• Half of consumers aged 18-34 consider “plant-based” protein alternatives to be a good source of vegetables, indicating that there is a new and trending competitor for vegetables while simultaneously acknowledging that younger consumers will tolerate "healthy" foods that are clearly processed, opening the door for more convenient, prepared vegetables. Both ideas point to opportunity for vegetable brands to double down on messages of the inherent and natural benefits of vegetables.

• The pandemic led to 18% sales growth for vegetables in 2020. While it won't match that pace in 2021-22, brands can maintain a degree of that momentum through a combined focus on convenience, nutrition and sustainability.

• The biggest potential threat to vegetables is one facing most CPG categories, namely if consumers quickly return to their pre-COVID behaviors, dining out will rapidly increase as consumers gain confidence. Pre-COVID, foodservice spending was rising, but healthy eating initiatives and economizing are likely to prompt consumers to retain a portion of their increased at-home meal and snack-time behaviors.

• With a return of some pre-pandemic norms, time constraints will prompt consumer demand for more convenient and easy-to-prepare options, particularly as many consumers face cooking fatigue and seek guidance in terms of meal-planning or preparation.

• The impact of COVID-19 on consumer behavior and the vegetables market

• Produce purchase factors and locations

• Drivers of vegetable purchase

• Attitudes toward vegetables

For the purposes of this Report, Mintel has used the following definitions:

This Report builds on the analysis presented in Mintel’s Vegetables: Incl Impact of COVID-19 – US, August 2020, as well as Vegetables – US, August 2019 and the May 2018, May 2017, May 2016 and June 2015 Reports of the same name, in addition to analysis presented in Mintel’s Fruit and Vegetables – US, October 2014 and the October 2013 and February 2012 Reports of the same name. This Report covers the US market for vegetables, which are defined as follows:

• Fresh vegetables – including whole vegetables (loose and packaged), such as potatoes, carrots and spinach

• Shelf-stable vegetables – including canned/jarred vegetables and dried vegetables such as mushrooms or beans

• Frozen vegetables – including bagged/boxed vegetables in the freezer section

• Fresh-cut salad – including pre-cut lettuce, spinach and kale, as well as packaged salad mixes

Unless otherwise noted, the following foods are excluded from the scope of this Report:

• Vegetable juices, drinks or smoothies

• Refrigerated prepared side dishes that include vegetables

• Tomato sauce, paste and puree and tomato or vegetable-based pasta/cooking sauces

• Instant potatoes

• Fruit (which will be covered in Fruit – US, July 2021)

Mintel bases its expectations for economic growth on projections provided by the CBO, the FOMC, the Conference Board and other public sources. Consensus estimates forecast US GDP to increase by 6.5% in 2021. Unemployment has been forecast to decline to as low as 4.1% by the end of 2021 with an average of 5.7% for the year.

The first COVID-19 case was confirmed in the US in January 2020. It was declared a global health pandemic and national emergency in early March 2020. Across the US, various stay-at-home orders were put in place in Spring 2020, and nonessential businesses and school districts closed or shifted to remote operations. The remainder of 2020 saw rolling orders, as states and local governments relaxed and reinforced guidelines according to the spread of the virus in each region.

Vaccine roll-out began in December 2020. Mintel anticipates business operations in the US will remain in a state of flux through 2021 as vaccines are widely administered and social distancing restrictions and capacity limitations are relaxed.