Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Vegetables face coy competition
- Fresh far outperforms processed
- Grocery stores master the vegetable category
- Salad mixes rule
- Innovators focused on types and packaging
- Most consumers aren’t listening to their mothers
- Leading thoughts on vegetables
- Cultural preferences determine vegetable usage
Insights and Opportunities
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- Key points
- Schools raise the bar
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- Figure 1: Kids’ usage of single-serve vegetables, 2010
- Restaurants looking more green
- Retail frozen aisle
- Down-to-earth purchase options
Inspire Insights
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- Trend: Celebs and Social Engineering
Market Size and Forecast
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- Key points
- Market holds up under troubled economy
- The future looks bright
- Sales and forecast of vegetables
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- Figure 2: Total U.S. retail sales of vegetables, at current prices, 2005-15
- Figure 3: Total U.S. retail sales of vegetables, at inflation adjusted prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Economic factors
- Diet and health factors
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- Figure 4: Attitudes toward vegetables and health and weight, by gender, November 2010
- Demographic factors
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- Figure 5: Population, by age, 2006-16
- Legislative factors
Competitive Context
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- Key points
- Juices, drinks, and smoothies
- V8
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- Figure 6: V8 web page, 2010
- Ocean Spray
- Naked Juice
- Pills and powder
- Nature Made
- MegaFood
- Vita Springs Powder
Segment Performance
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- Key points
- Both segments benefit from healthy eating trends
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- Figure 7: Total U.S. retail sales of vegetables, by segment, 2005-15
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- Figure 8: Total U.S. retail sales of vegetables, by segment, 2008 and 2010
- Salad mixes top the lucrative list
- Supermarket sales of fresh vegetables, by type
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- Figure 9: Dollar share of sales of fresh vegetables, 2009-10
Segment Performance—Fresh Vegetables
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- Key points
- Freshness is important
- Fresh vegetable sales and forecast
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- Figure 10: Total U.S. retail sales and forecast of fresh vegetables, 2005-15
- Brand performance
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- Figure 11: dollar share of brand presence in fresh vegetables, 2009-10
Segment Performance—Processed Vegetables
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- Key points
- Opportunity knocks
- Processed vegetable sales and forecast
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- Figure 12: Sales and forecast of processed vegetables, 2005-15
- New product launches
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- Figure 13: Frozen vegetable product launches, by branded and private label, 2005-10
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- Figure 14: Canned vegetable product launches, by branded and private label, 2005-10
Retail Channels
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- Key points
- Consumers shop for vegetables in several channels
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- Figure 15: Total U.S. retail sales of vegetables, by segment, 2009-10
Retail Channels—Grocery Stores
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- Key points
- Multiple marketing avenues
- Joining the farmers’ market movement
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- Figure 16: Grocery store sales of vegetables, 2005-10
- Organic vegetables sold in supermarkets
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- Figure 17: Percent share of organic vegetables sold by vegetable type, 2009-10
Retail Channels—Supercenters and Warehouse Clubs
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- Key points
- Inherent advantages
- Big name, big plans
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- Figure 18: Supercenter and warehouse club sales of vegetables, 2005-10
Retail Channels—Other
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- Key points
- Other retailers fill the gap
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- Figure 19: “Other” retailers sales of vegetables, 2005-10
Retail Channels—Natural Foods Supermarkets
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- Key points
- Insight
- Sales of vegetables in the natural channel
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- Figure 20: Natural supermarket sales of vegetables, at current prices, 2008-10
- Figure 21: Natural supermarket sales of vegetables, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 22: Natural supermarket sales of vegetables, by segment, 2008 and 2010
- Natural channel leading brands
- Natural channel sales by organic content
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- Figure 23: Natural supermarket sales of vegetables by organic content, 2008 and 2010
Leading Companies
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- Key points
- FDMx sales of packaged vegetables by manufacturer and private label
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- Figure 24: Manufacturer FDMx sales of packaged vegetables in the U.S., 2009 and 2010
Brand Share—Frozen Vegetables
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- Key points
- Manufacturer and brand sales of frozen vegetables
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- Figure 25: Selected FDMx brand sales of frozen vegetables in the U.S., 2009 and 2010
Brand Share—Fresh Packaged Salads
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- Key points
- Manufacturer and brand sales of fresh packaged salads
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- Figure 26: Selected FDMx brand sales of fresh packaged salad mixes in the U.S., 2009 and 2010
Brand Share—Canned/Bottled Vegetables
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- Key points
- Manufacturer and brand sales of canned/bottled vegetables
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- Figure 27: Selected FDMx brand sales of canned/bottled vegetables in the U.S., 2009 and 2010
Innovations and Innovators
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- Key points
- Lettuce types
- Extreme Carrots
- Green Giant impresses with color
Marketing Strategies
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- Key points
- Vegetable hooks
- Extreme positioning
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- Figure 28: Fresh Baby Carrots ad, 2010
- Feel good
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- Figure 29: birdseyefoods.com monthly visitors, January 2010–January 2011
- Farm connection
- Partnership rewards
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- Figure 30: dole.com monthly visitors, January 2010–January 2011
- Television roles
- Fresh approaches
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- Figure 31: Colorado Fresh Potatoes ad, 2010
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- Figure 32: Dole Fresh Salad Mix ad, 2010
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- Figure 33: Fresh Express Salad ad, 2010
- Frozen vegetables
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- Figure 34: Green Giant Frozen Green Beans ad, 2010
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- Figure 35: Pictsweet All Natural Frozen Vegetables ad, 2010
- Canned image
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- Figure 36: Bruce’s Canned Yams ad, 2010
Vegetable Usage
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- Key points
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- Figure 37: Daily number of servings of vegetables consumed, by gender, November 2010
- Figure 38: Daily number of servings of vegetables consumed, by household income, November 2010
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- Figure 39: Daily number of servings of vegetables consumed, by region, November 2010
- Eating vegetables
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- Figure 40: Vegetable eating habits, by gender, November 2010
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- Figure 41: Vegetable eating habits, by age, November 2010
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- Figure 42: Vegetable eating habits, by household income, November 2010
- Eating salads
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- Figure 43: Salad eating habits, by gender, November 2010
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- Figure 44: Salad eating habits, by age, November 2010
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- Figure 45: Salad-eating habits, by household income, November 2010
Purchase Habits
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- Key points
- Popular vegetables
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- Figure 46: Household vegetable purchases in the past month, November 2010
- Forms of vegetables purchased
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- Figure 47: Household vegetable purchases in the past month, by fresh, canned, and frozen, November 2010
- Organic vegetable purchases
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- Figure 48: Household vegetable purchases in the past month, by organic and organic/traditional combination, November 2010
- Local vegetable purchase frequency
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- Figure 49: Local fresh vegetable purchase habits, by age, November 2010
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- Figure 50: Local fresh vegetable purchase habits, by household, November 2010
- Pre-cut vegetable purchase frequency
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- Figure 51: Pre-cut vegetable purchase habits, by age, November 2010
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- Figure 52: Pre-cut vegetable purchase habits, by household income, November 2010
Attitudes and Motivations
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- Key points
- Local and organic
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- Figure 53: Attitudes toward local and organic vegetables, by age, November 2010
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- Figure 54: Attitudes toward local and organic vegetables, by household income, November 2010
- Health, weight, and motivation
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- Figure 55: Attitudes toward vegetables regarding health and motivation, by age, November 2010
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- Figure 56: Attitudes toward vegetables regarding health and motivation, by region, November 2010
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- Figure 57: Attitudes toward vegetables and health and weight, by gender, November 2010
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- Figure 58: Attitudes toward vegetables and health and weight, by age, November 2010
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- Figure 59: Attitudes toward vegetables and health and weight, by household income, November 2010
- Intent and influences
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- Figure 60: Vegetable eating intent and influences, by age, November 2010
Race and Hispanic Origin
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- Key points
- Vegetable eating habits
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- Figure 61: Daily number of servings of vegetables consumed, by race/Hispanic origin, November 2010
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- Figure 62: Vegetable eating habits, by race/Hispanic origin, November 2010
- Local and organic
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- Figure 63: Attitudes toward local and organic vegetables, by race/Hispanic origin, November 2010
- Health and motivation
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- Figure 64: Attitudes toward vegetables regarding health and motivation, by race/Hispanic origin, November 2010
Custom Consumer Groups
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- Key points
- Canned vegetable purchases
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- Figure 65: Top 12 canned vegetables purchased by households in the past month, by age, November 2010
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- Figure 66: Top 12 canned vegetables purchased by households in the past month, by household income, November 2010
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- Figure 67: Top 12 canned vegetables purchased by households in the past month, by number of children in the household, November 2010
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- Figure 68: Top 12 canned vegetables purchased by households in the past month, by region and area, November 2010
- Frozen vegetable purchases
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- Figure 69: Top 12 frozen vegetables purchased by households in the past month, by age, November 2010
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- Figure 70: Top 12 frozen vegetables purchased by households in the past month, by household income, November 2010
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- Figure 71: Top 12 frozen vegetables purchased by households in the past month, by number of children in the household, November 2010
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- Figure 72: Top 12 frozen vegetables purchased by households in the past month, by region and area, November 2010
Cluster Analysis
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- Freshies
- Demographics
- Characteristics
- Opportunity
- Progressors
- Demographics
- Characteristics
- Opportunity
- Greenies
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 73: Vegetable clusters, December 2010
- Figure 74: Vegetable-buying attitudes and habits, by vegetable clusters, December 2010
- Figure 75: Vegetable-eating habits, by vegetable clusters, December 2010
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- Figure 76: Vegetable-eating incentives and influences, by vegetable clusters, December 2010
- Figure 77: Daily vegetable servings, by vegetable clusters, December 2010
- Cluster demographics
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- Figure 78: Vegetable clusters, by gender, December 2010
- Figure 79: Vegetable clusters, by age group, December 2010
- Figure 80: Vegetable clusters, by household income, December 2010
- Figure 81: Vegetable clusters, by race, December 2010
- Figure 82: Vegetable clusters, by Hispanic origin, December 2010
- Cluster methodology
Appendix—Other Useful Tables
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- Pre-cut vegetable purchases
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- Figure 83: Pre-cut vegetable purchase habits, by number of children in the household, November 2010
- Figure 84: Pre-cut vegetable purchase habits, by region, November 2010
- Figure 85: Attitudes toward vegetables regarding health and motivation, by gender, November 2010
- Frozen vegetable brands purchased
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- Figure 86: Frozen vegetable brands purchased (excluding potatoes), by age, July 2009–September 2010
- Figure 87: Frozen vegetable brands purchased, by race/Hispanic origin, July 2009–September 2010
- Bagged salad brands purchased
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- Figure 88: Packaged salad brands purchased, by age, July 2009–September 2010
- Figure 89: Packaged salad brands purchased, by race/Hispanic origin, July 2009–September 2010
- Figure 90: Packaged salad brands purchased, by annual household income, July 2009–September 2010
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- Figure 91: Packaged salad brands purchased, by region, July 2009–September 2010
- Frozen potato products purchased
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- Figure 92: Types of frozen potatoes purchased, by age, July 2009–September 2010
- Figure 93: Types of frozen potatoes purchased, race/Hispanic origin, July 2009–September 2010
- Figure 94: Types of frozen potatoes purchased, by annual household income, July 2009–September 2010
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- Figure 95: Types of frozen potatoes purchased, by region, July 2009–September 2010
- Frozen potato brands purchased
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- Figure 96: frozen potato brands purchased, by annual household income, July 2009–September 2010
- Figure 97: frozen potato brands purchased, by region, July 2009–September 2010
Appendix—Trade Associations
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