The US fruit and vegetable category is forecast to grow moderately between 2014 and 2019, from $105 billion to $126 billion. Sales will primarily be driven by consumer awareness of the link between diet and health. Respondents are very likely to perceive fruit and vegetables as good sources of vitamins and nutrients that help consumers ward off chronic disease, and to say they are eating more fruit and vegetables than they were in the past. Brands (particularly fresh brands) must continue to focus on the health benefits of fruit and vegetables and provide more time- and step-saving products that align with consumer need for convenience.

This report builds on the analysis in Mintel’s Fruit and Vegetables – US, October 2013, as well as the February 2012 and March 2011 reports of the same title. For the purposes of this report, fruit and vegetables are covered as per the following definitions:

• Fresh fruits and vegetables – includes whole fruits and vegetables (loose and packaged)

• Canned/jarred fruits and vegetables – shelf-stable, including dried fruits and vegetables

• Frozen fruits and vegetables – bagged/boxed in the freezer section

• Salad mixes – precut as well as packaged salad mixes.

Excluded from this report are:

• Fruit and vegetable juices, drinks, or smoothies

• Refrigerated prepared side dishes that include fruits and/or vegetables

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

• Dried beans and legumes

• Instant potatoes.

The market size for this report differs from the previous because legumes, which were included in the previous report, have been excluded.

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

Market Size and Forecast, Segment Performance, Retail Channels: Based on Information Resources, Inc., InfoScan Reviews; Bureau of Economic Analysis; US Bureau of Labor Statistics, Consumer Expenditure Survey/Mintel

Leading Companies and Brand Share: Information Resources, Inc., InfoScan Reviews

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer consumption of/attitudes and behaviors toward fruit and vegetables. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in July 2014 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly over-samples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results and to allow for more precise parameter estimates from our reported findings. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from Experian Marketing Services, using the Simmons National Consumer Study and National Hispanic Consumer Study.

The Experian Marketing Services, Simmons NCS/NHCS was carried out during January 2013-March 2014 and the results are based on the sample of 24,005 adults aged 18+, with results weighted to represent the US adult population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

The following abbreviations are used in this report:

Generations are discussed within this report, and they are defined as:

* also known as Generation Y or Echo Boomers.

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows: