Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Total US sales and fan chart forecast of vegetables, at current prices, 2016-26
- Figure 2: Total US retail sales and forecast of vegetables, at current prices, 2016-26
- Impact of COVID-19 on vegetables
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- Figure 3: Impact of COVID-19 on vegetables, 2021
- Challenges and opportunities
- Protein alternatives seen as vegetable source
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- Figure 4: Protein alternatives as vegetable source, by age, 2021
- Refresh BFY communications to reach young adults
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- Figure 5: Impact of health claims on vegetable purchase, by age, 2021
- Meet younger adults online for convenience and value
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- Figure 6: Produce purchases online from physical retailers, by age, 2021
- Activate parents with innovation and ideas
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- Figure 7: Vegetable preparation needs, any agree, by parental status, 2021
The Market – Key Takeaways
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- Steady growth to dramatic pandemic-related increases
- Pre-pandemic trends return quickly for packaged segments
- Consumer aspirations provide opportunity for vegetables
Market Size and Forecast
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- Sales slow as new “normal” sets in
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- Figure 8: Total US sales and fan chart forecast of vegetables, at current prices, 2016-26
- Figure 9: Total US retail sales and forecast of vegetables, at current prices, 2016-26
Segment Performance
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- Shelf-stable and frozen segments rapidly resume pre-COVID trends
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- Figure 10: Sales of vegetables, by segment, 2016-26
- Figure 11: Total US retail sales and forecast of vegetables, by segment, at current prices, 2016-26
- Familiarity and vegetable variety boost supermarket vegetable sales
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- Figure 12: Total US retail sales of vegetables, by channel, at current prices, 2016-21
Market Factors
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- Unenthusiastic cooks in search of healthy convenience
- Price drops to give way to inflation
- Vegetables are the OG plant-based
- Vegetable versatility falls short of other sides
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- Figure 13: Qualities associated with selected side dishes, 2021
Companies and Brands – Key Takeaways
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- Private label maintains share lead, while big brands also make gains
- Sustainable = natural 2.0
- Meat alternatives emerge as competitors
Market Share
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- Pandemic drives consumers to comforting frozen foods
- Sales of vegetables by company
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- Figure 14: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2020 and 2021
Competitive Strategies
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- Grilled options help guide flavor exploration
- Brands lean into sustainable
- Cauliflower power
Market Opportunities
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- Refresh vegetables’ benefits
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- Figure 15: Impact of health claims on vegetable purchase, by age, 2021
- Identify vegetables as healthier than alternatives
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- Figure 16: Protein alternatives as vegetable source, by age, 2021
- Purchase shifts online for all produce segments
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- Figure 17: Produce purchases online from retailers, by select demographics, 2021
The Consumer – Key Takeaways
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- Break boredom, add value to sustain and grow engagement
- Consumers turning to a wider variety of vegetables
- Freshness leads category drivers
- Supermarkets remain top choice for vegetable purchase
- Vegetable use largely at mealtimes
- Nutrition and convenience are worth the price to parents
- Guide consumers to the nutritionally beneficial
Vegetable Consumption
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- Fresh in all formats top the list of vegetable consumption
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- Figure 18: Vegetable consumption, 2019 and 2021
- Easier options appeal to younger consumers
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- Figure 19: Vegetable consumption, by age, 2021
- Consumers look to boost vegetable consumption
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- Figure 20: Produce consumption changes, 2021
- Meal prep and planning support in the quest for increased consumption
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- Figure 21: Repertoire analysis – Vegetable consumption, 2021
- Local and the environment resonate with most-active vegetable consumers
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- Figure 22: Vegetable purchase and consumption behavior, by repertoire of vegetable consumption, 2021
Vegetable Purchase and Consumption Behavior
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- Maintain momentum by breaking the boredom in the kitchen
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- Figure 23: Vegetable purchase and consumption behavior, 2021
- Value perception eludes organic and local
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- Figure 24: Vegetable purchase and consumption behavior, by household income, 2021
Produce Purchase Factors
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- Freshness and wellbeing to drive consumers
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- Figure 25: Produce purchase factors, 2021
- Vegetables’ natural appeal to parents
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- Figure 26: Produce purchase factors, by parental status, 2021
Produce Purchase Location
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- Supermarkets top the list of vegetable sources
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- Figure 27: Produce purchase location, 2021
- Produce purchase begins online shift, but with trusted retailers’ websites
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- Figure 28: Produce purchase online, by select demographics, 2021
Vegetable Occasions
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- Innovation spurring usage beyond mealtimes
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- Figure 29: Vegetable usage, by daypart, 2021
- Identify advantages of vegetables for younger consumers
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- Figure 30: Vegetable usage, by age, 2021
Vegetable Types, Perception and Uses
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- Link packaged varieties to their nutritional attributes
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- Figure 31: Correspondence analysis – Symmetrical map – Vegetable types, perception and uses – 2021
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- Figure 32: Vegetable types, perception and uses, 2021
Attitudes toward Vegetables
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- Reach under 55s with contemporary health features
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- Figure 33: Health and claims, any agree, by age, 2021
- Focus on cleaner approach to nutrition
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- Figure 34: Vegetables and nutrition, any agree, by age, 2021
- Beyond sustainable and into the realm of regenerative
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- Figure 35: Sustainability and vegetables, any agree, by household income, 2021
- Both inspiration and innovation can support increased consumption
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- Figure 36: Vegetable preparation attitudes, any agree, by parental status, 2021
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 37: Total US retail sales and forecast of vegetables, at current prices, 2016-26
- Figure 38: Total US retail sales and forecast of vegetables, at inflation-adjusted prices, 2016-26
- Figure 39: Total US retail sales and forecast of vegetables, by segment, at current prices, 2016-26
- Figure 40: Total US retail sales of vegetables, by segment, at current prices, 2019 and 2021
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- Figure 41: Total US retail sales and forecast of fresh vegetables, at current prices, 2016-26
- Figure 42: Total US retail sales and forecast of fresh vegetables, at inflation-adjusted prices, 2016-26
- Figure 43: Total US retail sales and forecast of frozen vegetables, at current prices, 2016-26
- Figure 44: Total US retail sales and forecast of frozen vegetables, at inflation-adjusted prices, 2016-26
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- Figure 45: Total US retail sales and forecast of shelf-stable vegetables, at current prices, 2016-26
- Figure 46: Total US retail sales and forecast of shelf-stable vegetables, at inflation-adjusted prices, 2016-26
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Appendix – Companies and Brands
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- Figure 47: Multi-outlet sales of vegetables, by leading companies, rolling 52 weeks 2020 and 2021
- Figure 48: Multi-outlet sales of frozen vegetables, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 49: Multi-outlet sales of shelf-stable vegetables, by leading companies and brands, rolling 52 weeks 2020 and 2021
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Appendix – Consumer
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- Figure 50: Average household spending on vegetables, 2016-21
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Appendix – Retail Channels
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- Figure 51: Total US retail sales of vegetables, by channel, at current prices, 2016-21
- Figure 52: Total US retail sales of vegetables, by channel, at current prices, 2019 and 2021
- Figure 53: US supermarket sales of vegetables, at current prices, 2016-21
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- Figure 54: US sales of vegetables through other retail channels, at current prices, 2016-21
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Appendix – Correspondence Analysis – Vegetables – Methodology
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- Figure 55: Correspondence analysis – Symmetrical map – Vegetable types, perception and uses, 2021
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- Figure 56: Correspondence analysis – Principal map – Vegetable types, perception and uses, 2021
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- Figure 57: Vegetable types, perception and uses, 2021
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