Table of Contents
Executive Summary
-
- Top takeaways
- Market overview
-
- Figure 1: Total US sales and fan chart forecast of fruit, at current prices, 2015-25
- Figure 2: Total US sales and forecast of fruit, at current prices, 2015-25
- Impact of COVID-19 on fruit
-
- Figure 3: Short-, medium- and long-term impact of COVID-19 on fruit, August 2020
Challenges and Opportunities
-
- Re-emergence
- Even in a pandemic, non-fresh fruit is not top of mind
-
- Figure 4: Fruit consumption, June 2020
- Disrupt consumption occasion habits
-
- Figure 5: Fruit type occasions, June 2020
- Recovery
- Innovate for a new fruit consumer
- Find local connections
The Market – Key Takeaways
-
- Category growing even pre-COVID
- Non-fresh segments to stagnate, as fresh maintains market share lead
- Recession history demonstrates fruit's essential nature
- Local sourcing could take new forms
Market Size and Forecast
-
-
- Figure 6: Total US sales and fan chart forecast of fruit, at current prices, 2015-25
-
- Figure 7: Total US sales and forecast of fruit, at current prices, 2015-25
- Impact of COVID-19 on fruit
-
- Figure 8: Short-, medium- and long-term impact of COVID-19 on fruit, July 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
- Growth historically slows during recession but no contraction
-
- Figure 9: Fruit sales during the 2008-09 recession, 2006-10
-
Segment Performance
-
- Fresh remains dominant fruit segment, with others stagnating
-
- Figure 10: Sales of fruit, by segment, 2015-25
- Shelf-stable’s opportunity
-
- Figure 11: Consumer perception of shelf-stable fruit launches versus frozen/refrigerated fruit launches in the US, 2017-20*
- Figure 12: Consumer concerns with grocery shopping and hygiene, June 2020
- Supermarkets hold off encroachment from other channels – for now
-
- Figure 13: Total US retail sales of fruit, by channel, at current prices, 2015-20
Market Factors
-
- Learnings from the last recession
- Growth historically slows during recession but no contraction
-
- Figure 14: Fruit sales during the 2008-09 recession, 2006-10
- 2020 Dietary Guidelines call for increased produce consumption
- Fresh fruit prices falling
-
- Figure 15: Consumer price index, % change in fruit prices
- Parents and adults 18-54 lead fruit consumption
-
- Figure 16: US population share, by age, 2011-21
Market Opportunities
-
- Straight to health
- Processed products can lean on safety, value
- Consumers are interested in local connections
- Embrace ecommerce’s potential
-
- Figure 17: Coronavirus lifestyle changes – Online shopping, April-July 2020
- Figure 18: Total ecommerce share of omni-channel food/drink sales, January-May 2020
Companies and Brands – Key Takeaways
-
- Private label accounts for lion's share of fruit sales
- Non-fresh segments could leverage packaging to communicate healthy benefits
Fruit Market Share
-
- Dole maintains lead among name brands, with private label looming large
- Sales of total non-fresh fruit by company
-
- Figure 19: Sales of fruit*, by company, 2019 and 2020
- Company/brand sales by segment
- Value options encroaching in canned/jarred fruit
-
- Figure 20: Multi-outlet sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Private label setting the pace in frozen fruit
-
- Figure 21: Multi-outlet sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Lack of innovation impacting dried fruit
-
- Figure 22: Multi-outlet sales of dried fruit, by leading companies and brands, rolling 52 weeks 2019 and 2020
Competitive Strategies
-
- Classic private label innovation drives sales growth
-
- Figure 23: Fruit launches in the US, by private label, 2015-19
- Figure 24: Most popular claims on fruit product launches, private label versus branded, 2017-19
- Power to the packaged
-
- Figure 25: Consumer concerns with grocery shopping and hygiene, June 2020
- Frozen focuses beyond BFY and toward sustainability
The Consumer – Key Takeaways
-
- Fresh fruit dominates the category
- Parents increasing fruit consumption amid COVID-19
- Purchase location reflects COVID-related spend shift
- Freshness drives purchase
- Frozen fruit's versatility in question
- Local proves popular and potentially reassuring
- Safety concerns could severely impact the category
The Consumer
-
- Fruit consumption almost universal, led by fresh
-
- Figure 26: Fruit consumption, June 2020
- Frozen fruit fuels the smoothie life
-
- Figure 27: Fruit consumption, by age, June 2020
- Parents strongly over-index in frozen, shelf-stable fruit options
-
- Figure 28: Fruit consumption, by parental status, by gender, June 2020
- Fruit cups, frozen fruit resonating more with Hispanic consumers
-
- Figure 29: Fruit consumption, by Hispanic origin, by generation, June 2020
Increased Fruit Consumption during COVID-19
-
- Pandemic changes reinforce preferences for fresh fruit
-
- Figure 30: Fruit consumption amid the pandemic, June 2020
- Older consumers least likely to change
-
- Figure 31: Fruit consumption amid the pandemic, by age, June 2020
- Less consumption growth among lower-income consumers
-
- Figure 32: Fruit consumption amid the pandemic, by household income, June 2020
- Parents much more likely to be increasing fruit consumption
-
- Figure 33: Fruit consumption amid the pandemic, by parental status, June 2020
Fruit Purchase Location
-
- Supermarkets remain the go-to resource for fruit
-
- Figure 34: COVID-19 shopping behaviors, April-August 2020
-
- Figure 35: Fruit purchase location, June 2020
- Younger consumers shift fruit purchase to a wider range of channels
-
- Figure 36: Fruit purchase location, by age, June 2020
- Online, subscription services find their footing among urban consumers
-
- Figure 37: Fruit purchase location, by area, June 2020
- Hispanic consumers much more likely to think beyond the supermarket for fruit
-
- Figure 38: Fruit purchase location, by Hispanic origin, by generation, June 2020
Fruit Purchase Factors
-
- The category hinges on freshness
-
- Figure 39: Fruit purchase factors, June 2020
- Younger consumers notably more likely to seek organic claim
-
- Figure 40: Fruit purchase factors, by age, June 2020
- Organic, non-GMO resonating among Hispanic consumers, particularly Hispanic Millennials
-
- Figure 41: Fruit purchase factors, June 2020
Fruit Format Use
-
- Versatility fuels fresh, frozen usage
-
- Figure 42: Fruit type usage, June 2020
-
- Figure 43: Fruit type usage, June 2020
- For frozen fruit, smoothies prove most popular application, particularly for young and female consumers
-
- Figure 44: Frozen fruit usage, June 2020
- Fresh fruit captures consumer interest in snacking
-
- Figure 45: Fresh fruit usage, June 2020
- Dried fruit proves a snack solution for older consumers
-
- Figure 46: Dried fruit usage, June 2020
- Fruit cups’ role as snacks could expand to include lunch, even dessert
-
- Figure 47: Fruit cup usage, June 2020
Fruit Attitudes and Behaviors
-
- Local trend resonating with fruit consumers
-
- Figure 48: Fruit attitudes, June 2020
- Waste weighs more upon younger fruit consumers
-
- Figure 49: Fruit attitudes, by age, June 2020
- Waste, fairness concern Hispanic fruit consumers
-
- Figure 50: Fruit attitudes, by Hispanic origin, by generation, June 2020
Perceptions of Fruit Formats
-
- Snackability and healthy driving fresh and dried fruit
-
- Figure 51: Opinions of fruit types, June 2020
-
- Figure 52: opinions of fruit types, June 2020
- Younger consumers not as keen on fresh fruit
-
- Figure 53: Opinions of fresh fruit, June 2020
- Dried fruit seen as a snackable, but its healthy perception lags
-
- Figure 54: Opinions of dried fruit, June 2020
- Convenient and inexpensive, canned fruit faces authentic challenge
-
- Figure 55: Opinions of canned fruit, June 2020
- Snackable fruit cups both convenient and tasty
-
- Figure 56: Opinions of fruit cups, June 2020
- Frozen fruit’s potential to regain a healthy association
-
- Figure 57: Opinions of frozen fruit, June 2020
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
-
-
- Figure 58: Total US retail sales and forecast of fruit, at current prices, 2015-25
- Figure 59: Total US retail sales and forecast of fruit, at inflation-adjusted prices, 2015-25
- Figure 60: Total US retail sales and forecast of fruit, by segment, at current prices, 2015-25
- Figure 61: Total US retail sales of fruit, by segment, at current prices, 2018 and 2020
-
- Figure 62: Total US retail sales and forecast of fresh fruit, at current prices, 2015-25
- Figure 63: Total US retail sales and forecast of fresh fruit, at inflation-adjusted prices, 2015-25
- Figure 64: Total US retail sales and forecast of canned/jarred fruit, at current prices, 2015-25
- Figure 65: Total US retail sales and forecast of canned/jarred fruit, at inflation-adjusted prices, 2015-25
-
- Figure 66: Total US retail sales and forecast of frozen fruit, at current prices, 2015-25
- Figure 67: Total US retail sales and forecast of frozen fruit, at inflation-adjusted prices, 2015-25
- Figure 68: Total US retail sales and forecast of dried fruit, at current prices, 2015-25
- Figure 69: Total US retail sales and forecast of dried fruit, at inflation-adjusted prices, 2015-25
-
Appendix –Companies and Brands
-
-
- Figure 70: Multi-outlet sales of fruit, by leading companies, rolling 52 weeks 2019 and 2020
- Figure 71: Multi-outlet sales of canned/jarred fruit, by leading companies and brands, rolling 52 weeks 2019 and 2020
-
- Figure 72: Multi-outlet sales of dried fruit, by leading companies and brands, rolling 52 weeks 2019 and 2020
- Figure 73: Multi-outlet sales of frozen fruit, by leading companies and brands, rolling 52 weeks 2019 and 2020
-
Appendix – Retail Channels
-
-
- Figure 74: Total US retail sales of fruit, by channel, at current prices, 2015-20
- Figure 75: Total US retail sales of fruit, by channel, at current prices, 2018 and 2020
-
- Figure 76: US supermarket sales of fruit, at current prices, 2015-20
- Figure 77: US sales of fruit through other retail channels, at current prices, 2015-20
-
Correspondence Analysis – Methodology
-
-
- Figure 78: opinions of fruit types, June 2020
-
- Figure 79: Fruit type usage, June 2020
-
Back to top