Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and forecast of vegetables, at current prices, 2015-25
- Figure 2: Total US retail sales and forecast of vegetables, at current prices, 2015-25
- Impact of COVID-19 on vegetables
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- Figure 3: Short-, medium- and long-term impact of COVID-19 on vegetables, July 2020
- Reemergence
- Freshness is still an issue for frozen, shelf-stable
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- Figure 4: Important vegetable attributes, NET, June 2020
- Double down on inherent health benefits, value
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- Figure 5: Reasons for increased consumption, June 2020
- Recovery
- Lean into local
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- Figure 6: Coronavirus lifestyle changes, your local community, April-July 2020
- Target innovation to help consumers eat more vegetables, in new ways
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- Figure 7: Interest and experience with vegetable-based carb substitutes, June 2020
The Market – Key Takeaways
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- COVID-19 behaviors give all segments a boost
- Unemployment, rising prices will benefit private label players
- Shopping moves online
- Move the restaurant experience inside
- Consider packaging changes
Market Size and Forecast
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- COVID-19 boosts vegetable sales
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- Figure 8: Total US sales and forecast of vegetables, at current prices, 2015-25
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- Figure 9: Total US retail sales and forecast of vegetables, at current prices, 2015-25
- Macroeconomic factors
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- Figure 10: Expected US unemployment, 2019-25
- Figure 11: Consumer sentiment index, January 2019-20
- Impact of COVID-19 on vegetables
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- Figure 12: Short-, medium- and long-term impact of COVID-19 on vegetables, July 2020
- Lockdown
- Reemergence
- Recovery
- Learnings from the last recession
- Vegetables are recession proof, but trade-offs happen
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- Figure 13: Total US retail sales of vegetables, percent change year over year, at current prices, 2006-2012
- COVID-19: US context
Segment Performance
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- Non-fresh vegetable growth outpaces fresh
- Non-fresh vegetable sales: frozen keeps a positive pace while shelf-stable falls behind
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- Figure 14: Total US retail sales and forecast of vegetables, by segment, at current prices, 2015-25
Market Factors
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- Labor shortages and environmental disasters hit farmers hard
- Vegetables get more costly
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- Figure 15: Multi-outlet sales of vegetables, by leading companies, % sales change, rolling 52 weeks 2019-2020
- Grocery shopping shifts online, but produce remains a barrier
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- Figure 16: Total ecommerce share of omni-channel food/drink sales, January-May 2020
- Farmers markets move online
- Vegetables everywhere
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- Figure 17: Products with vegetable substitutes
- Tech tackles food waste
Market Opportunities
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- Fill in the foodservice gap
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- Figure 18: MULO sales of vegetable sides, rolling 52 weeks 2019
- Target young adults with value-added products to offset recessionary impact
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- Figure 19: Precut, preseasoned or premixed vegetables
- Packaging refreshes for cans, loose vegetables
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- Figure 20: Canned vegetable packaging with claims
- Sharing the love of local
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- Figure 21: Infarm Microfarming
Companies and Brands – Key Takeaways
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- Private label outpaces unprecedented leaderboard growth
- Green Giant heads toward fresh
- Caulipower debuts a video series aimed to entertain, support
Market Share of Vegetables
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- Brands and private label find success in a crisis
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- Figure 22: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2019 and 2020
Competitive Strategies
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- Green Giant goes farm fresh
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- Figure 23: Green Giant Fresh products
- Figure 24: Green Giant Fresh Instagram
- From cans to bowls
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- Figure 25: MULO sales of vegetable sides, rolling 52 weeks 2019
- Figure 26: Types of vegetable products packaging, percentage change 2018-19
- Caulipower stays cool with CHILL series
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- Figure 27: Caulipower and Chill Instagram event posting
The Consumer – What You Need to Know
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- Fresh is best
- Consumers are getting more veggies in
- Aspiring to eat local
- Vegetables can take on new purposes
- Riced cauliflower is for some, but certainly not all
- A little help please? Give young consumers guidance
Vegetable Consumption
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- Fresh is the preference
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- Figure 28: Vegetable consumption, NET, repertoire of vegetable consumption, June 2020
- Young consumers still growing into vegetables
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- Figure 29: Vegetable consumption, by age, June 2020
- More money, more vegetables
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- Figure 30: Vegetable consumption repertoire, by household income, June 2020
- Brands could better cater to small households
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- Figure 31: Vegetable consumption repertoire, by household size, June 2020
Change in Vegetable Consumption
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- More than a third are eating more vegetables
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- Figure 32: Change in vegetable consumption, June 2020
- Younger adults are an opportunity for innovation, ideas
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- Figure 33: Change in vegetable consumption, by age, June 2020
- Fathers are upping their vegetable intake
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- Figure 34: Change in vegetable consumption, by parental status by gender, June 2020
- Urban-dwellers are eating more vegetables
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- Figure 35: Change in vegetable consumption, by area, June 2020
Reasons for Increased Consumption
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- Consumers are simply trying to make better choices
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- Figure 36: Reasons for increased consumption, June 2020
- At-home cooking opens doors for meal-ready vegetables
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- Figure 37: Reasons for increased consumption, I am cooking more, by age, June 2020
- Frozen brands can expand on the beverage occasion
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- Figure 38: Reasons for increased consumption, by generation and parental status by gender, June 2020
Vegetable Attitudes
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- Interest in freshness, local can be met with increased transparency
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- Figure 39: Vegetable attitudes, June 2020
- Ease younger consumers in with flavor, convenience
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- Figure 40: Vegetable attitudes, by age, June 2020
- Innovation can keep dads’ recent engagement high
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- Figure 41: Vegetable attitudes, by parental status by gender, June 2020
Vegetable Behaviors
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- Encourage versatility to mitigate waste
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- Figure 42: Vegetable behaviors, June 2020
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- Figure 43: Vegetable behaviors by change in consumption, June 2020
- Make it snackable
- Young consumers could use a helping hand
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- Figure 44: Vegetable behaviors, by age, June 2020
Important Vegetable Attributes
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- Focus on freshness
- Is the importance of non-GMO dwindling?
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- Figure 45: Important vegetable attributes, June 2020
- Everyone can agree on the importance of nutrients
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- Figure 46: Vegetable with superfood positioning
- Figure 47: Important vegetable attributes, NET, by age, June 2020
Interest and Experience with Vegetable-based Carbohydrate Alternatives
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- Interest extends beyond low-carb diets
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- Figure 48: Interest and experience with vegetable-based carb substitutes, June 2020
- Cost is a barrier to trial
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- Figure 49: Interest and experience with vegetable-based carb substitutes, by household income, June 2020
- Women under 55 are strong targets for carb-lite trial
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- Figure 50: Interest and experience with vegetable-based carb substitutes, NET, any interest, by age and gender, June 2020
- Help parents avoid the veggie tantrum
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- Figure 51: Interest and experience with vegetable-based carb substitutes, NET, by parental status, June 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 52: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2015-25
- Figure 53: Total US retail sales of vegetables, by segment, at current prices, 2018 and 2020
- Figure 54: Total US retail sales and forecast of fresh vegetables, at current prices, 2015-25
- Figure 55: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2015-25
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- Figure 56: Total US retail sales and forecast of frozen vegetables, at current prices, 2015-25
- Figure 57: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2015-25
- Figure 58: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2015-25
- Figure 59: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2015-25
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Appendix – Retail Channels
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- Figure 60: Total US retail sales of vegetables, by channel, at current prices, 2015-20
- Figure 61: Total US retail sales of vegetables, by channel, at current prices, 2018 and 2020
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- Figure 62: US supermarket sales of vegetables, at current prices, 2015-20
- Figure 63: US sales of vegetables through other retail channels, at current prices, 2015-20
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Appendix – Key Players
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- Figure 64: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 65: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2019 and 2020
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