fruit and vegetables, August 2013
- Age, income influence where people shop for produce
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- Figure 24: Where consumers purchase their fruit and vegetables, by household income, August 2013
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- Figure 25: Where consumers purchase their fruit and vegetables, by age, August 2013
Leading Companies
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- Key points
- Sales for category leader Dole drop nearly 5%
- Manufacturer sales of fruit and vegetables
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- Figure 26: MULO sales of fruit and vegetables, by leading companies, rolling 52 weeks 2012 and 2013
- Green Giant leads growth in frozen vegetables segment
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- Figure 27: MULO sales of frozen vegetables, by leading companies, rolling 52 weeks 2012 and 2013
- Multiple brands find success with dry beans, vegetables, ancient grains
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- Figure 28: MULO sales of dry beans/vegetables, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Fruit product launches gained on vegetable through 2012
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- Figure 29: New produce product introduction, by segment, 2008-13
- Private label maintains healthy portion of new product launches
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- Figure 30: New produce product introductions, by brand versus private label, 2008-13
- New products launches answer consumer demand for convenience
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Del Monte
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- Figure 31: Brand analysis of Del Monte, 2011
- Online initiatives
- TV presence
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- Figure 32: Del Monte, Del Monte Beans: Bursting with Life, 2013
- Figure 33: Del Monte, Del Monte Peaches: Bursting with Life, 2013
- Brand analysis: Walmart
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- Figure 34: Brand analysis of brand, 2011
- Online initiatives
- TV presence
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- Figure 35: Walmart, “Fresh-over: Produce from Walmart”, 2013
- Brand analysis: Green Giant
- Online initiatives
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- Figure 36: Green Giant, Caught in the Act – Extra Vegetable Affair, 2013
- TV presence
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- Figure 37: Green Giant, Up Your Game, 20132
Vegetable Consumption
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- Key points
- Almost all consumers eat vegetables; most low or medium users
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- Figure 38: Total servings of vegetables eaten each day, by occasion (nets), August 2013
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- Figure 39: Daily vegetable consumption, by usage group, by age, August 2013
- Figure 40: Daily vegetable consumption, by servings, by presence of children in household, August 2013
- Lunch, dinner most common occasions for vegetable consumption
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- Figure 41: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
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- Figure 42: Total servings of vegetables eaten each day, by occasion, by age, August 2013
Fruit Consumption
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- Key points
- Fruit not quite as popular as vegetables
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- Figure 43: Total servings of fruits eaten each day, August 2013
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- Figure 44: Daily fruit consumption, by servings, by age, August 2013
- Figure 45: Daily fruit consumption, by servings, by household size, August 2013
- Fruit most commonly used as a snack
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- Figure 46: Total servings of fruits eaten each day, by occasion, by gender, August 2013
Types and Form of Fruits and Vegetables Eaten
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- Key points
- Frozen, canned lag far behind fresh in consumers’ purchasing
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- Figure 47: Fruit and vegetable purchases by type and format, August 2013
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- Figure 48: Attitudes on fruit and vegetables, August 2013
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- Figure 49: Types of frozen vegetables eaten, by household
- Frozen, canned appeal to households with kids, in particular
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- Figure 50: Fruit and vegetables purchasing behavior, by presence of children in household, August 2013
Fruit and Vegetable Purchasing Behavior
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- Key points
- Older consumers want fresh, local; younger want organic
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- Figure 51: Fruit and vegetable purchasing behavior, by age, August 2013
- Consumers want convenience in a variety of definitions
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- Figure 52: Fruit and vegetable purchasing behavior, by age, August 2013
Fruit and Vegetable Consumption Behavior
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- Key points
- Men less likely to feel guilty about not eating enough produce
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- Figure 53: Fruit and vegetable consumption behavior, by gender, August 2013
- More than a third of parents have trouble getting kids to eat vegetables
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- Figure 54: Fruit and vegetable consumption behavior, August 2013
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- Figure 55: Attitudes on fruit and vegetables, August 2013
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- Figure 56: Fruit and vegetable consumption behavior, August 2013
- Parents lead by example in fruit and vegetable consumption
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- Figure 57: Fruit and vegetable consumption behavior, by serving of vegetables in a day, August 2013
- Figure 58: Fruit and vegetable consumption behavior, by serving of fruits in a day, August 2013
Attitudes Toward Fruit and Vegetables
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- Key points
- Consumers skeptical of imported fruit and vegetable safety
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- Figure 59: Attitudes on fruit and vegetables, by age, August 2013
- Parents more likely to want information, convenience
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- Figure 60: Attitudes on fruit and vegetables, by presence of children in household, August 2013
Race and Hispanic Origin
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- Key points
- Hispanics more likely to be high users, White consumers less likely
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- Figure 61: Daily vegetable consumption, by servings, by race/Hispanic origin, August 2013
- Figure 62: Daily fruit consumption, by servings, by race/Hispanic origin, August 2013
- Hispanic consumers buy more canned vegetables, canned, frozen fruit
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- Figure 63: Fruit and vegetable purchasing behavior by format, by race/Hispanic origin, August 2013
Key Household Purchase Measures—Fruit
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- Overview of canned/bottled fruit
- Canned/bottled mixed fruit
- Consumer insights on key purchase measures—canned/bottled mixed fruit
- Brand map
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- Figure 64: Brand map, selected brands of canned/bottled mixed fruit buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 65: Key purchase measures for the top brands of canned/bottled mixed fruit, by household penetration, 2012*
- Canned/bottled pineapple
- Consumer insights on key purchase measures—canned/bottled pineapple
- Brand map
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- Figure 66: Brand map, selected brands of canned/bottled pineapple buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 67: Key purchase measures for the top brands of canned/bottled pineapple, by household penetration, 2012*
- Canned/bottled peaches
- Consumer insights on key purchase measures—canned/bottled peaches
- Brand map
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- Figure 68: Brand map, selected brands of canned/bottled peaches buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 69: Key purchase measures for the top brands of canned/bottled peaches, by household penetration, 2012*
Key Household Purchase Measures—Vegetables
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- Overview of vegetables
- Canned/bottled corn
- Consumer insights on key purchase measures—canned/bottled corn
- Brand map
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- Figure 70: Brand map, selected brands of canned/bottled corn buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 71: Key purchase measures for the top brands of canned/bottled corn, by household penetration, 2012*
- Canned/bottled green beans
- Consumer insights on key purchase measures—canned/bottled green beans
- Brand map
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- Figure 72: Brand map, selected brands of canned/bottled green beans buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of canned/bottled green beans, by household penetration, 2012*
- Canned/bottled green peas
- Consumer insights on key purchase measures—canned/bottled green peas
- Brand map
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- Figure 74: Brand map, selected brands of canned/bottled green peas buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 75: Key purchase measures for the top brands of canned/bottled green peas, by household penetration, 2012*
Appendix – Market Drivers
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- Consumer confidence
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- Figure 76: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 77: US unemployment rate, by month, 2002-13
- Figure 78: US unemployment and underemployment rates, 2007-13
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- Figure 79: Number of employed civilians in US, in thousands, 2007-13
- Food cost pressures
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- Figure 80: Changes in USDA Food Price Indexes, 2011-14
- Obesity
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- Figure 81: American adults, by weight category as determined by body mass index (BMI), 2008-June 20, 2013
- Childhood and teen obesity—highest in decades
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- Figure 82: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 83: US population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 84: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 85: US population, by age, 2008-18
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- Figure 86: US households, by presence of own children, 2002-12
Appendix – Other Useful Market Size Tables
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- Figure 87: Total US sales and forecast of fruit and vegetables, by segment, at current prices, 2008-18
- Figure 88: Total US sales and forecast of fruit, by category, at current prices, 2008-18
- Figure 89: Total US sales and forecast of vegetables, by category, at current prices, 2008-18
- Figure 90: Total US sales and forecast of vegetables, by category, at current prices, 2008-18 (continued)
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- Figure 91: MULO sales of frozen fruit, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 92: MULO sales of canned fruit, by leading companies, rolling 52 weeks 2012 and 2013
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- Figure 93: MULO sales of canned vegetables, by leading companies, rolling 52 weeks 2012 and 2013
- Figure 94: MULO sales of beans, by leading companies, rolling 52 weeks 2012 and 2013
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- Figure 95: MULO sales of fresh cut salads, by leading companies, rolling 52 weeks 2012 and 2013
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Appendix – Other Useful Consumer Tables
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- Figure 96: Total servings of vegetables eaten each day, by occasion, August 2013
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- Figure 97: Total servings of fruits eaten each day, by occasion, August 2013
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- Figure 98: Total servings of vegetables eaten each day, by occasion (nets), August 2013
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- Figure 99: Total servings of fruits eaten each day, by occasion (nets), August 2013
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- Figure 100: Total servings of vegetables eaten each day, by occasion, by gender, August 2013
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- Figure 101: Total servings of vegetables eaten each day, by occasion, by age, August 2013
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- Figure 102: Total servings of vegetables eaten each day, by occasion, by household income, August 2013
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- Figure 103: Total servings of vegetables eaten each day, by occasion, by race/Hispanic origin, August 2013
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- Figure 104: Fruit and vegetable purchases by type and format, August 2013
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Appendix – Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix – Trade Associations
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