Table of Contents
Executive Summary
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- Moderate category growth forecast
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- Figure 1: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
- Fresh vegetables and fruit dominate among segments
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- Figure 2: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
- Highly fragmented MULO category; private label comprises 38% share
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- Figure 3: MULO sales of fruit and vegetables, rolling 52 weeks 2014
- The consumer
- Lettuce, tomatoes most purchased; respondents buy fresh far more than other formats
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- Figure 4: Vegetable purchases (any purchase), July 2014
- Bananas, strawberries most purchased; fresh bought far more than other formats
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- Figure 5: Fruit purchases (any purchase), July 2014
- Some 45% report eating a wider variety of fruit and vegetables than ever before
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- Figure 6: Consumption, purchase behavior, and preferences toward fruit and vegetables, July 2014
- More than four in 10 say produce prices have increased where they normally shop
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- Figure 7: Attitudes toward fruit and vegetable consumption, July 2014
- What we think
Issues and Insights
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- How can brands and grocers encourage more consumption?
- The issues
- Insight: Make fresh more convenient; target kids
- How can frozen and canned brands compete with fresh?
- The issues
- Insight: Better messaging about flavor and nutrients
- How can brands compete with the growing number of alternative products?
- The issues
- Insight: Precut fruit and vegetables for juicing; showing how whole foods provide more nutrients than supplements; casting bars as too sugary and processed
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Hungry Planet
- Trend: Experience Is All
Market Size and Forecast
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- Key points
- Sales and forecast of fruit and vegetables
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- Figure 8: Total US retail sales and forecast of fruit and vegetables, at current prices, 2009-19
- Figure 9: Total US retail sales and forecast of fruit and vegetables, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 10: Total US retail sales and fan chart forecast of fruit and vegetables, at current prices, 2009-19
- Fan chart methodology
Market Drivers
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- Key points
- Fruit and vegetable nutritional value drives consumption
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- Figure 11: Attitudes toward fruit and vegetable consumption, by age, July 2014
- Diets high in fruit and vegetables can help combat obesity epidemic
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- Figure 12: Percentage of men aged 20 or older who are obese, by age, 2001-04, 2005-08, 2009-12
- Figure 13: Percentage of women aged 20 or older who are obese, by age, 2001-04, 2005-08, 2009-12
- Demographics positively impact the fruit and vegetable category
- Hispanics, Asians report most likelihood to buy vegetables and fruit
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- Figure 14: Vegetable purchases – any purchase, by race/Hispanic origin, July 2014
- Figure 15: Fruit purchases – any purchase, by race/Hispanic origin, July 2014
- Millennials likely to be a key demographic for the category
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- Figure 16: Vegetable purchases – any purchase, by generations, July 2014
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- Figure 17: Fruit purchases – any purchase, by generations, July 2014
- Figure 18: Other fruit and vegetable purchases, by generations, July 2014
- Aging population seeks healthier foods to ward off age-related disease
- Millennials tend to look for healthier foods and explore flavor variations
- Slow economic recovery, price hikes have conflicting impact on sales
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- Figure 19: University of Michigan’s index of consumer sentiment (ICS), 2004-14
- Figure 20: US Unemployment rate, 2004-14
- Price increases could dampen sales
- Household income a significant factor in purchases
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- Figure 21: Vegetable and fruit purchases – any purchase, by household income, July 2014
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- Figure 22: Other fruit and vegetable purchases, by household income, July 2014
Competitive Context
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- Some may opt for juice products over fruit and vegetables
- Increasing vitamin, mineral, and supplement sales pose a threat
- Nutritional bars promise healthy and functional snacking
Segment Performance
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- Key points
- Fresh vegetables comprise 48% of the category
- Sales of fruit and vegetables, by segment
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- Figure 23: Total US retail sales of fruit and vegetables, by segment, at current prices, 2012 and 2014
- Sales and forecast of fresh vegetables
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- Figure 24: Total US retail sales and forecast of fresh vegetables, at current prices, 2009-19
- Sales and forecast of fresh fruit
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- Figure 25: Total US retail sales and forecast of fresh fruit, at current prices, 2009-19
- Sales and forecast of processed vegetables
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- Figure 26: Total US retail sales and forecast of processed vegetables, at current prices, 2009-19
- Sales and forecast of processed fruit
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- Figure 27: Total US retail sales and forecast of processed fruit, at current prices, 2009-19
- Sales and forecast of fresh cut salad
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- Figure 28: Total US retail sales and forecast of fresh cut salad, at current prices, 2009-19
Retail Channels
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- Key points
- Supermarkets make up 71% of total sales
- Sales of fruit and vegetables, by channel
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- Figure 29: Total US retail sales of fruit and vegetables, by channel, 2012 and 2014
- Supermarkets dominate but grow more slowly than other channels
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- Figure 30: US supermarket sales of fruit and vegetables, 2009-14
- Other channel sales outpace supermarket sales
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- Figure 31: US other channel sales of fruit and vegetables, 2009-14
Leading Companies
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- Key points
- MULO sales divided between many companies
- MULO sales of fruit and vegetables
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- Figure 32: MULO sales of fruit and vegetables, rolling 52 weeks 2013 and 2014
Brand Share – Vegetables
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- Key points
- Ore-Ida leads but sales decline; ConAgra experiences most growth
- MULO sales of vegetables
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- Figure 33: MULO sales of vegetables, rolling 52 weeks 2013 and 2014
Brand Share – Fruit
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- Key points
- Dole leads; new formats exhibit strong growth potential
- MULO sales of fruit
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- Figure 34: MULO sales of fruit, rolling 52 weeks 2013 and 2014
Brand Share – Fresh Cut Salad
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- Key points
- Most brands benefit from demand for fresh, convenient products
- MULO sales of fresh cut salad
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- Figure 35: MULO sales of fresh cut salad, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- Microwavable claims lead; ease of use, organic claims increase
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- Figure 36: Top 10 packaged fruit and vegetable product claims, by percentage of total claims, 2009-13
- Resealable packaging makes freshness more convenient
- Many consumers equate organic with higher nutrition
- Non-GMO increases its profile among brands
Marketing Strategies
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- Overview of the brand landscape
- Theme: Convenience
- Brand example: Birds Eye
- Birds Eye Facebook video ad
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- Figure 37: Birds Eye Facebook ad, 2014
- Brand example: Green Giant
- Green Giant TV ad
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- Figure 38: Green Giant TV ad, 2014
- Theme: Nutrition
- Brand example: Dole
- Dole TV ad
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- Figure 39: Dole TV ad, 2014
- Brand example: Earthbound Farm Organic
- Theme: Making vegetables cool for kids
Consumer Data – Daily Food Group Consumption
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- Key points
- Respondents report that a third of their diet consists of fruit/vegetables
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- Figure 40: USDA MyPlate nutrition guide
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- Figure 41: Daily (mean average) food group consumption, October 2014
- Quartile analysis
- Methodology Description
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- Figure 42: Daily food consumption quartile analysis, July 2014
- Upper quartile of oldest respondents report highest daily fruit consumption
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- Figure 43: Daily fruit consumption, by generations, quartile analysis, July 2014
- Highest daily vegetable intake among upper quartile of Boomers, Swing Generation
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- Figure 44: Daily vegetable consumption, by generations, quartile analysis, July 2014
Consumer Data – Vegetable Purchases
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- Key points
- A majority buy fresh vegetables rather than other formats
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- Figure 45: Vegetable purchases, July 2014
- 25-34 most apt to buy a wide range of vegetable types
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- Figure 46: Vegetable purchases – any purchase, by age, July 2014
- Presence of children means more likelihood to buy vegetables
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- Figure 47: Vegetable purchases – any purchase, by presence of children in household, July 2014
- Correspondence analysis: vegetable purchases
- Methodology Description
- Fresh most closely linked to carrots, peppers, greens, tomatoes
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- Figure 48: Vegetable correspondence Analysis, October 2014
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- Figure 49: Vegetable purchases, October 2014
Consumer Data – Fruit Purchases
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- Key points
- A majority buy fresh fruit more than any other format
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- Figure 50: Fruit purchases, July 2014
- 25-34 most apt to buy fruit
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- Figure 51: Fruit purchases – any purchase, by age, July 2014
- Hispanics, Asians most apt to buy a wide variety of fruit
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- Figure 52: Fruit purchases – any purchase, by race/Hispanic origin, July 2014
- Households with kids much more likely to buy fruit
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- Figure 53: Fruit purchases – any purchase, by presence of children in household, July 2014
- Correspondence analysis: fruit purchases
- Methodology Description
- Fresh most closely associated with grapes, melon, apples, and bananas
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- Figure 54: Fruit correspondence Analysis, October 2014
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- Figure 55: Fruit Purchases, October 2014
Consumer Data – Other Fruit and Vegetable Purchases
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- Key points
- Cherries, avocado most purchased other fruit; asparagus, cauliflower most purchased other vegetables
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- Figure 56: Other fruit and vegetable purchases, by age, July 2014
- Other purchases highest among those with household income of $50K+
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- Figure 57: Other fruit and vegetable purchases, by household income, July 2014
Consumer Data – Fresh Bagged Salad Consumption
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- Key points
- Nearly three quarters of households eat bagged/packaged salads
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- Figure 58: Household consumption of bagged or packaged salads, by age, January 2013-March 2014
- Household consumption increases with household income
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- Figure 59: Household consumption of bagged or packaged salads, by household income, January 2013-March 2014
Consumption, Purchase Behavior, and Preferences toward Fruit and Vegetables
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- Key points
- More than four in 10 eating more fruit and vegetables than ever before
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- Figure 60: Consumption, purchase behavior, and preferences toward fruit and vegetables, by age, July 2014
Consumer Data – Attitudes toward Fruit and Vegetable Consumption
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- Key points
- More than four in 10 say prices have increased where they shop
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- Figure 61: Attitudes toward fruit and vegetable consumption, by age, July 2014
Appendix – Other Useful Consumer Tables
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- Daily food group consumption
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- Figure 62: Daily food group consumption, by age (Mean), July 2014
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- Figure 63: Daily food group consumption, by household income (Mean), July 2014
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- Figure 64: Daily food group consumption, by race/Hispanic origin (Mean), July 2014
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- Figure 65: Daily food group consumption, by race/Hispanic origin (Quartiles 3 (75%)), July 2014
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- Figure 66: Daily food group consumption, by presence of children in household (Mean), July 2014
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- Figure 67: Daily food group consumption, by generations (Mean), July 2014
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- Figure 68: Daily food group consumption, by generations (Quartiles 3 (75%)), July 2014
- Fruit purchases
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- Figure 69: Fruit purchases – any purchase, by generations, July 2014
- Other fruit and vegetable purchases
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- Figure 70: Other fruit and vegetable purchases, by race/Hispanic origin, July 2014
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- Figure 71: Other fruit and vegetable purchases, by presence of children in household, July 2014
- Consumption, purchase behavior, and preferences toward fruit and vegetables
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- Figure 72: Consumption, purchase behavior, and preferences toward fruit and vegetables, by gender, July 2014
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- Figure 73: Consumption, purchase behavior, and preferences toward fruit and vegetables, by household income, July 2014
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- Figure 74: Consumption, purchase behavior, and preferences toward fruit and vegetables, by race/Hispanic origin, July 2014
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- Figure 75: Consumption, purchase behavior, and preferences toward fruit and vegetables, by generations, July 2014
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- Figure 76: Consumption, purchase behavior, and preferences toward fruit and vegetables, by generations, July 2014
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- Figure 77: Consumption, purchase behavior, and preferences toward fruit and vegetables, by fruit purchases – any purchase, July 2014
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- Figure 78: Consumption, purchase behavior, and preferences toward fruit and vegetables, by fruit purchases – any purchase, July 2014
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- Figure 79: Consumption, purchase behavior, and preferences toward fruit and vegetables, by other fruit and vegetable purchases – fruit, July 2014
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- Figure 80: Consumption, purchase behavior, and preferences toward fruit and vegetables, by other fruit and vegetable purchases – vegetables, July 2014
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- Figure 81: Consumption, purchase behavior, and preferences toward fruit and vegetables, by vegetable purchases – any purchase, July 2014
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- Figure 82: Consumption, purchase behavior, and preferences toward fruit and vegetables, by vegetable purchases – any purchase, July 2014
- Attitudes toward fruit and vegetable consumption
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- Figure 83: Attitudes toward fruit and vegetable consumption, by race/Hispanic origin, July 2014
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- Figure 84: Attitudes toward fruit and vegetable consumption, by presence of children in household, July 2014
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- Figure 85: Attitudes toward fruit and vegetable consumption, by generations, July 2014
Appendix – Trade Associations
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