Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Fresh vegetables lead in sales
- Grocery stores sell the lion’s share of fruits and vegetables
- Brands are outperformed by private label in some segments
- Consumers fall short in vegetable usage
- Fruit usage is even lower than vegetable usage
- Attitudes and habits favor local produce
Insights and Opportunities
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- Tie in to kid-centric marketing propositions
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- Figure 1: Teens’ usage of nutritional snacks, by gender, June 2011
- Use a chef as a spokesperson
- On a Diet
Inspire Insights
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- Inspire Trend: “Guiding Choice”
- Inspire Trend: “Hungry Planet”
Market Size and Forecast
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- Key points
- Market remains positive throughout the questionable economy
- Sales can only increase from here
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- Figure 2: Total U.S. retail sales of fruits and vegetables, at current prices, 2006-16
- Figure 3: Total U.S. retail sales of fruits and vegetables, at *inflation-adjusted prices, 2006-16
- Walmart sales
- Fan chart forecast
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- Figure 4: Total U.S. retail sales and fan chart forecast of fruits and vegetables, at current prices, 2006-16
Market Drivers
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- Key points
- Obesity
- Foodservice headway
- Government intervention
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- Figure 5: Percentage of population aged 20+ who are overweight, obese, or extremely obese, 1988-2008
- Food safety scares
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- Figure 6: Four-week melon retail sales and volume ending Oct. 29, 2011, compared to a year ago, December 2011
- Consumer spending
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- Figure 7: U.S. Average annual expenditures, 2008-10
- Population
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- Figure 8: Population aged 18 or older, 2005-15
Segment Performance
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- Key points
- Vegetables stand out in produce performance
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- Figure 9: Total U.S. retail sales of fruits and vegetables, by segment, 2006-16
- Packaged salads shine in the produce department
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- Figure 10: Dollar share of sales of fresh vegetables, 52 weeks ending Oct. 31, 2011
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- Figure 11: Dollar share of sales of fresh fruit, 52 weeks ending Oct. 31, 2011
Segment Performance—Fresh Fruits and Vegetables
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- Key points
- Fresh is the operative word with vegetables
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- Figure 12: Total U.S. retail sales and forecast of fresh vegetables, 2006-16
- Fresh fruit growth is expected
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- Figure 13: Total U.S. retail sales and forecast of fresh fruit, 2006-16
- Most fresh produce is unbranded
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- Figure 14: dollar share of brand presence in fresh vegetables, 52 weeks ending Oct. 31, 2011
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- Figure 15: dollar share of brand presence in fresh fruit, 52 weeks ending Oct. 31, 2011
Segment Performance—Processed Fruits and Vegetables
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- Key points
- Vegetables show strong sales results in the processed produce segment
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- Figure 16: Total U.S. retail sales and forecast of processed vegetables, 2006-16
- New product launches are down for frozen vegetables, up for canned
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- Figure 17: Frozen vegetables product launches, by branded and private label, 2006-11
- Figure 18: Canned vegetables product launches, by branded and private label, 2006-11
- Processed fruit shows the weakest performance
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- Figure 19: Total U.S. retail sales and forecast of processed fruit, 2006-16
- Frozen fruit new product launches down, canned holding steady
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- Figure 20: Frozen fruits product launches, by branded and private label, 2006-11
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- Figure 21: Canned fruits product launches, by branded and private label, 2006-11
Retail Channels
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- Key points
- Consumers shop for produce in several main channels
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- Figure 22: Total U.S. retail sales of fruits and vegetables, by segment, 2010-11
- Grocery stores
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- Figure 23: Grocery store, supermarket, and specialty food store sales of fruits and vegetables, 2006-11
- Organic produce also enjoys increased grocery store sales
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- Figure 24: Percent share of organic vegetables sold by vegetable type, 52 weeks ending Oct. 31, 2011
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- Figure 25: Percent share of organic fruit sold by fruit type, 52 weeks ending Oct. 31, 2011
- Supercenters and warehouse clubs
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- Figure 26: Supercenter and warehouse club sales of fruits and vegetables, 2006-11
- Other
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- Figure 27: “Other” retailers sales of fruits and vegetables, 2006-11
- Natural foods supermarkets
- Sales of fruits and vegetables in the natural channel
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- Figure 28: Natural supermarket sales of fruits and vegetables at current prices, 2009-11*
- Figure 29: Natural supermarket sales of fruits and vegetables, at inflation-adjusted prices, 2009-11*
- Natural channel sales by segment
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- Figure 30: Natural supermarket sales of fruits and vegetables, by segment, 2009 and 2011*
- Natural channel sales by organic
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- Figure 31: Natural supermarket sales of fruits and vegetables, by organic and not organic, 2009 and 2011*
Leading Companies
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- Key points
- FDMx sales of packaged fruits and vegetables by manufacturer and private label
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- Figure 32: Manufacturer FDMx sales of packaged fruits and vegetables in the U.S., 2010 and 2011
Brand Share—Frozen Fruits and Vegetables
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- Key points
- Frozen vegetable market is up with private label gaining share
- Manufacturer and brand sales of frozen vegetables
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- Figure 33: Top Frozen Vegetables (With Potatoes) in the U.S., 2010 and 2011
- Consumers most often choose store brand frozen vegetables
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- Figure 34: brands of frozen vegetables (excluding potatoes) eaten, by gender and age, April 2010-June 2011
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- Figure 35: brands of frozen vegetables (excluding potatoes) eaten, by presence of children in the household, April 2010-June 2011
- Frozen fruit is dominated by private label
- Frozen fruit manufacturer and brand sales
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- Figure 36: Top Frozen Fruit in the U.S., 2010 and 2011
Brand Share—Fresh Packaged Salads
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- Key points
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- Figure 37: Top Fresh Packaged Salads in the U.S., 2010 and 2011
Brand Share—Canned/Jarred Fruits and Vegetables
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- Key points
- Canned/jarred vegetables show a sales decline
- Canned/jarred vegetables manufacturer and brand sales
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- Figure 38: Top Canned Vegetables & Potato (With Tomatoes) in the U.S., 2010 and 2011
- Consumer brand usage of canned/jarred vegetables
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- Figure 39: Brands of canned/jarred vegetables (excluding tomatoes) eaten, by gender and age, April 2010-June 2011
- Canned/jarred fruit sales also decline
- Manufacturer and brand sales of canned/jarred fruit
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- Figure 40: Top Canned Fruit in the U.S., 2010 and 2011
Innovations and Innovators
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- Key points
- Snacking craze
- Freeze-dried
- Private label
- Fresh ideas
Marketing Strategies
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- Key points
- Television
- Dole
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- Figure 41: Dole, All natural fruit television ad, 2011
- Chiquita
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- Figure 42: Chiquita, Rio dance television ad, 2011
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- Figure 43: Chiquita, Top banana television ad, 2011
- Birds Eye
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- Figure 44: Birds Eye, Literally any time television ad, 2011
- Betty Crocker
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- Figure 45: Betty Crocker, fresh potatoes television ad, 2011
- Smartphone apps
- Chiquita integrates several elements
Vegetable Usage
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- Key points
- Most consumers do not eat enough vegetables
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- Figure 46: Vegetable usage, November 2011
- Young adults dig vegetables
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- Figure 47: Vegetable usage, by gender and age, November 2011
- Low-income households fall short with vegetables
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- Figure 48: Vegetable usage, by annual household income, November 2011
- Westerners eat more vegetables
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- Figure 49: Vegetable usage, by region, November 2011
- Asians/Pacific Islanders more into vegetables
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- Figure 50: Vegetable usage, by race/Hispanic origin, November 2011
Vegetable Purchases
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- Key points
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- Figure 51: Vegetable purchases, by gender and age, November 2011
- Fresh far outsells canned and frozen vegetables
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- Figure 52: Forms of vegetables purchased, November 2011
- Organic vegetables do not demonstrate widespread appeal
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- Figure 53: Top 15 vegetables purchased as organic, by age, November 2011
- More than half of young adults support local produce
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- Figure 54: Frequency of vegetable types purchased, by gender and age, November 2011
- Organic produce is most supported by high-income earners
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- Figure 55: Frequency of vegetable types purchased, by annual household income, November 2011
Fruit Usage
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- Key points
- Fruit usage is lower than vegetable usage
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- Figure 56: Fruit and vegetable usage, November 2011
- Young adults eat more fruit; consider a snacking message
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- Figure 57: Fruit usage, by gender and age, November 2011
- High-income earners eat more fruit
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- Figure 58: Fruit usage, by annual household income, November 2011
- Northeasterners are slack on fruit consumption
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- Figure 59: Fruit usage, by region, November 2011
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- Figure 60: Fruit usage, by race/Hispanic origin, November 2011
Fruit Purchases
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- Key points
- Bananas are the top banana
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- Figure 61: Fruit purchases, by presence of children in the household, November 2011
- Canned and frozen fruit holds nothing over fresh versions
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- Figure 62: Forms of fruits purchased, November 2011
- Younger adults support organic fruit
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- Figure 63: Top 12 fruits purchased as organic, by age, November 2011
Fruits and Vegetables Attitudes and Habits
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- Key points
- Consumers are into locally grown and fresh versus frozen produce
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- Figure 64: Produce attitudes and habits, by age, November 2011
- Young adults are revealing in their vegetable views
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- Figure 65: Attitudes toward vegetables, by gender and age, November 2011
- Consumers are open to adding more fruit to their diet
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- Figure 66: Attitudes toward fruit, by gender and age, November 2011
Custom Consumer Groups
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- Key points
- High, medium, and low produce user purchasing habits
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- Figure 67: Produce types purchased, by vegetable and fruit frequency groups, November 2011
- High, medium, and low produce user attitudes
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- Figure 68: Produce attitudes, by vegetable and fruit frequency groups, November 2011
- Canned fruit purchasers
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- Figure 69: Top 10 canned fruits purchased, by annual household income, November 2011
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- Figure 70: Top 10 canned fruits purchased, by region, November 2011
- Canned vegetable purchasers
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- Figure 71: Top 10 canned vegetables purchased, by annual household income, November 2011
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- Figure 72: Top 10 canned vegetables purchased, by region, November 2011
- Frozen fruit purchasers
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- Figure 73: Top 10 frozen fruits purchased, by annual household income, November 2011
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- Figure 74: Top 10 frozen fruits purchased, by region, November 2011
- Frozen vegetable purchasers
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- Figure 75: Top 10 frozen vegetables purchased, by annual household income, November 2011
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- Figure 76: Top 10 frozen vegetables purchased, by region, November 2011
Appendix—Other Useful Tables
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- Refrigerated and frozen potato usage and purchase behavior
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- Figure 77: brands of fresh refrigerated potato products eaten, by gender and age, April 2010-June 2011
- Figure 78: types of frozen potato products eaten, by number of people in the household, April 2010-June 2011
- Figure 79: types of frozen potato products eaten, by region, April 2010-June 2011
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- Figure 80: types of frozen potato products eaten, by gender and age, April 2010-June 2011
- Figure 81: brands of frozen potato products eaten, by gender and age, April 2010-June 2011
Appendix—Trade Associations
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